Footwear’s double-digit growth in retail volume and current value terms in 2021 signalled a recovery from the sharp declines recorded in 2020 due to the Coronavirus (COVID-19) pandemic. The slump in demand for footwear was mainly informed by lockdown and home seclusion measures to stem the tide of the virus.
Children’s footwear recorded a strong rebound in retail volume and current value sales in 2021 to be in line, if slightly below, 2019 levels. The demand for children’s footwear, which was more resilient than for adult’s footwear, showed a significantly slower decline in retail volume and value sales than women’s and men’s footwear in 2020.
Footwear in Italy continued to be led by sportswear brands Nike and adidas, which increased their retail value shares over the review period, albeit Nike saw a marginal drop in 2021. Nike and adidas benefit from high brand heritage and the growing consumer demand for comfortable apparel and footwear, which better suits hectic lifestyles.
Overall, retail volume and value (constant 2021 prices) sales of footwear are expected to continue to recover in 2022 and the medium term, before experiencing small decreases towards the end of the forecast period. As a result, while approaching 2019 levels in the mid-forecast period, retail volume and value (constant 2021 prices) sales are set to remain below those of 2019 by 2026.
Children’s footwear is expected to stabilise faster than women’s or men’s footwear, as the sales development of the children’s category was less affected by the pandemic. The category is expected to see retail volume and value (constant 2021 prices) growth in 2022, although it is predicted to see a dip in sales from 2023.
Men’s footwear is set to see the highest retail volume and value (constant 2021 prices) growth rates in the early-to-mid-forecast period, albeit from a lower base than women’s footwear. However, men’s footwear is also predicted to see small drops in sales over the remainder of the forecast period.
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Understand the latest market trends and future growth opportunities for the Footwear industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Footwear industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Footwear
This is the aggregation of children's footwear, men's footwear and women's footwear. Includes all men’s, women’s and children’s outdoor and indoor shoes made of materials as leather, fabric or plastic. Outdoor shoes includes all dress shoes, trainers, sports shoes, sandals, boots, pumps, and high heels. Indoor shoes includes house-shoes and slippers. Items must be new when sold to the consumer; second-hand/used footwear is excluded. Antique and/or vintage footwear is also excluded. Sports footwear (broken out as a separate category) is included in total footwear figure. One pair of footwear constitutes one volume unit.
This report originates from Passport, our Footwear research and analysis database.
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