Retail volume and current value sales of footwear decreased sharply in 2020. The category was hit hard by the crisis of consumption during the lockdown in March and April, as consumers prioritised essential expenditure related to food and healthcare.
Children’s footwear saw the slowest declines in retail volume and current value sales in 2020, compared with women’s footwear and men’s footwear. Apparel and footwear specialist retailers of childrenswear and children’s footwear were closed for a shorter period in 2020, compared with adult footwear specialists.
Sales of sports footwear showed some resilience during the COVID-19 crisis in 2020. This was evident in the trend towards comfortable and functional apparel and footwear to cope with home seclusion.
Footwear is set to rebound in 2021 from the steep decline in sales over 2020. However, Italian consumers are expected to remain very cautious about spending in 2021, as the threat of COVID-19 lingers and the economic recession exerts strong pressure on disposable incomes and purchasing power in line with projected rises in public debt and unemployment.
E-commerce sales are expected to continue to grow in footwear, as in other categories and industries, over the forecast period. The growth in footwear sales through e-commerce was accelerated in 2020, as the channel attracted new consumers during the lockdown.
Consumers are likely to remain highly price-sensitive in very tough economic conditions in 2021. As a result, they are expected to continue to postpone unnecessary spending or settle for lower-priced options.
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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.
This report originates from Passport, our Footwear research and analysis database.
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