Footwear in Italy

PROSPECTS

Value hit as price-sensitive consumers postpone purchases until sales periods

Footwear sales were negatively impacted by the unfavourable economic and political situation in 2019, which forced consumers to be more cautious over spending. As a result, retail volume and current value sales fell at a faster rate, compared with 2018.

Sports footwear rides the athleisure trend to drive demand

Footwear is impacted strongly by the athleisure trend, to the detriment of formal shoes. Classic footwear like moccasins and, to a lesser extent, slippers, are seeing sales declines.

Growing interest in style limits value loss in men’s footwear

Men’s footwear showed a slightly slower decrease in retail current value sales than women’s and children’s footwear in 2019. There is higher potential for value sales growth in men’s footwear as men pay higher attention to their style and appearance.

COMPETITIVE LANDSCAPE

High-profile collaborations offer a competitive edge to Nike and adidas

The highly fragmented competitive landscape of footwear is led by Nike Italia and adidas Italy, which benefit from the athleisure trend. Both players also gain a competitive edge from important sponsorship agreements, high-tech/quality footwear and digital strategies, which foster initiatives like personalised footwear.

Vans gains attention through constant collaborations and authenticity positioning

Among the top 20 players, VF Italia recorded the highest retail value sales growth in 2019. The company’s performance owed most to retail value sales and share growth by Vans and The North Face, although the popular Timberland brand also recorded positive retail value sales growth to maintain its share.

New store concept and regular launches extend Bata’s reach to younger audience

Compar gradually increased its retail value share over the review period to consolidate third position in footwear. Along with fourth-ranked Geox, Compar’s Bata is the most recognised brand of “city shoes” in Italy.

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