Footwear in Portugal

PROSPECTS

Performance needs and casualisation trend elevate sports footwear

Volume and vales of footwear are set to increase over the forecast period, with sports footwear expected to record particularly strong growth, driven by sports-inspired and performance footwear. Pursuing a healthy lifestyle is increasingly fashionable amongst Portuguese consumers.

Women tend to stock up on shoes, while for men quality counts more

Portuguese men and women tend to demonstrate different shopping habits. As is the case within jeans, for instance, Portuguese women like to have many different pairs of shoes to combine with different outfits for different occasions, styles and events.

Innovative footwear set to stamp its mark

Over the forecast period, both men’s and women’s footwear are expected to perform well. Men are likely to look for additional details when purchasing shoes, probably leading to more differentiation in the offer in terms of laces, soles and colour, for instance.

COMPETITIVE LANDSCAPE

Nike ticks all boxes, leading overall sales

Nike Retail BV - Sucursal em Portugal remained the leader in footwear in Portugal in 2019, registering steady albeit slight growth in its value share. This growth was driven by the rising number of people participating in sport and looking for sports footwear suitable for their activity.

Sports and fast-fashion brands are favourite choices

While general footwear retailer Seaside was the overall brand leader in 2019, sports brands continued to comprise much of the Portuguese competitive landscape of footwear and to perform well. They are clearly benefiting from growing local interest in participating in sport as well as the rising popularity of the athleisure trend.

Artisanal and local shoemakers begin to shine

Increasingly, consumers, particularly women, are looking for unique and original styles, with artisanal or niche domestic players profiting. Historically, Portugal is well known for its shoe industry, which combines quality raw materials with quality production thanks to a qualified and experienced labour force.

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