Footwear in Portugal

PROSPECTS

Sports footwear drives sales

Sales 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 and men exhibit different behaviour

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.

Men’s and women’s footwear are set to perform well in the forecast period

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 remains the leading brand in value terms

Nike remained the leader in footwear in Portugal in 2018, registering steady growth in its value share. This growth was driven by the rising number of people participating in sport and looking for adapted sports footwear.

Fast fashion players follow the leading sports brands

Behind the three leading brands, Nike, adidas and Puma, which are all sports footwear brands, other prominent brands in footwear in 2018 included fast fashion players such as Zara and Primark. These retailers continued to benefit from the large number of consumers who prioritise both price and fashion when buying footwear.

Artisanal producers and local manufacturers are becoming increasingly popular

A rising number of consumers, particularly women, are looking for unique and original styles. 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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