Footwear was one of the hardest-hit categories within apparel and footwear in 2020, with all areas recording a sharp decline in value sales. Sales were negatively impacted by the mandatory closure of non-essential retail in the spring and summer, while less commuting and socialising meant fewer wearing occasions.
Women’s footwear remained by far the largest category within footwear in 2020, accounting for a large majority of value sales. Ukrainian women are generally very conscious of their appearance and strive to look trendy and well-presented.
Despite the traditional popularity of good-quality leather footwear in Ukraine, many consumers were deterred by its comparatively high unit prices in 2020. This led many to consider purchasing footwear made of artificial or genuine leather imitation.
After a slow recovery in 2021, footwear sales are expected to rebound over the forecast period as pressure on consumer incomes eases and confidence returns. All categories are set to record accelerating value growth at constant 2020 prices as consumers begin to move away from purely essential purchases.
Over the forecast period, international brands are expected to increase their retail value shares by focusing on innovation and quality assurances. Brands such as Zara and Reserved are also expected to remain successful due to their focus on the latest fashion trends and competitive prices.
E-commerce is expected to record further retail value share growth over the forecast period as more consumers become accustomed to using the channel and technological advancements improve the online purchasing experience. These are likely to include the ability to try on footwear virtually, such as Lamoda’s virtual fitting service for footwear that uses AR technology.
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Understand the latest market trends and future growth opportunities for the Footwear industry in Ukraine 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 Ukraine, 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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