Global Footwear Market Trends, Developments and Prospects
Sports footwear forms approximately 26% of total global footwear market sales in 2013, and is also expected to outperform the overall footwear market going forward – due to increased participation in sports, but also as consumers increasingly choose to wear sports footwear on a day-to-day basis, following the move towards comfort. Euromonitor segments the sports footwear market into 3 subcategories: ‘Performance, Outdoor and Sports-inspired. Performance footwear includes footwear which is specifically designed for sporting activities and includes a significant level of technical development – e.g. Nike Flyknit Lunar running shoes. Outdoor footwear includes footwear specifically designed for outdoor activities with technical features, e.g. durability and enhanced protection against difficult weather conditions. Sports-inspired footwear – currently the biggest category - are not designed to enhance performance while practising specific sport disciplines and instead are more geared towards latest fashion trends. Some of the biggest and best online fashion retailers have been purveyors of footwear. Not only are they winning on price and variety, they are also not piggybacking on fit-lifting tactics. In fact, many of the most successful online start-ups are creating and marketing their own branded products. It’s important to discuss distribution strategies in more detail as these are closely linked to consumer demand. A huge proportion of footwear in China is sold through an unorganised retail and currently we are seeing a dynamic shift from this channel through apparel specialist retailers and sports good specialists to internet retail. And whereas unorganised retail is here to stay – at least for now – it’s dominance is gradually diminishing and the unorganised retail sector is bound to shrink as a share of the overall market in the medium term.
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Global Footwear Market Trends, Developments and Prospects
- 1. GLOBAL FOOTWEAR MARKET: TRENDS, DEVELOPMENTS AND PROSPECTS 18TH JUNE 2014 ROY ZHOU CLIENT DEVELOPMENT EXECUTIVE EUROMONITOR INTERNATIONAL
- 2. INTRODUCTION AND GLOBAL PICTURE KEY GLOBAL TRENDS ZOOMING IN ON CHINA
- 3. INTRODUCTION AND GLOBAL PICTURE Global retail sales 2013 (US$ million) Packaged Food Apparel Home and Garden Consumer Electronics Tobacco Non-Alcoholic Drinks © Euromonitor International 3 Where footwear fits in the global consumer goods world Alcoholic Drinks 2.4 tn 1.5 tn 1.0 tn 899 bn 863 bn 717 bn 717 bn Personal Accessories and Eyewear Beauty and Personal Care Footwear Consumer Health Tissue and Hygiene Toys and Games Home Care 680 bn 484 bn 375 bn 221 bn 180 bn 167 bn 165 bn
- 4. INTRODUCTION AND GLOBAL PICTURE 600 500 400 300 200 100 © Euromonitor International 4 Global footwear market continues to grow 8 7 6 5 4 3 2 1 0 0 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 % Year-on-Year Growth Retail Sales, US$ billion Global Footwear Market Growth 2009-2018 Footwear Market Size Footwear Markeet Size Growth
- 5. Top 3 markets account for almost 40% of global sales © Euromonitor International 5 67 US$ billion 212 US$ 52 US$ billion 38 US$ 21 US$ billion 145 US$ INTRODUCTION AND GLOBAL PICTURE Total value market size Per capita spend
- 6. INTRODUCTION AND GLOBAL PICTURE © Euromonitor International 6 Footwear volume trends 2012 % Growth Units per Capita > 9.0 5.0-8.9 2.0-4.9 0.0-1.9 < 0.0
- 7. INTRODUCTION AND GLOBAL PICTURE 250 200 150 100 50 © Euromonitor International 7 0 Women's Footwear Men's Footwear Children's Footwear US$ billion Global Footwear Market Size by Category 2013-18 2013 2013-18 Growth Global Footwear Market Category Shares 2013 Women’s footwear still dominates sales Men’s Footwear 34% Women’s Footwear 53% Children’s Footwear 12%
- 8. GLOBAL FOOTWEAR MARKET: TRENDS, DEVELOPMENTS AND PROSPECTS 4% 2% Global Footwear Market 2013 Sports 26% © Euromonitor International 8 Sports footwear outperforms the market Europe: Sports Footwear Market 2013 Performance 44% Outdoor 15% Sports-inspired 41% 0% % year-on-year growth Sports Footwear Forecast Growth Footwear Sports Footwear
- 9. Performance and sports-inspired hold the greatest potential 60 50 40 30 20 10 © Euromonitor International 9 0 2013 2014 2015 2016 2017 2018 US$ billion Europe: Sports Footwear Forecast Growth 2013-18 Performance Outdoor Sports-inspired Footwear EUROMONITOR INTERNATIONAL
- 10. INTRODUCTION AND GLOBAL PICTURE KEY GLOBAL TRENDS ZOOMING IN ON CHINA
- 11. Post-recession polarisation in developed markets 15 10 5 0 © Euromonitor International 11 Post-recession Polarisation Luxury Economy KEY GLOBAL TRENDS -5 2008-09 2009-10 2010-11 2011-12 2012-13 % year-on-year growth Western Europe: Brand Sales Growth vs Footwear Growth 2008-2013 Footwear Prada H&M
- 12. KEY GLOBAL TRENDS © Euromonitor International 12 Fast Fashion Private Label Value fashion booms Declining unit prices Rising volumes Growth of value formats
- 13. Private label: flexing stronger fashion credentials © Euromonitor International 13 Stand-alone stores Tesco F&F Fashion trends Collaborations/ Sponsorship Brand Segmentation Social media KEY GLOBAL TRENDS
- 14. KEY GLOBAL TRENDS © Euromonitor International 14 E-tailing innovation focuses on footwear
- 15. INTRODUCTION AND GLOBAL PICTURE KEY GLOBAL TRENDS ZOOMING IN ON ASIA PACIFIC AND CHINA
- 16. ZOOMING IN ON ASIA PACIFIC AND CHINA © Euromonitor International 16 Asia Pacific value sales account for almost US$100 billion Asia Pacific coverage China Hong Kong, China India Indonesia Japan Malaysia Philippines Singapore Taiwan Thailand Vietnam US$ 98 bn Asia Pacific footwear market sales 2013
- 17. ZOOMING IN ON ASIA PACIFIC AND CHINA Footwear Sales Breakdown by Category 2013 © Euromonitor International 17 A brief look at footwear market structure in China Children's Footwear 11% Men's Footwear 36% Women's Footwear 53% Total market size in China 52 US$ billion
- 18. Mix of local and global heavyweights dominate Chinese footwear Nike Belle adidas Daphne Aokang © Euromonitor International 18 0 0.5 1 1.5 2 2.5 3 3.5 Teenmix % Market Share ZOOMING IN ON ASIA PACIFIC AND CHINA
- 19. ZOOMING IN ON ASIA PACIFIC AND CHINA © Euromonitor International 19 Distribution Patterns: Footwear Route to Market Unorganised Retail Footwear Sports Goods Specialists Internet Retailing Apparel and Footwear Specialist Retailers
- 20. ZOOMING IN ON ASIA PACIFIC AND CHINA Internet Retail Shift: Store to Web Gaining Momentum 12 10 8 6 4 2 © Euromonitor International 20 0 2008 2009 2010 2011 2012 2013 % Share of Total Distribution Footwear Internet Sales 2008-2013 Negligible Presence 10.7%
- 21. ZOOMING IN ON ASIA PACIFIC AND CHINA 80 70 60 50 40 30 20 10 © Euromonitor International 21 Continued growth going forward Ranking 2013 2018 1 USA USA 2 China China 3 Russia Russia 4 Brazil Brazil 5 Japan Mexico 6 Germany Japan 7 Mexico United Kingdom 8 France Germany 9 United Kingdom Italy 10 Italy France 0 2014 2015 2016 2017 2018 US$ billion Footwear Value Sales in China 2013-2018
- 22. © Euromonitor International 22 THANK YOU FOR LISTENING Roy Zhou | Client Development Executive Roy.Zhou@euromonitor.com.cn Euromonitor International (Shanghai) 29/F, Finance Square 333 Jiujiang Road Shanghai