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Summary
Since 2020, the global footwear market has been on a steady growth trend, with a projected market value of $530.3 billion by 2027, at a CAGR of 3.5%. Meanwhile, the French market indicates a decline in domestic footwear production from 923.6 million euros to 566.7 million euros in 2020, with a significant slowdown in production and a CAGR of -0.32%. France's foreign trade in footwear revealed a high dependence on imports, particularly from China, Italy and Vietnam, which together account fortogether accounted for 61.6% of the total value of imports, while exports were mainly directed to European countries, with Italy, Germany and the UK being the main destinations. Demand is driven by a predominantly female customer base, with women buying around six pairs of shoes a year and accounting for 45% of the value of footwear sales in France.
The sports segment, in particular running shoes, is experiencing dynamic growth, with the category gaining market share and sales increasing in line with the popularity of running as a sport. French consumers, especially millennials, show a strong preference for sneakers, with Nike and Adidas leading the way as favorite brands. Major players such as Nike, Adidas and Decathlon dominate in market share, with large distribution networks augmented by online sales, which account for 12% of distribution in France.
The COVID-19 pandemic has had an impact on the sector, with specialist clothing and footwear retailers experiencing a significant drop in sales compared with previous years.
Key trends in the French footwear market
Evaluating the state of the French footwear market, it becomes clear that this is an industry characterized by a strong presence of female consumers, a digital transformation, a dynamic of import and export, and a high level of sales.rique transformation, a strong import-export dynamic, and an evolving set of consumer preferences that prioritize comfort and aesthetics in equal measure.
Women remain the dominant customer group in the French footwear market. On average, women in France buy around 6 pairs of shoes a year, which is almost twice as many as men. Sales in the French footwear market are largely driven by women, their purchases accounting for almost half the total value of footwear sales. Men's and children's footwear accounted for 35% and 20% respectively.
The shift to digital channels has been significant, with major brands and exclusive distributors investing heavily in online tools to compete with pure players. The online segment continues to grow, with a notable presence of e-commerce platforms that cater exclusively to online customers and offer various incentives such as free returns and personalized experiences.
The French market also boasts a strong import-export dynamic. Imports far exceed exports, which explains the significant gap between production and sales volumes in the country. China, Italy and Vietnam are the main sources of footwear imports, underlining the global dependence of the French market. Interestingly, the majority of footwear produced in France falls into the casual and "leisure" category.
Consumer tastes and preferences continue to evolve, with particular emphasis on the intersection of comfort and style. While comfort remains a primary consideration, particularly for older people, younger customers (especially those aged 18-24) place considerable importance on the aesthetic appeal of their footwear. This has led to intense competition between brands to bring visually appealing, fashion-forward footwear to market.
The athletic footwear segment is particularly dynamic, supported by trends that see athletic footwear doubling as a fashion accessory, and by a renewed interest in activities such as running. The athletic footwear segment, in particular, enjoyed strong growth, accounting for a large proportion of sales in the men's, women's and children's markets. In terms of expenditure, the majority of French consumers spend between 50 and 100 euros on running shoes, indicating that the market appreciates quality and is prepared to spend on products that meet its needs.
In the field of luxury sports shoes, the starting price hovers around 400 euros and can reach over 3,000 euros, attracting a clientele with a penchant for exclusivity and haute couture.
An overview of the main market players
In the dynamic field of French footwear, several key operators claim significant market shares, each with its own positioning and strategy.
- Nike and Adidas, as world leaders in sportswear, continue to dominate the market with a comprehensive offering that combines performance and style. They have not only etched their logos in the minds of sportsmen and women, but also in the lifestyle segment with their fashionable sneakers.
- Decathlon, another sports-centric entity, has established itself as a favorite among value-conscious consumers. Its various brands cover a variety of sports, offering affordability without compromising on quality. At the same time, in the retail landscape,
- La Halle is recognized for its broad assortment that targets families with affordable fashion footwear options, meeting the everyday needs of a broad customer base.
- Eram is another brand that is an integral part of the French footwear landscape, and has established itself as a reliable choice for those looking for fashionable styles without breaking the bank.
- Go Sport and Courir are key players on the multi-brand retail front, where athletic footwear takes center stage, fuelling a thriving sneaker culture that prioritizes both comfort and style.
- Sarenza and Zalando represent the digital progression of the market, harnessing the power of the Internet to offer convenience, variety and competitive pricing. These platforms are reshaping the shopping experience, providing access to a vast range of choices in just a few clicks.
Undeniably, the French footwear market is characterized by a strong presence of powerful players, ranging from sports giants and traditional retail chains to burgeoning online channels, each vying for consumers' attention in a fiercely competitive environment. This rich mosaic of brands not only highlights the varied preferences of French consumers, but also underscores the market's adaptability to changing trends and purchasing behavior.
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Inforamtion
- Number of pages : 30 pages
- Format : Digital and PDF versions
- Last update : 13/01/2022
Summary and extracts
1 Market Overview
1.1 Presentation and definition of the footwear market
The primary function of shoes is to protect the foot. However, footwear is also a fashion accessory, responding to a logic of renewal other than the simple functional use until the shoe wears out. The footwear market covers all types of footwear, those worn daily and those used for a specific activity.
There are several categories of footwear, according to the French Footwear Federation:
- City and leisure shoes
- Sports shoes
- Indoor shoes
- Work and safety shoes
However, the lines are becoming increasingly blurred, especially between athletic and casual footwear, due to the advent of sneakers as everyday footwear.
Competition is very strong in this sector, with major brands benefiting from a brand image with the public, but also exclusive distributors of foreign brands and internet pure players benefiting from a very large online stock.
The sector has to adapt to the digitalization of the market, which has pushed the main players to invest massively in online tools. Currently, the existing brands have to face pure-players to impose themselves on this growing segment.
List of charts
- Footwear sales development and forecast
- [Copy] Footwear production in volume
- Evolution and forecasts of footwear sales by French companies
- Value of production, imports and exports
- Main countries of destination for footwear exports
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Latest news
Intersport and Go Sport hot on Decathlon's heels in France - 11/04/2024
- Stabilization of like-for-like sales last year at Intersport.
- Increase in sales following the acquisition of Go Sport: 3.65 billion euros, i.e. **an increase of 11.2% compared with 2022.
- Projected openings: Between 15 and 20 new stores to be opened each year
Antoine Arnault leaves a reinvigorated Berluti - 22/11/2023
- If Berluti remains a small brand in LVMH's empire of 75 houses
- Bought in 1993, the house should return to profitability this year
- Sales have increased eightfold since 2011, and will approach 300 million euros this year.
- The shoemaker has tripled the number of its stores, opening in Taiwan, Australia, Thailand, Germany, Morocco...).
- Franchised stores reinstated
- Diversification into ready-to-wear with the acquisition of tailor Arnys in 2012, but also into furniture, lifestyle and car upholstery
Shoes: Paraboot gains ground - 08/11/2023
- Richard-Pontvert, founded in 1908, manufactures Paraboot shoes.
- 35% of the company's sales come from Asia, while 60% come from Europe (including 20% from France).
- Total sales are 24.5 million euros.
- 120,000 of the 160,000 pairs sold each year are produced at the Isère plant.
- The company employs 156 people, including around one hundred in production.
- Sales forecast for the "dormant" Galibier brand over the next six years are between 5 and 6 million euros.
- The Richard family's ten-year objective is to achieve sales of 40 million euros.
Intersport plans to sell around thirty of its stores - 07/11/2023
- Around thirty Intersport stores could be sold to Schiever.
- Intersport is France's second-largest sporting goods retailer.
- Intersport is a cooperative of nearly 300 entrepreneurs.
- The Intersport network comprises some 800 specialist stores.
- Jacky Rihouet, CEO of Intersport, may sell 20 Intersport stores and five Intersport outlets that he owns.
- Four Blackstore ready-to-wear stores and two Go Sport stores could also be sold to Schiever.
Zalando's challenges for growth on the European scene - 12/10/2023
- Sales volume in 25 European markets: 14.8 billion euros
- Sales: 10.4 billion euros
- More than 16,000 employees, including over 3,000 in technology
- 12 logistics sites in Europe and 3 under construction, including 1 in France, at Montereau-sur-le-Jard (77)
- More than 50 million active customers
- It references 7,000 brands Its market share by volume in online fashion in France is 3.4%, placing the company in 5th position, behind Vinted (12.6%), Amazon (9.1%), Shein (8.4%) and H&M (3.9%) (source: Kantar, 1st half 2023).
Birkenstock sandals debut in New York this Wednesday - 11/10/2023
- Birkenstock valuation: $8.6 billion.
- Birkenstock began to be controlled by investment fund L Catterton in 2021.
- L Catterton is associated with LVMH, the world leader in luxury goods.
- Birkenstock was founded in 1774 and is based in Germany.
- Birkenstock's sales grew at an average rate of 20% over the next few years after the arrival of external management in 2013.
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