The footwear market - Germany

1.1 Introduction

The footwear market in Germany is constantly changing. There are many different products, ranging from luxury goods to sports shoes and city shoes. Many criteria determine the category of each new model.

The global footwear market is highly competitive. A wide variety of products are sold, and every consumer can find something to suit his or her needs. Yet some countries dominate shoe production. Three-quarters of the world's footwear comes from countries such as China, India, and Indonesia. This market has been impacted by crises such as COVID-19 (there has been a 10% drop in shoe sales from 2021).

Nevertheless, the German footwear market has been growing strongly overall for several years. This market is no exception : German don't differ from their consuming habits, and that's why they are prepared to buy more expensive products in order to keep them longer. Shoes are no exception. The German brands Adidas and Puma are a real hit in Germany.

Some start-ups are keen to democratize more innovative and durable footwear but are finding it difficult to maintain their guarantee of quality at reasonable prices.

A segment of the German population exclusively consumes very high-end shoes from brands such as Gucci or Balenciaga. But generally speaking, German consumers are not looking for specific brands. Above all, they are looking for quality, which is why companies wishing to enter this market face stiff competition. Technological progress is also a factor for footwear producers since it could simplify production processes and modify the global fragmentation of the footwear value chain.