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The global footwear market experienced a significant slowdown in 2020, with a 15.8% drop in production due to the Covid-19 pandemic. However, the market is on a positive trajectory of recovery, with forecasts suggesting a value of $530.3 billion by 2027, with an average annual growth rate of 3.5%. Italian footwear, renowned for its "Made in Italy" label and strong presence in the luxury segment, proved resilient, with sales of high-end shoes topping 4.2 billion euros. Despite a 30% drop in consumption by 2020, the Italian market is forecasting a return to pre-pandemic levels by 2022, even if the Russian-Ukrainian war poses challenges. Italian exports rebounded with a 17.6% increase in value. Italy boasts the highest shoe export price in the world, at $60.43 per pair in 2020.
shoe consumption trends in Italy: between recovery and resilience
The Italian footwear market, a traditionally strong sector for the country, has shown great resilience in the face of the global disruption caused by the COVID-19 pandemic. Although the market has seen a substantial drop in consumption of around 30 percent compared to 2019, indicators suggest a positive outlook, with a projected annual growth rate of between 5 and 6 percent worldwide between 2021 and 2027. Italy, renowned for its production of high-quality footwear, is the world's 10th-largest footwear producer.
The prestige of "Made in Italy" is a major contributor to the country's high production values, with the luxury segment accounting for sales in excess of 4 billion euros. Despite a sharp drop in company sales between 2019 and 2020, signs of recovery are visible, and pre-pandemic figures are expected by the end of 2022. The impact of the pandemic on foreign trade has been profound, with both exports and imports hit hard. However, the recent improvement in exports of over 15% is evidence of a recovery. Luxury footwear, which accounts for over 80% of exports worth 10.2 billion euros, has played a key role in this economic recovery. While employment figures in the footwear sector reflect the pressure exerted by the pandemic, with a 7% drop by 2020, the consumption habits of Italian households testify to a flexible adaptation to new market realities. Purchases of women's shoes and sports footwear are showing a double-digit recovery.
The reduction in average expenditure can be attributed to a shift in product types, with a preference for less expensive indoor footwear during closed periods. Online purchases have increased considerably, now accounting for over 20% of the total value of purchases. This evolution reflects a change in consumer behavior and an adaptation to the restrictions brought about by the pandemic. Furthermore, age and income influence footwear consumption, with women dominating demand in almost all age brackets, and households displaying varied spending according to price range and footwear type. In terms of the Italian footwear industry landscape, retail represents the largest proportion of companies. The majority of these companies tend to be small and less globalized, reflecting a limited scope for international operations and a preference for traditional business models. Forecasts for the Italian footwear market are cautiously optimistic, with a gradual recovery as the industry adapts to the new post-pandemic landscape. The fascinating interplay between quality, tradition and innovation continues to drive Italian footwear, with the luxury segment leading the way.
A showcase of prestigious brands
The Italian footwear market is renowned for its superior craftsmanship, quality materials and distinctive designs, which set it apart in the global fashion industry. Italy's reputation for producing high-end, elegant footwear is underpinned by the presence of several iconic brands that are not only leaders in the domestic market, but also famous internationally.
Let's discover the profiles of these key market players, who contribute to making Italy the paragon of finesse when it comes to footwear.
- It's impossible to talk about Italian luxury without mentioning Gucci. A global symbol of Italian opulence and chic, the Gucci footwear collection ranges from classic leather loafers, adorned with the iconic horsebit, to contemporary sneakers that combine traditional craftsmanship with modern aesthetics. Gucci's influence extends far beyond its products; it shapes global fashion trends and conveys a lifestyle to which many aspire.
- Prada is synonymous with innovation and the ability to anticipate and define trends rather than follow them. The shoes offered by the brand reflect its commitment to contemporary style and quality. From elegant stilettos to bold, fashion-forward sneakers, Prada continues to play a crucial role in the high-end footwear industry.
- Geox has carved out a niche for itself by focusing on the technological side of footwear. Known for its "shoes that breathe", Geox has become a household name for those seeking comfort without compromising on style. Its patented breathable technology is a unique selling point that resonates well with a health-conscious and practical public.
- The Salvatore Ferragamo name has long been associated with timeless elegance and the art of shoemaking. With a history dating back to the golden age of Hollywood, Ferragamo shoes are a testament to enduring style and unrivalled craftsmanship in shoe design and manufacture, acclaimed by celebrities and luxury shoe lovers alike.
- Representing a casual, comfortable yet luxurious lifestyle, Tod's is famous for its handcrafted leather goods and iconic driving shoes.
- "Gommino". The brand is synonymous with understated elegance, offering refined footwear that perfectly complements a well-groomed wardrobe for discerning customers.
- Dolce & Gabbana Famous for its extravagant and romantic creations, the Dolce & Gabbana shoe line reflects the brand's flamboyant and expressive fashion.
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- Pagine : 30 pags
- Formato : Versione PDF e digitale
- Ultimo aggiornamento : 19/04/2022
Riepilogo ed estratti
1 Market Summary
1.1 Definition and presentation
The term footwear refers to anything that is used to cover the foot and leg. Properly, the term "footwear" refers to both the shoe and the sock. However, in common language this term simply means the shoe.
Footwear can be made of different materials such as leather, animal skin, fabric, or fiber. Footwear can have different manufacturing techniques: some more artisanal others more industrial.
The main types of footwear that we can distinguish are:
- Sneakers
- Sandals
- Heeled shoes
- Boots
- Accident prevention work shoes
Globally, the footwear market is clearly growing mainly due to the fact that trends in the apparel industry tend to be more transient and faster. The compound annual growth rate (CAGR) of the global footwear market between the years 2021-2027 is expected to be 5.88 percent
As for Italy, this is the leading footwear producing country in the European Union, the eighth country in terms of exports, and the third country in terms of overall market turnover. The Italian footwear system is one of the fundamental pillars of the country's manufacturing sector and has as many as 4,100 companies and 72,000 employees (2020 figures).
Due to the pandemic, the footwear market, like the entire fashion industry, has experienced a drop in consumption (-30 percent compared to 2019) and consequently a big loss in turnover. Despite this negative data, the growth forecast for the coming years is positive thanks to the long Italian tradition of Made in Italy and the large numbers in terms of exports that have always distinguished the market.
Some of the largest and most competitive companies in the Italian market, also known internationally, are: Gucci, Prada, Geox, Salvatore Ferragamo, Tod's and Dolce & Gabbana.
1.2 The world market is growing strongly
Evolution and forecast of footwear sales World, ****-****, billion dollars Source: ****
The graph above shows the evolution and forecast of footwear sales by value (***) over the period ****-****. The market is growing fairly steadily over the period.
The forecast shows a steady growth trend for footwear sales in the up to ...
1.3 A very strong domestic production
Italian footwear production has always been one of the most important in the world. As seen in the previous part (***), Italy is the **th largest footwear producer in the world, and consequently its turnover is very high.
In addition, what contributes significantly to high production is the name of Made in ...
1.4 Foreign trade driven by luxury
Italian footwear trade with the rest of the world suffered greatly from the Covid-** crisis, and even today this market is marked by a difficult recovery (***).
As for footwear exports, there are consistent improvements that give positive signs for recovery. In fact, compared to ****, exports as a whole mark a +**.* percent ...
1.5 Covid-19 impact on the market: still a difficult recovery
The year **** for the footwear sector closed with a strong increase over **** (***) is slightly compromising this market, as Russia is an important partner for Italian footwear, especially in the luxury sector.
[***]
The slow market recovery during **** confirmed **** as annus horribilis for Italian footwear. In addition to the decline in the ...
2 Demand analysis
2.1 The habits of Italian households
Italian household purchases by commodity segment show the following results:
Increase in Italian household spending compared to **** Italy, ****, in % Source: ****
The main segments of the footwear market show clear signs of recovery, in the case of women's and sports shoes and sneakers even in double digits. Despite this, levels are still ...
2.2 Italians' consumption: age, prices, sales channels
Age:
Italian household consumption by age of consumers Italy, ****, in millions of pairs Source: ****
The graph above highlights the amount of pairs of footwear used by consumer age group and gender. It is clear from the graph that in almost all age categories (***) that females dominate consumer demand.
Overall, children and ...
2.3 What drives Italians to buy a certain type of footwear
A **** research by Eurispes reveals the most important factors for Italians before buying a pair of shoes. Among these we find in particular:
Key characteristics for purchase Italy, ****, in % Source: ****
From these results, it is clear the importance for * out of ** Italians of the comfort of the shoe purchased. Despite the ...
3 Market structure
3.1 Footwear manufacturing companies in the country
Cribis ' **** report reveals some peculiarities about the composition of Italian companies operating in the footwear sector. The findings highlight the following compositions:
Composition of companies in the footwear sector Italy, ****, in % Source: ****
The manufacture of machinery for industry, refers to equipment for processing leather, hide, and other materials for ...
3.2 Employment in the sector
Employment in the footwear industry has suffered greatly from the Covid-** crisis. In fact, the number of employees has been declining since ****.
Number of employees in the footwear sector Italy, ****-****, in whole numbers Source: ****
After a significant increase between **** and **** (***). The industry's workforce is in sharp decline due to Covid-**, ...
3.3 The dynamism of Italian companies
Italian footwear companies are an important engine for the country's dynamism. In this part, the most dynamic regions will be highlighted. The paramenter used will be each region's contribution to international trade (***), measured as a percentage.
Thus, from the results on the **** performance of Italian companies, we find the following ...
4 Supply analysis
4.1 The different types of footwear on the market
There are several categories of consumer footwear. The footwear market can be segmented according to product use:
Casual and leisure footwear: these shoes can be covered with leather, synthetic materials, and rubber or fabric. There are many different models, depending on gender and use (***). They are generally marketed by shoe manufacturers ...
4.2 The price trend
Italy has the highest export prices for footwear in the world. In ****, it reaches $**.** per pair, which is twelve times the price of the Chinese pair (***).
In ****, the average export price in the world's ** most dynamic market countries was as follows:
Average export price of the world's top** exporters World, ****, in ...
4.3 The most commonly used materials
Footwear is produced using a variety of materials, the most popular being:
Leather and leather Synthetic Rubber Fabric
Italian footwear manufacturing companies are also involved in the marketing of these materials, and others.
Exports and imports by upper material Italy, ****, in % Source: ****
These data presented in the graph above are from ...
5 Rules and regulations
5.1 European regulation
For the manufacture and distribution of footwear, there are European-wide rules that manufacturers must follow.
All rules can be found at the following link.
Globally, the European standards deal with:
About equal purchase information On export control, brokering, technical assistance, transit and transfer of dual-use items On market surveillance and product ...
5.2 The national rules
From a national perspective, there are no specific rules for the marketing and production of shoes.
The only ones that may have some interest in this section are work shoes, called safety shoes, under EN ISO number *****.
In this part, the legislation regarding this type of work footwear will be briefly ...
6 Positioning of actors
6.1 Segmentation of actors
- Decathlon Italie
- Nike
- Zalando
- Gucci
- Prada Groupe
- Primadonna Collection
- Geox
Grafica
- Evoluzione e previsione delle vendite di calzature
- Primi 10 produttori mondiali di calzature
- Fatturato aziende calzaturiere
- Esportazioni ed importazioni di calzature
- Esportazioni di calzature
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