The children's shoe market - France (2024)

1.2 Global and European markets

Global children's footwear market

The global children's footwear market has been estimated at $**.** billion in ****, and is expected to grow at a CAGR of *.*% over the **** period to reach $***.** billion in ****. However, while market sales have been rising steadily in recent years, unit sales of children's footwear have been falling by around *% each year.

Sales trends in the children's footwear market World, ****-**** Source: ****

Demand for children's footwear is still growing, thanks to a population that is increasingly aware of the health issues linked to children's sedentary lifestyle, and to the various trends that surround this market. Customers are looking for comfortable footwear, and are increasingly buying through digital distribution channels. However, the market is challenged by the many allergies to which children are prone, and the proliferation of counterfeit products.

North America currently dominates the market due to the growing awareness of sports and athletics in countries such as the USA and Canada. The children's footwear segment for toddlers is also set for positive growth, due to the increasing number of fitness and health clubs. These structures should lead to an increase in demand for children's footwear.

Asia-Pacific is expected to generate the highest revenues in the global children's footwear ...

1.3 The French market starts to grow

Overview of the French footwear market

The French footwear market is valued at *.*** billion euros in ****: this is the first time in ** years that the market has reached a value in excess of *.* billion euros, since sales in previous years remained relatively stable at around *.* and *.* billion euros.

Footwear market size and forecasts France, ****-****, € billion FR * CAGR: +*.*% Source: ****

In ****, sales of new shoes in France fell by *.*% year-on-year, according to data collected by Refashion. *** milliosn shoes were sold in ****.

This drop in sales, observed for the first time in marketing figures outside the COVID period, indicates a trend towards rationalization of purchases by French consumers. On average, each French person bought ** items of clothing in ****, one less than in ****. Women bought ** items of clothing, also one less than the previous year, while children's purchases dropped from ** to ** items.The decline was particularly marked in children's clothing, with a reduction of ** million pieces sold. [***]

Number of pairs sold by shoe type France, in ****, in millions of units Source: ****

Sneakers remain the most popular footwear, with ** million new units sold in ****, compared with ** million for summer shoes and ** million for closed-toe shoes.

The children's footwear market

The children's footwear segment accounts for ...

1.4 France's foreign trade

According to the Fédération Française de la Chaussure, French exports of shoes and footwear in **** amounted to *.** billion euros, up *% on the previous year.

The ****-**** economic report produced by the French Footwear Federation gives an account of France's foreign trade in footwear, which can provide qualitative trends for the children's footwear segment.

Total footwear exports in **** will amount to *,*** million euros, compared with *,*** million euros for imports, meaning that France has a trade deficit in the footwear market. In addition, the following chart shows that this deficit applies to all product categories: leather uppers, fabric uppers, slippers and synthetic and rubber uppers.

Footwear trade balance by product category France, ****, in millions of euros Source: ****

As we can see, France exports its footwear production to many different countries, and its exports are not concentrated exclusively in the hands of a small number of companies: the top * customer countries account for just **% of exports.Italy tops the list,importing ***.* million euros worth of shoes from France, followed by Germany with ***.* million euros.

France's main footwear customers France, ****, in Source: ****

In terms of imports, France's main supplier countries are Asian: China, Vietnam and Indonesia are among the top * suppliers. Italy ...

2.1 Children are the biggest consumers of shoes

According to OECD data,total French household consumption of footwear will amount to *.* billion euros in ****, up **% on the previous year.

Household consumption of footwear France, ****-****, billions of euros Source: ****

The French buy an average of * pairs of shoes per year per inhabitant. [***] Children are the biggest shoe consumers: they buy * pairs of shoes per year per child, ahead of women (***).

Average annual shoe consumption France, ****, pairs of shoes Source: ****

The wear and tear of children's shoes and the annual change of sizes justify the market's dynamism based on frequent shoe renewal: children are seen as over-consumers of footwear.

In terms of types of footwear consumed, the average annual consumption of children's footwear is * sneakers, one pair of baby shoes, one pair of summer shoes and one pair of closed-toe shoes.

Average annual consumption of children's shoes, by shoe type France, in ****, in units Source: ****

2.2 Demand drivers

Choosing a children's shoe model differs in many ways from choosing adult models, and is specific to this type of clientele. [***]

These requirements in terms of quality and comfort are specific to children's models: for example, for women, the "look" is often the determining factor in their purchasing behavior.

For children's models (***), it's usually the parents who decide which model to buy. The decisive factors in purchasing behavior are therefore the child's comfort and health, and the product's design and manufacturing quality. French manufacturers know how to adapt to this type of demand, since they enjoy a strong comparative advantage over low-cost imported products, which are often of inferior quality.

As teenagers choose their own shoes, the choice of models is guided more by the product's media image and brand.

2.3 France's declining birth rate slows down the market

The dynamics of the French children's footwear market are correlated with the annual fertility rate in France, and the resulting number of births. This study concentrates on children's footwear and excludes baby shoes, but studying the number of births still enables us to forecast demand trends over a number of years.

Births in France In ****, around ***,*** births were registered in France, representing a sharp drop of *.*% compared with ****. Since ****, the number of births in France has fallen steadily each year, except for a rebound observed in ****. Between **** and ****, the average annual decline in the number of newborns was -*.*%, accelerating to -*.*% in **** and -*.*% in ****, resulting in total births approximately **% lower than in ****. Number of births in France France, ****-****, in thousands Source :INSEE The change in the number of births is mainly due to two factors. The first is the number of women of childbearing age, which fell between **** and ****. However, the female population aged between ** and ** has remained stable since ****. The second factor is fertility, which has also declined. Thetotal fertility rate (***) is obtained by summing the age-specific fertility rates for a given year. More intuitively, it forecasts the average number of children a woman could have in ...

2.4 The second-hand market

Inflation is driving French consumers to make consumer arbitrage. Indeed, the consumer price index for footwear in France has risen by *% since ****, impacting the footwear market.

According to the Kantar barometer, between June and the end of August ****, footwear sales in France reached *.* billion euros, marking an increase of *.*% compared to the same period the previous year, compared with growth of *.*% for the fashion market as a whole. This growth was stimulated by lower prices. In fact, according to the Kantar barometer, sales of shoes on sale or promotion reached *.** billion euros, up **%, while full-price items generated *.** billion euros, an increase of *%. [***]

Breakdown of footwear sales by full-price and sale items France, June to August ****, in billions of euros, as % of sales Source: ****

Purchases are increasingly concentrated in the entry-level segment. In ****, **% of French textile and footwear purchases were made on entry-level products (***). The French show a marked preference for low prices, regardless of their socio-economic category: **% of modest French people buy "only" entry-level products, and this behavior is also observed among **% of wealthy categories. This affordable offer meets their need for simple products and is perceived as offering good value for money.

These low-price purchases are over-represented in the underwear ...

3.1 France, Europe's fourth-largest footwear producer

The production of children's footwear is intrinsically linked to the production of shoes, insofar as the same companies produce women's, men's and children's footwear.

According to OECD data, the French footwear industry will have sales of *.* billion euros in ****. The UK is the leading European country, with sales of around **.* billion euros in ****, closely followed by Germany and Italy. France then ranks fourth among European footwear-producing countries, as the following chart shows.

Figures for the main European footwear producers EU, ****, € million and units Source: ****

3.2 A sector focused on production

INSEE distinguishes between an enterprise and a business establishment. A company is a legally autonomous economic unit organized to produce specific goods and services, while a company establishment is a production unit where all or part of the company's activity is carried out. production unit where all or part of the company's activity is carried out, geographically individualized but legally dependent on the company.

The number of establishments specializing in footwear manufacturing in France has been falling sharply since ****, despite a slight upturn in ****: there will be *** establishments in ****, compared with *** in ****, a loss of ** structures in twelve years.

Number of establishments specializing in footwear manufacturing France, ****-****, in number of establishments Source: ****

Similarly, the number of employees in the footwear manufacturing sector has been falling steadily over the past ten years, from *,*** in **** to *,*** in ****, a decline of **.*% in twelve years.

Number of employees in the footwear manufacturing sector France, ****-****, in number of employees Source: ****

Four French regions, mainly located on the western side of the country, stand out, concentrating **% of footwear production: nouvelle Aquitaine (***).

Children's shoes made in France

Bellamy

Bellamy is a renowned brand on the children's footwear market, recognized for its positioning focused on quality, comfort ...

3.3 Shoe manufacturing techniques

The principle behind the manufacture of a child's shoe is the same as for an adult size shoe. The manufacture of a French shoe is recognized as an art, requiring *** different operations to create a volume object from flat parts. [***]

There are four stages in the manufacture of a shoe:

Shoe design, choice of materials and colors; Manufacture of the upper: this involves cutting various parts, preparing for stitching and then stitching; Assembly: this consists of assembling the upper and sole using different manufacturing processes, depending on the type of shoe; Finishing: after cooling the shoe to ** degrees to set its shape, laces and other accessories are selected.

Shoe assembly techniques include :

Welded: the most frequently used manufacturing method, this involves gluing the sole and upper together. This type of assembly is often used for entry-level models, sports shoes, etc. Stitched: a stitched sole is a guarantee of quality over time, as the stitching does not disintegrate in contact with water, and its mechanical strength is greater than that of a welded sole. It also enables consumers to resole their shoes if necessary.

The main types of stitching are Blake stitching, Moccasin stitching, California stitching, Goodyear stitching or welt stitching, Norwegian ...

3.4 A low concentration of distribution

Distribution channels

According to data from the Fédération Française de la Chaussure, children's footwear is largely distributed by sports retailers (***).

Refashion's **** barometer examined product distribution, revealing that the big winners were pure players, with an increase of **.*%, and soldeurs, which grew by *.*%. On the other hand, the big losers were food superstores, whose sales fell by **.*%, and specialist sports chains, with a **.*% drop.

This trend can be explained by the fact that food superstores mainly sell T-shirts and underwear, while sports chains concentrate on sports shoes, products that have been neglected by consumers.

The popularity of sales outlets, which often share parking lots with superstores, has also increased among consumers. [***]

Distribution channels for children's footwear France, ****, % Source: ****

It is difficult to obtain more recent figures on the specific children's footwear market, but it is possible to obtain this information on the footwear market in general.

Share of footwear sales by distribution channel France, in ****, in Source: ****

Online sales

Online sales have grown exponentially in recent years, and the fashion sector has been no exception. More and more consumers prefer to make their clothing purchases online, taking advantage of the convenience and diversity offered by e-commerce platforms.

However, despite ...

4.1 The different types of children's shoes

Leather shoes are the most popular

The latest available figures date back to ****, but can still give an idea of the trends observed for children's footwear. Leather shoes account for almost half of the sales generated by the footwear market in France, with estimated sales of *.* billion euros in this segment.euros in this segment in ****, ahead of canvas shoes (***).

Market share by footwear type France, ****, in Source: ****

The main children's models The derby: ideal for comfort and walking and suitable for sizes below **, this type of shoe can be low or high with lace or hook-and-loop strap. Upright Richelieu: the opening extends to the toes, and the cut of this model considerably reduces the opening of the shoe. The lace-up or strap-up bootie: this type of shoe provides excellent ankle support and keeps the foot in line with the leg. They are ideal for children under * years of age, especially when walking on uneven ground. Low shoes: suitable for children aged around *, whose feet are already well formed. The four-eyelet model is recommended for better instep adjustment. The baby: an inter-season model for toddlers, the baby is a low-cut shoe designed with half-cut quarters covering the malleoli to protect the ...

4.2 Rising producer and consumer prices

Prices in the footwear sector have been rising in recent years, partly due to a **% increase in production costs over the past ten years. Despite a drop in the years ****-**** linked to the health crisis, the consumer price index has risen overall from **.* to ***.* in **** in the space of ** years. [***]

Consumer price index for shoes France, ****-****, base *** in **** Source: ****

Producer price index for footwear France, ****-****, base *** = **** Source: ****

4.3 Children's shoe trends

Children's footwear is subject to various trends that evolve over time. Here are three recent trends in children's footwear:

Comfort and functionality: Today, more and more parents are looking for children's shoes that offer optimum comfort and practical functionality. Lightweight shoes with soft, flexible soles are increasingly popular, as they allow children to move freely while supporting their growth and development. In addition, breathable and resistant materials are favored to ensure a comfortable fit and enhanced durability. Sustainability and environmental responsibility: Growing awareness of environmental impact has also influenced trends in children's footwear. Consumers are increasingly aware of the importance of choosing sustainable, environmentally-friendly products. As a result, many brands are turning to recycled, organic or eco-friendly materials to manufacture children's footwear. Style and personalization: Children also want to express their individuality through their shoes. Current trends include playful designs, bright colors and fun patterns that grab kids' attention. What's more, personalization is gaining in popularity, allowing kids to choose details such as colorful laces, removable inserts or specific patterns. Children's footwear brands recognize this demand and offer customization options to suit children's individual preferences.

In response to these demands, many brands have adapted their offering to meet these changing needs ...

4.4 Developing the second-hand offer

In ****, the Bocage brand created "L'Atelier Bocage", allowing customers to rent a pair of new shoes every two months via a subscription. In ****, to address the issue of what happens to these previously worn shoes, Bocage launched "Comme neuves". This concept involves cleaning rented pairs of shoes, completely replacing the first interior, and then reshaping them in the brand's workshop in Montjean-sur-Loire. Bocage holds a patent guaranteeing ***% antibacterial treatment. The shoes are then offered for sale at **% off the original price in a Bocage store in Paris.

The second-hand shoe market is gradually becoming more democratic, notably with the French marketplace Claquettes Market, where anyone can resell their shoes to clear out their dressing room.

Luxury goods are also turning to second-hand. French luxury shoe brand J.M. Weston has launched "Weston Vintage", recovering previously worn pairs and restoring them in its Limoges factory. Each year, **,*** pairs are restored and resold at reduced prices in two stores in Paris and one in Tokyo. This concept enables J.M. Weston to control the second life of its shoes to maintain their high quality standards, while attracting new customers who don't have the budget to buy a new pair.

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5.1 Regulations

Children's safety

Children's clothing is subject to regulations designed to guarantee children's safety. These apply to the components of children's clothing, such as cords and laces, buttons, clasps, etc. The standards in force are as follows[***] :

NF EN ***** : Safety of clothing - cords and drawstrings - specifications ; NF EN *****: performance levels and test methods for slide fastener characteristics; European REACH directive: regulations on heavy metals and allergenic substances in clothing.

In-store sales

In-store sales are subject to certain rules, as summarized by Legalplace:

Safety and accessibility standards[***] [Service Public Mandatory employee signage Indication of prices inside and outside the store, in euros and including VAT Mandatory contribution to SACEM if music is played on the premises

Clothing labels

Clothing labels must include :

Composition label: This is mandatory and must be affixed to the product, legible and written in French. Care label: This is optional, but helps to avoid professional liability in the event of care-related problems. Size designation: This can be numerical or alphabetical.

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Made in France and labels

The "Made in France" label is obtained by complying with the non-preferential rules of origin applied to imports by customs authorities. In short, the product takes its origin from the country ...

6.1 Segmentation

• Nike
• Royer Groupe
• Repetto
• Carrefour Groupe
• Auchan Hypermarches
• E.Leclerc
• Monoprix
• GEMO (Eram Groupe)
• Besson Chaussures
• Kiabi Europe
• New Balance
• Pom d'Api - Shoemakers
• Bellamy
• Orchestra Prémaman
• Okaidi (Idkids)
• Idkids Groupe
• Jacadi (Idkids groupe)
• Cyrillus
• Tartine & Chocolat (Groupe Kidiliz)
• Converse (Groupe Nike)
• Geox
• Humeau-Beaupréau Méduse