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1 Market Overview
1.1 Definition and scope of the study
Babies begin to need shoes when they are about to walk, usually around the first year of life. Children's shoes should be soft and lightweight, but supportive to the foot. Also, it is best to avoid cheap, synthetic fabrics that make the foot sweat. it is best to use materials that are hypoallergenic and free of harmful substances, because you have to take into consideration that children might put the shoes in their mouths. The best material is leather. Today, more durable materials are becoming more popular in Italy.
There are 3 different periods for Italian shoe production:
- 1980s: before the harmonization of wages in the European Union, manufacturers mainly produced at home;
- Early 1990s: manufacturers moved to the south (Maghreb) or to Eastern European countries;
- Late 1990s: the rush to Asia. China and India become the world's leading shoe producers.
In Italy, 439,747 children were born in 2018 and 420,084 in 2019. Thus, there was a 4.7 percent decline in 2019, with an average of 1.27 children per woman. Italy in general has one of the lowest fertility rates in Europe.
However, "Made in Italy" remains a globally recognized brand for trusting and caring for the well-being of children's feet.
1.2 The world and European market
The world shoe market:
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 ...
1.3 A very strong production of footwear for all
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 The trade flows of footwear
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 mark a +**.* percent overall and in ...
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. Children's footwear has also made ...
2.2 The clientele of companies
In the children's footwear industry, the customers directly concerned are children (***). However, it is not they directly who buy footwear, but it is families. For this reason, this section will analyze the amount of children in Italy, and the number of families on the territory.
If we take into consideration the ...
2.3 Where Italian households buy
Purchases of footwear made by Italian households are divided according to the following sales channels:
Italian household consumption: sales channels Italy, ****-****, in % Source: ****
The graph above shows percentages of total sales. Chain stores are the favored ones in the Italian market. At the same time, it is also the distribution ...
3 Market structure
3.1 Footwear manufacturing companies in the country
Children's shoe production is closely linked to footwear production, as the same companies produce women's, men's and children's shoes.
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 ...
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 requirements of children's footwear
There are several components of footwear in general, but children's footwear must possess special qualities so as to fit the child's foot. This is because children undergo constant changes to their bodies, and because they are in constant movement. So the footwear must allow them this movement. The characteristics are:
The ...
4.2 Average prices per pair
The graph below summarizes the price ranges of footwear. The graph differentiates the quantity bought and the value over the total Italian footwear market. The change between the two percentages immediately stands out for the footwear categories over €**,***. In fact, from this segment on, value has more weight on the market ...
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 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 ...
6 Positioning of actors
6.1 Segmentation of actors
- Decathlon Groupe
- Adidas
- Asics
- Benetton
- Diadora
- Fila
- Basicnet Group Kappa
List of charts presented in this market study
- Italian household consumption by retail price range
- Average prices of pairs of children's shoes
- Size of the children's footwear manufacturing market by value
- Footwear sales trends and forecasts
- Top 10 global footwear manufacturers
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Latest news
Decathlon: all the 2023 performance figures - 05/04/2024
- - Worldwide sales 2023: 15.6 billion euros, up +4.4% on 2022
- - Decathlon presence: 78 countries.
- - Number of products sold worldwide last year: 1.19 billion.
- - Share of digital sales: 17.4%
- - Sales in France: 4.752 billion euros, up +1.24% on 2022.
- - Total number of stores worldwide: 1,749, including 319 in France.
- - Total number of employees: 101,000, including 24,000 in France.
Decathlon revolutionizes itself to become a global brand - 13/03/2024
- - Company sales: 15.4 billion euros
- - Number of stores: Over 1700
- - Presence in 69 countries
- - Number of brands developed by employees : Over 70
- - Number of disciplines covered by brands: Around one hundred
- - Focus on product-related services: rental, second-hand, subscription, recycling, etc.
Decathlon sells store premises for 600 million euros - 12/12/2023
- The network has 1,751 stores worldwide.
- Décathlon has just sold the walls of 90 of its stores for 600 million euros.
- The decision was taken to remove many of the company's brands from the shelves. Of the current 49 stores, only around 15 are expected to remain by next year.
- The recent acquisition of Bergfreunde.de, a German online retailer of mountain sports equipment.
Adidas still going strong despite the Kanye West scandal. - 20/11/2023
- Adidas had a colossal stock of Yeezy sneakers, estimated at over a billion euros.
- Yeezy sneaker sales accounted for 7% of Adidas sales.
- Adidas organized two massive destocking operations, generating 400 million euros in the first online sale and almost the same amount in the second.
- Resale prices for Yeezy sneakers vary between 100 and 300 euros.
Decathlon: camping aisles looted in Israel after Hamas raid amas - 17/10/2023
- Number of Decathlon employees in Israel: 500
- Number of Decathlon stores in Israel: 10
- Most popular sector: Camping
Benetton Group sanctioned by privacy watchdog - 22/08/2023
- Amount of sanction: Benetton Group was fined 240 thousand euros.
- Date of Garante inspection resolution: The inspections were scheduled by the Garante in Resolution No. 42 of February 14, 2019.
- Period of the inspections: Between November 5 and 7, 2019, the Special Privacy Unit of the Guardia di Finanza carried out the inspections at Benetton Group S.r.l.
- Period of the disputed facts and start of data collection: The facts contested against the Company date back to 2015, concerning the collection and storage of personal data through fidelity cards, including of former customers.
- Date of first dispute: The first dispute dates back to September 29, 2021.
- Length of data retention period stated by the Company: Contrary to what was stated, that the data retention time would be limited to 2 years, personal data of customers were found dating back to the year **2015**.
- Number of customers contacted post disenrollment: The company sent promotional emails to 13 customers after their disenrollment from Loyalty marketing and a marketing communication to 4,259 consumers enrolled in the Loyalty program without consent.
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the children's footwear market | Italy
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