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Summary of our market study
The French market is worth around 8 billion euros.
The global footwear market is worth over 430 billion dollars.
Domestic shoe production is in decline.
The athletic footwear segment is experiencing strong growth, accounting for a large share of sales. Major players such as Nike, Adidas and Decathlon control around 12% of distribution in France.
Women remain the dominant customer group in the French footwear market. On average, women in France buy around 6 pairs of shoes a year, almost twice as many as men. Their purchases account for almost half the total value of footwear sales. Men's and children's shoes accounted for 35% and 20% respectively.
Online sales platforms are on the rise, offering free returns.
France's trade balance is heavily in deficit. China, Italy and Vietnam are the main sources of footwear imports.
Most French consumers spend between 50 and 100 euros on running shoes. For luxury sports shoes, the starting price hovers around 400 euros and can reach over 3,000 euros.
An overview of the main market players
- Nike and Adidas, as world leaders in sportswear
- Decathlon, a favorite among consumers looking for good value for money.
- La Halle targets families
- Eram an integral part of the French footwear landscape
- Go Sport and Courir multi-brand athletic footwear retailers
- Sarenza and Zalando online sales platforms
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Detailed content of our market study
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Summary and extracts
1 Market overview
1.1 Presentation and definition of the footwear market
The primary function of footwear is to protect the foot. However, footwear is also a fashion accessory, responding to a logic of renewal other than simple functional use until the shoe wears out. The footwear market covers all types of footwear, from those worn daily to those used for a specific activity.
There are several categories of footwear, according to the Fédération française de la chaussure:
- Town and leisure footwear
- Sports footwear
- Indoor footwear
- Work and safety footwear
However, the boundaries are becoming increasingly blurred, particularly between sports and casual footwear, due to the advent of sneakers as everyday footwear.
Despite a boost in 2022 following the pandemic, the size of the footwear manufacturing market is steadily declining, settling at 630 million euros in 2023, while the retail sector remains strong with sales of 5.51 billion. This is symptomatic of international competition poorly managed by national brands, and of the backlash from the pandemic, as demonstrated by the recent receivership of the Vivarte group and the takeover of its subsidiaries by various French and international groups.
Competition is therefore very strong in this sectorwith major brands such as Chausséa and André benefiting from a strong public image, as well as exclusive distributors of foreign brands, and Internet pure players such as Sarenza and Zalando benefiting from large online inventories.
The sector must adapt to the digitization of the market, which has prompted the main players to invest massively in online tools, as well as to the emerging trends of clothing take-back and second-hand buying, which stand up to the fast-fashion that has hitherto ruled the apparel sector.
1.2 The global market is growing fast
Shoe sales trends and forecasts Europe, ****-****, billions of dollars Source: Euromonitor The chart above shows trends and forecasts in footwear sales by value (***) over the period ****-****. The global market has a CAGR of *.*% over the study period.
Forecasts show a steady growth trend in footwear sales through to ****, with ...
1.3 The French market
French footwear manufacturing market France, ****-****, in millions of euros Source: ****
The French footwear manufacturing market saw a steady decline in sales from **** to ****, from *.* billion euros in **** to *.** billion euros in ****. This negative trend, accentuated by a significant drop in ****, probably reflects the combined effects of the economic crisis and ...
1.4 French foreign trade
Overview :
Production value, imports and exports France, ****, billions of euros Source: ****
Exports :
Main destination countries for footwear exports France, ****, in millions of euros Source: ****
Total French footwear exports in **** amounted to *.*** billion euros. They were heavily concentrated in three countries: Italy, the United States and Germany, with export values of €***.* million, ...
2 Demand analysis
2.1 A customer base still predominantly female
According to a **** survey by YouGov, women make up the majority of customers in the French footwear sector. In fact, it is estimated that a woman buys around * pairs of shoes a year, while a man buys three and a half. [***]
Sales are largely dominated by women's shoes, accounting for **% of ...
2.2 Consumer profile
French women's average shoe budget France, ****, total Source: ****
The histogram above illustrates the average annual budget French women allocated to shoe purchases in ****, by age. On average, French women spend around *** euros a year on their shoes, compared with a higher budget of almost *** euros for women aged ** to **.
Average number ...
2.3 Greater ecological awareness
Consumers are looking for footwear that combines style, comfort and durability. As a result, footwear manufacturers have begun to offer options that are more environmentally friendly, more comfortable and better adapted to the different needs of their customers. Eco-responsible footwear has become a growing trend in the footwear market.
Consumers are ...
2.4 A dynamic sports segment
Demand for sports shoes by price range France, ****-****, millions of consumers Source: ****
Multi-brand shoe chains (***) remain the main marketing channel and accounted for **.*% of shoe sales in France in **** [***].
The explosion in running shoe sales in recent years can be attributed to two distinct trends:
The perception by some consumers ...
2.5 The rise of sneakers
Almost half of all footwear sold in France is sneakers (***), testifying to the growing popularity of sneakers with consumers.
Most popular shoes sold France, ****, in millions of euros Source: ****
Sneakers are very popular with the French. **% of French people are used to wearing sneakers. Of these, **% wear them regularly, while **% say ...
2.6 France's favorite brands
The graph below is based on OpinionWay's survey of French consumers' favorite brands in February ****. These are respondents' answers to the question "Do you like this or that shoe brand?" for each brand, the percentage corresponding to the proportion of respondents who answered "yes".
Among the following brands: Zalando, La Halle, ...
3 Market structure
3.1 Footwear market value chain
The value chain in the footwear industry comprises the various stages and players involved in the design, production, marketing and distribution of footwear. Here are the main stages in the value chain:
Research and development (***): This stage encompasses research into new fashion trends, the exploration of new materials, technological innovation and ...
3.2 The main market players
Trends:
The health crisis has exacerbated the difficulties that players in the sector have been facing for several years, notably the reduction in spending on footwear in favor of other budget priorities, and the rise of online shopping. Against this backdrop, the sector will have to cope with far-reaching restructuring, with ...
3.3 Distribution mainly through points of sale
The footwear retail sector is facing a number of major challenges. Pressures on purchasing power are prompting consumers to be more price-conscious, and to make the majority of their footwear purchases during sales or promotional periods, which is reducing margins for professionals. What's more, although footwear is holding up better than ...
3.4 Development of the online market
Companies supplying shoes only "online", without a physical store, accounted for **.*% of shoe sales in ****. Three pure players dominate the market: Sarenza, Spartoo and Zalando.
To compensate for the absence of physical stores, these brands offer a wide choice online, combined with a policy of low prices. Additional services have also ...
3.5 Production in France
The breakdown of French footwear production in **** was as follows:
Footwear production by category France, ****, in Source: ****
Structure of leisure footwear production France, ****, in Source: ****
Sales of French footwear production are concentrated in * regions, which together account for **% of total sales. The main regions are Nouvelle-Aquitaine(***)
Breakdown of French footwear production ...
4 Offer analysis
4.1 Different types of products
There are several categories of consumer footwear. The footwear market can be segmented according to product use:
Shoes for leisure and relaxation:these shoes can be covered in leather, synthetic materials, rubber or fabric. There are many different models, depending on gender and use (***). They are generally marketed by shoe manufacturers ...
4.2 The production process
Shoe manufacturing comprises three main stages: manufacture of the upper, assembly (***) and finishing, depending on the shoe model French Footwear Federation. more precisely :
Manufacture of the upper: first of all, the shoe is designed and the last is shaped. The various parts must be cut, the seams prepared and executed. Assembly: ...
4.3 Product prices
Producer price index (***) :
producer price index for footwear France, ****-****, base *** in **** Source: ****
France's Producer Price Index (***). Despite a visible cyclical nature, this index is on the rise overall over the ****-**** period. For the first time in the first two months of ****, the PPI exceeded ***: ***.* in January and ***.* in February. ...
4.4 The latest footwear innovations
The footwear market is constantly evolving, with technological innovations opening up new prospects for footwear brands, by improving product comfort and performance. Among these innovations,*D scanning stands out for its ability to create made-to-measure footwear. Thanks to *D digitizers, it is now possible to scan customers' feet in order to ...
5 Regulations
5.1 Footwear standards
Labeling rules:
Footwear labeling must include information on the materials used to manufacture the upper, lining, insole and sole. This information must appear directly on at least one item of footwear. The label must therefore appear on one of the following three parts of the shoe [***] :
The upper: the outer surface ...
6 Positioning the players
6.1 Segmentation
- Intersport France
- Go Sport France
- Chaussea France (Groupe VGM)
- La Halle
- Vivarte
- André
- Minelli
- Royer Groupe
- Sarenza
- Eram Groupe
- San Marina
- Spartoo
- Zalando
- Besson Chaussures
- Birkenstock
- Repetto
- Geox
- Louboutin
- JM Weston
- Jimmy Choo (Tapestry Capri)
- Bexley
- Palladium
- Paraboot - Richard-Pontvert
- JB Martin
- Dr. Martens
- Kleman
- Clergerie
- GDC
- Alexander Mc Queen
- Autry
- P448
- Aurélien
- LK Benett
- Balenciaga (Kering Groupe)
- Jordan (Nike)
- Jonak
- Armistice
- Stéphane Kelian
- Anniel
- Pataugas
- Roseanna
- Apologie (EMY 03)
- Rivieras
- No Name
- Heschung
- Pied de Biche
- Schmoove
- Pretty Ballerinas
- Adige
- Aigle
- Kenzo
- Castaner
- Havaianas (Alpargatas Group)
- Timberland
- UGG
- Minnetonka
- Les Tropezienne
- Start Rite
- Sezane
- Roger Vivier
- Berluti (LVMH)
- Alexandre Birman
- Pierre Hardy
- Gianvito Rossi
- Moon Boots (Tecnica)
- Lafuma
- Kappa
List of charts presented in this market study
- Footwear sales trends and forecasts
- Breakdown of world production, by volume
- French footwear retail market
- Footwear production by volume
- French footwear manufacturing market
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Latest news
Lafuma: 94 years of backpack innovation - 21/08/2024
- - 1930: Creation of the Lafuma brand.
- - 1936: Invention of the metal frame for the Tyrol backpack.
- - 1953: Tensing Norgay uses a Lafuma backpack to climb Everest.
- - 2020 : All Lafuma backpacks are made from 100% recycled materials.
- - 2022 : Launch of Second Leaf, Lafuma's second-hand e-commerce platform.
- - September 2023: Lafuma introduces free lifetime repair for its outdoor equipment.
- - 2022 : Acquisition of a factory in Hungary and opening of a new factory in Tunisia by the Millet Group, owner of Lafuma.
Eram invests in a new warehouse and streamlines logistics - 18/06/2024
- The footwear and clothing manufacturer invests 32 million euros in the construction of a new warehouse in Maine-et-Loire
- It will supply 750 stores in France.
- Logistics for the Gemo, Eram, Bocage and Mellow Yellow brands
From the street to the most prestigious sporting events, Kappa aims to improve its image - 18/06/2024
- Kappa offers three different collections in its 24 Heures du Mans boutique.
- - The aim is to reconnect with Generation Z in France.
- - In 1979, Kappa became the first brand in Italy to sponsor a soccer team, Juventus FC.
- - Kappa was the official equipment supplier of the US track and field team at the 1984 Los Angeles Olympic Games, and dressed FC Barcelona players from 1992 to 1998.
- - Kappa almost went bankrupt before being relaunched by the Italian group BasicNet in 1995.
- - Other Group brands: K-Way, Superga, Sebago.
- - Investments in digital, e-sport, soccer, skiing and rugby. - No brand boutiques in France
Dr Martens: the ordeal of punk boots - 31/05/2024
- Sales 2023/2024**: £877 million (down 12% year-on-year).
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 planned each year
Chaussea takes over 71 Chaussexpo stores - 13/03/2024
- Groupe VGM holding, owner of the Chaussea chain, has taken over 71 of the Chaussexpo chain's 176 stores, with a total of 274 employees.
- the remaining 102 stores will be closed
- Prior to this takeover, Chaussea had 500 stores (including 30 abroad), 4,000 employees and sales of 700 million euros.
- Chaussea posted a profit of 28 million euros in 2022.
- Since 1998, Chaussea has acquired five companies totalling 257 stores.
- Chaussea's most recent acquisition in 2022 was La Halle (128 sites).
- The group has also acquired the San Marina and Pataugas brands.
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the footwear market | France
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