CBI Product Factsheet:

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1 CBI Product Factsheet: Mass Market Sports Footwear in Europe CBI Market Intelligence Product Factsheet Cloves in Germany 1

2 Introduction This product fact sheet provides information for developing country exporters planning to enter or develop their European shoe business. In this report, we will focus on mass market footwear. Europe has three main segments in mass market footwear, each of which, of course, includes men s, ladies and children s footwear: Mass-market shoe prototypes: the two models on the left-hand side are sports shoes, whereas the two righthand side models are casual shoes an illustration of the similarities and crossovers between the main segments in this market. 1. Sports footwear 2. Casual footwear 3 Fashion footwear In this document we will focus mainly mass market sports footwear. Many of the characteristics of this segment also apply to the other two segments. In Text Boxes 1 and 2 at the end of this report, we will look briefly at the most important segment-specific features of casual and fashion footwear in the mass market. Mass market sports footwear Product definition Contrary to what the name of this mass market segment suggests, sports footwear is generally not intended to be worn during sports or athletic activities. Actual sports shoes have far higher technical requirements than the shoes produced in this price-aggressive segment. Mass market sports shoes are inspired by sports footwear, but designed for day-to-day wearing. This segment can be divided into several categories. In the table below, we have presented these categories, along with a few key characteristics. Sports footwear category Running shoes Basketball shoes Tennis shoes Indoor sports shoes Outdoor shoes Key characteristics Light-weight outsole made of rubber, ethylene-vinyl acetate (EVA) or PU; low-cut upper High-cut upper; rubber, TPR or PU outsole Low-cut upper; TPR, rubber or PU outsole Low-cut, synthetic upper; rubber, TPR or PU outsole Functional, modest colouring; outsole of TPR or rubber, sometimes with a non-skid layer; lowor high-cut upper HS Codes (ski-boots and cross-country ski footwear with outer soles and uppers of rubber or plastics) (snow-ski footwear) (snowboard boots with outer soles and uppers of rubber or plastics) (sports footwear, outer soles of rubber or plastic) (sports footwear, outer soles & uppers of rubber or plastic) (ski-boots, cross-country ski footwear and snowboard boots with outer soles of rubber, plastic or composition leather and uppers of leather) (sports footwear, outer soles of rubber, plastics, leather or composition leather & uppers of leather) (sports footwear with rubber, plastic or leather outer soles & leather uppers) (footwear with outer soles of rubber or plastics and uppers of textile materials) (footwear with outer soles of leather or composition leather and uppers of textile materials) (rubber, plastic or leather outer soles) (footwear with uppers of textile materials an outer soles of wood or cork) (outer soles of other materials) (footwear with uppers of textile materials an outer soles of other materials) (sports footwear, incl. tennis, basketball, gym, training shoes & the like, outer soles of rubber or plastics & uppers of textile materials) (sports footwear with rubber or plastic outer soles & textile uppers) CBI Market Intelligence Product Factsheet Mass Market Sports Footwear in Europe 2

3 Mass market sports footwear in pictures Mass market running shoe Mass market basketball shoe Mass market tennis shoe Mass market indoor shoe High-cut outdoor shoe Product specifications Outsoles and uppers In all three of the main segments in mass market footwear, shoe production is based on the outsoles. The distinguishing factors are the outsole s profile, its quality and the manner in which it is attached to the upper. Techniques Several techniques are used for fastening the outsole to the upper: 1. Cementing Cementing tends to be used most. In cementing, the outsole is pre-produced in a mould and then glued to the upper. 2. Injection Injection is a cheap, fast way of attaching an outsole to an upper, but the resulting quality is poor. It involves injecting material into a mould under pressure and immediately attaching it to the upper. Materials The most commonly used materials in this low-price market are synthetics based in polyurethane (PU) with foam or with a woven backing. In some products, small amounts of leather are used in the upper. Shoe linings consist mainly of a polyester mesh and the insock is usually also synthetic. Outsoles are most commonly made of the following materials: Rubber; Thermoplastic elastomer (TPR); Phylon (although this material is usually too costly for this segment); PU; Other materials, such as synthetic suede, leather or cotton (only occasionally). Labelling All footwear sold in Europe is required to have labels offering information on the main materials used for the three main parts of the shoe: the upper, the lining and insock, and the outer sole. Each label must state in words or pictograms prescribed by the EU Directive on this topic whether the material is leather, coated leather, textile or other. Made-in labelling The European Commission is working on mandatory origin labelling (the made-in label ) in Europe for all non-food products, including footwear. Until now, made-in labelling is optional, but some buyers already require made-in labelling CBI Market Intelligence Product Factsheet Mass Market Sports Footwear in Europe 3

4 from their suppliers. Others will be seeking to experiment with it in the coming years in anticipation of EU legislation. Read more on footwear labelling requirements in the EU Export Helpdesk. Colours and design The colours in mass market sports footwear usually involve various contrasts against a white background. These contrasts are used on the overlay as well as on the logo and the outsole. Sports footwear is naturally presented in sporty colour combinations, contrary to casual footwear, which usually comes in warmer tones. Packaging The EU has general legislation on packaging and liability that applies to all goods marketed in the EU. Regarding footwear, there is an ongoing trend towards the reduction packaging materials and waste. A good example of this is Puma s Clever Little Bag, a shoebox made with a minimum amount of cardboard. Buyer requirements In addition to the legal requirements you will face as a developing country footwear exporter accessing the European market, you will also face specific buyer requirements. For a full overview of these requirements, please consult CBI s Market Information database at Product safety The European Commission s General Product Safety Directive (accessible via the EU Export Helpdesk) basically states that all products marketed in the EU must be safe to use. The Directive provides an overall framework for all specific legislation established for specific products and issues. This means that even if no specific legal requirements have been established for your product and its uses, the General Product Safety Directive still applies. In footwear, one important scheme to be aware of is the REACH scheme (Registration, Evaluation and Authorisation of Chemicals). Also, it is important to note that the use of some materials, such as PVC, in footwear is not allowed. Tips: In order to get an idea of possible incompliances, check the RAPEX database used by EU Member States to exchange information on unsafe products,. Make sure you ask your buyer about specific safety requirements he may have. Some will be content with compliance with EU legislation, leaving you to find out for yourself what these requirements entail. Others may, for example, provide information on which specific substances are not allowed. Chemicals The European Union has strict legislation on the use of chemicals in any product, including footwear. For a full overview of EU requirements in this field, please consult CBI s Market Information database at CBI Market Intelligence Product Factsheet Mass Market Sports Footwear in Europe 4

5 Trade & Macro-Economic Statistics General Macro-Economic Statistics Germany is the largest footwear market in the EU-28, because of its large population (80.5 million). Germans consumers accounted for footwear sales of 131 per capita in Per capita consumption in the other leading EU countries was higher: Italy 162, the UK 157, France 156 and Spain 144 (Source: Eurostat). Gross Domestic Product (GDP) annual growth rate in current prices, , based on estimates France Germany Italy Spain UK Source: Eurostat, 2014 Total consumer expenditure in billion (current prices), , based on estimates France 1,060 1,088 1,114 1,129 1,140 1,146 1,170 1,202 Germany 1,335 1,372 1,429 1,457 1,487 1,518 1,560 1,607 Italy ,017 1, ,013 1,042 Spain UK ,026 1,065 1,110 1,160 1,211 Source: Eurostat, 2014 Sings of Renewed Growth Economic uncertainty makes it difficult to predict the future of Europe s economy in general and its footwear market in particular. What is clear is that after a period of slight decline, the EU footwear market seems to be growing again since As EU footwear players look for ways to cut cost and innovate, new opportunities are emerging for developing country manufacturers. Footwear consumption in the top-12 EU countries, in million Source: Eurostat, Market Line, Euromonitor and trade estimates, 2014 The Popularity of Sports Footwear is the Main Growth Driver Interestingly, the growing popularity of sports footwear as a substitute for more traditional footwear types is one of the sector s main growth drivers. Sports footwear sales have benefited from the general trend towards more active and healthier lifestyles among Europeans. Other drivers include changes in fashion and technological innovations in comfortable footwear. In the table below, you can see how sports footwear consumption in Germany, Europe s largest footwear market, is developing. CBI Market Intelligence Product Factsheet Mass Market Sports Footwear in Europe 5

6 Consumption of sports footwear in Germany, , in million CAGR Change Performance footwear % 2.4% Outdoor footwear % 2.9% Sports inspired footwear % 0.3% Total sports footwear 2,028 2,157 2,140 2,181 2, % 2.0% Source: Euromonitor, 2014, partly revised) Import Statistics Between 2009 and 2013, Germany was Europe s leading importer with an import share of 19% in terms of value. During the first nine months of 2014, Germany s sports footwear imports increased by 35% compared to the same period in Textile uppers showed particular growth, both from outside the EU (+57%) and from other EU countries (+26%). Germany was followed by France (14%), the UK (13%) and Italy (12%). The Netherlands ranked 6 th (8%), followed by Belgium (7%) and Spain (6%). In the two figures below you can see, first, how sports footwear compares with other segments in terms of imports, and, second, how Germany s footwear imports have developed. A few import highlights: Mass market indoor shoe Imports are growing strongly (10% and more) in Slovakia, the Baltic states, Poland, Romania and Sweden; imports in Greece, Croatia, Ireland, Luxembourg, Cyprus and Malta are decreasing. Much of the footwear sold within the EU is imported from developing countries in South-East Asia, in particular China. In the period , EU imports from China showed a sharp decline. China struggled with rising wages and material costs, while other developing countries succeeded in offering more favourable prices. The large share of imports from other EU countries (intra-eu trade) can be attributed to re-exports (including transito). EU imports of footwear by product groups, , in million CAGR Change Rubber/plastic uppers - waterproof % 4.6% - sports % 1.3% - indoor % 2.2% - other outdoor 4, , , % 2.0% Total 5, , , % 2.1% Leather uppers - sports % -6.9% - indoor % 1.0% - other outdoor 14, , , % 2.9% Total 15, , , % 2.5% Textiles uppers - sports 1, , , % 13.1% - indoor % 7.2% - other outdoor 2, , , % 4.7% Total 4, , , % 7.5% Parts of footwear 2, , , % 11.6% Total 29, , , % 4.3% Source: Eurostat, 2014 Imports into Germany of sports footwear, in 000 pairs CAGR Change Rubber or plastic uppers - Ski boots % 7.3% - Snowboard boots % -16.2% - Other sports footwear 1,417 1,960 2, % -1.6% Leather uppers - Ski boots % -11.0% - Other sports footwear 2,444 2,520 1, % -31.3% Textile uppers 5,066 5,394 8, % 26.9% Total 9,359 10,402 12, % 17.7% Source: Eurostat, 2014 CBI Market Intelligence Product Factsheet Mass Market Sports Footwear in Europe 6

7 Export Statistics Footwear exports from the EU, particularly leather uppers, have continued to rise in recent years. These exports include so-called re-exports, i.e. imported products that are exported to other (mainly EU) countries. This explains why Europe s export figures are higher than its import figures. Re-export percentages are highest in Germany, Belgium and the Netherlands. The pie chart below shows which EU countries are the biggest exporters. Specific data on sports footwear (re- )exports are not available. Footwear exports by EU countries in 2013, in million Source: Eurostat, 2014 Romania 4% Other 12% UK 4% Portugal 6% France 7% Spain 7% Netherlands 9% Belgium 12% Italy 27% Germany 12% Production Statistics Production of sports footwear is slowly decreasing in many European countries. One of the reasons is increased competition from low-cost countries outside of Europe, notably developing countries. As an illustration of this trend, the tables below shows footwear production figures for two of Europe s leading markets in this sector, Germany and France. Production of sports footwear in Germany, , in thousands CAGR Rubber or plastic outer soles and textile uppers 6,112 10,261 4,686 5,417 5, % Other sports footwear (excl. snow board and ski-boots) 24,545 30,239 32,528 32,437 28, % Total 30,657 40,500 37,214 37,854 33, % Source: Prodcom, 2014 Production of sports footwear in France, , in thousands CAGR Rubber or plastic outer soles and textile uppers c 920 c c c - Other sports footwear (excl. snow board and ski-boots) 17,734 17,310 10,911 2,818 1, % c= confidential Source: Prodcom, 2014 Trends Cheaper footwear is outselling more expensive products One important general trend in footwear, resulting from the economic recession, is that cheaper footwear is outperforming more expensive footwear in terms of sales. Some higher-end brands are responding to this by penetrating the low-end market with cheap, lower-quality products still bearing the same brand name. Consumers at the lower end of the market are usually less fashion-conscious than those further up-market. This means brands using this strategy adopt weaker interpretations of fashion trends in their cheap product ranges. CBI Market Intelligence Product Factsheet Mass Market Sports Footwear in Europe 7

8 More on trends If you re interested in an overview of these and other important trends affecting European and global footwear, please consult CBI s Trends for Footwear on our website. Market Channels & Segments If you need more insight in the market channels and segments in European footwear, please consult CBI s Market Channels & Segments for Footwear on our website. Generally speaking, low-end footwear is sold primarily in high volumes by typical mass-market retailers, such as Deichmann and Scapino. An interesting exception are the non-footwear outlets that offer cheap footwear, such as supermarkets, fuel stations and DIY chains. Price Pricing in this segment can be divided into several categories: Price range Type of product 0 to 10 Usually simple footwear with few details, sold by retailers in large crates or at the cash register. Examples: slippers and toe slippers. 10 to 20 Typically sports, casual or fashion shoes made of synthetic materials. 20 to 30 This is the middle range in this segment. 30 to 40 Slightly more luxurious footwear, including cheap editions of brand footwear, casual shoes with minor details in leather or more developed fashion footwear. Field of Competition If you need more insight in the competitive forces affecting European and global footwear, please consult CBI s Field of Competition for the Footwear Sector on our website. As for mass market footwear, an important competitive factor is the margin calculation used by suppliers in this segment. While traditional footwear retailers will use margins of at least 2.5 times higher than cost price, some newcomers on the footwear market will easily settle for a 1.0 margin. Primark is a typical example of a business succeeding with this low-margin, highvolume pricing model. Supermarkets and retail chain Action are doing the same. Sports shoes sold in supermarkets Useful sources Below are some useful resources if you are interested in broadening your understanding European and global footwear: Riva Italy: GDS Germany: Canton shoe fair: Guangzhou shoe fair: Ispo Munich: Shoe fair Shanghai/Hongkong: ISO 9001: SGS chemical testing: Satra research & testing: CBI Market Intelligence Product Factsheet Mass Market Sports Footwear in Europe 8

9 Text Box 1: Mass market fashion footwear Text box 2: Mass market casual footwear Most of the characteristics of mass market sports footwear, which is the main focus of this report, apply to mass market casual footwear and also to mass market fashion footwear. In this text box we will briefly discuss what distinguishes low-end fashion footwear from the other segments in this market. Trend-sensitive The vital difference between fashion and casual or sports footwear on the mass market is that fashion footwear depends heavily on distinct trends. Often, these are trends for example colours or models that come and go very quickly. Successful mass market players succeed in rapidly converting this trends into mass production. Crossovers Sometimes, a product that entered the market on a trend, or a hype, moves into mainstream and becomes a basic product. Good examples of this includes ladies espadrilles (see photo) and, again, Uggs. Trendy colours This segment tends to stand out from the rest by using fashionable colours and decorative details. Success often depends on the ability to introduce a new trend cautiously, while also being able to roll out mass volumes as soon as the trend is picked up. The models in this segment are more varied than those in other segments and can include sandals, boots, sports-oriented fashion footwear, espadrilles, vulcanised shoes and many others. Most of the characteristics of mass market sports footwear, which is the main focus of this report, also apply to mass market casual footwear. In this text box we will briefly discuss what distinguishes casual low-end footwear from the other segments in this market. Less striking colours Mass market casual footwear tends to be toned down in colour, design and use of material compared to sports footwear. In this segment, comfortability often comes first. Leather-like materials, such as synthetic suede or synthetic leather, are common. The soles of shoes in this segment tend to match the upper in colour and are less striking. Chucks Although originally sold in the higher-end fashion market, the so-called chuck nowadays is a mass market casual footwear product. Chucks consist of a high-cut upper on a vulcanised outsole. The upper is usually made of coloured canvas and combined with a white outsole. More fashion-oriented chucks, with striking colours and details, are also popular. Chucks thus represent a crossover between sports, casual and fashion footwear. Other sports-oriented shoes sold in the casual segment are usually similar in model and outsole to regular sports footwear, but with less colourful uppers in a wider variety of materials. Ladies versus men s The range of ladies footwear in the casual segment is broader than that of men s. Ladies casuals include practical shoes in quiet colours as well as low boots with a heel, slippers and sandals. Crossovers As the example of the chucks illustrates, crossovers from one segment to another are common. There are many other examples of products that were originally designed as functional outdoor shoes such as Birkenstocks, Uggs and Merell (see photos below) but then moved into the mainstream market, eventually ending up in the casual segment. CBI Market Intelligence Product Factsheet Mass Market Sports Footwear in Europe 9

10 CBI Market Intelligence P.O. Box AC The Hague The Netherlands This survey was produced for the CBI by Giovanni Beatrice and Stephen Teeuwen with input from various (EU market) sources, including Scapino, Pwh and Jente Hageman of New World China. Disclaimer CBI market information tools: February 2015