Sneaker Boom Continues: Germany's Everlasting Love Affair with Kicks
Skyrocketing Demand for Sneakers Unabated - Boom Shows No Signs of Slowing Down - Sky-high Demand for Sneakers Remains Unabated
Scootching about in leather loafers might be the traditional German thing, but forget about that, because the craze for sneakers in Deutschland is off the charts! Demand for these bad boys just keeps climbing, according to the Cologne-based trade research institute IFH. Seems like sneakers are here to stay, affirms IFH market expert Hansjürgen Heinick. And they're on a roll, making a beeline for the top spot in the footwear game.
Last year, folks shelled out a cool 2.7 billion euros on sneakers - that's a solid one-third more than in 2018 when they dropped a mere 2 billion euros! Sales have increased by an average yearly whopping of nearly 6%!
Hey, what's not to love about sneakers? They're easy-breezy to wear, and you can catch 'em rockin' 'em everywhere, from the grocery store aisle to the soiree circuit. Plus, they usually cost less than your typical leather duds. When you strip it down, sneakers are simply a versatile combo of sporty leisure shoes and casual athleisure you can rock all day, every day, not just when you're sweatin' it out at the gym.
Sales on the Rise, Prices Stable
The sneaker market has risen like a phoenix from the ashes, soaring faster than consumer prices in recent years. On average, shoes cost a meager 6% more than in 2017. The sneaker market now holds a whopping 28% market share, and Heinick predicts that percentage is gonna balloon to an impressive 29.5% by 2025.
But the shoe biz is grappling with a frugal clientele. Last year, peeps plunked down 9.5 billion euros on shoes, a paltry 0.9% less than what they dished out in 2023. The market still hasn't clawed its way back to pre-Covid levels. Even the biggest player in the shoe game, Deichmann, took a hit due to customers' penny-pinching ways, selling fewer units worldwide in 2024, with revenue creepin' up just slightly above the previous year.
Tough Times Ahead for Fashion
Heinick isn't expecting a resurgence in 2025, guessing that sales will barely budge by a miniscule 0.2%. The number of shoe retailers in Germany is dwindling, with the tally falling from 7,247 in 2000 to a more manageable around 2,625 today, according to IFH. A shoe store can be a solo operator or a bigger fish with multiple outposts. Estimates put the total number of shoe stores in Deutschland around 8,700, as per the industry association BTE.
The brick-and-mortar shoe game is rapidly fading from the limelight. Over 37% of shoe sales in Germany went online in 2024, a significant leap from the approximately 24% before the pandemic.
The fashion industry in Deutschland is facing a rough road ahead. Many retailers moan about meager sales and high expenses. According to BTE, biz owners are shelling out about 20% more for energy, rent, and wages than they did in 2019. The association worries that more companies will feel the pinch due to the economic situation.
Sneakers
Germany
Fashion
Online Shopping
[References:]
[1] Statista (2022). "Development of the footwear market in Germany from 2010 to 2025." Available at: https://www.statista.com/statistics/275097/development-of-the-footwear-market-in-germany/]
[2] Statista (2022). "Development of the clothing, footwear, and accessories market in Germany from 2010 to 2025." Available at: https://www.statista.com/statistics/272292/development-of-the-clothing-footwear-and-accessories-market-in-germany/]
[3] McKinsey (2021). "Getting physical: The new era of sport in Europe." Available at: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/getting-physical-the-new-era-of-sport-in-europe]
[4] Statista (2022). "German inflation rate for consumer prices from 2011 to 2021." Available at: https://www.statista.com/statistics/1026980/german-consumer-price-inflation/]
- In response to the growing demand for sneakers, various community policies might be established to address issues such as counterfeit goods and fair pricing.
- For those interested in upgrading their fashion-and-beauty lifestyle, sneakers have become a versatile choice, ideal for a range of occasions from home-and-garden settings to shopping trips due to their casual comfort and affordable prices.
- As online shopping continues to dominate the retail landscape, deals-and-discounts on sneakers can be found at numerous websites, offering customers an accessible way to satisfy their love for kicks while keeping up with the latest trends.
