Discovery Research Group Measures Shoe Market

The volume of the footwear market in Russia in 2012 amounted to $ 30,7 billion, which means an increase in relation to 2011 - 12%, according to the study of the "World and Russian footwear market" Discovery Research Group. In the first half of 2013, the footwear market grew by 5% in physical terms and by 7% in value compared to the same period in 2012. In the first half of 1, the market volume amounted to $ 2013 billion. According to analysts' forecasts, positive dynamics will continue in the next 16,94 years - the market will grow by 3-7% per year, and its volume in 11 will amount to almost $ 2015 billion.

Discovery Research Group also estimated the shares of the main price segments in the footwear market. At the end of 2012, the high price segment accounted for 10%, the middle price segment - 38%, and the lower price segment - 52%. According to DRG experts, the most promising segment is the middle price segment, which is associated with an increase in average per capita income and a change in consumer culture, when buyers pay more attention to brands, style and design of shoes. In 2012, the volume of the middle price segment amounted to $ 11,7 billion, by 2015 its volume will increase to $ 17,4 billion, and its share - to 44%.

The Russian footwear market is characterized by a rather low level of consolidation, the researchers concluded. As of the end of 2012, chain retail accounts for 35% (of which the ten largest shoe chains account for 20%). In recent years, there has been a decline in the share of clothing markets, but, according to analysts, they still account for about 40% of sales. Clothing markets have a fairly strong position in small towns with a population of up to 100 thousand people. The least consolidated segment is the mid-price segment, where mainly small local shoe chains, consisting of 3-5 stores, operate, and the share of large chain retailers is less than 10%.

The research agency also ranked the largest shoe chains by segment. As of September 2013, the leader in the number of stores in the lower price segment is Tsentrobuv (1200 stores), in the mid-price segment - Obuv Rossii (253 stores), in the upper price segment - Carlo Pazolini (165 stores). If we take the shoe market as a whole, then the TOP-5 largest shoe chains in Russia include Tsentrobuv, Unicel, Kari, Belwest, Obuv Rossii.

The main prospects for the shoe market are associated with the growth of large shoe chains and their expansion in the regions, the strengthening of consolidation processes, the development of new sales channels, including online trading. Shoe networks are also actively investing in the development of brands and improving collections, attract foreign designers for cooperation, introduce new loyalty programs and expand the range of services for customers.