According to FashionNetwork, citing data from the International Association of Department Stores (IADS), the share of footwear in retailers’ revenue remains stable—about 5% in the women’s segment and 3% in the men’s segment. At the same time, the market is undergoing a qualitative shift: shoppers are increasingly choosing styles that combine comfort with a more formal look, reflecting a return to hybrid styles and “office” aesthetics.
Retailers are already adjusting their product mix strategies. In Germany, the Breuninger chain is reducing the share of athletic shoes, focusing on the most sought-after brands. Britain’s John Lewis and Switzerland’s Manor are seeing growing interest in ballet flats, moccasins, and versatile styles. In Mexico, El Palacio de Hierro is seeing demand for hybrid footwear that combines elements of classic and athletic design.
At the same time, efforts are intensifying in the “mid-range segment”—the niche between mass-market and luxury. Department stores are expanding their private-label portfolios, developing exclusive collections, and striving to increase margins through a more tightly controlled product range.
Customer experience is emerging as a distinct focus area. Retailers are investing in the redesign of retail spaces, personalized service, and loyalty programs. Exclusive events, brand collaborations, and private customer engagement formats reinforce the role of the physical store as a space for engagement that is difficult to replicate online.
Digitalization complements this transformation. Artificial intelligence is used to optimize product assortments, create marketing content, and analyze competitive pricing. At the same time, brick-and-mortar stores remain the key channel for building loyalty and emotional connections with customers.
Amid intensifying competition from e-commerce, department stores are banking on service, expertise, and the shopping experience as the main drivers of sustainable growth in the footwear category.
