The economy of sneakers
Today the sneakers are no more than a simple complement or element to our outfits. She almost has a leading role within the outfit. She can both bring sobriety, elegance or even bring a trendy color element to our ensemble. Everything started from a simple need, that of clothe our feet and protect from the ground. This need has opened up to various new elements such as the choice of color, shape, brand or for reasons related to the popularity of this product. of pairs of sneakers. Lots of wealth created around an accessory that was originally intended for a single market, that of the sale of shoes for basketball players.
This fashion accessory has now become a staple in our wardrobes and can does not matter our age. The sneakers market is growing at such a rate that between 2020 and 2024 the cumulative annual growth rate is estimated at 7%, and this, on a global scale.
Pour ce qui est du marché français:
-> Regarding the French market:
We know that the major distribution brands: Adidas, Nike, JD, Courir, Decathlon and Foot Locker, dominate the retail market in stores or on the internet in France.
In 5 years, sneaker sales in France have seen their figures grow by around 50%, in terms of value; for the total of brands. Another study shows that 2017, Nike's summer revenue is equivalent to $ 23 billion, its market share of 36.4%, and has experienced growth of about 3.7%. Adidas on the other hand had a turnover of $ 14 billion, a market share of 22.1% but a growth of 24.6%, a difference of nearly 20.9 percentage points.
A growth which indeed proves to us that Adidas has repositioned itself on the sneakers market by 2017.
In 2018, the sneakers market generated nearly 1.8 billion euros in France. Indeed, that same year the Air Jordan 4 Retro model of 2005, produced in only 72 units, marked the market. Almost $ 18,500 was generated from sales.
Now, let's compare the number of street and sports shoes bought in in 2009 and 2018. In 2009, street shoes, such as derbies and pumps, brought in nearly 142.3 million.
euros on the French market; while the sports shoe it generated only 84.2 million euros. But in the space of just 9 years, these two markets, which originally had nothing in common, will clash. With 116 million for dress shoes and 111 million euros for sneakers, the basketball market has been booming since that year .
Fluctuations en fonction des tendances et matières premières:
-> Fluctuations according to trends and raw materials:
Trends change, evolve and diversify. Between 2018 and 2021 we might well suspect that the figures have changed and that sales have continued to increase, well that's correct! This winter there is a very big risk that the price of the sneakers will increase by radical way. The covid 19 pandemic has indeed weakened the entire industrial sector of global production, and particularly that of footwear. There is therefore a very great risk of a shortage which could be the cause of an inflation in the prices of sneakers in the coming months. Indeed, the parent materials of the production and manufacture of sneakers is also seen to be in full inflation. And as a result, the prices of shoes will also suffer the causes: whether for the Air max, the Air Force or the Air Jordan at Nike or for the Stan Smith and the Super Star at Adidas.
Le marché de l’emploi qui découle du marché de la Sneakers:
-> The job market resulting from the Sneakers market:
We know it well, the shoe has been one of the biggest sources of job creation and position at the global level especially with the manufacturing factories in Asian countries which in addition to being affordable, produce at a speed more than 'impressive, an amount of shoes that generate an equally amazing profit.
However, the arrival of a new market has turned this organization upside down. The second hand and Resell market are literally starting to gain a foothold in the footwear market. Applications like Vinted are now used as a second-hand resale platform. And places like Pop-up stores are used to present, display and sell sneakers to a wide range of customers: especially aimed at hunters of "rare pearls", latest releases and limited editions.