Shoe manufacturers accounting for the lion’s share, according to the Werbemarktanalyse Schuhe 2023 - AdVision survey. Almost one third of total expenditure was attributable to retailers, according to the report. Among the sub-markets, the sneakers, lace-ups and low-cut shoes segment accounted for 31% of total advertising expenditure, the highest percentage and up significantly from the previous year, followed by work and safety shoes.
The advertising providers of shoes have invested more than 185 million euros in their media communication within a year. Manufacturer brands account for the lion's share of product advertising, with retailers accounting for almost a third of the total volume. Among the advertised sub-markets, sneakers, lace-ups and low shoes are the focus of the media. This product market accounts for 31 percent of the total advertising volume. In second place after spending are work and safety shoes, ahead of sports shoes and sneakers.
There are quite different concentrations in the 13 analyzed sub-markets. In the product market for children's shoes, it is comparatively low. Here, 49 percent of the advertising expenditure is accounted for by the three brands with the highest spending in this category. When it comes to sports shoes and sneakers, three brands represent 74 percent of the advertising spend in this submarket. It is highest for business shoes: here the top 3 brands have a share of 98 percent.
Looking at the distribution of advertising activities over the year in the market as a whole, there are clear peaks in spring and autumn. In winter and summer, both spending and the number of advertisers drop significantly. Among the types of media, the Internet and TV are among the preferred advertising media in the industry. This accounts for more than three quarters of the advertising volume. All ten top advertisers rely on Internet advertising, seven of which also use TV spots.
As expected, there is a large number of advertisers in the industry. Their number adds up to over 500, around half of which invest more than 10,000 euros per year in advertising. The Deichmann, Giesswein and Skechers Footwear brands make up the top advertiser trio with a 47 percent share of the total volume. Airfloppy and Bullboys are two brands in the top 50 of the volume ranking that advertised for the first time in the youngest of the five annual periods considered.
