Who dares wins in volatile footwear arena
15 August 2024

Who dares wins in volatile footwear arena

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By Jessica Basey

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Nike’s misstep presents an opportunity for relative market newcomers, with Deckers Brands and On’s success spurring market optimism.

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While high inventories continue to stifle the textile & apparel industry, footwear has managed to maintain a positive trajectory from H2 2023 with a 21% boost to its sentiment score.

This contrasts with a rather more stagnant mood across the wider market: the textile & apparel industry lags at +0.51, compared with the footwear sector’s optimistic score of +0.75.

The positive outlook for the footwear sector is reflected in its sentiment trend year-on-year (YoY), which has risen by +0.18 points from H1 2023, despite challenging trading conditions. Tailwinds boosting optimism include company developments, sustainable innovation and the adoption of advanced manufacturing technologies.

Materials and products that subscribe to sustainable and circular principles have given sentiment a big boost, showcasing intensive and collaborative R&D efforts from stakeholders.

One such example includes a partnership between Israel-based materials company, Balena Science, and Portugal-based manufacturer, For Ever (+0.72). The pair have developed a range of so-called circular soles leveraging the former’s BioCirflex thermoplastic elastomer technology and For Ever’s expertise and machinery.

The biopolymer is claimed to be biodegradable and industrially compostable, which addresses end-of-life concerns. Its industrial compatibility means that BioCirflex’s can be used as a sustainable alternative to conventional thermoplastic polyurethane (TPU) in sole units.

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