The footwear industry is also a competitive one. The leading footwear brand in the Netherlands was Asics Europe. In 2015, Asics saw their turnover amount to approximately 700 million U.S dollars, whereas Ecco and Under Armor generated roughly 500 and 250 million U.S dollars in the same year. The Euro Shoe Group NV led the ranking of leading footwear companies in Belgium in 2015. They had a turnover of approximately 155 million U.S dollars, roughly ten million more than second-ranked Brantano NV.
When looking at consumer expenditure on footwear in the United Kingdom, year-on-year figures show that consumers spent more on footwear. In 2005, expenditure amounted to approximately 5.1 billion pounds. However, ten years later this number nearly doubled: 2015 showed an annual expenditure on footwear of roughly ten billion pounds. A similar case was seen in household consumption expenditure on footwear in Sweden.
However, growth of consumer spending might not be received positively by those involved in the industry, as the ''smaller'' offline shoe shop retailers are facing challenges due to the rise of e-commerce. This development can be confirmed among e-commerce shoe buyers in Spain. If in 2015, roughly 8.6 million consumers bought shoes online, it is estimated that this number will rise to 13 million in 2021.
Adapting and using e-commerce is one option, but standing out from others might be the most complex challenge retailers have to tackle. Nevertheless, e-commerce has influenced the European footwear industry, forcing retailers to apply different strategies to reach consumers.