Schuhhandel steht weiter vor Herausforderungen
Auch den deutschen Schuhhandel hat es 2015 kalt (bzw. treffender warm) erwischt. Stationär sanken die Umsätze um ein Prozent. Außer dem Wetter drücken Online-Konkurrenz und vertikale Modeketten auf die Entwicklung. Der Schuhhandel muss neue Wege gehen, um konkurrenzfähig zu bleiben.
BDSE-Präsidentin Brigitte Wischnewski: „Aufgrund des zunehmenden Wettbewerbs-drucks ist der Schuhhandel gut beraten, sich noch intensiver mit seinen Sortimenten, Lieferanten und der richtigen Gewichtung von Modetrends zu beschäftigen.
Anlässlich der GDS lässt BDSE-Verbandspräsidentin Brigitte Wischnewski das Jahr 2015 Revue passieren. „Schwierig“ sei es gewesen, von der guten Konsumstimmung bekam der Schuhhandel wenig zu spüren, dabei ging es ihm doch besser als der Modehandel. Insgesamt schloss der deutsche Schuhhandel das Jahr mit einem Umsatzminus von 1% auf brutto 8,3 Mrd. Euro ab. Dabei ist das Bild nicht einheitlich: Kleinere und mittlere Unternehmen verloren 2% an Umsatz, größere und expansive Betriebe dürften nicht zuletzt wegen vergrößerten Flächen eher ein Pari erreicht haben. Auch die Onlinehändler spürten das zu warme Herbst/Winterwetter, aber es reichte noch für ein moderates Plus von 7%. Damit liegt der Marktanteil des Onlinehandels weiterhin stabil bei 15%. Insgesamt lag der Gesamtumsatz mit Schuhen – online wie stationär – mit rund 11,7 Mrd. Euro auf dem Niveau des Vorjahres.
Neue und alte Herausforderungen
Somit steht der Schuhfachhandel auch in 2016 vor gravierenden Herausforderungen: Wetterunbeständigkeit, Frequenzverlust insbesondere in kleineren Städten, eine Verschärfung des demografischen Faktors und die Strukturveränderung bei den Vertriebswegen. Dabei spielt nicht nur die zunehmende Digitalisierung, und das damit einhergehende schnellere Informations- und Kaufverhalten, eine Rolle, sondern auch der erstarkende Wettbewerb durch vertikale Ketten wie H&M und Zara, die ihr Schuhangebot in den letzten Jahren deutlich erweitert haben – und dabei ihre größten Stärken ausspielen: Schnelligkeit, ein hoher Modegrad, günstige Preise. BDSE-Präsidentin Wischnewski appelliert daher eindringlich an den Fachhandel, nicht nur seine Geschäftsmodelle stärker auf die Digitalisierung einzustellen, sondern auch in Ladendesign, Warenpräsentation und Modegrad des Sortiments zu investieren und dort neue Wege zu beschreiten – wenn möglich am besten in Kooperation mit den Lieferanten, bspw. durch den kurzfristigen Zugriff auf dessen Lagerbestände und eine saisongenauere Taktung der Liefertermine.
Mehr down als up: Für den stationären Schuhhandel war 2015 ein schwieriges Jahres
Foto: GDS / Messe Düsseldorf // Graphik: BDSE
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