Over the last 2 years, Foxintelligence has become the new standard for consumer intelligence in e-commerce. In this quick piece, Foxintelligence shares some insights on the French sneakers online sales, with a focus on direct sales from brand websites (Nike.com, Adidas.com), the younger generations and the booming second-hand market.
In 2019, the Nike.com website maintains its place as most performing direct sales website, ahead of Adidas.com. This effort on direct sales allows Nike to maintain its overall lead over Adidas despite Nike’s departure from the Amazon platform. 55% of Nike brand sales were made from their Nike.com site (vs. 42% for Adidas sales on adidas.com). Another pillar of Amazon’s bypass strategy: the Zalando platform, which becomes the first reseller of the Nike brand before Vinted and Asos.
Consolidating its leading position and despite its withdrawal from the stalls of the Seattle giant Amazon, Nike remains in 2019 the big winner with Generation Y, pushed by great best-sellers like the Nike React Element 55 for men. On the 2nd and 3rd step of the podium, we then find Adidas and Converse (Converse which is also part of the Nike Group), followed by Puma, New Balance and Reebok. In this group of pursuers, Puma achieved the strongest growth, up + 7% compared to 2018.
The second-hand market is growing steadily in France, with 3 main players: Vinted, Vestiaire Collective and Videdressing.
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Scope of the Foxintelligence study : E-commerce: Top 30 platforms including Amazon, Zalando, Sarenza, Vinted, etc. | Sales in value before returns and cancellations, France, 2019 | Brands: Adidas, Converse, New Balance, Nike, Puma, Reebok | Panel: 500,000 active consumers
Methodology : This analysis is based on data from the Foxintelligence panel, which has more than 500,000 active consumers in France. We analyzed the sales made online in 2019, on the top 30 brands including Amazon, Zalando, Sarenza, Vinted, etc. . This study takes into account sales before returns and cancellations in France. The brands: Adidas, Adidas Originals, Converse, New Balance, Nike, Puma, Reebok.
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