For retailers and companies: Fashion in Germany

Published on: December 21, 2020 / Updated on: December 21, 2020 – Author: Konrad Wolfenstein

Important and interesting data, brand shares, sales, development and survey results on fashion in Germany in a summary as a PDF, available for download here.

Fashion in Germany – Image: Look Studio|Shutterstock.com

Spending on women's fashion is the highest. Women's fashion is the largest single segment in the clothing market, generating roughly twice the revenue of men's fashion. The number of consumers willing to spend a significant amount on clothing has remained relatively constant in recent years. Around 33 million Germans aged 14 and over consider fashion so important that they are prepared to spend a considerable amount on it.

Trend awareness in Germany. “Clothes make the person” – fashion trends define what’s “in” and “out.” According to a survey on trend awareness, around 35 million people in Germany say they usually or always know what’s trending. The most popular clothing stores for shopping are C&A, H&M, and P&C.

According to the Federal Statistical Office, German households spend approximately 78 billion euros annually on shoes and clothing. Household spending on clothing is generally subject to seasonal fluctuations and declined sharply during the coronavirus crisis.

Price breakdown of a T-shirt

Price breakdown of a T-shirt – Image: Xpert.Digital

How important are brands when shopping? Brands play a major role in the fashion industry. For fashion manufacturers, brands and their image are their greatest asset. However, fashion labels are not the only purchase incentive. A survey on price and brand awareness in Germany shows that more than half of consumers pay more attention to price than to the brand when buying clothes.

Fashion: Price or brand?

Fashion: Price or brand? – Image: Xpert.Digital

Many customers trust the brands they buy. More than half specifically look for brands they already know when buying clothes, and over two-thirds stick with them once they are convinced.

Fashion in Germany

Important note: The PDF is password protected.
Please get in contact with me. Of course, the PDF is free of charge. Important note: The PDF is password protected. Please contact me. Of course the PDF is free of charge.

German version – To see the PDF, please click on the image below.
German Version – To view the PDF, please click on the image below.

Fashion in Germany – PDF Download