For retailers and companies: Fashion in Germany

Published on: December 21, 2020 / Update from: December 21, 2020 - Author: Konrad Wolfenstein

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

Spending on women's fashion is the highest. The largest single segment in the clothing market is fashion for women. Women's fashion generates around twice as much as men's fashion. The number of consumers willing to spend a lot on clothing has remained relatively constant in recent years. Fashion is so important to around 33 million Germans aged 14 and over that they spend a lot on it.

Trend awareness in Germany. “Clothes make the man” – fashion trends define what is “in” and “out”. According to a survey on trend awareness, around 35 million people in Germany say they usually or always know what is 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 around 78 billion euros per year on shoes and clothing. Household spending on clothing is generally subject to seasonal fluctuations and fell sharply during the Corona crisis.

Price composition of a t-shirt

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

Fashion: Is it more the price or the brand?

However, many customers trust the brands they buy. When buying clothes, more than half specifically look for brands that they already know 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.