Apparel Consumer Insights: Germany

This report provides detailed consumer insights into Germany's apparel market. It centers on consumer sentiment, categories purchased, channel usage, motivations for purchasing, purchase frequency and the most popular global brands.

German consumers continue to suffer from the impacts of high inflation, with 56.8% and 38.9%, expecting the economy and their personal finances, respectively, to get worse in the next six months. As a result, 55.9% plan to spend less on retail products, with many switching to cheaper brands and doing more price comparisons online. Most German apparel shoppers buy items every two to six months, and value for money, quality and price are the biggest purchase drivers, bolstered by the ongoing cost pressures.

Scope

• 30.1% of German consumers plan to cut back on their clothing and accessories spend over the next six months, as well as 27.2% for footwear
• 88.2% of German consumers prefer to buy classic styles that can be worn for many different occasions
• Sustainability and ethics are less important purchase drivers among apparel shoppers in Germany than in France, Italy and Spain. However, 58.5% still try to buy sustainable brands or products and 58.9% avoid buying fast fashion.

Reasons to Buy

• Identify how rising inflation is influencing how and where German consumers shop
• Learn about where the demand lies within the German apparel market, to allow you to maximise customer acquisition
• Understand consumer sentiment in the German apparel market and what this means for apparel brands’ next steps