The Apparel Market in Germany to 2028 report offers comprehensive insight and analysis of the Germany apparel market, the major players, the key trends, and consumer attitudes.
In 2023, Germany's apparel market grew by 4.1% and reached EUR 77.6 billion, primarily driven by price increases, with volumes only rising by 0.4% as persistent high inflation impacted consumers financial stability and led them to prioritize essential goods over apparel. Following a dip in demand in 2022, as consumers returned to stores post-pandemic, Germany’s online apparel market returned to growth in 2023, rising 2.4% to EUR 24.9bn, however, remained slightly weaker than offline as consumers continued to value the experiential element of shopping in person again. Despite maintaining its market lead in 2023, H&M has witnessed its share contract in recent years and this is expected to continue in 2024, as its lacklustre product offering continues to undermine its affordability.
In 2023, Germany's apparel market grew by 4.1% and reached EUR 77.6 billion, primarily driven by price increases, with volumes only rising by 0.4% as persistent high inflation impacted consumers financial stability and led them to prioritize essential goods over apparel. Following a dip in demand in 2022, as consumers returned to stores post-pandemic, Germany’s online apparel market returned to growth in 2023, rising 2.4% to EUR 24.9bn, however, remained slightly weaker than offline as consumers continued to value the experiential element of shopping in person again. Despite maintaining its market lead in 2023, H&M has witnessed its share contract in recent years and this is expected to continue in 2024, as its lacklustre product offering continues to undermine its affordability.
Scope
- The apparel market in Germany rose by 4.1% in 2023, driven by higher prices as high inflation continued to impact the finances of consumers.
- The market is expected to rise a respectable 3.0% in 2024, but online penetration will dip slightly again, as cautious consumers seek to try on and see items in person before buying. While the market is expected to outperform again from 2025 onwards as brands invest in new technologies to strengthen their online propositions, online penetration growth will remain sluggish, as the market becomes more established.
- Shein continues to make considerable strides in the market thanks to its vast offer of affordable trend-led fashion, having leapt to the fourth position in the market, now only sitting marginally behind Nike and likely overtaking it in 2024 as Nike struggles due to a lack of innovation.
Reasons to Buy
- Understand where the demand lies within the Germany Apparel market across various price positionings, categories, and brands, to allow you to maximise customer acquisition.
- Learn how continued inflationary challenges will impact the Germany Apparel market, and which players are most at threat from changing consumer habits.
- Identify the key approaches brands are taking to stand out in the Germany Apparel market, and how you can adapt these to fit your own business.
Table of Contents
- EXECUTIVE SUMMARY
- Germany Apparel Market Drivers
- Germany Apparel Market Inhibitors
- Economic Background
- GERMANY APPAREL MARKET TO 2028
- Germany Apparel Market 2018-2028
- GERMANY APPAREL MARKET: CATEGORY PERFORMANCE TO 2028
- Germany Apparel Market by Category, 2018, 2023 & 2028
- Germany Clothing Categories 2018-2028
- Germany Footwear Categories 2018-2028
- Germany Accessories Category 2018-2028
- Germany Apparel Market by Price Positioning, 2023, 2024 & 2028
- GERMANY APPAREL MARKET: CHANNEL PERFORMANCE TO 2028
- Germany Online Apparel Market 2018-2028
- Germany Online vs Offline Channel Growth 2018-2028
- Germany Apparel Market by Channel, 2023 & 2028
- CONSUMERS
- Apparel Spending Changes by Demographic in H1 2024
- Style Preferences
- Online & Social Media Attitudes
- Apparel Purchase Frequency
- Apparel Purchase Drivers
- Apparel Purchase Inspirations
- Fashion Preferences & Attitudes
- Sustainability & Ethical Concerns
- COMPETITVE LANDSCAPE: BRANDS
- Top 10 Germany Apparel Market Shares 2021-2023
- Top 10: Winners & Losers 2024 Outlook
- Brand Profiles
- Adidas
- s.Oliver
- C&A
- METHODOLOGY, DEFINITIONS AND CONTACTS
- Clothing: Winning and Losing Product Segments, 2023-2028 CAGR (%)
- Footwear: Winning and Losing Product Segments, 2023-2028 CAGR (%)
- Accessories: Winning and Losing Product Segments, 2023-2028 CAGR (%)
- Real GDP (EUR billion) and annual growth (%)
- Nominal GDP (EUR billion) and annual growth (%)
- Real GDP per capita (EUR) and annual growth (%)
- Consumer price inflation (%)
- Population (millions) and annual growth (%)
- Population by age group (%)
- Population by rural-urban split (%)
- Employed people (millions) and unemployment rate (%)
- Germany Apparel Market Value, 2018, 2023 & 2028 (EUR bn) with CAGR (%)
- Germany Apparel Market Value (EUR bn) and Volumes (m units) 2018-2028, with Annual Growth (%)
- Category Shares within the Germany Apparel Market (%) 2018, 2023 & 2028
- Clothing: Market Value (EUR bn) by Category, 2018, 2023, 2024 & 2028, with 2023-2028 CAGR (%)
- Footwear: Market Value (EUR bn) by Category, 2018, 2023, 2024 & 2028, with 2023-2028 CAGR (%)
- Accessories: Market Value (EUR bn) by Category, 2018, 2023, 2024 & 2028, with 2023-2028 CAGR (%)
- Germany Apparel Market by Price Positioning, 2023, 2024 & 2028
- Germany Online Apparel Market (EUR bn) 2018-2028 and Online Penetration (%)
- Online, Offline & Total Apparel Annual Growth in Germany (%), 2018-2028
- Germany Apparel Market by Channel Share (%) 2023 & 2028
- German consumers that planned to spend more or less on apparel in H1 2024 by demographic
- Styles purchased by German apparel shoppers
- Agreement and disagreement with statements regarding online shopping and social media
- How frequently German consumers purchase apparel
- What is important to German shoppers when purchasing apparel
- What inspires German consumers’ apparel purchases
- Agreement and disagreement with statements regarding fashion preferences and attitudes
- Top 10 Germany Apparel Brands by Market Share (%) 2021-2023
- Adidas’ Apparel Market Share in Germany (%) 2018-2023
- s.Oliver’s Apparel Market Share in Germany (%) 2018-2023
- C&A’s Apparel Market Share in Germany (%) 2018-2023
Samples
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Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- H&M
- C&A
- Nike
- Shein
- Adidas
- Zara
- Kik
- S.Oliver
- Ernsting's Family
- Primark
- ASOS
- TikTok
- Fear of God
