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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Clothing Retailing - Germany market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

This report covers the clothing retail market in Germany, with a focus on clothing and fashion specialist retailers. The report does not cover non-specialists, such as hypermarkets, in detail although these are looked at briefly in the consumer research section.

The report combines analysis of the market in Germany, including market sizes, specialists’ sales and forecasts, along with our in-depth consumer data, which analyses shoppers’ behaviour. A number of relevant company profiles are also included.

For our consumer research this year we asked questions on the following topics:

  • Participation in online and in-store shopping for clothing in the last 12 months
  • Retailers used for clothing shopping in the last 12 months
  • Responses to a series of attitudinal statements relating to shopping for clothing.

For the purpose of this report, Mintel has used the following definitions:

Consumer spending: The total amount spent by German households (including sales tax) on clothing, via all channels, i.e. clothing shops, hypermarkets, online, at markets etc.

Retail sales: Total sales of all types of goods and services (excluding sales tax) via stores and directly to the consumer (mainly online) by specialist clothing retailers. It includes online sales of these retailers where the majority of sales are in bricks and mortar outlets.

Expert analysis from a specialist in the field

Written by Armando Falcao, a leading analyst in the Retail sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Spending on clothing in Germany stagnated in 2018, declining 0.5% compared to the previous year. Some of the leading specialists have achieved strong growth and increased their revenues at double-digit rates, mostly by effectively combining offline and online channels and taking measures to remain relevant to their target audiences. Armando Falcao
Retail Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Areas covered in this report
      • Executive Summary

          • The market
            • Consumer spending
              • Figure 1: Germany: Consumer spending on clothing and footwear (incl. VAT), 2014-19
            • Sector size and forecast
              • Figure 2: Germany: Specialist clothing retailers, sales growth, 2014-19
            • Inflation
              • Channels of distribution
                • Figure 3: Germany: Estimated distribution of spending on clothing and footwear by channel, 2018
              • Companies and brands
                • Leading players
                  • Figure 4: Germany: Annual sales growth of the leading specialist clothing retailers, 2018
                • Market shares
                  • Figure 5: Germany: Leading specialist clothing retailers, sales as % of all spending on clothing and footwear, 2015 and 2018
                • Online
                  • Figure 6: Germany: Online sales of clothing, 2014-19
                • The consumer
                  • Where they shop for clothing
                    • Figure 7: Germany: Channels used for buying clothes in the last 12 months, June 2019
                    • Figure 8: Germany: Retailers used for buying clothing in the last 12 months, June 2019
                    • Figure 9: Germany: Non-specialist stores used to shop for clothing, June 2019
                  • Attitudes to shopping for clothing
                    • Figure 10: Germany: Attitudes to shopping for clothing, June 2019
                  • What we think
                  • Issues and Insights

                    • Combining online and offline as a strategy for growth
                      • The facts
                        • The implications
                          • Germans enjoy shopping for clothes and move away from ‘fast fashion’
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Market for clothing shrinks 0.5%
                                  • Clothing specialists’ sales drop by 1.8% in 2018
                                    • Inflation rises further to 1.9% in 2018
                                      • Specialists continue to dominate the clothing sector
                                      • Consumer Spending

                                            • Figure 11: Germany: Consumer spending on clothing and footwear (incl. VAT), 2014-19
                                        • Sector Size and Forecast

                                          • Sales decline for the specialists in 2018
                                            • Figure 12: Germany: Specialist clothing retailers, sales (excl. VAT), 2014-19
                                            • Figure 13: Germany: Specialist clothing retailers, forecast sales (excl VAT), 2019-24
                                        • Inflation

                                          • Inflation hits its highest point in five years
                                            • Figure 14: Germany: Harmonised index of consumer prices, annual % change, 2013-18
                                            • Figure 15: Germany: Harmonised index of consumer prices, annual % change, January 2018 – August 2019
                                        • Channels of Distribution

                                          • Specialists continue to dominate sales
                                              • Figure 16: Germany: estimated distribution of spending on clothing and footwear by channel, 2018
                                          • Companies and Brands – What You Need to Know

                                            • Signs of recovery from the past two years
                                              • Number of outlets declines further
                                                • H&M remains the leader in spite of decreasing sales
                                                  • Online share of clothing spending resumes growth
                                                  • Leading Players

                                                      • Signs of recovery from the past two years
                                                        • Primark’s prices raise controversy in Germany
                                                          • C&A undergoes change in management again and aims for sustainability
                                                            • Zalando continues to combine online and offline
                                                              • Esprit reduces portfolio but no turn-around yet
                                                                • Miller & Monroe’s turn to leave the market
                                                                  • Figure 17: Germany: Leading specialist clothing retailers, sales (excl. VAT), 2014-18
                                                                  • Figure 18: Germany: Leading specialist clothing retailers, outlets, 2014-18
                                                                  • Figure 19: Germany: Leading clothing specialists, sales per outlet, 2014-18
                                                              • Market Shares

                                                                  • Figure 20: Germany: Leading specialist clothing retailers’ sales as % of all spending on clothing and footwear, 2015-18
                                                              • Online

                                                                • Online activity
                                                                  • Shopping for clothing online
                                                                    • Figure 21: Germany: Online purchasing in the last 12 months, 2013-18
                                                                  • Clothing share of online sales
                                                                    • 58% shop online
                                                                      • Figure 22: Germany: Customers who shopped online or by catalogue for clothing, by age group, June 2019
                                                                    • Online searches for clothing retailers
                                                                      • Figure 23: Germany: Search interest on Google, last 12 months, September 2018 – August 2019
                                                                    • Leading online retailers
                                                                      • Otto Group becomes the largest online marketplace for clothing
                                                                        • One-third of consumers have Amazon Prime membership
                                                                          • Zalando the leader online among specialists
                                                                            • Figure 24: Germany: Estimated online sales of clothing by major retailers, 2016-18
                                                                        • The Consumer – What You Need to Know

                                                                          • 58% shopped online for clothing
                                                                            • C&A is still the most popular specialist in Germany
                                                                              • Amazon establishes itself as the dominant non-specialist
                                                                                • German consumers appear to be moving away from fast fashion
                                                                                  • Enjoying the shopping experience is key
                                                                                    • Price and convenience remain important factors
                                                                                    • Where They Shop for Clothes

                                                                                      • 58% have shopped online for clothing
                                                                                        • Figure 25: Germany: Channels used for buying clothes in the last 12 months, June 2019
                                                                                      • Online buying reaches across the age groups
                                                                                        • Figure 26: Germany: Channels used for buying clothes in the last 12 months, by age group, June 2019
                                                                                      • Store-based specialists remain dominant
                                                                                        • Figure 27: Germany: Stores used to shop for clothing, combined nets, June 2019
                                                                                      • Clothing specialists
                                                                                        • Online specialists establish themselves in the market
                                                                                          • Figure 28: Germany: Specialist retailers used for buying clothing in the last 12 months, June 2019
                                                                                        • Customer profiles
                                                                                          • Figure 29: Germany: Where they shop for clothing, by average age and household income, clothing specialists, June 2019
                                                                                        • Non-specialists
                                                                                          • Amazon continues to operate as the dominant non-specialist
                                                                                            • Merger of Galeria Kaufhof and Karstadt
                                                                                              • Small share of purchases in supermarkets and hypermarkets
                                                                                                • Figure 30: Germany: Non-specialist stores used to shop for clothing, June 2019
                                                                                            • Attitudes to Shopping for Clothes

                                                                                              • German consumers appear to be moving away from ‘fast fashion’
                                                                                                • Figure 31: Germany: Selected attitudes to shopping for clothing, June 2019
                                                                                              • Enjoying the shopping experience is key
                                                                                                • Figure 32: Germany: Selected attitudes to shopping for clothing, June 2019
                                                                                              • Price and convenience remain important factors
                                                                                                • Figure 33: Germany: Selected attitudes to shopping for clothing, June 2019
                                                                                              • Attitudes by specialist retailer used
                                                                                                • Figure 34: Germany: Attitudes to shopping for clothing, by where they shopped in the last 12 months: Specialists, June 2019
                                                                                              • Attitudes by non-specialist used
                                                                                                • Figure 35: Germany: Attitudes to shopping for clothing, by where they shopped in the last 12 months: Non-specialists, June 2019
                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                              • Abbreviations
                                                                                                • Data sources
                                                                                                • C&A

                                                                                                    • What we think
                                                                                                      • Making up for lost time online
                                                                                                        • Partnering with other brands
                                                                                                          • Changes in management
                                                                                                            • C&A continues to focus on sustainability
                                                                                                              • Company background
                                                                                                                • Company performance
                                                                                                                  • Figure 36: C&A: Group financial performance, 2013/14 – 2018/19
                                                                                                                  • Figure 37: C&A: Outlet data, 2013/14 – 2018/19
                                                                                                                • Retail offering
                                                                                                                • Esprit

                                                                                                                    • What we think
                                                                                                                      • Esprit goes green and commits to improve workers’ rights
                                                                                                                        • Pursuing an “ambitious but realistic plan”
                                                                                                                          • Esprit resumes expansion in Europe
                                                                                                                            • Company background
                                                                                                                              • Company performance
                                                                                                                                • Figure 38: Esprit: Group financial performance, 2013/14-2018/19
                                                                                                                                • Figure 39: Esprit: Outlet* data, 2013/14-2018/19
                                                                                                                              • Retail offering
                                                                                                                              • H&M Hennes & Mauritz

                                                                                                                                  • What we think
                                                                                                                                    • Digital
                                                                                                                                      • Store development
                                                                                                                                        • Company background
                                                                                                                                          • Company performance
                                                                                                                                            • Figure 42: H&M Hennes & Mauritz: group financial performance, 2013/14-2017/18
                                                                                                                                            • Figure 43: H&M Hennes & Mauritz: outlet data, 2013/14-2017/18
                                                                                                                                          • Retail offering
                                                                                                                                          • Grupo Inditex

                                                                                                                                              • What we think
                                                                                                                                                • Growth from a combination of online and offline channels
                                                                                                                                                  • Diversification and dedicated content on social channels
                                                                                                                                                    • Inditex’s new strategy focuses on sustainability
                                                                                                                                                      • Company background
                                                                                                                                                        • Company performance
                                                                                                                                                          • Figure 44: Grupo Inditex: sales and outlets by format, 2018/19
                                                                                                                                                          • Figure 45: Grupo Inditex, performance by brand, 2017-19
                                                                                                                                                          • Figure 46: Grupo Inditex: group financial performance, 2013/14-2018/19
                                                                                                                                                          • Figure 47: Grupo Inditex: outlet data, 2013/14-2018/19
                                                                                                                                                        • Retail offering
                                                                                                                                                        • KiK

                                                                                                                                                            • What we think
                                                                                                                                                              • Bricks-and-mortar makeover now almost complete
                                                                                                                                                                • Eastern Europe markets driving sales growth
                                                                                                                                                                  • Online sales and website visitors up
                                                                                                                                                                    • Company background
                                                                                                                                                                      • Company performance
                                                                                                                                                                        • Figure 48: KiK: Group financial performance, 2014-18
                                                                                                                                                                        • Figure 49: KiK: Outlet data, 2014-18
                                                                                                                                                                      • Retail offering
                                                                                                                                                                      • Primark/Penneys

                                                                                                                                                                          • What we think
                                                                                                                                                                            • European expansion continues
                                                                                                                                                                              • Offline business model could hold back growth
                                                                                                                                                                                • Greater focus on experience could point the way forward
                                                                                                                                                                                  • Growing sentiment against fast fashion is forcing change on the business
                                                                                                                                                                                    • Where now?
                                                                                                                                                                                      • Company background
                                                                                                                                                                                        • Company performance
                                                                                                                                                                                          • Figure 50: Primark/Penneys: group financial performance, 2014/15-2018/19
                                                                                                                                                                                          • Figure 51: Primark/Penneys: outlet data, 2014/15-2018/19
                                                                                                                                                                                        • Retail offering
                                                                                                                                                                                        • TJX International (TK Maxx Europe)

                                                                                                                                                                                            • What we think
                                                                                                                                                                                              • A shift in focus?
                                                                                                                                                                                                • A need to push the digital side of the business
                                                                                                                                                                                                  • Where now?
                                                                                                                                                                                                    • Company background
                                                                                                                                                                                                      • Company performance
                                                                                                                                                                                                        • Figure 52: TJX International (TK Maxx Europe): Group financial performance, 2014/15-2018/19
                                                                                                                                                                                                        • Figure 53: TJX International (TK Maxx Europe): Outlet data, 2014/15-2018/19
                                                                                                                                                                                                      • Retail offering
                                                                                                                                                                                                      • Zalando

                                                                                                                                                                                                          • What we think
                                                                                                                                                                                                            • Selling more products, slower revenue growth
                                                                                                                                                                                                              • Zalando continues to succeed by combining online and offline
                                                                                                                                                                                                                • Zalando’s circular fashion joins the physical world
                                                                                                                                                                                                                  • Zalando expands beauty range to five new markets
                                                                                                                                                                                                                    • Average basket size is still decreasing
                                                                                                                                                                                                                      • Zalando Plus loyalty scheme expanded
                                                                                                                                                                                                                        • Zalando trials robots for customer orders
                                                                                                                                                                                                                          • Moving away from own brands
                                                                                                                                                                                                                            • What next?
                                                                                                                                                                                                                              • Company background
                                                                                                                                                                                                                                • Company performance
                                                                                                                                                                                                                                  • Figure 54: Zalando: group financial performance, 2013-18
                                                                                                                                                                                                                                  • Figure 55: Zalando: key metrics, 2016-H1 2019
                                                                                                                                                                                                                                • Retail offering

                                                                                                                                                                                                                                About the report

                                                                                                                                                                                                                                This interactive report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data carried out across Germany, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                                                                • The Consumer

                                                                                                                                                                                                                                  What They Want. Why They Want It.

                                                                                                                                                                                                                                • The Competitors

                                                                                                                                                                                                                                  Who’s Winning. How To Stay Ahead.

                                                                                                                                                                                                                                • The Market

                                                                                                                                                                                                                                  Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                                                                                • The Innovations

                                                                                                                                                                                                                                  New Ideas. New Products. New Potential.

                                                                                                                                                                                                                                • The Opportunities

                                                                                                                                                                                                                                  Where The White Space Is. How To Make It Yours.

                                                                                                                                                                                                                                • The Trends

                                                                                                                                                                                                                                  What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                                                                                                                                                Description