2022
9
Germany Clothing Retailing Market Report 2022
2022-11-03T16:02:30+00:00
REPC7EAC656_FBF1_450F_B2A1_80A56A858E62
2195
157198
[{"name":"Fashion","url":"https:\/\/store.mintel.com\/industries\/fashion"},{"name":"Retail","url":"https:\/\/store.mintel.com\/industries\/retail"}]
Report
en_GB
Clothing retailers once again have to adapt to a difficult market situation. Innovative resales, sustainability and value marketing will offer new opportunities. Silke Lambers, Fashion Analyst…

Germany Clothing Retailing Market Report 2022

£ 2,195 (Excl.Tax)

Description

The Germany Clothing Retailing Market Report 2022 identifies consumers’ attitudes towards on- and offline clothes shopping, sustainability in the clothing retail industry, and the impact of the clothing retail market. This report covers the Germany clothing market size, market forecast, market segmentation and industry trends for clothing retailers in Germany.

Click here to view the German version of our Germany Clothing Retailing Market Report 2022.

 

Where do Germans buy clothes online?

Almost half of consumers say they visit physical clothing retailers in Germany less often, and are turning towards online German clothing brands. Especially, Gen Z consumers are shopping for fashion almost exclusively online.

After the lack of occasions and with many people working from home, reasons to shop were suddenly limited in 2020-21, but in 2022, consumers are slowly returning to (physical) shops with half of German shoppers buying clothes for the office again.

How big is the fashion industry in Germany?

The fashion industry in Germany has seen a 3.8% growth in 2021 with an even bigger increase in sales expected over the coming years.

Where do Germans buy their clothes?

The Chinese fast fashion retailer Shein has seen 9% rise in popularity in recent years, only behind H&M when it comes to German clothing brands online.

Clothing Retail Industry: Current Market Landscape

We expect the clothing retail market to start recovering from the COVID-19 slump, although rising inflation will slow down this recovery significantly. After consumers turned their backs on physical shops due to lockdowns, this shift to online shopping, as our Germany Clothing Retail Market report shows, will remain, as shoppers use the internet to compare prices. Consumers will look for bargains or added value in their purchases due to the ongoing inflation.

Clothing Retail Industry Trends & Clothing Retail Industry Statistics

The Clothing Retail Market in Germany will continue to recover but will most likely not reach pre-pandemic levels. However, we will see Germany apparel retailing evolve and embrace new technologies to connect online and offline shopping. Physical shops of German clothing brands will serve new purposes and experience will be more important than product. The boarders between web shop and physical shop will blur.

At the same time, inflation is causing consumers to consider purchases more carefully. While those with tight budgets will turn to cheaper clothing retailers in Germany, consumers from higher income groups will increasingly look to buy high-quality items that will last longer.

  • Clothing Retail Market Opportunities: 64% of Germans shop for clothes online.
  • Clothing Retail Industry Consumer Behaviour: 55% of Germans prefer to shop for clothes in stores.
  • Germany Apparel Retailing Trends: For over half of German consumers (68%) sustainability is an important factor when shopping for fashion.
  • Clothing Retail Market Challenges: For 53% of Germans quality is worth investing in. German clothing brands have to find a cost-efficient way of production that doesn’t impact the quality of their products.

 

Future Clothing Retail Industry Trends

Online clothing retailers in Germany will widely introduce new technologies like digital twins, making shopping more of an experience; progressive companies will do this in the metaverse. Shopping online with an avatar will help ensure consumers buy the right size and fit while at the same time reducing costly returns for both retailers and customers. As a result, physical shops will increasingly turn into showrooms and community hubs.

Another area of opportunities for German clothing brands is sustainability as almost half of Germans are interested in buying sustainable fashion in the future. If adding organic materials to the portfolio is too expensive and thus not an option, resales and rentals are a fast-growing sector that is both affordable and sustainable.

To discover more about the Clothing Retail Industry in Germany, read our German Retail Market Research, or take a look at our extensive Clothing Market Research. 

Quickly Understand Clothing Retail Industry Statistics

  • The impact of the cost-of-living crisis on clothing retailers in Germany – online and in store.
  • The changing roles of local retail shops vs online German clothing brands.
  • Clothing retail industry trends such as pre-loved fashion and rented clothes: the rise of reselling and its clients.
  • The current state of and rising request for sustainability in fashion.
  • How going back to the office and the return of occasions are reviving the clothing retail industry.
  • Key innovations in Germany apparel retailing that are tapping into the needs of shoppers.
  • Areas of improvement and what consumers want to see from clothing retailers in Germany, such as inclusive sizing and supply chain transparency.

Covered in this Report

Brands: Zalando (Zircle), Lala Berlin (Lala Forever), C&A, H&M, Zara, John Lewis, Nike, Otto, Kik, and more.

Expert Analysis from a Specialist in Germany Apparel Retailing

This report, written by Silke Lambers, a leading analyst in the Fashion sector, delivers in-depth commentary and analysis to highlight current clothing retail industry trends in Germany, and adds expert context to the numbers.

Clothing retailers in Germany once again have to adapt to a difficult market situation. Innovative resales, sustainability and value marketing will offer new opportunities for German clothing brands.

Silke Lambers
Silke Lambers
Senior Fashion Analyst

Table of Contents

  1. Executive summary

    • Key issues covered in this Report
    • Market context
    • Graph 1: purchase channels for clothing, 2020-22
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 2: consumer spending on clothing, by top five retailers and others, 2021
  2. Market Drivers

    • The German economy
    • Graph 3: key economic data, in real terms, 2019-24
    • Graph 4: retail sales (€bn, excluding VAT) for clothing specialists, 2016-22
    • Graph 5: spending* on clothing and accessories (including footwear) compared to the last 12 months, 2022
    • Demographics
    • Graph 6: population structure by age, 2020-30
    • Sustainability
    • Graph 7: behaviour in relation to sustainable clothes shopping, by age group, 2022
  3. Market Activity

    • Sector size and forecast
    • Graph 8: online retail sales of clothing (€m, including VAT), 2015-21
    • Consumer spending
    • Graph 9: selected spending areas of private households, 2017-22
    • Graph 10: consumers who would spend additional discretionary money on clothes and footwear, by net monthly household income, 2021-22*
  4. What consumers want and why

    • Purchase channels for clothing
    • Graph 11: purchase channels for clothing, 2020-22
    • Graph 12: online purchase outlets for clothing, 2022
    • Graph 13: important factors* when shopping online by age, 2022
    • Purchase methods for clothing
    • Graph 14: online purchasing methods for clothing, by generation, 2022
    • Retailers shopped with
    • Graph 15: retailers bought from in store or online in the last 12 months, 2022
    • Graph 16: retailers shopped with in store in the last 12 months, 2022
    • Graph 17: retailers shopped with online in the last 12 months, 2022
    • Graph 18: retailers shopped with in store or online in the last 12 months, by financial situation, 2022
    • Graph 19: retailers shopped with in store or online in the last 12 months, by generation, 2022
    • Graph 20: number of in-store retailers shopped with in the last 12 months, 2022
    • Graph 21: number of online retailers shopped with in the last 12 months, 2022
    • Graph 22: number of online retailers shopped from in the last 12 months, by gender, 2022
    • Graph 23: number of in-store retailers shopped from in the last 12 months, by gender, 2022
    • Factors that encourage the purchase of new clothing
    • Graph 24: reasons for buying clothes within the last 12 months, 2022
    • Graph 25: consumers who shopped for clothes for work, by employment location, 2022
    • Consumer behaviours in relation to purchasing clothes
    • Graph 26: clothing purchase behaviours in the last 12 months, 2022
    • Graph 27: consumers who switched to cheaper clothing retailers within the last year, by net monthly household income, 2022
    • Graph 28: changes* in consumers' financial situation within the last year, by household net income, 2022
    • Graph 29: shopped for secondhand clothes within the last 12 months, by age, 2022
    • Interest in clothing retail innovations
  5. Retailer Activity

    • Leading retailers
    • Market share
    • Graph 30: consumer spending on clothing, by company, 2021
    • Retail innovation
    • Advertising and marketing activity
  6. Appendix

    • Appendix – products covered, abbreviations and consumer research methodology and language usage
    • Appendix – market size and forecast
    • Appendix – CHAID analysis methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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