Stay ahead of the curve and future-proof your business with Mintel’s Germany Fashion – Inclusivity and Diversity Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest fashion industry trends in Germany and consumer behaviours affecting the fashion market Germany. Get a 360° view of the fashion industry in Germany and how consumers’ demand for more diversity and inclusivity is increasing.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- A detailed outlook on the fashion market Germany, including expert insights and market drivers.
- How inflation, legislation, and Germany’s demographic structure have shaped consumer expectations around diversity and inclusion in the German fashion industry.
- Behaviours around and attitudes towards diversity, and consumer priorities related to diversity.
- The struggles consumers are experiencing and its implications.
- What makes consumers see brand/retailer advertising and communication as inclusive and diverse.
- How your business can tap into opportunities in the German fashion industry.
Overview of the Fashion Market Germany
According to Mintel’s fashion industry research, a limited number of retailers have implemented DEI measurements on a broad basis and the fashion industry has made progress in recent years headed for a more diverse landscape.
However, the majority of consumers believe companies have a long way to go before becoming completely inclusive and represent all people.
Diversity and Inclusion in the German Fashion Industry: What Consumers Want and Why
- Fashion Industry Research on Consumer Behaviour: 54% of Germans think fashion companies have a long way to go to be truly inclusive and the cost-of-living crisis is discouraging spending on fashion. However, the need for inclusivity and diversity will continue to grow. 63% of German shoppers think that inclusive fashion companies should offer price points that are accessible to a wide variety of individuals.
- Fashion Market Germany Challenges: The pressure to take a stand on DEI matters will strengthen over time, and consumers will expect their favourite brands/retailers to offer inclusive products, advertising, and company politics. However, these DEI campaigns must be authentic, as 49% of Germans think that brands only act inclusive to make profit.
- Fashion Industry Trends in Germany: Moving forward, demands that companies develop inclusive strategies will become louder, especially as younger generations gain spending power, as 21% of Gen Z buyers have stronger expectations for businesses to take a position on political matters.
What Can Fashion Do to be More Inclusive and Diverse?
- Besides being more diverse in marketing and advertising, adapting collections to the actual needs of consumers will be an essential step for brands and retailers. There is still a strong conviction that thin is the ‘ideal’ body type, which causes many brands and retailers to avoid stepping into the plus-size fashion market Germany, however, 41% of Germans, who are struggling to find clothes that fit them, present opportunities for brands to expand.
To learn how to connect with your audience, purchase our full Germany Fashion – Inclusivity and Diversity Market Report 2023. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Products and Brands Discussed in this Report
Brands: Avalution, John Lewis (Anyday), Levi’s, C&A, H&M, Zalando, Gerry Weber, Ulla Popken, Schönwild, Vogue, Nike, Mugler, Dedicated, Retraced, KiK, Asos, Peter Hahn (Anna Aura), Hirmer, Sheego, Hugo Boss, Iris Apfel, IIqual, Uniqlo, Shein, Rossi, Lacoste, Filling Pieces, Rejina Pyo, Holzweiler, MISBHV, Elleme, GCDS, Eckhaus Latta, Triumph, Private Labels (Zign, Pier One, Anna Field, Yourturn, Even&Odd), and many more.
Products: Clothing (mens- and womenswear), accessories, footwear, underwear, and more.
Additional Features Included with Your Purchase
- Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
- Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as Word and Excel.
- Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trend pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.
Expert Insights on the Fashion Industry Germany
This report, written by Silke Lambers, Senior Research Analyst, delivers in-depth commentary and analysis to highlight current fashion industry trends in Germany and add expert context to the numbers.
Diversity and inclusion in the German fashion industry is becoming more nuanced as expectations towards brand and retailers evolve.
Silke Lambers
Senior Research Analyst – Fashion, Germany
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Executive summary
- Key issues covered in this Report
- Market context
- Graph 1: spending on clothing and footwear per month and household in €, 2020
- Graph 2: old-age dependency ratio with moderate net migration*, 2020-35
- Opportunities
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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 past 12 months, 2022-23
- Graph 6: spending on clothing and footwear per month and household in €, 2020
- Graph 7: consumers who would spend additional discretionary money on clothes and footwear, by net monthly household income, 2021-22*
- Obesity
- Graph 8: trends in body mass index (BMI), 1999-2017
- Ageing society
- Graph 9: old-age dependency ratio with moderate net migration*, 2020-35
- Ethnic backgrounds
- Gender perception
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What consumers want and why
- Where fashion is purchased
- Graph 10: fashion retailers shopped with, 2023
- Graph 11: fashion retailers shopped with, by gender, 2023
- Graph 12: number of retailers bought from by generation, 2023
- Defining inclusivity & diversity
- Attitudes towards inclusivity and diversity
- Graph 13: attitudes towards inclusivity and diversity in fashion, 2023
- Graph 14: attitudes towards inclusivity and diversity in fashion by gender, 2023
- Inclusive and diverse behaviours in fashion
- Graph 15: factors that encourage shopping at one retailer/brand over another, 2023
- Graph 16: consumers who would prefer a brand/retailer over another if it partnered with organisations that support minorities, by generation, 2023
- Issues faced when shopping for fashion
- Graph 17: struggles when fashion shopping by generation, 2023
- Graph 18: male shoppers who struggle to find items that fit them, 2023
- Graph 19: consumers who think it is important that fashion campaigns show models from different age groups, 2023
- Graph 20: consumers who would be more likely to buy from one fashion retailer/brand over another if it sold gender-neutral items by generation, 2023
- Graph 21: struggles to find gender-neutral fashion items by generation, 2023
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RETAILER & Brand activity
- Retail innovation
- Advertising and marketing activity
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Appendix
- Appendix – abbreviations and consumer research methodology and language usage
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