Germany Gen Z Fashion Shopper Consumer Report 2024
Our Gen Z market research in Germany shows that this generation of fashion shoppers are backing brands that make bold statements.
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EXECUTIVE SUMMARY
- The five-year outlook for The Gen Z fashion shopper
- Market context
- Gen Z’s high spending power
- Wellbeing plays a prominent role for Gen Z
- Mintel predicts
- Gen Z crave optimised online shopping experiences
- Opportunities
- Address aspirational luxury shoppers
- Embrace sustainable and ethical production to enhance brand appeal
- Leverage the inspirational power of social media
- Create marketing measures around gaming
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MARKET DRIVERS
- The German economy
- 2024 is expected to remain challenging
- Graph 1: key economic data, in real terms, 2019-25
- The inflation rate is bouncing back to more conventional levels
- Inflation is still the key factor affecting consumers’ finances…
- …confidence and expenditure
- Graph 2: financial confidence index, 2022-24
- Spending patterns of Gen Z
- Gen Z has high financial confidence
- Graph 3: financial confidence over the next year, by generation, 2024
- Full-time employed and studying Gen Z have the biggest budgets
- Graph 4: household monthly net-income of Gen Z by employment, 2023
- Fashion is a spending priority in Gen Z’s lives
- Graph 5: discretionary spending categories that consumers spend money on over the course of the year, by generation, 2023
- Gen Z leads in both the frequency and amount spent on fashion
- Sustainability
- Sustainability is important, but not as important as price
- Ownership revolution driven by Gen Z
- Social media
- Gen Z love their social media
- Graph 6: social media platforms used by Gen Z in the past three months, 2023
- Social media usage for fashion inspiration is skyrocketing among Gen Z
- Graph 7: sources of fashion inspiration by generation, 2024
- Top three social media channels
- Wellbeing
- Physical and mental health is a top priority for Gen Z
- Graph 8: Gen Z’s priorities in the next 12 months by age, 2023
- Approach Gen Z holistically by embracing wellbeing
- Strengthen brand connections through wellbeing initiatives
- Gaming
- Leverage the influence of gaming on fashion
- Graph 9: consumers who played video games in the past three months, 2023
- Virtual fashion for Germany’s gaming youth
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WHAT CONSUMERS WANT AND WHY
- How they shop for fashion
- Engage and retain Gen Z shoppers with an omnichannel approach
- Graph 10: how Gen Z shopped for fashion in the last 12 months, 2024
- Prioritise robust online experiences
- Graph 11: channels used to buy fashion items – NET, 2023
- Convenience is a driving factor for Gen Z online shoppers
- Embrace mobile-centric strategies to reach Gen Z
- Leveraging tech to appeal to digital natives
- Enhance the in-store experience with technology focused solutions
- International inspiration: Bershka Milan
- Retailers used to buy fashion items
- Gen Z has a focus on value mid-market fashion
- Graph 12: retailers used to buy fashion items, 2023
- Retailers need to distinguish themselves
- Graph 13: number of fashion retailers shopped with in the last 12 months, 2023
- Affordability is more critical to women
- Graph 14: type of retailers shopped with for fashion items in the last 12 months, by retailers shopped with and gender, 2023
- Fashion brands can benefit from Gen Z preference for healthy lifestyles
- 2024 will provide excellent opportunities to align style and activity, both important for Gen Z shoppers
- Address Gen Z’s commitment to mental health
- Nike Well Fest x Zalando
- Spending on fashion
- Gen Z are the highest spenders on fashion
- Graph 15: average money spent on fashion items in a typical month, by generation, 2023
- Reach high-spending men with exclusive offers
- Emphasise individuality and self-expression in campaigns
- Fashion preferences when choosing a retailer
- Prioritise ethical production to align with the values of Gen Z
- Graph 16: preferences in retailers, 2023
- Inclusive choice factors matter to Gen Z
- Graph 17: selected preferences in retailers, 2023
- Diversity and inclusion must be authentic
- Brands are reflecting a shift in attitude towards representation
- Cultivate a culture of sustainability to drive the future of fashion
- Graph 18: selected preferences in retailers, 2023
- Transform ethical production into a brand’s competitive advantage
- Lead with transparency to build consumer trust
- Sources of fashion inspiration
- Social media personalities have an outsized impact on Gen Z fashion
- Graph 19: sources of fashion inspiration, 2023
- Understand the Gen Z customer journey
- Leverage the influence of social media personalities
- Graph 20: consumers who say that social media personalities exert influence on taste in clothes/make-up, by generation, 2023
- Target female fashion shoppers through social media
- Graph 21: consumers who seek fashion inspiration and buy items advertised by from social media personalities, by gender, 2023
- Tap into gaming platforms to reach male Gen Z consumers
- Graph 22: consumers who seek fashion inspiration from gamers, by gender, 2023
- Capitalise on pop culture trends to engage Gen Z fashion enthusiasts
- Take inspiration from beauty retailers to resonate with shoppers
- Behaviours and attitudes towards fashion
- Gen Z is fashionably conscious
- Tap into Gen Z’s demand for affordable and unique fashion with second-hand
- Graph 23: consumers who think that second-hand stores are great for finding unique fashion items, by gender, 2023
- Emphasise the resale potential of high-quality fashion
- Second-hand discourse shines a positive light on resale
- Highlight the sustainability of second-hand and rental
- Leverage visual search tools to engage Gen Z shoppers and boost conversions
- Focus on Gen Z occasions for fashion marketing
- Gen Z attitudes towards fashion
- Empower personal expression to appeal to Gen Z
- Graph 24: attitudes towards fashion items, 2023
- Highlight themes of self-expression and diversity
- Tap into the Gen Z desire for pleasure and success
- Graph 25: retailers used to buy fashion items, 2023
- Emphasise durability and superior craftsmanship
- Maximise Gen Z engagement by offering accessible luxury
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LAUNCH ACTIVITY AND INNOVATION
- Zalando defines sports as a growth market
- Boss releases Hugo Blue to target Gen Z
- Longchamp sets a new focus on younger consumers
- Chinese fast-fashion giant SHEIN is expanding its international market power
- SHEIN expands appeal to Gen Z with new marketplace
- TikTok Shop anticipated to launch in Germany
- Advertising and marketing activity
- Movie star appeal at About You
- Nike and JD Sports collaborate on a social sustainability campaign
- Zalando spring campaign celebrates individuality
- Mango enhances its dedication to innovation by launching on Roblox
- ROKH H&M collaboration shows the retailer from a chique angle
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Products covered in this Report
- Generations
- Infegy Atlas – coverage
- Consumer research methodology
- A note on language
Stay ahead of the curve and future-proof your business with Mintel’s German Gen Z Fashion Market Report 2024. Our full report is packed with consumer-led market intelligence, fashion industry Germany trends, and an analysis of Germany Gen Z consumer behaviour. Get a 360° view of the German Gen Z fashion market including a fashion market Germany growth forecast to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Our Report Delivers Key Insights On
- Channels Gen Z in Germany use to purchase fashion, with online being the most commonly used in the fashion market Germany.
- Types of retailers shopped with, showing a mix of stores Gen Z use.
- Gen Z’s budget to spend on fashion, showing an above average spending power.
- Values impacting Gen Z’s decision when choosing a retailer, with ethical production and size availability being the top factors.
- Sources of fashion inspiration for Gen Z: Social media, family, and friends.
- Germany Gen Z consumer behaviour and attitudes towards fashion shopping.
Current Outlook on the Gen Z Market Germany
Mintel’s Gen Z market research in Germany shows that social media’s dynamic landscape is a major driver of this generation’s fashion choices. This could disrupt current marketing approaches if platforms evolve or decline in popularity.
With 33% of Gen Z citing social media as their top source of inspiration, it may soon become a shopping destination too. Therefore, brands must enhance their social media presence and remain vigilant of developments to stay competitive.
Gen Z Market Research in Germany: What Consumers Want and Why
- Fashion Industry in Germany Trends: The sportswear sector is gaining traction, with 27% of German Gen Z fashion shoppers having bought from sportswear retailers in 2023 leading up to December. This made it come second only to mid-market multibrand fashion retailers and low-cost chains, thus highlighting the significance of sport and wellness in Gen Z lifestyles.
- Germany Gen Z Consumer Behaviour: Fashion is an important form of self-expression for 64% of Gen Z in Germany, driving engagement and investment. However, rising prices may shift them towards value-driven purchases. Brands can appeal by offering quality, affordable products, and exploring trends like the second-hand market that resonate with Gen Z desires for self-expression, ethical purchasing, and value.
- The German Gen Z Fashion Market: Young consumers prioritise environmentally conscious practices, with 35% valuing retailers that guarantee ethical production. While affordability remains a concern for Gen Z regarding sustainable clothing, aligning with these values presents brands and retailers with an opportunity to cultivate enduring connections.
More About This Report
This Report examines the German clothing retailing market in the context of Generation Z, looking at consumer spending and shopping behaviours.
Some brands included in this report:
H&M, Mango, Zalando, Nike, JD Sports, About You, TikTok Shop, SHEIN, Longchamp, BOSS, and many more.
Meet The Expert
This report is written by Silke Lambers, Senior Research Analyst. Prior to joining Mintel, Silke has worked as a trend forecaster, journalist, and analyst for agencies and companies in the US, UK, France, and Germany. Silke holds a Masters Degree in Fashion Engineering and Design.
Our Gen Z market research in Germany shows that this generation of fashion shoppers are backing brands that make bold statements. However, brands must be wary of the say-do gap in Gen Z’s aspirations and shopping behaviours.
Silke Lambers
Senior Research Analyst – Fashion, Germany
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