Stay ahead of the curve and future-proof your business with Mintel’s Menswear in Germany Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest market trends and consumer behaviours affecting your industry. Get a 360° view of the menswear market in Germany including menswear Germany market size, share, and forecasted growth 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.
Topics Analysed in this Report
- A detailed outlook on the menswear market in Germany, including expert insights and market drivers.
- The effects of the recent pandemic and the rising cost of living on the menswear market Germany.
- Who buys menswear, what types of clothes they’re buying, and which purchase channels are being used.
- Menswear Germany Market Analysis: Consumer attitudes and behaviours.
- Innovations in the menswear market in Germany (the use of technology, sustainability, and multichannel experiences).
- How your business can tap into opportunities to increase your menswear Germany market share.
Overview of the Menswear Market in Germany
While the industry experienced menswear Germany market growth in 2022 – a result of pent-up demand during lockdowns – menswear in Germany is experiencing inflation induced challenges in 2023 as consumers are scaling back on spending.
As inflation retreats, the shopping experience improves, and the online channel continues to gain strength, the menswear market in Germany will experience growing sales numbers again.
- Menswear Germany Market Size: According to our menswear Germany market analysis, there has been a sales increase of 5.6% in 2022 with more long-term growth expected over the next few years.
Menswear Germany Market Analysis: What Consumers Want and Why
- Consumer Attitudes towards Menswear in Germany: 51% of German men perceive fashion as a form of self-expression, resulting in the popularity of brands that make the wearer’s bodies look fit. Thus, brands in the menswear market Germany are exploring ways to improve the fit of their clothes.
- The Menswear Market Germany & Sustainability: Sustainability will remain high on consumers’ agenda, but a better fit, inclusivity, and creative ways to make the purchase experience more enjoyable will be key to engage shoppers. As consumers shop more consciously and the online experience improves, brands and retailers will have to be creative to entice men to shop for clothing in-store. Mintel’s menswear Germany market analysis shows that sustainable options would encourage 20% of German men to shop for clothing in-store.
- Men’s Apparel Germany Market Forecast: The online channel is enjoying the most significant menswear Germany market growth with 75% of German men having bought clothing online. The multichannel model evolves further still, as retailers invest in key areas and new technology to support the growth in menswear sales.
To learn how to connect with your audience, purchase our Menswear in Germany Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Products and Brands Discussed in this Report
Brands: Hemdwerk, Brooks Brothers, Otto, H&M, Zalando, C&A, KiK, Ernstings Family, Peek & Cloppenburg, Grupo Inditex, Takko, TK Maxx, Primark, New Yorker, Esprit, Hirmer, Wormland, Jack & Jones, and many more.
Products: Clothing, shoes, leather goods, textiles, jewellery, accessories.
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 Menswear in Germany
This report, written by Armando Falcao, Associate Director, delivers in-depth commentary and analysis to highlight menswear Germany market growth and add expert context to the numbers.
Menswear market Germany sales are benefitting from men feeling financially more confident. Our Men’s apparel Germany market forecast shows that sustainability remains key, however, shoppers are drawn to a better fit and customisation.
Armando Falcao
Associate Director – Retail Reports
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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Market context
- Graph 1: estimated consumer spending on menswear (€bn incl VAT), 2013-22
- Graph 2: monthly harmonised consumer price index, by category, 2021-23
- Graph 3: channels used by men to shop for clothing, 2023
- Mintel predicts
- Opportunities
- The competitive landscape
- Graph 4: retailers used by men to purchase clothing, by age group, 2023
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MARKET DRIVERS
- The German economy
- Graph 5: key economic data, in real terms, 2019-24
- Graph 6: retail sales (€bn incl VAT), 2016-23
- Graph 7: clothing specialist retailers' sales (€bn incl VAT), 2013-23
- Graph 8: consumers' current financial situation, by gender, 2023
- Demographics
- Graph 9: population forecast and age-group breakdown, 2022-70
- Graph 10: men who have not bought clothes for themselves in the last 12 months, by generation, 2023
- Shift in gender perception
- Graph 11: types of clothing purchased by men in the last 12 months, 2023
- Graph 12: types of clothing purchased by women in the last 12 months, 2023
- Obesity
- Graph 13: percentage of population who are overweight or obese, by gender, 2019
- Sustainability
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MARKET ACTIVITY
- Sector size and forecast
- Graph 14: menswear sales (€bn incl VAT), 2013-22
- Graph 15: online retail sales, clothing and total ecommerce, 2014-22
- Graph 16: women's purchasing of menswear in the last 12 months, by generation, 2023
- Channels of distribution
- Graph 17: estimated distribution of spending on clothing and footwear, 2022
- Graph 18: purchase channels for clothing, 2020-22
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WHAT CONSUMERS WANT AND WHY
- Purchase of clothing by men
- Graph 19: clothing categories purchased for themselves in the last 12 months, by gender, 2023
- Graph 20: men who buy womenswear, by generation and income level, 2023
- Graph 21: men who buy clothes for themselves, by age group, 2023
- Graph 22: men who buy clothes for themselves, by income level, 2023
- Shopping channels for purchasing clothing by men
- Graph 23: channels used by men to buy clothing in the last 12 months, by generation, 2023
- Graph 24: channels used by men to buy clothing in the last 12 months, by generation, 2023
- Graph 25: channels used by men to buy clothing in the last 12 months, by income level, 2023
- Retailers where men buy clothing
- Graph 26: retailers used by men to purchase clothing in the last 12 months, 2023
- Graph 27: retailers used by men to purchase clothing in the last 12 months, by age group, 2023
- Graph 28: retailers used by men to purchase clothing in the last 12 months, by monthly income level, 2023
- Menswear buying behaviours
- Graph 29: behaviours towards shopping for clothing, 2023
- Graph 30: selected men's behaviours towards shopping for clothing, 2023
- Graph 31: men who have bought longer-lasting or more versatile clothing, by monthly income level, 2023
- Graph 32: men who have bought second-hand clothes more often, by age group, 2023
- Factors that drive in-store shopping
- Graph 33: factors that would encourage men to shop at one store over another, 2023
- Graph 34: men who would be encouraged by sustainable options or fast click-and-collect services to shop at one store over another, by generation, 2023
- Graph 35: men who would be encouraged by styling services to shop at one store over another, by generation, 2023
- Interest towards shopping for clothing
- Graph 36: factors that interest men who shop for clothing, by age group, 2023
- Graph 37: interest in customised and better-fitting clothing among men who buy clothes, by age group, 2023
- Graph 38: interest in unique collaborations of fashion brands among men who buy clothes, by age group, 2023
- Graph 39: interest in renting clothes from a brand or retailer among men who buy clothes, by age group, 2023
- Attitudes towards fashion
- Graph 40: attitudes of men when shopping for clothing for themselves, 2023
- Graph 41: men's agreement that fashion is a form of self expression and shopping for clothes is fun, by age group, 2023
- Graph 42: men who think sustainable clothes offer better value, by age group, 2023
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RETAILER ACTIVITY
- Leading retailers
- Menswear innovation
- Advertising and marketing activity
- Graph 43: men's use of social media platforms to shop online or seen adverts on, by age group, 2022
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Appendix – market size and central forecast methodology
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