Stay ahead of the curve and future-proof your business with Mintel’s The Future of the German Fashion Industry Market Report 2024. Our full report is packed with consumer-led market intelligence, fashion market Germany trends, and consumer behaviours affecting your industry. Get a 360° view of the fashion industry in Germany including the German apparel market size, share, and a 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.
Topics Analysed in this Report
- A detailed outlook of the fashion industry in Germany, including market drivers and expert insights.
- The importance of technical innovations (focus on AI tools and consumer behaviour surrounding AI in the customer journey) for the fashion industry in Germany.
- The short-, medium- and long-term impact of inflation on the fashion market Germany.
- Changing purchasing habits and buying intentions, including a shift in value perception towards longevity, reflected in the rise of second hand and rentals.
- Purchase channels of fashion items.
An Overview of the Fashion Industry Germany
The fashion market Germany faces challenges from various crises and inflationary pressures, resulting in low consumer confidence and purchasing capacity.
However, in spite of notable disruption with insolvencies, including traditional and well established retailers, the fashion industry Germany is expected to slowly recover and even grow steadily.
Germany Apparel Market Research: What Consumers Want and Why
- Consumer Behaviour in the Fashion Market Germany: Many Germans returned to shopping in-store after the pandemic because they missed the experience, with 43% of German fashion buyers perceiving in-store shopping more fun than online shopping. However, in-store sales are not back to pre-pandemic levels yet. One of the biggest challenges in the sector is finding the right balance to appeal to consumers – between online and in-store, human and AI, affordability and quality.
- Fashion Industry Germany Trends: The resale and vintage fashion markets are growing, offering attractive price points and sustainable shopping options for the 68% of German consumers who find (new) sustainable fashion too expensive. Both concepts are expected to grow further over the next few years, especially if marketed as a positive choice, not just a necessity.
- The Future of the German Fashion Industry: Two thirds of Germans find ecommerce overwhelming, but new AI tools will soon make it more intuitive. 27% of fashion shoppers would like to use virtual AI sizing tools in the future, as it will make finding a style and size easier.
Fashion Market Germany Forecast
- After AI will have improved online shopping, brands and retailers will start to adopt more smart tools into physical stores, for example, automated returns and check-outs. This will reduce waiting times in-store and free up staff time for personal connection, something only found in-store.
To learn how to connect with your audience, purchase our The Future of the German Fashion Industry Market Report 2024 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Brands Discussed in this Report
Galeria Karstadt-Kaufhof, Peek & Cloppenburg, Gerry Weber, Peter Hahn, Reno, Bershka, TikTok (Shop), Google, Amazon, Zalando, Breuninger, H&M, Uniqlo, Snipes, Rixo, Adidas, Besteller Group, Zara, Vogue, Mango, YouTube, Pool, Kleiderei, WeDress, and many more.
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Expert Insights on the Future of the German Fashion Industry
This report, written by Silke Lambers, Senior Research Analyst, delivers in-depth commentary and analysis to highlight fashion industry Germany trends and add expert context to the numbers.
The future of the German fashion industry lies in merging the online and in-store channels, and in combining quality and affordability – all while embracing AI to meet evolving consumer demands.
Silke Lambers
Senior Research Analyst – Fashion, Germany
Collapse All
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- Key issues covered in this Report
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Executive summary
- Market context
- Graph 1: consumers who found price the most important attribute when shopping for fashion items in the last 12 months by net-household income, 2023
- Mintel predicts
- Graph 2: shopping channels for purchasing fashion items in the last 12 months by generation, 2023
- Opportunities
- Graph 3: fashion shoppers who find shopping for fashion in-store is more fun than shopping online by age group, 2023
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market drivers
- The German economy
- Graph 4: key economic data, in real terms, 2019-25
- Graph 5: financial confidence index, 2022-24
- Graph 6: yearly and quarterly turnover in clothing retailing at current prices, 2013-23
- Technology
- Graph 7: respondents who like to try emerging technologies as soon as they are available, by age and gender, 2023
- Graph 8: internet usage, by age, 2009-23
- Consumer spending on fashion
- Graph 9: consumer spending on clothing (incl VAT), €bn, 2018-23
- Graph 10: average spending on fashion items in an average month, 2023
- Graph 11: spending habits for clothing and accessories (incl. footwear) in past 12 months*, 2019-23
- Graph 12: additional discretionary spending priorities*, 2022-23
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What consumers want and why
- Shopping channels for purchasing fashion items
- Graph 13: repertoire of shopping channels for purchasing fashion items in the past 12 months by age, 2023
- Graph 14: attitudes towards shopping for fashion items, 2023
- Graph 15: shopping channels for purchasing fashion items in the past 12 months, 2023
- Graph 16: shopping channels for purchasing fashion items in the past 12 months – NET, 2023
- Important attributes when shopping for fashion
- Graph 17: important attributes when shopping for fashion items in the last 12 month, 2023
- Graph 18: consumers who found price the most important attribute when shopping for fashion items in the last 12 months by net-household income, 2023
- Graph 19: behaviour vs attitude towards longevity, 2023
- Graph 20: important attributes when purchasing fashion items in the last 12 months by generation, 2023
- Graph 21: importance of brands when purchasing fashion items in the last 12 months by gender and age, 2023
- Behaviours when shopping for fashion items
- Graph 22: behaviour when shopping for fashion items in the last 12 months, 2023
- Graph 23: consumers who looked at social media for inspiration when purchasing fashion items in the last 12 months by generation, 2023
- Interest in in-store innovation
- Graph 24: interest in innovative technology when purchasing fashion items in-store, 2023
- Attitudes towards purchasing fashion items
- Graph 25: attitudes towards purchasing fashion items, 2023
- Graph 26: agreement with “It is important that the fashion brands you buy from share your personal values” by gender, 2023
- Graph 27: agreement with “fashion is an important tool to express yourself” by generation, 2023
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RETAILER ACTIVITY
- Retail innovation
- Advertising and marketing activity
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Appendix
- Appendix – products covered, abbreviations and consumer research methodology and language usage
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