Increasingly unpredictable weather patterns are disrupting the fashion industry in Germany, with milder winters reducing demand for heavy clothing, making forecasting difficult for retailers.
In Germany, winter fashion is all about practicality, with the majority of shoppers prioritising functionality and durability. Particularly older consumers often favour practicality over style, whereas, younger shoppers demand a balance of both.
Mintel’s winter wear market analysis shows that consumers now delay purchases, expecting items to always be available, and only start to think about buying winter fashion as it gets colder. To adapt, brands must implement flexible strategies, such as geo-targeted promotions, to stay competitive.
However, amid such challenges lie opportunities with city centres experiencing a 1.5% increase in footfall in 2024, and over half of German winter fashion shoppers enjoying festive in-store experiences, providing an opportunity to deliver immersive in-store brand experiences to drive higher customer engagement and potential impulse purchases.
Key Topics Analysed in this Report
This report is written by Silke Lambers, Principal Analyst. Silke joined Mintel in 2022, writing about fashion and retail trends in Germany. Prior to this she has been working as a trend forecaster, journalist, and analyst for agencies and companies in the US, UK, France, and Germany. Silke has a Master’s degree in Fashion Engineering and Design.
Q4 is critical for the fashion industry in Germany, fuelled by Black Friday, Christmas, and demand for premium winter items. However, unpredictable weather and cautious spending behaviour are a challenge. Blending style with functionality, leveraging technology, and tapping into nostalgia hold opportunities for brands.
Silke Lambers
Principal Analyst — Fashion, Germany
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