Stay ahead of the curve and future-proof your business with Mintel’s Womenswear 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 women’s apparel market in Germany including womenswear 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 womenswear market in Germany, including expert insights and market drivers.
- The impact of the cost of living crisis on the women’s apparel market in Germany.
- Womenswear Germany market analysis of consumer behaviour, purchase drivers, and changing attitudes.
- Who buys what types of clothes and which channels they’re using.
- Innovation in the womenswear market in Germany (use of technology, sustainability, and brand image).
- How your business can tap into opportunities to increase your womenswear Germany market share.
Overview of the Womenswear Market in Germany
Although consumer spending on fashion saw a boost in 2022, the cost of living crisis is negatively impacting sales as consumers are scaling back spending due to squeezed incomes. As a result, second-hand options and other cheaper alternatives are enjoying increased demand.
- Womenswear Germany Market Size: In 2023 an estimated €40.4 billion were spent on womenswear so far.
Womenswear Germany Market Analysis: What Consumers Want and Why
- Womenswear in Germany & The Cost of Living: According to Mintel’s womenswear Germany market analysis, 65% of women reduced their fashion purchases due to rising prices (up to March 2023). The pressure on women’s budgets is particularly evident, as more women than men have curbed impulse purchases as they have faced tougher financial situations compared to men.
- Sustainability & the Womenswear Market in Germany: The fashion industry is going through a shift and 80% of female shoppers prioritise buying longer-lasting clothing instead of following short-term fashion trends. This is not least due to fast fashion’s impact on the planet. Sustainability‘s growing importance leads to a trend of mixing new fashion with vintage pieces, with 34% of Gen Z women planning to repair clothes in the future rather than replacing them.
- Trends in the Women’s Apparel Market in Germany: Fashion continues to be a significant form of self-expression. This will drive the growth of the womenswear Germany market size. However, options for older women are limited, thus also limiting their spending in this category. To increase their womenswear Germany market share, brands can tap into this gap in the market and cater to an older demographic.
To learn how to connect with your audience, purchase our Womenswear 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: Shein, Zara, H&M, Uniqlo, Deichmann, KaDeWe Berlin, About You, William Fan, Ilqual, Verizon, Zalando, Primark, Mädchenflohmarkt, Momox, Gucci, Old Navy, Amazon, John Lewis, C&A, Vesitaire Collective, Mytheresa, Nike, Bonprix, Frau Toni, Kings of Indigo, Retraced, Hugo Boss, Seidensticker, 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.
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Expert Insights on Womenswear in Germany
This report, written by Silke Lambers, Senior Research Analyst, delivers in-depth commentary and analysis to highlight fashion market trends and add expert context to the numbers.
In a tough economy, it is crucial to motivate consumers to spend by highlighting the joy of shopping and focussing on timeless and sustainable clothing ranges.
Silke Lambers
Senior Research Analyst – Fashion, Germany
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Executive summary
- Key issues covered in this Report
- Market context
- Graph 1: turnover in retail sale of textiles, clothing, footwear and leather, 2022-23
- Mintel predicts
- Graph 2: women’s spending on clothing and accessories (including footwear) compared to the last 12 months*, 2022 and 2023
- Graph 3: final consumption expenditure of households at current prices for clothing, 2013-23
- Opportunities
- Graph 4: percentage of women who have bought womenswear for themselves in the past 12 months and find fashion a visual form of self-expression, 2023
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market drivers
- The German economy
- Graph 5: key economic data, in real terms, 2019-24
- The impact of inflation in womenswear
- Graph 6: retail price index for retail sales of clothing retailers (EHPI), excl. value tax, 2019-2023
- Graph 7: spending on clothing and accessories (including footwear) compared to the last 12 months*, 2022 and 2023
- Ageing society
- Graph 8: old-age dependency ratio with moderate net migration*, 2020-35
- Women’s financial situations
- Graph 9: financial situations of women, 2022-23
- A shift in the perception of gender
- Sustainability
- Graph 10: female consumer behaviour in relation to sustainable clothing shopping, by age group, 2022
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MARKET ACTIVITY
- Sector size and forecast
- Graph 11: final consumption expenditure of households at current prices for clothing, 2013-2023
- Channels of distribution
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What consumers want and why
- What they buy
- Graph 12: types of fashion bought for themselves, by generation, 2023
- How they buy
- Graph 13: channels shopped at for clothing, 2023
- Graph 14: fashion shoppers who have shopped online by smartphone, by age, 2023
- Who they shopped with
- Graph 15: types of retailers shopped at for clothing in the last 12 months, 2023
- Graph 16: repertoire of number of retailers women shopped with by net-household income, 2023
- Graph 17: retailers from which consumers purchased womenswear in the past 12 months, by income, 2023
- Money saving strategies when shopping for womenswear
- Graph 18: behaviour towards shopping for clothing, 2023
- Appealing in-store factors
- Interest when shopping for clothing
- Attitudes towards shopping for clothing
- Graph 19: attitudes towards shopping for clothing, 2023
- Graph 20: interest in fashion shopping as a fun activity, by age group, 2023
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RETAILER ACTIVITY
- Leading retailers
- Retail innovation
- Advertising and marketing activity
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Appendix
- Appendix – products covered, abbreviations and consumer research methodology and language usage
- Appendix – market size and forecast
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