The German Fashion Shopper Market Report 2024
57% of German fashion shoppers bought fashion to feel good, a trend seen across generations. This highlights that shopping for fashion goes beyond necessity and…

The German Fashion Shopper Market Report 2024

£ 2,195 (Excl.Tax)

Report Summary

57% of German fashion shoppers bought fashion to feel good, a trend seen across generations. This highlights that shopping for fashion goes beyond necessity and results in 53% of German fashion shoppers thinking it is fun to buy fashion on impulse, despite the financial crisis.

However, rising prices are making shoppers more price-conscious, affecting online and in-store sales. Brands offering good deals and affordable prices will attract 79% of German fashion shoppers (87% of female fashion shoppers over 55) who consider using promotional offers or discounts for fashion purchases a great way to save money.

At the same time it is important for brands/retailers to keep up with emerging shopping behaviours.58% of Gen Z fashion shoppers in Germany look at social media for inspiration (vs 17% of Gen X) indicating a rise in social media as a key channel for fashion inspiration, marking an urgent need for brands to adapt and optimise their online strategies.

Enhancing retail media and social commerce can push the fashion market in the coming years. Despite being conscious about giving out data, German fashion shoppers also see its advantages. 34% of German fashion shoppers believe that personalised fashion ads on social media facilitate the discovery of new brands and products, with 20% finding them non-intrusive.

This report looks at the following areas:

  • The economic situation in Germany, including the decline in GDP and consumer spending due to inflation
  • The development and role of experiential retail
  • The role of social media and social commerce in influencing consumer behaviour
  • The current state of retail media in the German fashion sector
  • Customer behaviour and preferences in the fashion market, with insights into the shopping journeys of different demographics
  • A range of specific marketing strategies from different brands and initiatives

Fashion brands/retailers must tactically merge online and offline strategies, boosting online presence and enhancing experiential retail to captivate consumers.

Silke Lambers, Fashion Senior Research Analyst, Germany

Table of Contents


    • The five year outlook for the German fashion shopper
    • Market context
    • Revival in consumer confidence and in-store preference
    • Graph 1: index of retail sales of clothing in real prices excluding tax, 2014-23
    • As in-store retail rises, ecommerce falters
    • Graph 2: revenue development in clothing ecommerce in €m including VAT, not adjusted for inflation, 2015-24
    • Shoppers prioritise affordability as brands pivot strategies
    • Graph 3: consumers who set a budget plan for buying fashion items in the past 12 months, 2024
    • German consumers prioritise fashion spending
    • Graph 4: consumer plans to spend on clothing and accessories (including footwear), 2022-24
    • Mintel predicts
    • In-store shoppers expect an emotional experience
    • The online shopping journey will become increasingly frictionless
    • Opportunities
    • Enhance physical shops with experiential retail
    • Integrate retail media
    • Invest in social commerce
    • Build brand loyalty through value alignment
    • Empower sales in the youth market through influencer partnerships

    • The German economy
    • 2024 is expected to remain challenging
    • Graph 5: 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 6: financial confidence index, 2022-24
    • The impact of the economy the fashion sector
    • Consumer confidence
    • The fashion sales surge for clothing specialists continues into 2024
    • Graph 7: index of retail sales of clothing in real prices excluding tax, 2014-23
    • eCommerce
    • Navigating the transition in fashion retail
    • In-store retail makes a comeback as fashion ecommerce dips
    • Graph 8: online retail sales, clothing, 2014-23
    • Check company strategies against ecommerce revenue development
    • Social commerce
    • Master social media experiences
    • Social media will become increasingly shoppable
    • Watch the development of social media features
    • Align fashion marketing with age-specific platform preferences in Germany
    • Spending confidence
    • Fashion is a key spending priority for young women
    • Graph 9: consumers who would typically spend discretionary money on clothes/shoes/accessories, 2024
    • The majority of fashion spending happens at specialists
    • Graph 10: estimated distribution of spending on clothing and footwear, 2023
    • Support consumers to confidently invest in their style
    • Graph 11: consumer plan's to spend on clothing and accessories (including footwear), 2022-24

    • Who they buy fashion for
    • Fashion is primarily a personal purchase
    • Graph 12: who consumers bought fashion for in the last 12 months, 2023
    • Cater to modern family dynamics
    • Graph 13: who consumers bought fashion for in the last 12 months by age of children, 2024
    • Inclusive shopping for parents and kids
    • Encourage partners to express connection through fashion
    • Develop strategies to celebrate child-free lifestyles
    • Graph 14: consumers who bought fashion for their partner by lifestage in the last 12 months, 2024
    • Brax' campaign shows power couple
    • Fashion-gifters are most likely to spend more on clothes in 2024
    • Graph 15: plans to spend on fashion in 2024, by person fashion was bought for in the last 12 months, 2024
    • How fashion is purchased
    • Men are more likely than women to shop instore
    • Empower the modern male shopper
    • Navigate the dynamic female shopper
    • Aim for online excellence and experiential retail
    • Graph 16: methods of purchasing fashion in the last 12 months by generation, 2024
    • How much they spend
    • Spending is fairly consistent online and instore
    • Meet consumers' financial sweet spot
    • Cater to high-spending youngsters with an expansive product selection…
    • …and luxury capsule collections
    • Sources of inspiration
    • Aspire to inspire consumers across channels
    • Adjust communication strategy to fit the target group
    • Graph 17: sources of inspiration for fashion purchases in the last 12 months by generation, 2023
    • How to target different generations – from brochures to social media
    • Streamline fashion inspiration
    • Graph 18: repertoire analysis of sources of inspiration by gender and age, 2023
    • Harness peer power with user-generated content
    • Fashion-buying behaviours
    • Leverage the feel-good-factor of fashion shopping
    • Highlight emotional benefits on social media
    • Patagonia tells stories about the joy and satisfaction of reuse
    • Stimulate spontaneous, emotional purchasing decisions
    • Engage with Millennials through custom inspiration strategies
    • Target Millennials through user-friendly innovations
    • J. Crew launches virtual closet for Apple Vision Pro
    • Tap into the desire for an emotional uplift with retail media
    • What is the definition of retail media?
    • What retail media includes
    • Respect different generations' views on privacy
    • Graph 19: attitudes towards personalised fashion adverts on social media by generation, 2023
    • Address high earners with retail media that facilitates their online shopping
    • 16-34 year olds show the greatest interest in influencers
    • Graph 20: consumers who purchased a fashion item advertised by a social media personality in the past 12 months, 2024
    • Leverage the power of influencers in online media
    • Paid influencer collaborations are perceived positively
    • Attitudes towards purchasing fashion
    • Germans fashion shoppers love a deal
    • Graph 21: attitudes towards purchasing fashion, 2024
    • Blend online engagement with value-driven fashion offers
    • Graph 22: attitudes towards purchasing fashion, 2024
    • Turn prudent spending into loyalty programme engagement
    • Graph 23: consumers who set a budget plan for buying fashion items in the past 12 months, 2024
    • Empower brands through value-aligned initiatives
    • Graph 24: attitudes towards fashion brands, 2024
    • Cultivate brand loyalty among young men
    • Seize opportunities at the sports-fashion nexus
    • Attract parents with a wider product range

    • In-stream shopping with GZSZ and Zalando
    • Graph 25: sources used to watch video content in the last three months (NET), 2022
    • Mytheresa embraces technological innovations…
    • …for an immersive luxury shopping experience
    • Breuninger starts retail media
    • Crocs x Simone Rocha
    • Highsnobiety opens first shop in Berlin
    • Arket offers a wide variety…
    • …and external brands in second Berlin location
    • Bershka embraces experiential retail
    • Advertising and marketing activity
    • Fashion against Nazis
    • Balenciaga's Closet SS 24 Campaign
    • Takko promotes affordability
    • Adidas leverages football enthusiasm for marketing campaign
    • Louis Vuitton leverages Olympic powers

    • Appendix – abbreviations, consumer research methodology and language usage
    • Consumer research methodology
    • A note on language
    • Infegy Atlas
    • CHAID analysis
    • CHAID analysis methodology
    • Abbreviations
    • Generations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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