Fashion face masks were the biggest novelty in 2020 for apparel and footwear in Germany. A product that was non-existent in the country, started to be commercialised throughout the year as consumers searched for more durable and cost-efficient options to disposable medical masks, excluded from Euromonitor International’s apparel and footwear research.
As local consumers spent less time in the office and attending formal events due to social distancing measures in 2020, formal wear was significantly impacted. Ties, for example, an accessory that was losing popularity in Germany over the review period, was the most impacted in volume sales terms in 2020, in addition to losing more than a quarter of its value size.
Apparel accessories is highly fragmented in Germany with leading players S Oliver Bernd Freier GmbH & Co KG, Marc O'Polo Einzelhandels GmbH and C&A Mode GmbH & Co KG continuing to hold single-digit value share in 2020. In this fragmented landscape, the top players in Germany lost ground as a result of the appearance of fashion face masks.
Despite the significant drop in demand for apparel accessories in 2020, with the exception of other apparel accessories by including fashion face masks, 2021 is expected to be a year of stronger growth. As fashion face masks are still expected to retain a presence, even though demand is likely to weaken over the course of the forecast period, many other areas of the category are set to recover fairly quickly with double-digit volume growth rates.
As fast as fashion face masks appeared in Germany, this category could disappear from the market in the following years. The high correlation of this product with the pandemic casts serious doubts on its longevity throughout the country.
Due to simplicity of usage and improbability of not fitting, apparel accessories are increasingly being purchased from online platforms. For pure e-commerce retailers such as Zalando and ASOS, apparel accessories has been a lucrative category as returns are less frequent than other areas of apparel and footwear.
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Understand the latest market trends and future growth opportunities for the Apparel Accessories industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Apparel Accessories research and analysis database.
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