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Learn moreFeb 2020
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In 2019, apparel and footwear in Germany registered a slight increase in current value sales mostly explained by the higher volume consumption compared to the previous year, with swimwear continuing to lead yearly volume growth. Increasing price competition which was expected to shrink value sales actually led to higher levels of consumption in 2019 throughout all items.
Germany is going through a transformational process which is changing its retailing environment while, at the same time, colliding with traditional consumer behaviours. Apparel and footwear, comparatively to other industries, is much more developed with regard to e-commerce.
As access to information becomes cheaper and faster, major brands are gaining revenue sales from wider consumer awareness, in a snowball effect that can be explained by brand advocacy and loyal customers. Despite some exceptions that occur due to high exposure to downward sales in bricks-and-mortar and monobrand stores, such as H&M and C&A, other brands are doing well in Germany because of their innovative approach towards creating an image/style which consumers identify with.
The e-commerce channel within apparel and footwear is growing fastest among all channels. However, as total revenue sales passing through the channel increase to record levels, their pace is expected to slow down over the forecast period.
Prices in Germany have been decreasing throughout the different categories within apparel and footwear. Due to higher levels of competition, mostly among bricks-and-mortar and online retailers, continuous rounds of discounts over longer periods were reflected in low growth in value sales in 2019.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Apparel and Footwear industry in Germany with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Apparel and Footwear industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.
The Apparel and Footwear in Germany market research report includes:
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Why buy this report?
This industry report originates from Passport, our Clothing and Footwear market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.