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Country Report

Apparel and Footwear in

Apparel and Footwear in Germany

82 pages, Feb 2018

US$2,100

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Executive Summary

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Apparel and footwear value sales stagnate in 2017

In 2017, apparel and footwear sales remained stagnant in Germany despite favourable economic circumstances, high levels of disposable income and growing fashion awareness. This can be explained by significant changes within the competitive landscape that continued to unfold in 2017.

Evolving sportswear trend effects all categories

Apparel and footwear in Germany continues to face several developments that hamper value growth. As these constraints become more significant, other positive factors are able to limit the overall decline in value sales.

Traditional brands under increased pressure from growing competition

The fashion industry in Germany has seen considerable changes in recent years. Fast fashion labels have conquered the market, resulting in a growing preference for cheap products.

Internet retailing maintains growth trend

In 2017, online sales within apparel and footwear continued to climb as internet retailing generally remains on a strong upward trend in Germany. Between apparel and footwear, the latter achieves stronger growth; however, that is due to its significantly lower base, whilst online sales in apparel have already reached a considerable market share.

Apparel and footwear facing weak outlook for the years ahead

Over the forecast period, value sales of apparel and footwear in Germany are expected to see development slightly decline at constant 2017 prices. Increasing competition resulting from the continued expansion of fast fashion labels like Primark as well as the emergence of new cheap labels will continue to drive prices down.

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Overview

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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:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Apparel and Footwear in Germany?
What are the major brands in Germany?
How dynamic is the growth of clothing and footwear internet sales?
What is the performance of women’s clothing vs men’s clothing?
What % of clothing and footwear sales goes through grocery retailers?

Why buy this report?

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

This industry report originates from Passport, our Clothing and Footwear market research database.

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Apparel and Footwear in Germany

EXECUTIVE SUMMARY

Apparel and footwear value sales stagnate in 2017

Evolving sportswear trend effects all categories

Traditional brands under increased pressure from growing competition

Internet retailing maintains growth trend

Apparel and footwear facing weak outlook for the years ahead

MARKET DATA

Table 1 Sales of Apparel and Footwear by Category: Volume 2012-2017
Table 2 Sales of Apparel and Footwear by Category: Value 2012-2017
Table 3 Sales of Apparel and Footwear by Category: % Volume Growth 2012-2017
Table 4 Sales of Apparel and Footwear by Category: % Value Growth 2012-2017
Table 5 NBO Company Shares of Apparel and Footwear: % Value 2013-2017
Table 6 LBN Brand Shares of Apparel and Footwear: % Value 2014-2017
Table 7 Distribution of Apparel and Footwear by Format: % Value 2012-2017
Table 8 Distribution of Apparel and Footwear by Format and Category: % Value 2017
Table 9 Forecast Sales of Apparel and Footwear by Category: Volume 2017-2022
Table 10 Forecast Sales of Apparel and Footwear by Category: Value 2017-2022
Table 11 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2017-2022
Table 12 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2017-2022

DEFINITIONS

SOURCES

Summary 1 Research Sources

Apparel Accessories in Germany

HEADLINES

PROSPECTS

Strong price competition results in weaker outlook

Sports-related apparel accessories support growth

“Other” apparel accessories see significant growth

COMPETITIVE LANDSCAPE

Leading player maintains lead but faces competition from sports brands

Nike and adidas performing the best

Influence of fast fashion labels growing stronger

CATEGORY DATA

Table 13 Sales of Apparel Accessories by Category: Volume 2012-2017
Table 14 Sales of Apparel Accessories by Category: Value 2012-2017
Table 15 Sales of Apparel Accessories by Category: % Volume Growth 2012-2017
Table 16 Sales of Apparel Accessories by Category: % Value Growth 2012-2017
Table 17 NBO Company Shares of Apparel Accessories: % Value 2013-2017
Table 18 LBN Brand Shares of Apparel Accessories: % Value 2014-2017
Table 19 Forecast Sales of Apparel Accessories by Category: Volume 2017-2022
Table 20 Forecast Sales of Apparel Accessories by Category: Value 2017-2022
Table 21 Forecast Sales of Apparel Accessories by Category: % Volume Growth 2017-2022
Table 22 Forecast Sales of Apparel Accessories by Category: % Value Growth 2017-2022

Childrenswear in Germany

HEADLINES

PROSPECTS

Demographic development encourages growth in childrenswear

Cheaper products, second-hand options attract more parents as children outgrow clothes so quickly

Many parents still place value on fashion and image, benefitting luxury brands

COMPETITIVE LANDSCAPE

Growing polarity pressuring brands in the middle

Luxury and sportswear brands are relatively thriving

Parents increasingly look to alternative channels

CATEGORY DATA

Table 23 Sales of Childrenswear by Category: Volume 2012-2017
Table 24 Sales of Childrenswear by Category: Value 2012-2017
Table 25 Sales of Childrenswear by Category: % Volume Growth 2012-2017
Table 26 Sales of Childrenswear by Category: % Value Growth 2012-2017
Table 27 NBO Company Shares of Childrenswear: % Value 2013-2017
Table 28 LBN Brand Shares of Childrenswear: % Value 2014-2017
Table 29 Forecast Sales of Childrenswear by Category: Volume 2017-2022
Table 30 Forecast Sales of Childrenswear by Category: Value 2017-2022
Table 31 Forecast Sales of Childrenswear by Category: % Volume Growth 2017-2022
Table 32 Forecast Sales of Childrenswear by Category: % Value Growth 2017-2022

Footwear in Germany

HEADLINES

PROSPECTS

Athleisure transformed into lifestyle

Divided opinions on sustainability

Internet will remain the fastest-growing channel

COMPETITIVE LANDSCAPE

Deichmann remains industry leader

Adidas set to close gap with biggest competitor

Zalando offering personalised shopping experience

CATEGORY DATA

Table 33 Sales of Footwear by Category: Volume 2012-2017
Table 34 Sales of Footwear by Category: Value 2012-2017
Table 35 Sales of Footwear by Category: % Volume Growth 2012-2017
Table 36 Sales of Footwear by Category: % Value Growth 2012-2017
Table 37 NBO Company Shares of Footwear: % Value 2013-2017
Table 38 LBN Brand Shares of Footwear: % Value 2014-2017
Table 39 Distribution of Footwear by Format: % Value 2012-2017
Table 40 Forecast Sales of Footwear by Category: Volume 2017-2022
Table 41 Forecast Sales of Footwear by Category: Value 2017-2022
Table 42 Forecast Sales of Footwear by Category: % Volume Growth 2017-2022
Table 43 Forecast Sales of Footwear by Category: % Value Growth 2017-2022

Hosiery in Germany

HEADLINES

PROSPECTS

Value growth to slow down in years ahead

Non-sheer hosiery fuelled by sportswear and casual trends

Growing product variety supports growth

COMPETITIVE LANDSCAPE

Desire for high quality lifts premium brands

Italian hosiery specialist Calzedonia attracting strong interest

Relevance of different channels depends on product characteristics

CATEGORY DATA

Table 44 Sales of Hosiery by Category: Volume 2012-2017
Table 45 Sales of Hosiery by Category: Value 2012-2017
Table 46 Sales of Hosiery by Category: % Volume Growth 2012-2017
Table 47 Sales of Hosiery by Category: % Value Growth 2012-2017
Table 48 NBO Company Shares of Hosiery: % Value 2013-2017
Table 49 LBN Brand Shares of Hosiery: % Value 2014-2017
Table 50 Forecast Sales of Hosiery by Category: Volume 2017-2022
Table 51 Forecast Sales of Hosiery by Category: Value 2017-2022
Table 52 Forecast Sales of Hosiery by Category: % Volume Growth 2017-2022
Table 53 Forecast Sales of Hosiery by Category: % Value Growth 2017-2022

Jeans in Germany

HEADLINES

PROSPECTS

Premium jeans expected to remain fastest-growing category

Sustainability awareness increasingly affecting consumer behaviour

Improved sustainability may improve image without justifying higher prices

COMPETITIVE LANDSCAPE

C&A and H&M maintain lead in jeans overall, but lose share in 2017

Levi Strauss Germany expands lead in premium jeans

Economy jeans brands see intensified competition

CATEGORY DATA

Table 54 Sales of Jeans: Volume 2012-2017
Table 55 Sales of Jeans: Value 2012-2017
Table 56 Sales of Jeans: % Volume Growth 2012-2017
Table 57 Sales of Jeans: % Value Growth 2012-2017
Table 58 Sales of Men’s Jeans: Volume 2012-2017
Table 59 Sales of Men’s Jeans: Value 2012-2017
Table 60 Sales of Men’s Jeans: % Volume Growth 2012-2017
Table 61 Sales of Men’s Jeans: % Value Growth 2012-2017
Table 62 Sales of Women’s Jeans: Volume 2012-2017
Table 63 Sales of Women’s Jeans: Value 2012-2017
Table 64 Sales of Women’s Jeans: % Volume Growth 2012-2017
Table 65 Sales of Women’s Jeans: % Value Growth 2012-2017
Table 66 NBO Company Shares of Jeans: % Value 2013-2017
Table 67 LBN Brand Shares of Jeans: % Value 2014-2017
Table 68 Forecast Sales of Jeans: Volume 2017-2022
Table 69 Forecast Sales of Jeans: Value 2017-2022
Table 70 Forecast Sales of Jeans: % Volume Growth 2017-2022
Table 71 Forecast Sales of Jeans: % Value Growth 2017-2022
Table 72 Forecast Sales of Men’s Jeans: Volume 2017-2022
Table 73 Forecast Sales of Men’s Jeans: Value 2017-2022
Table 74 Forecast Sales of Men’s Jeans: % Volume Growth 2017-2022
Table 75 Forecast Sales of Men’s Jeans: % Value Growth 2017-2022
Table 76 Forecast Sales of Women’s Jeans: Volume 2017-2022
Table 77 Forecast Sales of Women’s Jeans: Value 2017-2022
Table 78 Forecast Sales of Women’s Jeans: % Volume Growth 2017-2022
Table 79 Forecast Sales of Women’s Jeans: % Value Growth 2017-2022

Menswear in Germany

HEADLINES

PROSPECTS

Outlook for menswear overall looks weak

Bright spots remain amid a lacklustre performance

Increased focus on functionality and comfort boost sales of sports-inspired apparel

COMPETITIVE LANDSCAPE

H&M remains top company in highly fragmented category

Private label benefits from price consciousness

Sportswear brands recording significant gains

CATEGORY DATA

Table 80 Sales of Menswear: Volume 2012-2017
Table 81 Sales of Menswear: Value 2012-2017
Table 82 Sales of Menswear: % Volume Growth 2012-2017
Table 83 Sales of Menswear: % Value Growth 2012-2017
Table 84 NBO Company Shares of Menswear: % Value 2013-2017
Table 85 LBN Brand Shares of Menswear: % Value 2014-2017
Table 86 NBO Company Shares of Men’s Nightwear: % Value 2013-2017
Table 87 LBN Brand Shares of Men’s Nightwear: % Value 2014-2017
Table 88 NBO Company Shares of Men’s Outerwear: % Value 2013-2017
Table 89 LBN Brand Shares of Men’s Outerwear: % Value 2014-2017
Table 90 NBO Company Shares of Men’s Swimwear: % Value 2013-2017
Table 91 LBN Brand Shares of Men’s Swimwear: % Value 2014-2017
Table 92 NBO Company Shares of Men’s Underwear: % Value 2013-2017
Table 93 LBN Brand Shares of Men’s Underwear: % Value 2014-2017
Table 94 Forecast Sales of Menswear: Volume 2017-2022
Table 95 Forecast Sales of Menswear: Value 2017-2022
Table 96 Forecast Sales of Menswear: % Volume Growth 2017-2022
Table 97 Forecast Sales of Menswear: % Value Growth 2017-2022

Sportswear in Germany

HEADLINES

PROSPECTS

Sportswear maintains the most dynamic growth

Sports becomes less of a hobby than a lifestyle

Growing demand to continue as athleisure evolves

COMPETITIVE LANDSCAPE

Adidas and Nike benefit the most from sportswear trend

Adidas uses pop celebrity culture to widen its consumer base

Greater competition but low influence of fast fashion brands

CATEGORY DATA

Table 98 Sales of Sportswear: Value 2012-2017
Table 99 Sales of Sportswear: % Value Growth 2012-2017
Table 100 NBO Company Shares of Sportswear: % Value 2013-2017
Table 101 LBN Brand Shares of Sportswear: % Value 2014-2017
Table 102 Distribution of Sportswear by Format: % Value 2012-2017
Table 103 Forecast Sales of Sportswear: Value 2017-2022
Table 104 Forecast Sales of Sportswear: % Value Growth 2017-2022

Womenswear in Germany

HEADLINES

PROSPECTS

Womenswear facing poor outlook after recent stagnation

High interest in emerging trends to mitigate decline

Casualwear, sportswear supplant demand for women’s suits, but trends likely to change over the forecast period

COMPETITIVE LANDSCAPE

H&M Hennes and Mauritz remains leader but loses share

Internet retailing gains the most in the womenswear arena

Private label benefitting from price sensitivity

CATEGORY DATA

Table 105 Sales of Womenswear: Volume 2012-2017
Table 106 Sales of Womenswear: Value 2012-2017
Table 107 Sales of Womenswear: % Volume Growth 2012-2017
Table 108 Sales of Womenswear: % Value Growth 2012-2017
Table 109 NBO Company Shares of Womenswear: % Value 2013-2017
Table 110 LBN Brand Shares of Womenswear: % Value 2014-2017
Table 111 NBO Company Shares of Women's Nightwear: % Value 2013-2017
Table 112 LBN Brand Shares of Women's Nightwear: % Value 2014-2017
Table 113 NBO Company Shares of Women's Outerwear: % Value 2013-2017
Table 114 LBN Brand Shares of Women's Outerwear: % Value 2014-2017
Table 115 NBO Company Shares of Women’s Swimwear: % Value 2013-2017
Table 116 LBN Brand Shares of Women’s Swimwear: % Value 2014-2017
Table 117 NBO Company Shares of Women's Underwear: % Value 2013-2017
Table 118 LBN Brand Shares of Women's Underwear: % Value 2014-2017
Table 119 Forecast Sales of Womenswear: Volume 2017-2022
Table 120 Forecast Sales of Womenswear: Value 2017-2022
Table 121 Forecast Sales of Womenswear: % Volume Growth 2017-2022
Table 122 Forecast Sales of Womenswear: % Value Growth 2017-2022

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Megatrends

Country Report

Apparel and Footwear in Germany

New Report Guarantee

Executive Summary

New Report Guarantee

Apparel and footwear value sales stagnate in 2017

Evolving sportswear trend effects all categories

Traditional brands under increased pressure from growing competition

Internet retailing maintains growth trend

Apparel and footwear facing weak outlook for the years ahead

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

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Table of Contents

Apparel and Footwear in Germany

EXECUTIVE SUMMARY

Apparel and footwear value sales stagnate in 2017

Evolving sportswear trend effects all categories

Traditional brands under increased pressure from growing competition

Internet retailing maintains growth trend

Apparel and footwear facing weak outlook for the years ahead

MARKET DATA

DEFINITIONS

SOURCES

Apparel Accessories in Germany

HEADLINES

PROSPECTS

Strong price competition results in weaker outlook

Sports-related apparel accessories support growth

“Other” apparel accessories see significant growth

COMPETITIVE LANDSCAPE

Leading player maintains lead but faces competition from sports brands

Nike and adidas performing the best

Influence of fast fashion labels growing stronger

CATEGORY DATA

Childrenswear in Germany

HEADLINES

PROSPECTS

Demographic development encourages growth in childrenswear

Cheaper products, second-hand options attract more parents as children outgrow clothes so quickly

Many parents still place value on fashion and image, benefitting luxury brands

COMPETITIVE LANDSCAPE

Growing polarity pressuring brands in the middle

Luxury and sportswear brands are relatively thriving

Parents increasingly look to alternative channels

CATEGORY DATA

Footwear in Germany

HEADLINES

PROSPECTS

Athleisure transformed into lifestyle

Divided opinions on sustainability

Internet will remain the fastest-growing channel

COMPETITIVE LANDSCAPE

Deichmann remains industry leader

Adidas set to close gap with biggest competitor

Zalando offering personalised shopping experience

CATEGORY DATA

Hosiery in Germany

HEADLINES

PROSPECTS

Value growth to slow down in years ahead

Non-sheer hosiery fuelled by sportswear and casual trends

Growing product variety supports growth

COMPETITIVE LANDSCAPE

Desire for high quality lifts premium brands

Italian hosiery specialist Calzedonia attracting strong interest

Relevance of different channels depends on product characteristics

CATEGORY DATA

Jeans in Germany

HEADLINES

PROSPECTS

Premium jeans expected to remain fastest-growing category

Sustainability awareness increasingly affecting consumer behaviour

Improved sustainability may improve image without justifying higher prices

COMPETITIVE LANDSCAPE

C&A and H&M maintain lead in jeans overall, but lose share in 2017

Levi Strauss Germany expands lead in premium jeans