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Country Report

Apparel and Footwear in

Apparel and Footwear in Germany

Feb 2020

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Executive Summary

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Apparel and footwear records growth through higher demand

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.

Price competition leads to widely decreasing unit prices

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.

Brand share concentration increases among the top players

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.

E-commerce grows at a slightly slower pace

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.

Increasing unit prices will drive value growth later in 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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Apparel and Footwear Sample Report Apparel and Footwear Sample Data

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 records growth through higher demand

Price competition leads to widely decreasing unit prices

Brand share concentration increases among the top players

E-commerce grows at a slightly slower pace

Increasing unit prices will drive value growth later in the forecast period

MARKET DATA

Table 1 Sales of Apparel and Footwear by Category: Volume 2014-2019
Table 2 Sales of Apparel and Footwear by Category: Value 2014-2019
Table 3 Sales of Apparel and Footwear by Category: % Volume Growth 2014-2019
Table 4 Sales of Apparel and Footwear by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Apparel and Footwear: % Value 2015-2019
Table 6 LBN Brand Shares of Apparel and Footwear: % Value 2016-2019
Table 7 Distribution of Apparel and Footwear by Format: % Value 2014-2019
Table 8 Distribution of Apparel and Footwear by Format and Category: % Value 2019
Table 9 Forecast Sales of Apparel and Footwear by Category: Volume 2019-2024
Table 10 Forecast Sales of Apparel and Footwear by Category: Value 2019-2024
Table 11 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2019-2024

APPENDIX

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Summary 1 Research Sources

Womenswear in Germany

HEADLINES

PROSPECTS

Extreme weather motivates greater consumption

The bipolarisation of womenswear

Minimalist influence is on trend

COMPETITIVE LANDSCAPE

H&M continues to lead despite slightly shrinking sales

KiK Textilien overtakes Gerry Weber

Womenswear is becoming more fragmented

CATEGORY DATA

Table 13 Sales of Womenswear by Category: Volume 2014-2019
Table 14 Sales of Womenswear by Category: Value 2014-2019
Table 15 Sales of Womenswear by Category: % Volume Growth 2014-2019
Table 16 Sales of Womenswear by Category: % Value Growth 2014-2019
Table 17 NBO Company Shares of Womenswear: % Value 2015-2019
Table 18 LBN Brand Shares of Womenswear: % Value 2016-2019
Table 19 NBO Company Shares of Women's Nightwear: % Value 2015-2019
Table 20 LBN Brand Shares of Women's Nightwear: % Value 2016-2019
Table 21 NBO Company Shares of Women's Outerwear: % Value 2015-2019
Table 22 LBN Brand Shares of Women's Outerwear: % Value 2016-2019
Table 23 NBO Company Shares of Women’s Swimwear: % Value 2015-2019
Table 24 LBN Brand Shares of Women’s Swimwear: % Value 2016-2019
Table 25 NBO Company Shares of Women's Underwear: % Value 2015-2019
Table 26 LBN Brand Shares of Women's Underwear: % Value 2016-2019
Table 27 Forecast Sales of Womenswear by Category: Volume 2019-2024
Table 28 Forecast Sales of Womenswear by Category: Value 2019-2024
Table 29 Forecast Sales of Womenswear by Category: % Volume Growth 2019-2024
Table 30 Forecast Sales of Womenswear by Category: % Value Growth 2019-2024

Menswear in Germany

HEADLINES

PROSPECTS

Men’s athleisure is intensifying

Menswear set to grow over the forecast period

Personal branding through fashion differentiation

COMPETITIVE LANDSCAPE

H&M continues to lead among men’s choices

Brand concentration reaches its highest level

Men prefer items with higher unit prices

CATEGORY DATA

Table 31 Sales of Menswear by Category: Volume 2014-2019
Table 32 Sales of Menswear by Category: Value 2014-2019
Table 33 Sales of Menswear by Category: % Volume Growth 2014-2019
Table 34 Sales of Menswear by Category: % Value Growth 2014-2019
Table 35 NBO Company Shares of Menswear: % Value 2015-2019
Table 36 LBN Brand Shares of Menswear: % Value 2016-2019
Table 37 NBO Company Shares of Men’s Nightwear: % Value 2015-2019
Table 38 LBN Brand Shares of Men’s Nightwear: % Value 2016-2019
Table 39 NBO Company Shares of Men’s Outerwear: % Value 2015-2019
Table 40 LBN Brand Shares of Men’s Outerwear: % Value 2016-2019
Table 41 NBO Company Shares of Men’s Swimwear: % Value 2015-2019
Table 42 LBN Brand Shares of Men’s Swimwear: % Value 2016-2019
Table 43 NBO Company Shares of Men’s Underwear: % Value 2015-2019
Table 44 LBN Brand Shares of Men’s Underwear: % Value 2016-2019
Table 45 Forecast Sales of Menswear by Category: Volume 2019-2024
Table 46 Forecast Sales of Menswear by Category: Value 2019-2024
Table 47 Forecast Sales of Menswear by Category: % Volume Growth 2019-2024
Table 48 Forecast Sales of Menswear by Category: % Value Growth 2019-2024

Childrenswear in Germany

HEADLINES

PROSPECTS

Higher birth rates boost volume sales

The preponderance of quality over quantity is increasing among parents

Social media influences parents’ choices

COMPETITIVE LANDSCAPE

C&A continues to lead childrenswear

Ernsting’s Family reveals steady growth

Adidas grows by following trends

CATEGORY DATA

Table 49 Sales of Childrenswear by Category: Volume 2014-2019
Table 50 Sales of Childrenswear by Category: Value 2014-2019
Table 51 Sales of Childrenswear by Category: % Volume Growth 2014-2019
Table 52 Sales of Childrenswear by Category: % Value Growth 2014-2019
Table 53 NBO Company Shares of Childrenswear: % Value 2015-2019
Table 54 LBN Brand Shares of Childrenswear: % Value 2016-2019
Table 55 Forecast Sales of Childrenswear by Category: Volume 2019-2024
Table 56 Forecast Sales of Childrenswear by Category: Value 2019-2024
Table 57 Forecast Sales of Childrenswear by Category: % Volume Growth 2019-2024
Table 58 Forecast Sales of Childrenswear by Category: % Value Growth 2019-2024

Sportswear in Germany

HEADLINES

PROSPECTS

Healthy lifestyles increase sportswear consumption

Innovative products are bringing more consumers to sportswear

Athleisure trend boosts growth of sports-inspired apparel and footwear

COMPETITIVE LANDSCAPE

Adidas extends its leading position in sportswear

Nike sees below-average growth

E-commerce boosts the growth of newer brands

CATEGORY DATA

Table 59 Sales of Sportswear by Category: Value 2014-2019
Table 60 Sales of Sportswear by Category: % Value Growth 2014-2019
Table 61 NBO Company Shares of Sportswear: % Value 2015-2019
Table 62 LBN Brand Shares of Sportswear: % Value 2016-2019
Table 63 Distribution of Sportswear by Format: % Value 2014-2019
Table 64 Forecast Sales of Sportswear by Category: Value 2019-2024
Table 65 Forecast Sales of Sportswear by Category: % Value Growth 2019-2024

Jeans in Germany

HEADLINES

PROSPECTS

Brands address sustainability and long-term usage

Relaxed working environments leverage growth

Intense price competition grips jeans

COMPETITIVE LANDSCAPE

H&M leads jeans with lower retail value sales

Levi’s is the fastest growing major brand

Premium and super premium jeans brands perform above average

CATEGORY DATA

Table 66 Sales of Jeans by Category: Volume 2014-2019
Table 67 Sales of Jeans by Category: Value 2014-2019
Table 68 Sales of Jeans by Category: % Volume Growth 2014-2019
Table 69 Sales of Jeans by Category: % Value Growth 2014-2019
Table 70 Sales of Men’s Jeans by Category: Volume 2014-2019
Table 71 Sales of Men’s Jeans by Category: Value 2014-2019
Table 72 Sales of Men’s Jeans by Category: % Volume Growth 2014-2019
Table 73 Sales of Men’s Jeans by Category: % Value Growth 2014-2019
Table 74 Sales of Women’s Jeans by Category: Volume 2014-2019
Table 75 Sales of Women’s Jeans by Category: Value 2014-2019
Table 76 Sales of Women’s Jeans by Category: % Volume Growth 2014-2019
Table 77 Sales of Women’s Jeans by Category: % Value Growth 2014-2019
Table 78 NBO Company Shares of Jeans: % Value 2015-2019
Table 79 LBN Brand Shares of Jeans: % Value 2016-2019
Table 80 Forecast Sales of Jeans by Category: Volume 2019-2024
Table 81 Forecast Sales of Jeans by Category: Value 2019-2024
Table 82 Forecast Sales of Jeans by Category: % Volume Growth 2019-2024
Table 83 Forecast Sales of Jeans by Category: % Value Growth 2019-2024
Table 84 Forecast Sales of Men’s Jeans by Category: Volume 2019-2024
Table 85 Forecast Sales of Men’s Jeans by Category: Value 2019-2024
Table 86 Forecast Sales of Men’s Jeans by Category: % Volume Growth 2019-2024
Table 87 Forecast Sales of Men’s Jeans by Category: % Value Growth 2019-2024
Table 88 Forecast Sales of Women’s Jeans by Category: Volume 2019-2024
Table 89 Forecast Sales of Women’s Jeans by Category: Value 2019-2024
Table 90 Forecast Sales of Women’s Jeans by Category: % Volume Growth 2019-2024
Table 91 Forecast Sales of Women’s Jeans by Category: % Value Growth 2019-2024

Hosiery in Germany

HEADLINES

PROSPECTS

Sportive non-sheer hosiery benefits from Germans’ active lifestyles

Higher-end hosiery continues its upward trend

More consumers turn to natural-fibre products

COMPETITIVE LANDSCAPE

Falke reinforces its leading position

Second-placed adidas achieves a fast growth pace

Calzedonia’s diversification strategy is paying off

CATEGORY DATA

Table 92 Sales of Hosiery by Category: Volume 2014-2019
Table 93 Sales of Hosiery by Category: Value 2014-2019
Table 94 Sales of Hosiery by Category: % Volume Growth 2014-2019
Table 95 Sales of Hosiery by Category: % Value Growth 2014-2019
Table 96 NBO Company Shares of Hosiery: % Value 2015-2019
Table 97 LBN Brand Shares of Hosiery: % Value 2016-2019
Table 98 Forecast Sales of Hosiery by Category: Volume 2019-2024
Table 99 Forecast Sales of Hosiery by Category: Value 2019-2024
Table 100 Forecast Sales of Hosiery by Category: % Volume Growth 2019-2024
Table 101 Forecast Sales of Hosiery by Category: % Value Growth 2019-2024

Apparel Accessories in Germany

HEADLINES

PROSPECTS

E-commerce drives a price crash among brands

Ties continues its declining trend

Men drive the growth of hats/caps

COMPETITIVE LANDSCAPE

S Oliver leads apparel accessories although loses strength

Hugo Boss and adidas grow fastest

Brand concentration decreases continuously

CATEGORY DATA

Table 102 Sales of Apparel Accessories by Category: Volume 2014-2019
Table 103 Sales of Apparel Accessories by Category: Value 2014-2019
Table 104 Sales of Apparel Accessories by Category: % Volume Growth 2014-2019
Table 105 Sales of Apparel Accessories by Category: % Value Growth 2014-2019
Table 106 NBO Company Shares of Apparel Accessories: % Value 2015-2019
Table 107 LBN Brand Shares of Apparel Accessories: % Value 2016-2019
Table 108 Forecast Sales of Apparel Accessories by Category: Volume 2019-2024
Table 109 Forecast Sales of Apparel Accessories by Category: Value 2019-2024
Table 110 Forecast Sales of Apparel Accessories by Category: % Volume Growth 2019-2024
Table 111 Forecast Sales of Apparel Accessories by Category: % Value Growth 2019-2024

Footwear in Germany

HEADLINES

PROSPECTS

Footwear continues to expand with the growth of e-commerce

Stores focus on the customer experience

Athleisure habits leverage sportive items

COMPETITIVE LANDSCAPE

Deichmann reinforces its leading position in footwear

Adidas and Nike grow as a result of the athleisure trend

Brand concentration increases rapidly

CATEGORY DATA

Table 112 Sales of Footwear by Category: Volume 2014-2019
Table 113 Sales of Footwear by Category: Value 2014-2019
Table 114 Sales of Footwear by Category: % Volume Growth 2014-2019
Table 115 Sales of Footwear by Category: % Value Growth 2014-2019
Table 116 NBO Company Shares of Footwear: % Value 2015-2019
Table 117 LBN Brand Shares of Footwear: % Value 2016-2019
Table 118 Distribution of Footwear by Format: % Value 2014-2019
Table 119 Forecast Sales of Footwear by Category: Volume 2019-2024
Table 120 Forecast Sales of Footwear by Category: Value 2019-2024
Table 121 Forecast Sales of Footwear by Category: % Volume Growth 2019-2024
Table 122 Forecast Sales of Footwear by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Apparel and Footwear in Germany

New Report Guarantee

Executive Summary

New Report Guarantee

Apparel and footwear records growth through higher demand

Price competition leads to widely decreasing unit prices

Brand share concentration increases among the top players

E-commerce grows at a slightly slower pace

Increasing unit prices will drive value growth later in the forecast period

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Apparel and Footwear in Germany

EXECUTIVE SUMMARY

Apparel and footwear records growth through higher demand

Price competition leads to widely decreasing unit prices

Brand share concentration increases among the top players

E-commerce grows at a slightly slower pace

Increasing unit prices will drive value growth later in the forecast period

MARKET DATA

APPENDIX

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Womenswear in Germany

HEADLINES

PROSPECTS

Extreme weather motivates greater consumption

The bipolarisation of womenswear

Minimalist influence is on trend

COMPETITIVE LANDSCAPE

H&M continues to lead despite slightly shrinking sales

KiK Textilien overtakes Gerry Weber

Womenswear is becoming more fragmented

CATEGORY DATA

Menswear in Germany

HEADLINES

PROSPECTS

Men’s athleisure is intensifying

Menswear set to grow over the forecast period

Personal branding through fashion differentiation

COMPETITIVE LANDSCAPE

H&M continues to lead among men’s choices

Brand concentration reaches its highest level

Men prefer items with higher unit prices

CATEGORY DATA

Childrenswear in Germany

HEADLINES

PROSPECTS

Higher birth rates boost volume sales

The preponderance of quality over quantity is increasing among parents

Social media influences parents’ choices

COMPETITIVE LANDSCAPE

C&A continues to lead childrenswear

Ernsting’s Family reveals steady growth

Adidas grows by following trends

CATEGORY DATA

Sportswear in Germany

HEADLINES

PROSPECTS

Healthy lifestyles increase sportswear consumption

Innovative products are bringing more consumers to sportswear

Athleisure trend boosts growth of sports-inspired apparel and footwear

COMPETITIVE LANDSCAPE

Adidas extends its leading position in sportswear

Nike sees below-average growth

E-commerce boosts the growth of newer brands

CATEGORY DATA

Jeans in Germany

HEADLINES

PROSPECTS

Brands address sustainability and long-term usage

Relaxed working environments leverage growth

Intense price competition grips jeans

COMPETITIVE LANDSCAPE