In 2018, apparel and footwear specialist retailers value sales declined slightly in Germany despite favourable economic circumstances. This can be explained by significant changes within the competitive landscape that continued to unfold in 2018.
The shift in shopping trends from bricks-and-mortar stores to online retailing continued on a relentless growth trajectory in 2018, driven by leading pure play companies which have also adopted an omnichannel retailing approach. Moreover, smartphones and social media feed demand for instant gratification that benefits youth-focused online retailers such as Zalando, Asos and About You.
German shoppers’ propensity to search for and purchase clothing online increasingly impacted apparel and footwear specialist retailers during 2018. Retailers have responded by increasing their investment in online stores, adopting strategies to facilitate omnichannel retailing, and increasingly offering free shipping.
H&M Hennes & Mauritz BV & Co KG continued to lead apparel and footwear specialist retailers in Germany in 2018 but saw its value sales decline for the second year in a row. The retailer’s struggles are symptomatic of those of the wider channel.
Apparel and footwear specialist retailers in the standard segment are struggling as competition increases, not only from fast fashion brands and discounters but also from premium brands. Consequently, traditional apparel and footwear specialist retailers are seeing a growing number of insolvencies or restructuring processes that include store closures.
The fashion industry in Germany has seen considerable changes. Fast fashion labels have conquered the market, resulting in consumers’ growing preference for cheap products.
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Discover the latest market trends and uncover sources of future market growth for the Clothing and Footwear Specialist Retailers industry in Germany with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Retailing market research database.