Designer Apparel and Footwear (Ready-To-Wear) in Germany

PROSPECTS

Younger Germans increasingly driving growth

In Germany, designer apparel and footwear recorded stronger current value growth in 2018 when compared to the previous year. A key factor behind this development was the growing influence of younger consumers on luxury fashion.

Designer footwear records the strongest performance

In 2018, designer footwear continued to outperform designer apparel. Here, the emergence of streetwear-inspired luxury fashion has led to particularly strong demand for luxury sneakers.

Stores focus on a more exciting shopping experience amidst rising online sales

As younger consumers become increasingly important to the designer apparel and footwear category, online sales have been growing steadily, as illustrated by the strong performance of websites like mytheresa.com.

COMPETITIVE LANDSCAPE

Hugo Boss remains the leading player in designer apparel and footwear

In 2017, Hugo Boss maintained its leading position in designer apparel and footwear. In Germany, the company has a strong image and benefits particularly from its leading position in men’s designer apparel, offering suits and dress shirts under its premium Boss brand.

Kering benefits from the strong popularity of the Gucci and Balenciaga brands

The growing influence of younger consumers on designer apparel and footwear, which has contributed to the rising importance of streetwear-inspired products, has had a particularly positive impact on the sales of Kering. This development is being reflected in the growth of its Gucci and Balenciaga brands, which have been able to reach millennials.

International brands account for the majority of value sales

In designer apparel and footwear, international brands are registering a growing value share when compared to domestic ones. This is because German designer brands do not enjoy the same recognition as on-trend products from Gucci or Louis Vuitton, which are immediately recognised by fashion fans worldwide.

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