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Country Report

Luxury Goods in

Luxury Goods in Germany

66 pages, Feb 2018

US$1,210

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Executive Summary

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Luxury goods sales driven by both supply and demand sides

The ongoing positive development of luxury goods in Germany in 2017 was a result of supporting trends on both supply and demand sides. With regard to supply, new and generally multinational companies and brands entered the German market for the first time, while those already present widened their product portfolios.

Luxury goods performs well in both volume and value terms

Retail current value and volume sales continued to rise across luxury goods in Germany in 2017, reflecting the market’s strong performance following the country’s recovery from the global economic and financial crisis in 2009. Thanks to an ongoing favourable economic climate characterised by solid GDP growth, very low unemployment and substantially rising disposable incomes, the target audience for luxury goods in Germany became considerably larger, with many consumers increasing the frequency of their purchases and/or increasingly opting for higher-priced offerings, for example by choosing absolute luxury over affordable luxury.

Fragmented competitive environment due to the diverse range of luxury goods

In 2016, the competitive environment in luxury goods in Germany remained fairly fragmented, with this being mainly the result of a very wide range of quite diverse products. A substantial number of both domestic and multinational companies continued to compete for a share of luxury consumers’ wallets and therefore offered a plethora of different products and brands.

Store-based non-grocery specialists dominate distribution

With regard to distribution, the majority of luxury goods continued to be purchased in store-based non-grocery specialists, with grocery outlets only being important for fine wines/champagne and spirits. However, over the review period online activities and platforms continued to assume greater importance.

Further growth anticipated over the forecast period

Over the forecast period further volume and value growth is expected in luxury goods in Germany. As was the case over the review period, all categories are anticipated to record a positive performance.

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Luxury Goods Sample Report Luxury Goods Sample Data

Overview

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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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Luxury Goods 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 Luxury Goods industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Luxury Goods 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 Luxury Goods in Germany?
What are the major brands in Germany?
How dynamic is the growth of Luxury Goods internet sales?
What is driving growth?

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 function

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Luxury Goods in Germany

EXECUTIVE SUMMARY

Luxury goods sales driven by both supply and demand sides

Luxury goods performs well in both volume and value terms

Fragmented competitive environment due to the diverse range of luxury goods

Store-based non-grocery specialists dominate distribution

Further growth anticipated over the forecast period

MARKET INDICATORS

Table 1 Number of High Net Worth Individuals (HNWI): 2012-2017

MARKET DATA

Table 2 Sales of Luxury Goods by Category: Value 2012-2017
Table 3 Sales of Luxury Goods by Category: % Value Growth 2012-2017
Table 4 Inbound Receipts for Luxury Goods by Country of Origin: Value 2013-2017
Table 5 NBO Company Shares of Luxury Goods: % Value 2012-2016
Table 6 LBN Brand Shares of Luxury Goods: % Value 2013-2016
Table 7 Distribution of Luxury Goods by Format and Category: % Value 2017
Table 8 Forecast Sales of Luxury Goods by Category: Value 2017-2022
Table 9 Forecast Sales of Luxury Goods by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

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

HEADLINES

PROSPECTS

Untapped potential promises further category growth in Germany

Main threat to the category’s future performance

Digital developments will continue to influence the category’s expansion

COMPETITIVE LANDSCAPE

Hugo Boss remains the leading player in a fairly fragmented category

Affordable luxury the most promising price segment in Germany

CATEGORY DATA

Table 10 Sales of Designer Apparel and Footwear (Ready-to-Wear) by Category: Value 2012-2017
Table 11 Sales of Designer Apparel and Footwear (Ready-to-Wear) by Category: % Value Growth 2012-2017
Table 12 NBO Company Shares of Designer Apparel and Footwear (Ready-to-Wear): % Value 2012-2016
Table 13 LBN Brand Shares of Designer Apparel and Footwear (Ready-to-Wear): % Value 2013-2016
Table 14 Distribution of Designer Apparel and Footwear (Ready-to-Wear) by Format: % Value 2012-2017
Table 15 Forecast Sales of Designer Apparel and Footwear (Ready-to-Wear) by Category: Value 2017-2022
Table 16 Forecast Sales of Designer Apparel and Footwear (Ready-to-Wear) by Category: % Value Growth 2017-2022

Fine Wines/Champagne and Spirits in Germany

HEADLINES

PROSPECTS

Fine wines increasingly seen as an alternative type of investment

Favourable economic circumstances support consumption of luxury spirits

Renaissance of gin in general and luxury gin in particular expected to continue

COMPETITIVE LANDSCAPE

Rather low average unit prices and strong competition in Germany

Fragmented competitive environment in fines wines/champagne and spirits

CATEGORY DATA

Table 17 Sales of Fine Wines/Champagne and Spirits by Category: Value 2012-2017
Table 18 Sales of Fine Wines/Champagne and Spirits by Category: % Value Growth 2012-2017
Table 19 NBO Company Shares of Fine Wines/Champagne and Spirits: % Value 2012-2016
Table 20 LBN Brand Shares of Fine Wines/Champagne and Spirits: % Value 2013-2016
Table 21 Distribution of Fine Wines/Champagne and Spirits by Format: % Value 2012-2017
Table 22 Forecast Sales of Fine Wines/Champagne and Spirits by Category: Value 2017-2022
Table 23 Forecast Sales of Fine Wines/Champagne and Spirits by Category: % Value Growth 2017-2022

Luxury Cars in Germany

HEADLINES

PROSPECTS

High emissions of large powerful cars an immense challenge for the category

Collectors an important target group for limited edition cars

SUVs expected to become more important in luxury cars

COMPETITIVE LANDSCAPE

German car makers dominate the category

Jaguar continues to enjoy strong growth thanks to a successful repositioning of the brand

CATEGORY DATA

Table 24 Sales of Luxury Cars: Value 2012-2017
Table 25 Sales of Luxury Cars: % Value Growth 2012-2017
Table 26 NBO Company Shares of Luxury Cars: % Value 2012-2016
Table 27 LBN Brand Shares of Luxury Cars: % Value 2013-2016
Table 28 Forecast Sales of Luxury Cars: Value 2017-2022
Table 29 Forecast Sales of Luxury Cars: % Value Growth 2017-2022

Luxury Hotels (5-Star Plus) in Germany

HEADLINES

PROSPECTS

Rising propensity to travel boosts luxury hotel sales

Domestic demand remains important

New luxury hotel developments expected to support further growth

COMPETITIVE LANDSCAPE

International hotel operators lead a fragmented competitive environment

Individuality, history, gourmet cuisine and spa experiences all attract travellers

CATEGORY DATA

Table 30 Sales in Luxury Hotels (5-star plus): Value 2012-2017
Table 31 Sales in Luxury Hotels (5-star plus): % Value Growth 2012-2017
Table 32 Sales in Luxury Hotels (5-star plus) by Country of Origin: % Value 2013-2017
Table 33 NBO Company Shares of Luxury Hotels (5-star plus): % Value 2012-2016
Table 34 LBN Brand Shares of Luxury Hotels (5-star plus): % Value 2013-2016
Table 35 Forecast Sales in Luxury Hotels (5-star plus): Value 2017-2022
Table 36 Forecast Sales in Luxury Hotels (5-star plus): % Value Growth 2017-2022

Luxury Jewellery in Germany

HEADLINES

PROSPECTS

Older consumers increasingly seeing luxury jewellery as an investment

Younger customers more drawn to affordable, celebrity-promoted products

Green luxury and social responsibility niche issues in Germany

COMPETITIVE LANDSCAPE

Wellendorff successfully addresses the high end of the category

Majority of German consumers look for more affordable luxury products

CATEGORY DATA

Table 37 Sales of Luxury Jewellery by Category: Value 2012-2017
Table 38 Sales of Luxury Jewellery by Category: % Value Growth 2012-2017
Table 39 NBO Company Shares of Luxury Jewellery: % Value 2012-2016
Table 40 LBN Brand Shares of Luxury Jewellery: % Value 2013-2016
Table 41 Distribution of Luxury Jewellery by Format: % Value 2012-2017
Table 42 Forecast Sales of Luxury Jewellery by Category: Value 2017-2022
Table 43 Forecast Sales of Luxury Jewellery by Category: % Value Growth 2017-2022

Luxury Leather Goods in Germany

HEADLINES

PROSPECTS

Favourable economic climate supports category growth

Internet retailing to become an increasingly important distribution channel over the forecast period

Luxury travel goods set to continue to outperform other categories

COMPETITIVE LANDSCAPE

Louis Vuitton defends its leading position

German consumers mainly looking for high quality and brand heritage

CATEGORY DATA

Table 44 Sales of Luxury Leather Goods: Value 2012-2017
Table 45 Sales of Luxury Leather Goods: % Value Growth 2012-2017
Table 46 NBO Company Shares of Luxury Leather Goods: % Value 2012-2016
Table 47 LBN Brand Shares of Luxury Leather Goods: % Value 2013-2016
Table 48 Distribution of Luxury Leather Goods by Format: % Value 2012-2017
Table 49 Forecast Sales of Luxury Leather Goods: Value 2017-2022
Table 50 Forecast Sales of Luxury Leather Goods: % Value Growth 2017-2022

Luxury Portable Consumer Electronics in Germany

HEADLINES

PROSPECTS

Luxury portable consumer electronics remain niche products in Germany

Luxury wearables records strong growth but experts dispute the category’s future potential

COMPETITIVE LANDSCAPE

Apple products the category’s main competitors in Germany

Technology-driven brands and fashion labels expected to benefit from Vertu exit

CATEGORY DATA

Table 51 Sales of Luxury Portable Consumer Electronics by Category: Value 2012-2017
Table 52 Sales of Luxury Portable Consumer Electronics by Category: % Value Growth 2012-2017
Table 53 NBO Company Shares of Luxury Portable Consumer Electronics: % Value 2012-2016
Table 54 LBN Brand Shares of Luxury Portable Consumer Electronics: % Value 2013-2016
Table 55 Distribution of Luxury Portable Consumer Electronics by Format: % Value 2012-2017
Table 56 Forecast Sales of Luxury Portable Consumer Electronics by Category: Value 2017-2022
Table 57 Forecast Sales of Luxury Portable Consumer Electronics by Category: % Value Growth 2017-2022

Luxury Timepieces in Germany

HEADLINES

PROSPECTS

Luxury timepieces increasingly seen as an alternative means of investment

Category relatively vulnerable to external influences

Vintage trend increasingly strong in luxury timepieces in Germany

COMPETITIVE LANDSCAPE

Rolex supports its products with extensive marketing and sales activities

Most popular brands remain those with a long tradition and good reputation

CATEGORY DATA

Table 58 Sales of Luxury Timepieces by Category: Value 2012-2017
Table 59 Sales of Luxury Timepieces by Category: % Value Growth 2012-2017
Table 60 NBO Company Shares of Luxury Timepieces: % Value 2012-2016
Table 61 LBN Brand Shares of Luxury Timepieces: % Value 2013-2016
Table 62 Distribution of Luxury Timepieces by Format: % Value 2012-2017
Table 63 Forecast Sales of Luxury Timepieces by Category: Value 2017-2022
Table 64 Forecast Sales of Luxury Timepieces by Category: % Value Growth 2017-2022

Luxury Writing Instruments and Stationery in Germany

HEADLINES

PROSPECTS

Growing level of maturity and saturation a challenge for the category in Germany

Small customer base but with significant purchasing power

Category remains heavily dependent on external factors

COMPETITIVE LANDSCAPE

Richemont’s Montblanc one of the few well-known brands

Green luxury and social responsibility limit sales to a certain degree

CATEGORY DATA

Table 65 Sales of Luxury Writing Instruments and Stationery: Value 2012-2017
Table 66 Sales of Luxury Writing Instruments and Stationery: % Value Growth 2012-2017
Table 67 NBO Company Shares of Luxury Writing Instruments and Stationery: % Value 2012-2016
Table 68 LBN Brand Shares of Luxury Writing Instruments and Stationery: % Value 2013-2016
Table 69 Distribution of Luxury Writing Instruments and Stationery by Format: % Value 2012-2017
Table 70 Forecast Sales of Luxury Writing Instruments and Stationery: Value 2017-2022
Table 71 Forecast Sales of Luxury Writing Instruments and Stationery: % Value Growth 2017-2022

Super Premium Beauty and Personal Care in Germany

HEADLINES

PROSPECTS

Trend towards personalisation benefits super premium beauty and personal care

German consumers slow to be convinced about aspirational brands

COMPETITIVE LANDSCAPE

Luxury brands enlarge their retail footprint with more own stores

Fashion brands becoming more popular

Fragmented competitive environment due to a wide array of brands

CATEGORY DATA

Table 72 Sales of Super Premium Beauty and Personal Care by Category: Value 2012-2017
Table 73 Sales of Super Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 74 NBO Company Shares of Super Premium Beauty and Personal Care: % Value 2012-2016
Table 75 LBN Brand Shares of Super Premium Beauty and Personal Care: % Value 2013-2016
Table 76 Distribution of Super Premium Beauty and Personal Care by Format: % Value 2012-2017
Table 77 Forecast Sales of Super Premium Beauty and Personal Care by Category: Value 2017-2022
Table 78 Forecast Sales of Super Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Luxury Eyewear in Germany

HEADLINES

PROSPECTS

Luxury eyewear benefits from a growing target audience

Luxury eyewear a stepping stone towards a wider luxury range of goods

German consumers prioritise brand heritage and quality

COMPETITIVE LANDSCAPE

Luxottica defends its leading position through a large number of activities

More luxury brands expected to diversify into luxury eyewear in Germany

CATEGORY DATA

Table 79 Sales of Luxury Eyewear by Category: Value 2012-2017
Table 80 Sales of Luxury Eyewear by Category: % Value Growth 2012-2017
Table 81 NBO Company Shares of Luxury Eyewear: % Value 2012-2016
Table 82 LBN Brand Shares of Luxury Eyewear: % Value 2013-2016
Table 83 Distribution of Luxury Eyewear by Format: % Value 2012-2017
Table 84 Forecast Sales of Luxury Eyewear by Category: Value 2017-2022
Table 85 Forecast Sales of Luxury Eyewear by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Luxury Goods in Germany

New Report Guarantee

Executive Summary

New Report Guarantee

Luxury goods sales driven by both supply and demand sides

Luxury goods performs well in both volume and value terms

Fragmented competitive environment due to the diverse range of luxury goods

Store-based non-grocery specialists dominate distribution

Further growth anticipated over the forecast period

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

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Table of Contents

Luxury Goods in Germany

EXECUTIVE SUMMARY

Luxury goods sales driven by both supply and demand sides

Luxury goods performs well in both volume and value terms

Fragmented competitive environment due to the diverse range of luxury goods

Store-based non-grocery specialists dominate distribution

Further growth anticipated over the forecast period

MARKET INDICATORS

MARKET DATA

SOURCES

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

HEADLINES

PROSPECTS

Untapped potential promises further category growth in Germany

Main threat to the category’s future performance

Digital developments will continue to influence the category’s expansion

COMPETITIVE LANDSCAPE

Hugo Boss remains the leading player in a fairly fragmented category

Affordable luxury the most promising price segment in Germany

CATEGORY DATA

Fine Wines/Champagne and Spirits in Germany

HEADLINES

PROSPECTS

Fine wines increasingly seen as an alternative type of investment

Favourable economic circumstances support consumption of luxury spirits

Renaissance of gin in general and luxury gin in particular expected to continue

COMPETITIVE LANDSCAPE

Rather low average unit prices and strong competition in Germany

Fragmented competitive environment in fines wines/champagne and spirits

CATEGORY DATA

Luxury Cars in Germany

HEADLINES

PROSPECTS

High emissions of large powerful cars an immense challenge for the category

Collectors an important target group for limited edition cars

SUVs expected to become more important in luxury cars

COMPETITIVE LANDSCAPE

German car makers dominate the category

Jaguar continues to enjoy strong growth thanks to a successful repositioning of the brand

CATEGORY DATA

Luxury Hotels (5-Star Plus) in Germany

HEADLINES

PROSPECTS

Rising propensity to travel boosts luxury hotel sales

Domestic demand remains important

New luxury hotel developments expected to support further growth

COMPETITIVE LANDSCAPE

International hotel operators lead a fragmented competitive environment

Individuality, history, gourmet cuisine and spa experiences all attract travellers

CATEGORY DATA

Luxury Jewellery in Germany

HEADLINES

PROSPECTS

Older consumers increasingly seeing luxury jewellery as an investment

Younger customers more drawn to affordable, celebrity-promoted products

Green luxury and social responsibility niche issues in Germany

COMPETITIVE LANDSCAPE

Wellendorff successfully addresses the high end of the category

Majority of German consumers look for more affordable luxury products

CATEGORY DATA

Luxury Leather Goods in Germany

HEADLINES

PROSPECTS