Executive Summary

Mar 2019
PROSPECTS
Menswear continues to struggle in 2018

In 2018, menswear recorded a decline in value sales, with this being weaker than the flat performance registered the previous year. This can be explained by the disappointing performance of apparel overall stemming from stronger price competition due to unusual weather conditions throughout the year.

Growing fashion awareness offers significant growth potential

In 2018, the value sales of womenswear in Germany were nearly double those of menswear. This can be attributed to women’s typically stronger demand for fashion and therefore manufacturers’ and retailers’ greater focus on this consumer group.

Manufacturers likely to place a greater emphasis on menswear

Against a backdrop of increasing fashion awareness among men, menswear offers stronger growth potential in Germany than womenswear, which is characterised by a high level of saturation and price competition. However, manufacturers and retailers have not yet shifted their focus towards menswear and therefore were not yet fully able to meet the demands of particularly young male fashion-oriented consumers in 2018.

COMPETITIVE LANDSCAPE
H&M maintains its leading position in a highly fragmented category

In 2018, H&M remained the leading player in menswear in Germany. Compared to womenswear, H&M held an even more comfortable lead in this highly fragmented category.

Higher-priced brands benefit from growing fashion awareness

While menswear in Germany recorded a decline in value sales in 2018, higher-priced brands such as Hugo Boss and Tommy Hilfiger were able to increase their retail value share. This can be explained by the ongoing casualisation trend, which has resulted in growing demand for high-quality menswear which can be worn both at work and during one’s leisure time.

Discounters becoming increasingly influential in menswear

Aside from increasing fashion awareness leading to stronger interest in higher-priced brands, menswear in Germany is also characterised by the growing influence of discount apparel retailers. This is being reflected in the growing share of Lidl and Aldi, which already ranked among the top 10 companies in menswear in 2018.

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Menswear in Germany

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Overview

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

The Menswear 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 Menswear 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 Apparel and Footwear market research database.

Menswear in Germany - Category analysis

HEADLINES

PROSPECTS

Menswear continues to struggle in 2018
Growing fashion awareness offers significant growth potential
Manufacturers likely to place a greater emphasis on menswear

COMPETITIVE LANDSCAPE

H&M maintains its leading position in a highly fragmented category
Higher-priced brands benefit from growing fashion awareness
Discounters becoming increasingly influential in menswear

CATEGORY DATA

Table 1 Sales of Menswear by Category: Volume 2013-2018
Table 2 Sales of Menswear by Category: Value 2013-2018
Table 3 Sales of Menswear by Category: % Volume Growth 2013-2018
Table 4 Sales of Menswear by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Menswear: % Value 2014-2018
Table 6 LBN Brand Shares of Menswear: % Value 2015-2018
Table 7 NBO Company Shares of Men’s Nightwear: % Value 2014-2018
Table 8 LBN Brand Shares of Men’s Nightwear: % Value 2015-2018
Table 9 NBO Company Shares of Men’s Outerwear: % Value 2014-2018
Table 10 LBN Brand Shares of Men’s Outerwear: % Value 2015-2018
Table 11 NBO Company Shares of Men’s Swimwear: % Value 2014-2018
Table 12 LBN Brand Shares of Men’s Swimwear: % Value 2015-2018
Table 13 NBO Company Shares of Men’s Underwear: % Value 2014-2018
Table 14 LBN Brand Shares of Men’s Underwear: % Value 2015-2018
Table 15 Forecast Sales of Menswear by Category: Volume 2018-2023
Table 16 Forecast Sales of Menswear by Category: Value 2018-2023
Table 17 Forecast Sales of Menswear by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Menswear by Category: % Value Growth 2018-2023

Apparel and Footwear in Germany - Industry Overview

EXECUTIVE SUMMARY

Apparel and footwear value sales decline in 2018
Strong price competition adversely impacts value sales
Brands with a clear positioning succeed in a highly fragmented market
Retail landscape sees significant changes as a result of rising online sales
Fairly flat performance expected over the forecast period

MARKET DATA

Table 19 Sales of Apparel and Footwear by Category: Volume 2013-2018
Table 20 Sales of Apparel and Footwear by Category: Value 2013-2018
Table 21 Sales of Apparel and Footwear by Category: % Volume Growth 2013-2018
Table 22 Sales of Apparel and Footwear by Category: % Value Growth 2013-2018
Table 23 NBO Company Shares of Apparel and Footwear: % Value 2014-2018
Table 24 LBN Brand Shares of Apparel and Footwear: % Value 2015-2018
Table 25 Distribution of Apparel and Footwear by Format: % Value 2013-2018
Table 26 Distribution of Apparel and Footwear by Format and Category: % Value 2018
Table 27 Forecast Sales of Apparel and Footwear by Category: Volume 2018-2023
Table 28 Forecast Sales of Apparel and Footwear by Category: Value 2018-2023
Table 29 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2018-2023
Table 30 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources