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.
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.
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.
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.
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.
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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This industry report originates from Passport, our Apparel and Footwear market research database.