2020 was a year of disruptions for society in Germany. As the pandemic continued to gather momentum and restrictions were imposed on many levels, consumers were forced to adapt their daily routines and purchasing options.
Private label products are widely trusted in Germany and consumers tend to turn to this option in moments of economic uncertainty due to its perceived good value for money. When it comes to apparel as a whole including menswear, the most prominent private label products are offered by discounters; these tend to be positioned in the lowest price range of the spectrum and are strongly aligned with seasons, promoting spontaneous purchase, as is the case practiced by the two biggest chains Lidl and Aldi.
With less time spent commuting and mass public events, Germans turned to outdoor activities more often as the summer offered a long period of reasonable temperatures and sunny weather. Despite the closure of gyms and work limitations, sports-orientated brands performed better within menswear.
Menswear is predicted to record much stronger volume and value growth (at constant 2020 prices) in 2021. Although restrictions are likely to remain in place for at least the first half of the year, store-based retailers are expected to generate stronger interest from “returning customers” when the lockdown is lifted, resulting in substantially higher demand and overall value generated when compared to 2020.
It is important to note that specific categories will be unable to reach pre-pandemic levels by 2025, given their long-term downward trend towards the end of the review period. Men’s suits is a great example where sales by the end of the forecast period will remain far below pre-pandemic levels, despite 2021-2022’s expected surge from postponed replacement purchases.
One of the price segments that was most impacted in 2020 was menswear with a premium positioning. This segment not only suffered from delayed purchases by local consumers, but also due to the abrupt decline of inbound tourists and international expenditure that significantly drives this price range.
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Understand the latest market trends and future growth opportunities for the Menswear industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Menswear industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Menswear research and analysis database.
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