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Learn moreFeb 2020
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Consumers in Germany are practising more sports and for longer periods. With a constant goal to stay fit and live a healthy lifestyle, the number of people exercising is rising, which naturally creates further growth opportunities for sportswear brands.
E-commerce in Germany is still in a considerable growth phase in fashion. E-commerce’s value share of sportswear is higher than that of each of apparel and footwear.
The major athleisure trend seen in apparel and footwear is spreading slowly throughout Germany in different environments. More relaxed dress codes and Germans’ openness to the everyday use of sportswear are driving the growth of sports-inspired apparel and, in particular, sports-inspired footwear.
Adidas increased its value sales of sportswear further in Germany in 2019, benefiting from being a local brand, which is a competitive advantage from a customer’s choice perspective. The brand held the leading position throughout the review period, continuously increasing the value share gap with second-placed Nike.
Sales in Germany for Nike sportswear have faced some bottlenecks, impeding higher growth rates. Despite achieving positive retail value sales growth, the brand has performed below expectations in Germany compared to other countries.
E-commerce and social media have made it easier and, more importantly, cheaper for smaller brands to make their way up in the total retail value sales revenue ranking. Fast-growing brands such as Superdry (with Japanese design influence) and Patagonia (an outdoor and environmentally-aware brand) are targeting niche consumer groups through highly focused advertisements which have proved to be greatly cost-effective compared with conventional advertising.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Sportswear 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 Sportswear industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.
The Sportswear in Germany market research report includes:
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This industry report originates from Passport, our Apparel and Footwear market research database
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.