Following double-digit sales slumps in 2020, womenswear gradually recovered in 2021, posting modest current value and retail volume growth. As demand for womenswear started to improve, the higher-end segments of jeans outperformed the category as a whole.
H&M Hennes & Mauritz BV & Co KG retained its overall leadership of womenswear in 2021, a highly fragmented competitive landscape dominated by smaller players under “others”. The leader has lost some share and sales, partly due to its high dependence on store-based retailing.
2020 was an unprecedented year for store-based retailing in womenswear, with businesses losing significant sales due to store closures and home seclusion. Despite further closures in early 2021, sales of womenswear improved during the year, although they remained below pre-pandemic levels.
While 2020 was a poor year for womenswear sales due to the pandemic, 2021 was unable to fully recover as originally hoped for, as the summer season failed to meet local consumers’ expectations for warmer weather. Thus, categories such as women’s dresses, women’s shorts and women’s swimwear performed below expectations in 2021.
2021 was far from successful for womenswear following 2020’s significant declines when the country dived into a new reality of pandemic with most bricks-and-mortar stores closed for much of the year. On the other hand, the latter partially benefited sales of womenswear through e-commerce, with the channel expected to gain further share in the upcoming years.
While sustainability is already a key factor for the success or failure of different brands among environment-conscious Germans, the pandemic has led to a higher proportion of the population taking a more proactive approach to protect the environment. Thus, despite a strong attempt by several brands to establish decade-long goals and/or make use of biological materials, consumers are increasingly choosing alternatives and brands that effectively innovate in this field.
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Understand the latest market trends and future growth opportunities for the Womenswear 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 Womenswear 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 is the aggregation of women's outerwear and women's underwear, nightwear and swimwear.See All of Our Definitions
This report originates from Passport, our Womenswear research and analysis database.
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