The Apparel Market in Germany to 2028

The Apparel Market in Germany to 2028 report offers comprehensive insight and analysis of the Germany apparel market, the major players, the key trends, and consumer attitudes.

In 2023, Germany's apparel market grew by 4.1% and reached EUR 77.6 billion, primarily driven by price increases, with volumes only rising by 0.4% as persistent high inflation impacted consumers financial stability and led them to prioritize essential goods over apparel. Following a dip in demand in 2022, as consumers returned to stores post-pandemic, Germany's online apparel market returned to growth in 2023, rising 2.4% to EUR 24.9bn, however, remained slightly weaker than offline as consumers continued to value the experiential element of shopping in person again. Despite maintaining its market lead in 2023, H&M has witnessed its share contract in recent years and this is expected to continue in 2024, as its lacklustre product offering continues to undermine its affordability.

Scope

• The apparel market in Germany rose by 4.1% in 2023, driven by higher prices as high inflation continued to impact the finances of consumers.
• The market is expected to rise a respectable 3.0% in 2024, but online penetration will dip slightly again, as cautious consumers seek to try on and see items in person before buying. While the market is expected to outperform again from 2025 onwards as brands invest in new technologies to strengthen their online propositions, online penetration growth will remain sluggish, as the market becomes more established.
• Shein continues to make considerable strides in the market thanks to its vast offer of affordable trend-led fashion, having leapt to the fourth position in the market, now only sitting marginally behind Nike and likely overtaking it in 2024 as Nike struggles due to a lack of innovation.

Reasons to Buy

• Understand where the demand lies within the Germany Apparel market across various price positionings, categories, and brands, to allow you to maximise customer acquisition.
• Learn how continued inflationary challenges will impact the Germany Apparel market, and which players are most at threat from changing consumer habits.
• Identify the key approaches brands are taking to stand out in the Germany Apparel market, and how you can adapt these to fit your own business.