Explore the latest trends and actionable insights on the Germany Apparel market to inform business strategy and pinpoint opportunities and risks

The Sales of H&M in Clothing & Footwear Industry in Germany (2017 - 2020, USD Million)

  • H&M registered sales of USD 3,354.27 Million in Germany in 2020

  • H&M recorded a historical decline (CAGR) of 5.38% between 2017 to 2020

The Sales of H&M in Clothing & Footwear Industry in Germany (2017 - 2020, USD Million)

Published: December 2021
Source: GlobalData

Key highlights 

  • German consumers remain cautious on non-essential spend as new variants of COVID-19 pose threats 
  • COVID-19 boosted prospects of online apparel retailers significantly 
  • The athleisure trend continues to boost sportswear sales in Germany 
  • Childrenswear proves the most resilient apparel categories throughout the pandemic  
  • Shift towards casualization will be long term as consumers prefer comfortable, multifunctional styles  
  • Sustainability can be a focus for retailers, as circularity poses a real threat to the retail market  

Germany Apparel Market Drivers   

  • Recovery in consumer confidence 
  • Social commerce 
  • Advanced technologies 
  • Online retail 
  • Casualization 
  • Sustainability 

Germany Apparel Market Inhibitors 

  • Economic slowdown 
  • Circularity 
  • Slow vaccination rates 
  • Ageing population 

Clothing Market Summary 

Womenswear was one of the most affected apparel categories in Germany throughout the COVID-19 crisis, recording a decline in revenue in 2020 — a larger drop than menswear and childrenswear, as it is more reliant on trend driven purchases. As shoppers were forced to stay at home and social events were cancelled, demand for occasion wear and workwear were most impacted, with a long-term shift to casualization expected. 

Menswear registered an overall decline in Germany in 2020, and though the category will see a recovery in sales in 2021, revenue will not return to pre-pandemic levels until 2023. However, thanks to the boost from athleisure and males’ increased interest in fashion, menswear will achieve the strongest growth versus pre-pandemic levels by 2025. 

Childrenswear remained the most resilient clothing subsector throughout the COVID-19 pandemic with its sales decline in 2020, in comparison to total clothing in Germany, as it relies on more essential, replacement purchases. Further, the assurance from German government to make sure employees were paid even when firms were closed, supported would-be parents to shop for this product category. 

Channel Analysis 

German consumers are buying apparel via multiple channels with the three top channels being hypermarkets/supermarkets, retailer websites and brand’s own stores. In order to reach customers, brands must employ omnichannel strategies to maximize the potential reach. 

Brand Summary 

COVID-19 disrupted physical store sales for retailers in Germany, however, online initiatives has been a key strategy in the period. 

H&M Brand Summary 

H&M’s fast fashion business model has been key to the company’s proliferation since 2000. The fast fashion model relies on impulse purchases, quick trends and throwaway clothes. However, this has huge ramifications for the environment, especially in the case of cotton, a pesticide- and water-intensive crop. In recent years H&M has strived to become a sustainability leader, increasing its share of “sustainable” cotton, including organic cotton and recycled cotton. H&M also wants to “close the loop” for fashion, an ambitious but admirable goal, and one that is at odds with its fast fashion business model. 

H&M: The Leading Brand with significant growth in market share in Germany. 

Adidas, Bonprix, NikePuma, Kik, Marc O'Polo, Shein, Guess and Tchibo are among the other notable Brands engaged in the sales of Apparel and Accessories market in Germany. 

Explore the latest trends and actionable insights on the Germany Apparel market to inform business strategy and pinpoint opportunities and risks Explore the latest trends and actionable insights on the Germany Apparel market to inform business strategy and pinpoint opportunities and risks Visit Report Store
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