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The Sales value of Clothing Segment in Germany (2020 - 2027, USD million)

Industry: Clothing & Footwear
Current: Market Sizing & Shares

The Clothing Segment in Germany registered Sales value of USD 59,505.93 million in 2023
The indicator recorded a historical growth (CAGR) of 3.26% between 2020 to 2023, and is expected to grow by...
GlobalData projects the indicator to grow ...

The Sales value of Clothing Segment in Germany (2020 - 2027, USD million)

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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.

Accessories Market Forecast

Leggings and trainers will experience the strongest growth versus pre-pandemic levels by 2025 thanks to the athleisure trend and consumer focus on health and fitness. These categories also achieved smaller declines in 2020 due to increased relevance during pandemic lockdowns. Sweatshirts will also continue to be key due to casualization, as will dresses, with loose-fitting, midi length styles offering comfort for consumers.

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

Adidas, Bonprix, Nike, Puma, 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.