Germany Apparel Consumer Insights – Who Shops, What do they Shop, How do they Shop and Why do they Shop
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Germany Apparel Consumer Insights Report Overview
According to GlobalData’s Germany Consumer Survey, conducted in December 2023, it was identified that many German consumers continue to suffer from the impact of high inflation, which is expected to worsen in the coming months. As a result, consumers were spending less on retail products, with many switching to cheaper brands and doing more price comparisons online. Major German retailers such as Zalando and Otto were offering myriad options and easy price comparisons to benefit from the online shopping trend. Moreover, quality and price were the biggest purchase drivers, while sustainability and resale were observed to be less important in the German apparel market.
The ‘Germany Apparel Consumer Insights Report’ provides detailed insights into consumer sentiment among apparel shoppers in Germany. This report offers a detailed analysis of the market with the impact of recent events on customer shopping behavior, key apparel retailers, and channel usage.
Leading Brands | · Adidas
· Nike · H&M · Puma · C&A |
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Germany Apparel Consumer Insights - Consumer Sentiment
German consumers remained pessimistic about the economy, although they were trading down to cheaper brands and comparing prices online to deal with higher prices. Almost one-third of shoppers planned to cut back on apparel in the next six months, to offset higher spend on essentials. Additionally, female consumers look forward to being more frugal over their apparel purchases in the next six months, compared to their male counterparts. This is because females typically are more trend driven and they purchase higher volumes and therefore have more space to cut back as costs rise. Furthermore, consumers over 45 will spend less on apparel. It aligns with this demographic’s more pessimistic views on the economy and their finances, though it will also be due to fashion being less important to older shoppers.
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Germany Apparel Consumer Insights - Who Shops & What They Purchase
Though the majority of consumers across all age and gender groups purchased apparel (clothing, footwear and/or accessories) in the past year, females, especially those aged between 25-64 were the leading consumer group for the German apparel market in the past year. Accessories purchases were significantly weighted by young females as they prioritized fashion trends.
Everyday casualwear was the most popular style purchased by apparel shoppers in 2022. Sportswear was the second most preferred category, implying that German consumers continue to favor comfortable and multifunctional athleisure.
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Germany Apparel Consumer Insights - Where People Shop
The online shopping market in Germany is more advanced, with several dominant online pure plays such as Zalando and Otto, making it quick and easy to shop via this channel. The leading global apparel brands include Adidas, Nike, H&M, Puma, and C&A among others. Among these, Adidas was the most popular among German shoppers in 2022.
Global Apparel Brands Preferred by Consumers in 2022
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Germany Apparel Consumer Insights - Drivers
Value for money was the prime factor influencing German consumers’ apparel purchases. It was followed by quality and price. Sustainability and ethics were also gaining greater attention from consumers. However, these factors were less important to German shoppers than those in Spain, France, and Italy. 16-24s were influenced the most by these factors though and will carry these behaviors with them as they age.
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Scope
- This report provides detailed consumer insights into Germany’s apparel market.
- The report centers on consumer sentiment, categories purchased, and channel usage.
- The report also covers motivations for purchasing, purchase frequency, and the most popular global brands.
Key Highlights
- More than 30% of German consumers plan to cut back on their clothing and accessories spending over the next six months, as well as more than 27% for footwear.
- Most German consumers prefer to buy classic styles that can be worn for many different occasions.
- Sustainability and ethics are less important purchase drivers among apparel shoppers in Germany than in France, Italy, and Spain.
Reasons to Buy
- Identify how rising inflation is influencing how and where German consumers shop
- Understand consumer sentiment in the German apparel market and what this means for apparel brands’ next steps
H&M
C&A
Nike
Puma
Levi’s
Tommy Hilfiger
Hugo Boss
Zara
Primark
Skechers
Calvin Klein
Lacoste
Shein
The North Face
Table of Contents
Frequently asked questions
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Which was the leading channel in the German apparel market in 2023?
More German consumers shopped online in 2023 owing to the availability of wide choices and easy price comparison.
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Which was the prime factor influencing German consumers’ apparel purchases in 2023?
Value for money was the prime factor influencing German consumers’ apparel purchases in 2023.
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Which were the leading global apparel brands preferred by consumers in 2022?
The global apparel brands preferred by consumers in 2022 include Adidas, Nike, H&M, Puma, and C&A among others.
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