Table of Contents
Overview
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- What you need to know
- Areas covered in this report
Executive Summary
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- The market
- Spending on clothing and footwear
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- Figure 1: Germany: Spending on clothing and footwear as % all retail sales, 2011-17
- Inflation
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- Figure 2: Germany: Consumer prices for clothing and footwear – Annual % change, 2016-17
- Consumer confidence
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- Figure 3: Germany: Consumer and retailer confidence levels, November 2016-August 2017
- Channels of distribution
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- Figure 4: Germany: Estimated distribution of spending on clothing and footwear, 2016
- Sector size and forecast
- Leading players
- Key metrics
- Market shares
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- Figure 5: Germany: Leading clothing retailers, Sales as % all spending on clothing and footwear, 2014-16
- Online
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- Figure 6: Europe: Proportion of people saying they have bought clothing or sports goods online in the last year, 2011-16
- The consumer
- Where they shop
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- Figure 7: Germany: Where people shopped for clothing in the last 12 months by type of retailer, in-store vs online, September 2017
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- Figure 8: Germany: Profile of clothing shoppers by type of retailer used, whether in-store or online, September 2017
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- Figure 9: Germany: Profile of clothing shoppers, by retailer, whether in-store or online, September 2017
- Attitudes to shopping for clothes
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- Figure 10: Germany: Attitudes to buying clothes, September 2017
- What we think
Issues and Insights
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- The market is changing
- The facts
- The implications
- Online and in-store sales – Understanding each other’s strengths
- The facts
- The implications
The Market – What You Need to Know
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- Consumer confidence
- Clothing and footwear spending underperforming
- Inflation low
- Clothing and footwear specialists take over half of category spending
Spending and Inflation
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- Economy and consumer confidence
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- Figure 11: Germany: Consumer and retailer confidence levels, November 2016-August 2017
- Inflation
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- Figure 12: Germany: Consumer prices of clothing and footwear, Annual % change, 2012-16
- Figure 13: Germany: Consumer prices of clothing and footwear, annual % change, 2016-17
- Consumer spending on clothing
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- Figure 14: Germany: Consumer spending (inc VAT), 2012-17
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- Figure 15: Germany: Spending on clothing and footwear as % all retail sales, 2011-17
Market Segmentation
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- Figure 16: Germany: Clothing market, estimated segmentation, 2012-16
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Channels of Distribution
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- Figure 17: Germany: Estimated distribution of spending on clothing and footwear, 2016
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Sector Size and Forecast
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- Clothing specialists recovering
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- Figure 18: Germany: Specialist clothing retailers’ sales as % all spending on clothing, 2007-17
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- Figure 19: Germany: Specialist clothing retailers, sales (excl. VAT), 2012-17
- Too early to forecast if the recovery will be sustained
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- Figure 20: Germany: Specialist clothing retailers, forecast sales (excl VAT), 2017-22
Leading Players – What You Need to Know
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- Young fashion retailers are growing
- Older focussed retailers are often struggling
- Price-led retailers also doing well
- Fragmented market
- Online is growing
Leading Players
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- Figure 21: Germany: Leading clothing specialists, sales (excl Vat), 2014-16
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- Figure 22: Germany: Leading clothing specialists, Outlets, 2014-16
- Figure 23: Germany: Leading clothing specialists, sales per outlet, 2014-16
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Market Shares
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- Figure 24: Germany: Leading clothing retailers, Sales as % all spending on clothing and footwear, 2014-16
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Online
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- Shopping for clothing online
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- Figure 25: Europe: Proportion of people saying they have bought clothing or sports goods online in the last year, 2011-16
- Online clothing market size
- Leading online players
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- Figure 26: Germany: Online clothing sales of leading online clothing retailers (excl. Vat), 2014-16
- Figure 27: Germany: Leading online pure players, Clothing sales as % all spending on clothing and footwear, 2014-16
The Consumer – What You Need to Know
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- Specialists losing out
- Sales per customer lower online
- Shops and home shopping used interchangeably
- Shopper profiles
- Younger shoppers use more outlets
- Quality more important than fashion
- Green attitudes
Where they Shop
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- Figure 28: Germany: Where people shopped for clothes in the last 12 months, by type of retailer, September 2017
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- Figure 29: Germany: Where people shopped for clothes in the last 12 months, September 2017
- Online growing
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- Figure 30: Germany: Proportion of shoppers at department stores, in-store and online, 2014, 2016, 2017
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- Figure 31: Germany: Proportion of online shoppers, 2014, 2016, 2017
- Customer profiles by type of retailer
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- Figure 32: Germany: Profile of clothing shoppers by type of retailer, whether in-store or online, September 2017
- Customer profiles by named retailers
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- Figure 33: Germany: Profile of clothing shoppers, by retailer, whether in-store or online, September 2017
- Number of retailers used
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- Figure 34: Germany: Repertoire of where people shopped for clothes, whether in-store or online, September 2017
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- Figure 35: Germany: Profile of customers by number of clothing outlets used, whether in-store or online, September 2017
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Attitudes to Shopping for Clothes
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- Figure 36: Germany: Attitudes to shopping for clothes, September 2017
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- Figure 37: Germany: Profile of those who agree with attitude statements, September 2017
- Attitudes by retailer
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- Figure 38: Germany: Attitudes to shopping for clothes, by people who shop at mass market multiples, September 2017
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- Figure 39: Germany: Attitudes to shopping for clothes, by people who shop at department stores (incl. P&C), September 2017
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- Figure 40: Germany: Attitudes to shopping for clothes, by people who shop at online pureplayers, September 2017
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Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
C&A
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- What we think
- Restructuring aims to return company to growth by 2021
- New European boss brought in to develop omnichannel
- Company background
- Company performance
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- Figure 41: C&A: Group sales performance, 2012/13-2016/17
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- Figure 42: C&A: Outlet data, 2012/13-2016/17
- Figure 43: C&A (Europe): Outlets by country, October 2017
- Retail offering
Esprit
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- What we think
- Downsizing is happening but slowly
- Time for menswear exit?
- Online pause hopefully a temporary blip
- Where now?
- Company background
- Company performance
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- Figure 44: Esprit Europe: Group financial performance, 2012/13-2016/17
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- Figure 45: Esprit Europe: Outlet data, 2012/13-2016/17
- Retail offering
H&M Hennes & Mauritz
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- What we think
- Looking beyond fast fashion
- A more seamless shopping experience
- New designer collection aims to appeal to fashion conscious male shoppers
- New loyalty scheme with exclusive offers and brand experiences
- Focusing on offering sustainable finishing processes and eco-friendly materials
- Company background
- Company performance
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- Figure 46: H&M Hennes & Mauritz: Group financial performance, 2011/12-2015/16
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- Figure 47: H&M Hennes & Mauritz: Outlet data, 2011/12-2015/16
- Retail offering
Grupo Inditex
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- What we think
- Inditex retains strong position but must continue to innovate
- Brand extensions
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- Figure 48: Stradivarius menswear collection, 2017
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- Figure 49: Pull&Bear beauty range, 2017
- Digital innovations
- Company background
- Company performance
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- Figure 50: Grupo Inditex: Group financial performance, 2012/13-2016/17
- Figure 51: Grupo Inditex: % share of sales, by retail brand, 2015/16-2016/17
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- Figure 52: Grupo Inditex: Sales and operating profit, by major retail brand, 2012/13-2016/17
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- Figure 53: Grupo Inditex: Outlet data, by region, at January 2017
- Figure 54: Grupo Inditex: Store numbers, by retail brand, at January 2016 and January 2017
- Figure 55: Grupo Inditex: Outlet data, 2012/13-2016/17
- Retail offering
KiK
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- What we think
- KiK17 store concept
- Charles Vögele stores acquisition
- Entering the US market in 2019
- Bridging the gap between in-store and online shopping
- Bolstering eco and social responsibility credentials
- Company background
- Company performance
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- Figure 56: KiK: Group sales performance, 2012-16
- Figure 57: KiK: Outlet data, 2012-16
- Retail offering
TJX International (TK Maxx Europe)
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- What we think
- Room for growth
- Attracting a broad demographic
- Launching new loyalty scheme in the UK and Ireland
- Company background
- Company performance
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- Figure 58: TJX International (TK Maxx Europe): Group financial performance, 2012/13-2016/17
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- Figure 59: TJX International (TK Maxx Europe): Outlet data, 2012/13-2016/17
- Retail offering
Zalando
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- What we think
- Mobile is at the heart of the business
- Prioritising delivery to drive customer loyalty
- Geo-localised delivery being trialled
- Moving from following to leading
- Integrated commerce links up online and offline channels
- Fulfilment service reaches out to brands
- Company background
- Company performance
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- Figure 60: Zalando: Group financial performance, 2012-16
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- Figure 61: Zalando: Key metrics, 2015-H1 2017
- Retail offering
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