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
- Consumer spending
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- Figure 1: Germany: Consumer spending on clothing and footwear (incl. VAT), 2013-18
- Sector size and forecast
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- Figure 2: Germany: Specialist clothing retailers’ sales growth, 2013-18
- Inflation
- Channels of distribution
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- Figure 3: Germany: estimated distribution of spending on clothing and footwear, 2017
- Companies and brands
- Leading specialists
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- Figure 4: Germany: Annual sales growth of the leading specialist clothing retailers, 2017
- Market shares
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- Figure 5: Germany: Leading clothing retailers, sales as % of all spending on clothing and footwear, 2015-17
- Online
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- Figure 6: Germany: Online sales of clothing, 2014-17
- The consumer
- Where they shop for clothes
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- Figure 7: Germany: Channels used for buying clothes in the last 12 months, July 2018
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- Figure 8: Germany: Retailers used for buying clothes in the last 12 months, July 2018
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- Figure 9: Germany: Non-specialists stores used for buying clothes, July 2018
- Attitudes to shopping for clothes
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- Figure 10: Germany: Attitudes to shopping for clothes, July 2018
- What we think
Issues and Insights
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- Is the shift to online slowing?
- The facts
- The implications
- Tackling environmental concerns to appeal to older shoppers
- The facts
- The implications
The Market – What You Need to Know
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- Market for clothing grows 6.6%
- Clothing specialists grow sales 8.2% in 2017
- Inflation hits 1.7% in 2017
- Specialists dominate the clothing sector
Consumer Spending
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- Figure 11: Germany: Consumer spending on clothing and footwear (incl. VAT), 2014-18
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Sector Size and Forecast
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- Strong growth at the specialists in 2017
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- Figure 12: Germany: Specialist clothing retailers, sales (excl. VAT), 2014-18
- Figure 13: Germany: Specialist clothing retailers, forecast sales (excl VAT), 2018-23
Inflation
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- Inflation hits highest point in five years
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- Figure 14: Germany: Harmonised index of consumer prices, annual % change, 2013-17
- Figure 15: Germany: Harmonised index of consumer prices, annual % change, Jan 2017–Aug 2018
Channels of Distribution
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- Specialists continue to dominate sales
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- Figure 16: Germany: estimated distribution of spending on clothing and footwear, 2017
Companies and Brands – What You Need to Know
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- A mixed year for specialists
- Number of outlets declines
- H&M, the leading specialist
- Online share of clothing spending stalls
Leading Players
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- 2017 a mixed year for clothing specialists
- Esprit’s sales slide continues
- C&A brings in Alain Caparros
- Zalando leads growth and dips its toe in the physical world
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- Figure 17: Zalando outlet, Cologne
- Charles Vögele brand disappears from Germany
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- Figure 18: Germany: Leading specialist clothing retailers, sales (excl. VAT), 2015-17
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- Figure 19: Germany: Leading specialist clothing retailers, outlets, 2015-17
- Sales per outlet
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- Figure 20: Germany: Leading clothing specialists, sales per outlet, 2015-17
Market Shares
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- Figure 21: Germany: Leading specialist clothing retailers’ sales as % of all spending on clothing and footwear, 2015-17
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Online
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- Online activity
- Shopping for clothing online
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- Figure 22: Germany: Online purchasing, 2008-17
- Online share of clothing spending stalls
- 62% shop online
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- Figure 23: Germany: Channels used for buying clothes, July 2018
- Leading online/catalogue sellers
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- Figure 24: Germany: Where online/catalogue buyers shopped, July 2018
- H&M the most searched on Google
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- Figure 25: Germany: Search interest on Google, last 12 months, September 2017-August 2018
- Otto Group the largest online retailer of clothing
- 31% are members of Amazon Prime
- Zalando leads the specialists
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- Figure 26: Germany: Estimated online sales of clothing by major retailers, 2015-17
The Consumer – What You Need to Know
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- 62% shopped online for clothing
- C&A the most popular specialist
- Amazon the dominant non-specialist
- Environmental concerns influence choice of retailer
- Young people made to feel self-conscious by fashion campaigns
Where they Shop for Clothes
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- Two-thirds have shopped online for clothing
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- Figure 27: Germany: Channels used for buying clothes in the last 12 months, July 2018
- Online buying reaches across the age groups
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- Figure 28: Germany: Channels used for buying clothes in the last 12 months, by age group, July 2018
- C&A leads the pack
- Online specialists becoming significant specialists
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- Figure 29: Germany: Retailers used for buying clothing in the last 12 months, July 2018
- Customer profiles offer few surprises
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- Figure 30: Germany: Where they shop for clothing, by average age and household income, July 2018
- Amazon is the dominant non-specialist
- Troubles at the department stores
- Supermarkets account for a small share of purchases
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- Figure 31: Germany: Non-specialist stores used to shop for clothing, July 2018
- Store-based specialists continue to dominate the market
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- Figure 32: Germany: Stores used to shop for clothing, combined nets, July 2018
Attitudes to Shopping For Clothes
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- Shoppers driven by environmental concerns
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- Figure 33: Germany: Selected attitudes to shopping for clothes, July 2018
- A lack of loyalty
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- Figure 34: Germany: Selected attitudes to shopping for clothes, July 2018
- Research and inspiration
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- Figure 35: Germany: Selected attitudes to shopping for clothes, July 2018
- Over a third of 16-24 year olds made to feel self-conscious
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- Figure 36: Germany: “Fashion campaigns make me feel self-conscious about the way I look”, by age group, July 2018
- Attitudes by specialist retailer used
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- Figure 37: Germany: Attitudes to shopping for clothes, by where they shopped in the last 12 months: specialists, July 2018
- Attitudes by non-specialist used
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- Figure 38: Germany: Attitudes to shopping for clothes, by where they shopped in the last 12 months: non-specialists, July 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Data sources
C&A
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- What we think
- Playing the sustainability card
- Digital presents best opportunity for growth
- Store overhauls show potential
- Company background
- Company performance
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- Figure 39: C&A: Group financial performance, 2013/14-2017/18
- Figure 40: C&A: Outlet data, 2013/14-2017/18
- Retail offering
Esprit
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- What we think
- Apparent failure of turnaround plan brings future of group into question
- Downsizing process needs to continue but product and brand identity must improve
- Online still not firing on all cylinders but product to blame?
- Company background
- Company performance
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- Figure 41: Esprit: Group financial performance, 2013/14-2017/18
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- Figure 42: Esprit: Outlet* data, 2013/14-2017/18
- Retail offering
H&M Hennes & Mauritz
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- What we think
- A new fascia joins the stable
- Technology enhancing the customer experience
- A first in pet streetwear
- Localisation
- Making fashion circular
- COS expansion into China
- Company background
- Company performance
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- Figure 43: H&M Hennes & Mauritz: group financial performance, 2012/13-2016/17
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- Figure 44: H&M Hennes & Mauritz: outlet data, 2012/13-2016/17
- Retail offering
Grupo Inditex
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- What we think
- Online
- Where next
- Company background
- Company performance
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- Figure 45: Grupo Inditex, sales and outlets by format, 2017
- Figure 46: Grupo Inditex, performance by brand, 2016-17
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- Figure 47: Grupo Inditex: group financial performance, 2013/14-2017/18
- Figure 48: Grupo Inditex: outlet data, 2013/14-2017/18
- Retail offering
KiK
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- What we think
- KiK WhatsApp
- Advance of KiK17 store concept
- Halts US expansion plans to focus on Europe
- Bolstering multichannel proposition
- Corporate social responsibility commitment
- Company background
- Company performance
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- Figure 49: KiK: Group sales performance, 2013-17
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- Figure 50: KiK: Outlet data, 2013-17
- Retail offering
Primark
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- What we think
- Europe to remain focus of expansion
- Can Primark continue without an e-commerce presence?
- Company background
- Company performance
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- Figure 51: Primark/Penneys: group financial performance, 2013/14-2017/18
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- Figure 52: Primark/Penneys: outlet data, 2013/14-2017/18
- Retail offering
TJX International (TK Maxx Europe)
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- What we think
- Store openings pushing ahead
- Threat from online competitors?
- Company background
- Company performance
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- Figure 53: TJX International (TK Maxx Europe): Group financial performance, 2013/14-2017/18
- Figure 54: TJX International (TK Maxx Europe): Outlet data, 2013/14-2017/18
- Retail offering
Zalando
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- What we think
- Expanding brand partnership scheme
- Driving out friction in delivery, returns and payments
- Working towards delivering a truly personalised on-site experience
- Head-to-toe fashion
- Conversational commerce to tackle customer pain points
- Dealing with excess and unwanted stock in a non-wasteful manner
- Company background
- Company performance
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- Figure 55: Zalando: group financial performance, 2013-17
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- Figure 56: Zalando: key metrics, 2016-H1 2018
- Retail offering
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