Export Marketing Survey: German Market for Textile and Clothing

This Project is financed
by the European Union
Support to Export Promotion
and Investment Attraction in
the Republic of Moldova
EuropeAid/126810/C/SER/MD
This Project is implemented by a
Consortium led by GFA
Consulting Group
Consumption trends
Price-quality
ration
Individualisation
of consumption
Fast fashion
Growing low-price
segment
Dynamic men’s
wear market
Increasing
demand for plus
size
The market for clothing is becoming more mature and saturated, with
abundance of producers and retailers offering fashionable clothes.
German consumers are price sensitive and are mindful of a good price‐quality
ratio. The consumer behaviour also tends towards “cross‐shopping”, meaning
that the customer makes use of various sales channels (e.g. online‐shopping,
discounter, single brand store).
Furthermore there is a clear tendency towards individualisation of consumption,
leading to differentiated customer request. Especially the sale of clothing
accessories benefit from this trend, as many consumers rely on fashion
accessories to embellish an outfit to distinguish them from others.
The market saturation and trend individualisation of consumption is leading to
“fast fashion” ‐ a rapid change of fashion collections . For instance, the average
number of collections on sale in 2007 was 4,7 whereas in 2010 manufactures and
retailers will present up to 6,8 collections (of which 80% are upmarket articles).
The outwear market in wide spread, reaching from high price luxury and upper
middle price segment (together approx. 20% market share) to low middle and
very low price segment (approx. 50% market share). The overall development of
the market reflects the growing disparity between the different economic strata
of German society, and the increasing number of poor and relatively poor German
residents. Thus many German consumers with lower incomes will continue to
seek low‐price clothes in a steadily growing discount sector. On the other hand,
quality and convenience will become more important, and the youthful outlook of
the older consumers will strengthen designer and sports labels.
The men’s wear market is expected to become the most dynamic, driven by the
increasing number of men who are fashion‐conscious. This is one of the major
factors, besides also demographic changes, to boost the growth of sports and
leisure wear.
Furthermore the demand for plus size / oversize clothing is expected to increase
in the coming years.
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