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Summary of our market study
The global menswear market has grown steadily, with an annual increase of around 2.4%. In 2020, the challenges associated with the COVID-19 crisis led to a drop in sales, but a rapid recovery has been observed with global sales estimated to reach 555 billion euros in 2023. The German market, renowned for its quality, followed this trend and even saw its sales increase by 19.6%, reaching a total of 23.3 billion euros in 2023. Despite the relocation of a large proportion of production abroad, Germany retains a strong presence in international trade, being the third largest exporter of textiles. German consumers, with their above-average purchasing power (26,271 euros per capita in 2023), are interested in sustainability, but are hardly willing to pay more for it. They have distinct purchasing behaviors, with men favoring quality brands and often buying out of necessity rather than pleasure. The entry into force of the Supply Chain Act (LkSG) in January 2023 underlines Germany's commitment to ethical practices in the sector. Major market players such as Adidas, HUGO BOSS and Zalando have navigated the landscape with varying degrees of success, with sales figures reflecting their market segmentation strategies.
Trends in the German menswear market:
The German menswear market is marked by a strong demand for quality products and a notable penchant for sustainable, personalized offerings. Worldwide, the menswear market is expected to reach sales of around €555 billion in 2023, and is growing steadily at a compound annual growth rate (CAGR) of around 2.4%, suggesting a market volume approaching €610 billion by 2027. German consumers, who place great importance on quality, have fostered the success of local brands such as HUGO BOSS and OLYMP. These brands, among others, thrive in the market not only on their high-quality products, but also on their commitment to offering excellent online shopping experiences and personalization options. The integration of augmented reality technologies into online sales is becoming a competitive differentiator by enriching the customer experience. German menswear brands have earned a reputation for quality while meeting the challenges of a changing landscape, where production has been relocated abroad to exploit economic efficiencies. Despite a setback in 2020 due to the global COVID-19 crisis, the German menswear market has recovered, recording sales of around €20 billion to €25 billion in 2023, reflecting an increase of almost 20%.
Trade data reveal that around 75% of German textile and clothing industry exports go to EU member states, with Asia the main source of imports. Domestically, Germany maintains its position as the third-largest textile exporter after China and India. German consumers, with an average purchasing power of between €25,000 and €27,000, tend to spend less per item of clothing than their neighbors such as Luxembourg and Austria. Even though the COVID-19 pandemic led to a drop in overall consumer spending, German households continued to buy clothes, even though they are more thrifty than their European compatriots. Consumer behavior shows a divergence in buying habits by gender, with around a third of the population indifferent to fashion trends. German men tend to be "must-have" shoppers, preferring practical purchases to pleasurable ones, and preferring trustworthy brands, which is potentially rethis is potentially indicative of the current inclination towards omnichannel retailing, where consumers seamlessly blend in-store and online shopping experiences. Sustainability is gaining ground among German shoppers, underlining a trend towards second-hand fashion, which aligns with the eco-conscious mindset. At least 56% of consumers say they buy second-hand clothes at least once a year, attracted by the appeal of sustainability and ecology.
Key representatives shaping the menswear market landscape
The menswear sector is a diverse and extensive market, home to an assortment of key players who dominate their niche segments and contribute significantly to industry dynamics. Here, we highlight the brands and retailers that are making a lasting impact on the menswear scene.
- Adidas AG is at the forefront as a major sporting goods manufacturer, known for its iconic footwear and leisurewear that permeates men's sportswear fashion. With a heritage spanning decades, Adidas continues to combine functionality and avant-garde design, appealing to both athletes and style-conscious consumers.
- About You Holding SE, on the other hand, has carved out a niche for itself as an online retailer, offering a wide range of apparel, footwear and accessories. The company caters to a computer-savvy clientele, offering a personalized shopping experience tailored to individual preferences and the latest trends.
- For men who prefer tailoring, Olymp Bezner KG specializes in impeccable shirts and garments, distinguished by attention to fit, materials and craftsmanship. Their products stand for quality and classic style in men's business and formal wear.
- WormlandGmbH& Co. KG is an illustrious department store chain serving the high-end segment of the market. It brings together under one roof a range of high-end brands, aimed at men who seek sophistication and luxury in their clothing choices.
- Located at the intersection of lifestyle and high-end textile products, Breuninger GmbH & Co. has built its reputation on offering a premium shopping experience. Its outlets offer a mix of fashion, accessories and lifestyle products to a discerning clientele.
- Hugo Boss AG, the titan of the high-end apparel segment, stands out for its high-end clothing, leather goods and accessories. Men and women turn to Hugo Boss for contemporary elegance and superior quality, with menswear reflecting the brand's commitment to modern business attire.
- GörtzRetail GmbH has grown from a shoe retailer to offer a range of men's and women's clothing. This is testament to its adaptability and understanding of the changing fashion landscape, as well as the interconnection between footwear and clothing style choices.
- Retail giant H&M represents a one-stop shop for fashion that combines affordability and trends. It offers a vast selection of women's, men's and children's clothing, with a focus on providing quality products and services.
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Summary and extracts
1 Synthèse du marché
1.1 Introduction
The men's clothing market applies to the manufacture and sale of men's clothing. There are different categories such as sportswear, formal wear or casual wear. This market has a continuous annual growth of about 2.4% per year worldwide.
In Germany, the menswear market isalso experiencing strong growth. German consumers attach great importance to the quality of the products they consume. As a result, there is strong demand for high-quality clothing.
The menswear market in Germany includes globally renowned brands such as HUGO BOSS and OLYMP. These companies have a strong presence. They have many physical stores and are particularly active online. Other local companies like Breuninger and Görtz have also developed. These brands are so successful because they manage to offer different criteria such as:
- High-quality products
- good online shopping experience
- Personalization options
Sustainable and environmentally friendly products are preferred by German consumers. Consumers are also looking for products that can be personalized. Companies in the industry have already adapted to this new demand by offering online personalization options.
Companies that are able to integrate the latest augmented reality technologies into their online sales processes can differentiate themselves from the competition by providing a better customer experience. New innovative companies can then stand out from market giants such as HUGO BOSS.
1.2 A globally growing market
Global sales for men's ready-to-wear clothing are expected to reach*** billion euros in **** estimated. The market is expected to grow at a CAGR (***) of*,*%until ****. This year, the global market volume is forecast to be around €***.** billion.
Global Menswear Market Worldwide, **** - ****, in billion euros Source: ****
The USA represents the strongest ...
1.3. German market records slight growth
The German menswear market is a significant sector of the textile industry. Demand for high-quality menswear in Germany is high and the range of products on offer is correspondingly broad. In ****, like many others, the industry experienced a decline in sales due to the global COVID-** crisis. However, the industry quickly ...
1.4 International trade
The main business partners of the German textile and clothing industry are mainly to be found within the European Union, with around **% of the total export value going to these member states. The second most important market is other European countries and Asia. The import of textiles in Germany comes mainly ...
2 Analyse de la demande
2.1 Men's clothing is a large part of the clothing industry
above-average purchasing power in Germany
In **** , the price-adjusted disposable household income per inhabitant:in in Germany is **,*** euros[***].
Household income and purchasing power Germany, ****, in euros Source: ****
consumer spending on
declining
German market
most important
Consumer spending by private households on clothing and footwear Germany, **** - ****, in % Source: ****
Although German consumers ...
2.2 Google Trends analysis
The analysis of Google Trends provides interesting insights into consumer behavior and demand for specific products. Particularly with regard to men's clothing, it shows that this is in demand all year round, with only a slight seasonal dependency. However, there is evidence that men tend to be more interested in fashion ...
2.3 The buying behavior of men
A survey of more than *,*** consumers by the fashion association Deutschland German Fashion showed that almost a third of people in Germany have no interest in fashion trends. This is also reflected in their buying behavior. The survey shows that **% of men surveyed are not interested in fashion trends and fashion, ...
2.3 Sustainability
Although fashion production and consumption are high, customers are increasingly paying attention to sustainability when shopping. A recent survey by McKinsey shows that more than **% of consumers said that a brand's sustainability record was important when making purchasing decisions. Consumers are paying attention to all aspects of sustainability, from supply chain ...
2.4 Second hand in trend
As German consumers become increasingly aware of sustainability issues, the popularity of second-hand clothing is growing, as is the number of second-hand stores. Second hand includes clothes that have already been worn but are still in good condition. The concept behind this is to live more sustainably by buying clothes that ...
3 Structure du marché
3.1 Value chain
The production of menswear makes a major contribution to the value chain in Germany:
Contribution of the German fashion industry to gross value added Germany, ****, in % Source: ****
Textile supply and production chains are highly complex and globally ramified. For example, a simple shirt for men goes through around *** production and delivery ...
3.2 Challenges of the textile industry
The information portal Fashion Network reports: The entire textile industry faces major challenges in ****. On the one hand, there is a vulnerable, branched value chain as described in the previous chapter; on the other hand, companies producing in Germany are facing rising production costs. The rising costs pose challenges in the ...
3.3 Direct and indirect sales
As discussed in Chapter *.* (***), consumers of men's clothing prefer good quality brands on the one hand, but therefore do not want to spend a lot of money. It is therefore necessary to find a suitable distribution structure. A distinction can be made between indirect and direct distribution channels, whereby indirect distribution ...
3.4 Desire for omnichannel
In the future, brick-and-mortar retail and online retail will be increasingly linked, as many customers use both channels. They often search for products in the store and are happy to receive advice from staff before ultimately making purchases online. It is important to recognize that online and offline sales should not ...
4 Analyse de l'offre
4.1 Product typology and prices
The following table gives an overview of the main products available on the market for men's ready-to-wear.
The consumer price index measures the average price development of all goods and services purchased by private households for consumption purposes[***]. The consumer price index for the men's ready-to-wear clothing market shows significant price ...
4.2 Players on the market
The biggest brands and retailers with men's clothing in the range
Source: ****
Players on the market for second hand clothing
While second hand stores in stationary trade are mostly smaller, owner-operated or financially supported stores, there is a wide range of large second hand stores in the field of e-commerce. Online ...
5 Règlementation
5.1 Supply Chain Act
Supply Chain Act (***) - Act on corporate duty of care in supply chains
Since January *, ****, the Supply Chain Act (***) has been in force in Germany, which for the first time regulates corporate responsibility for the observance of human rights in supply chains. The law affects German companies that employ more than ...
6 Positionnement des acteurs
6.1 Segmentation of the players
- OLYMP
- Wormland
- Breuninger
- Hugo Boss
- Görtz Retail
List of charts presented in this market study
- Global market for men's ready-to-wear
- Top 5 top-selling nations for men's clothing
- Annual sales menswear in Germany
- Trade balance of German companies on the world market
- Export ratio of German manufacturers for clothing
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Hugo Boss relaunches its brand. - 02/08/2023
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