The women's ready-to-wear market - Germany

1.1 Introduction

The women's ready-to-wear market encompasses all stages involved in the sale and production of women's clothing. There are different market segments to distinguish, which do not cater for the same clientele.

• Luxury women's ready-to-wear,
• Mid-range and high-end women's ready-to-wear,
• Women's fast fashion, which is in decline,
• Sustainable women's ready-to-wear,
• Women's sportswear ranges.

The global market for women's ready-to-wear is constantly evolving, thanks to the constant evolution of fashion. It is a highly developed market: the latest studies show that it should reach over 850 billion dollars before 2026. However, certain segments of this market are on the verge of disappearing or they are evolving towards a more eco-friendly production.

In Germany, the women's ready-to-wear market is no exception. German customers are demanding, looking for high-quality garments made from sustainable materials at an affordable price. Average annual growth in this market is over 3% in Germany, and it doesn't really seem to be impacted by short-term economic crises, with the exception of very high-end products whose sales are decreasing. This decline is notably due to the decline in purchasing power.

Large multinationals such as H&M and Zara are present in Germany, but German firms have recently become more popular in the public eye. These are mainly :

• Internet-only fashion brands (to reduce fixed costs),
• New companies offering ethically produced ready-to-wear clothing,
• Companies that produce only what is ordered (reduced environmental impact).

Sustainable and ethically produced women's ready-to-wear has been the most popular choice among German consumers for several years now. With the development of remote work, homewear such as tracksuits or warm winter outfits are now among the must-haves for German consumers that are following the latest trends.