HOME TEXTILES
PANTS & JEANS
34%
Regulate Body
Temperature
24%
Illuminate
When Needed
Dresses
20%
Monitor
Perspiration
BABYWEAR
76%
WHAT THEY SHOP
German consumers look for comfort and quality in their clothing, and are willing to pay more to find that
quality. They own many basics – the most underwear and t-shirts of consumers in any country studied –
and pair these with denim jeans, dresses, and other fashionable outerwear. Germans look for cotton in
their most-worn clothing and especially prefer the fiber for bottomswear and babywear. Offer basics and
outerwear in cotton-rich fabrics that provide the quality and function German consumers seek.
TOP ITEMS OWNED
COTTON AS PREFERRED FIBER
PAY MORE FOR BETTER QUALITY
PERFORMANCE APPAREL
Underwear
T-shirts
22
Denim Jeans
21
7
7
PRIMARY PURCHASE DRIVERS
COMFORT 87%
FIT 84%
QUALITY 80%
COLOR 77%
2008
76%
2010
75%
2 012
68%
2014
66%
2016
68%
2018
76%
Likely to Purchase
80%
86%
prefer cotton or
cotton blends
for their
most-worn
clothing
25%
Relieve
Stress
INTIMATES
75%
81%
Average Number Owned
SHIRTS
70%
Consumers would like to know prior to purchase
21%
Monitor
Hydration
GLOBAL LIFESTYLE MONITOR: GERMANY
GLOBAL CONSUMER INSIGHTS
HOW THEY SHOP
German consumers shop at four types of stores on average - the most of all ten countries studied - both
online and in-store. Nine in ten (89%) Germans use the internet at least weekly and nearly all (96%) have
shopped for clothing online. With impulse buying on the decline, German consumers gather clothing
inspiration online via social media and retail resources, as well as using in-person sources such as friends
and in-store displays. Offer integrated online and in-person communication to help German consumers
plan their clothes shopping.
38%
67%
57%
32%
clothing research
pre-purchase questions
purchase
repeat purchase
in-store online
SHOPPING JOURNEY
RETAIL STORES SHOPPED FOR CLOTHING
CHAIN
65%
57%
45%
45%
42%
ONLINE ONLY
SPECIALTY
DEPARTMENT
MONO-BRAND
APPAREL SHOPPING HABITS
Buying Clothes on Impulse
68%
2008
63%
2010
57%
2 014
55%
2016
48%
2018
SOURCES FOR CLOTHING IDEAS
Window
Shopping
34%
48%
Shop online at
least once per month.
Other
People
54%
Traditional
Media
21%
Store
Publications
26%
Brand & Retailer
Digital Resources
28%
Social
Media
14 %
Consumers who prefer shopping in-store vs. online
62%
2012
Spotlight on Denim Jeans:
Reach denim-hungry German
consumers with communication about
denim jeans’ versatility, comfort, and style.
GLOBAL CONSUMER
INSIGHTS
GLOBAL LIFESTYLE MONITOR: GERMANY
German consumers spent $73
billion on clothing in 2017,
continuing its steady growth
since the global recession of
2008. Consumer spending on
apparel is expected to continue
expanding for a 39% growth by
2030. Reach savvy German
consumers with integrated
digital and traditional marketing
and versatile, high quality
clothing offerings.
APPAREL SPENDING
What They Shop: Meet
consumer demands for comfort
and quality with cotton-rich
basics and outerwear.
FINANCIAL
OUTLOOK
47% 56%
OPTIMISTIC
How They Shop: Help consumers plan
clothes shopping with cohesive online and
in-person campaigns.
US
$338.9
+56% growth
CHINA
$277.2
+193% growth
EU
$374.5
+52% growth
GERMANY
$73
¹
+39%
growth
PESSIMISTIC
Germany Global
11% 11%
Germany Global
*”Neither Optimistic/Pessimistic”
not shown
53
76
71
36
44
48
RUNNING
ERRANDS
78%
AT
WORK
71%
OUT TO
DINNER
52%
TO LOOK &
FEEL GOOD
43%
DENIM JEANS
SPOTLIGHT
SPOT
SPOT
Denim is the overwhelming choice of German consumers when they want to blend fashion, function, and
comfort. Germans own an average of seven pairs of jeans, the most of any consumers outside Latin
America. The garment is a fashion item, particularly for younger German consumers, and is prized for its
comfort by older consumers. White and blue collar workers view jeans as functional and stylish workwear,
as nearly half wear them five or more days per week. Market denim’s fashion, function, and comfort to
German consumers looking for bottomswear suitable for many occasions.
ENJOY OR LOVE DENIM
81%
66%
Germany
Global
DENIM JEANS TOP CHOICE BY OCCASION
EMPLOYMENT &
DENIM JEANS
DENIM JEANS FOR FASHION AND COMFORT
Consumers Who Prefer Denim Jeans When They Want To Be:
FASHIONABLE
COMFORTABLE
34% 31%
23% 30%
under 35 35+
Prefer Jeans
For Work
Wear Jeans
Five+
Days
/
Week
Professional/Executive
White Collar/Administrative
Blue Collar
Percentage Of Consumers Who:
PREFER DENIM, COTTON,
OR COTTON-BLENDS FOR
THEIR JEANS
91%