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Resale and rental models become increasingly prominent
The apparel and footwear market in Germany experienced cautious consumer spending in 2025 due to global instability and inflationary pressures, but saw a significant shift towards sustainable and inclusive products. Resale and rental models expanded, with resale platforms like Vinted, Momox, and Zalando Pre-owned thriving. The market is expected to grow, driven by advancements in technology and a shift towards sustainable practices, with retail sales projected to increase at a current value CAGR of 2% to EUR71.7 billion by 2030. Apparel remains the dominant category, with a retail volume of 2,162 billion units and a retail value of EUR54.7 billion in 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Apparel and Footwear industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Childrenswear
- Apparel and Accessories
- Menswear
- Womenswear
- Jeans
- Hosiery
- Footwear
- Sportswear
If you're in the Apparel and Footwear industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Apparel and Footwear in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Apparel and Footwear in Germany?
- Which are the leading brands in Germany?
- How are products distributed in Germany?
- How is the rise of e-commerce shaping demand?
- What % of apparel and footwear sales are made via grocery retailers?
- Do consumers want premium quality or fast fashion?
- How will COVID-19 and recession impact demand?
- How important is sustainability in Apparel and Footwear in Germany?
- Where is future growth expected to be most dynamic?
Apparel and Footwear in Germany
Resale and rental models become increasingly prominent
Chart 1 Key Trends 2025
Chart 2 Analyst Insight
Resale and rental models drive sustainable fashion
Apparel demand shaped by preferences for sustainable and affordable fashion
Dynamic growth in resale and rental services
Sustainable practices and technology drive market growth
Chart 3 E-dress Goes on an Offline Tour for the First Time
Apparel offers stable growth prospects
Sportswear emerges as fastest-growing area driven by technology
H&M and C&A maintain lead despite Shein’s growth
Zalando’s acquisition of About You reshapes e-commerce landscape
Retail offline leads apparel and footwear sales despite e-commerce growth
Retail e-commerce drives growth with AI-driven personalisation
AI personalisation tools and virtual try-on bolster appeal of e-commerce
Chart 4 More Personal and Smarter - the Zalando Assistant
Sustainability drives innovation in product design
Chart 5 BFW Joins Forces with CFW to Accelerate the Industry's Sustainability Efforts
Chart 6 Real GDP Growth and Inflation 2020-2030
Chart 7 PEST Analysis in Germany 2025
Chart 8 Key Insights on Consumers in Germany 2025
Chart 9 Consumer Landscape in Germany 2025
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Childrenswear in Germany
KEY DATA FINDINGS
Strong inclination towards sustainability
Chart 10 Key Trends 2025
Chart 11 Analyst Insight
Eco-conscious parents drive demand for sustainable childrenswear
Baby and toddler wear sees strongest growth
Resale and rental drive growth in childrenswear
Chart 12 Rental Exerts Growing Influence
Parents prioritise sustainability and affordability in childrenswear
Girls’ apparel to become largest category by volume
Resale and rental trend to exert growing influence
Leading brands maintain share through diverse strategies
No significant mergers or new product launches reported
Retail offline dominates childrenswear sales despite e-commerce growth
Apparel and footwear specialists drive retail offline sales
E-commerce growth driven by convenience and technology
Chart 13 Infantium Victoria Wins PETA Award 2025
Sustainable materials and circular fashion drive innovation
Apparel Accessories in Germany
KEY DATA FINDINGS
Polarisation causes problems for mid-priced brands
Chart 14 Key Trends 2025
Chart 15 Analyst Insight
Market polarisation, with sustainability contributing to slowdown in value sales growth
Chart 16 Consumers are Looking for High-End Brands and Ultra-Fast Fashion
Lutz Morris emphasises sustainability with local production
Chart 17 Lutz Morris Wins Munich Fashion Award (Accessories) in 2025
Gloves and scarves shape market dynamics
Sustainable practices and technology reshape apparel accessories
Gloves and scarves to remain largest categories in 2030
Technological innovation drives fastest growth in other apparel accessories
Leading brands maintain market share amidst polarisation
Opportunities emerge for new entrants and innovative products
Retail offline remains dominant despite e-commerce growth
E-commerce gains traction with convenience and flexibility
New retail concepts not expected to emerge in 2026
Technological innovation drives growth in other apparel accessories
Menswear in Germany
KEY DATA FINDINGS
Rental and resale plays a key role in driving growth
Chart 18 Key Trends 2025
Chart 19 Analyst Insight
Resale and rental drive sustainable menswear growth
Men's outerwear dominates menswear sales
No new launches in menswear resale and rental
Tech-savvy consumers drive sustainable menswear growth
Men's outerwear maintains lead in menswear sales
E-commerce innovations enhance the shopping experience
H&M and Hugo Boss lead menswear market with value and premium offerings
Digitalisation and sustainability drive opportunities for menswear businesses
Zalando's AI-powered assistant drives e-commerce growth
Chart 20 More Personal and Smarter - the Zalando Assistant
Apparel and footwear specialists lead offline sales
Growing role for e-commerce
Sustainability and inclusivity drive product innovation
Innovative products reflecting sustainability and inclusivity
Chart 21 Armedangels Launches Democracy Campaign with Artist, Eike König
Womenswear in Germany
KEY DATA FINDINGS
A challenging market environment
Chart 22 Key Trends 2025
Chart 23 Analyst Insight
Resale and rental drive sustainable fashion forward
Women's outerwear dominates market share
E-dress revolutionises fashion with offline tour
Chart 24 E-dress Goes on an Offline Tour for the First Time
Sustainability and technology drive womenswear forward
Women's outerwear remains largest category
Circular economy and digitalisation reshape womenswear
H&M and Lidl lead as market share shifts
Chart 25 H&M Continues its Exploration of Creativity with AI
Opportunities arise from market shifts and trends
Retail e-commerce drives womenswear sales with AI-powered tools
Apparel and footwear specialists leads retail offline channels
Investing in sustainability and digitalisation
Sustainability and inclusivity drive product innovation
Primark's inclusive mannequins set new standard
Chart 26 Primark Brings Wheelchair Mannequins into Stores and Shop Windows
Jeans in Germany
KEY DATA FINDINGS
Upmarket shift in demand
Chart 27 Key Trends 2025
Chart 28 Analyst Insight
Mixed performance across different jeans categories
Economy jeans leads in terms of sales volume
Sustainability drives growth in super premium jeans
Chart 29 Growing Focus on Sustainability
Rising incomes and sustainability drive super premium sales
Economy jeans to maintain largest share
Super premium jeans to see growth driven by sustainability and innovation
Leading companies maintain strength amidst market polarisation
Chart 30 Jeans Seeing Polarisation
Evolving conditions present opportunities
Retail offline remains dominant despite e-commerce growth
E-commerce sees significant growth
Sustainability and omnichannel presence drive jeans retail
Sustainable practices drive innovation in higher-end jeans
Eco-friendly jeans innovations
Hosiery in Germany
KEY DATA FINDINGS
Trend towards premium products
Chart 31 Key Trends 2025
Chart 32 Analyst Insight
Market polarisation, with some consumers turning to premium hosiery products
Non-sheer hosiery leads the market in 2025
Sheer hosiery benefits from fashion trends
Consumers look for premiumisation and sustainability
Non-sheer hosiery remains dominant
Sustainability and functionality to drive future growth
Premium brands and private label drive market polarisation
No significant mergers or new product launches observed
Online channel grows as brick-and-mortar remains preferred choice
Stability in retail landscape
Retail e-commerce drives sales with convenience and subscriptions
Sustainability and technology drive hosiery innovation
Innovative brands focus on sustainable and customised products
Footwear in Germany
KEY DATA FINDINGS
Footwear shows resilience
Chart 33 Key Trends 2025
Chart 34 Analyst Insight
Disposable income growth supports moderate footwear sales
Women's footwear remains largest category, driven by demand for functional and customisable products
Sustainability and innovation drive dynamic growth in specific footwear categories
Chart 35 8beaufort.hamburg Shows a Clear Edge When It Comes to Sustainability
Sustainability and customisation drive future growth
Women's footwear dominates market
E-commerce gains momentum in footwear sales
Deichmann and sportswear brands lead market
Sustainability drives challenger brand success and market evolution
Puma and Meta lead innovation with mixed-reality shopping
Chart 36 Puma and Meta Launch Mixed-Reality Shopping Experience for Basketball Shoe Debut
Retail e-commerce sees growth in footwear sales
Omnichannel strategies to shape future footwear sales
Sustainable design drives innovation in footwear products
Chart 37 Salomon Index.03 Sneaker Takes sustainability and Running Performance Seriously
Sportswear in Germany
KEY DATA FINDINGS
Growing focus on sustainability in an increasingly polarised market
Chart 38 Key Trends 2025
Chart 39 Analyst Insight
Cautious consumer spending fuels growth in sportswear sales
Sports apparel drives sportswear sales
Polarisation drives demand for affordable sportswear options
Brands invest in technology and sustainability to drive growth
Emerging brands capitalise on demand for elevated sportswear
Price-conscious consumers drive demand for affordable sustainable sportswear
adidas and lululemon drive polarisation with innovative products
Chart 40 Under Armour Enters the Sportswear Fashion Race
Polarisation and innovation create opportunities for businesses
Retail offline retains lead despite e-commerce growth
E-commerce gains traction with technological advancements
Polarisation shaping sportswear distribution in Germany
Sustainability drives innovation in sportswear design
Chart 41 Puma Surpasses Eco-materials Goal
Ai and tech innovation enhance operational efficiency
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Apparel and Footwear
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-
- Baby and Toddler Wear
- Boys' Apparel
- Girls' Apparel
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- Belts
- Gloves
- Hats/Caps
- Scarves
- Ties
- Other Apparel Accessories
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- Men's Nightwear
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- Economy Men's Jeans
- Standard Men's Jeans
- Premium Men's Jeans
- Super Premium Men's Jeans
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- Men's Jackets and Coats
- Men's Jumpers
- Men's Shirts
- Men's Shorts and Trousers
- Men's Suits
- Men's Tops
- Other Men's Outerwear
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- Men's Swimwear
- Men's Underwear
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- Women's Nightwear
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- Economy Women's Jeans
- Standard Women's Jeans
- Premium Women's Jeans
- Super Premium Women's Jeans
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- Women's Dresses
- Women's Jackets and Coats
- Women's Jumpers
- Women's Leggings
- Women's Shirts and Blouses
- Women's Shorts and Trousers
- Women's Skirts
- Women's Suits
- Women's Tops
- Other Women's Outerwear
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- Women's Swimwear
- Women's Underwear
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-
- Nightwear
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- Economy Jeans
- Standard Jeans
- Premium Jeans
- Super Premium Jeans
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- Dresses
- Jackets and Coats
- Jumpers
- Leggings
- Shirts and Blouses
- Shorts and Trousers
- Skirts
- Suits
- Tops
- Other Outerwear
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- Swimwear
- Underwear
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- Sheer Hosiery
- Non-Sheer Hosiery
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- Children's Footwear
- Men's Footwear
- Women's Footwear
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- Performance Apparel
- Outdoor Apparel
- Sports-inspired Apparel
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- Performance Footwear
- Outdoor Footwear
- Sports-inspired Footwear
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Apparel and Footwear
Apparel is the aggregation of clothing and footwear. This dataset covers retail sales of apparel through both store-based retailers and non-store retailers. Excludes black market sales (i.e. untaxed, generated within informal retailing)and duty free sales (travel retail). Items must be new when sold to the consumer; second-hand/used items are excluded. Antique and/or vintage clothing and footwear is also excluded.
See all of our definitions
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This report originates from Passport, our Apparel and Footwear research and analysis database.
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