COMPETITIVE LANDSCAPE
H&M and Hugo Boss lead menswear market with value and premium offerings
The menswear market in Germany is fragmented. In 2025, the top five companies in the menswear market in Germany were H&M Hennes & Mauritz BV & Co KG with a 6% market share, Hugo Boss AG with a 4% market share, C&A Mode GmbH & Co KG and Lidl Dienstleistung GmbH & Co KG, each with a 3% market share, and Aldi Einkauf GmbH & Co OHG with a 2% market share.
Digitalisation and sustainability drive opportunities for menswear businesses
The menswear market in Germany is expected to experience steady growth over the forecast period, driven by advancements in technology and AI, sustainability regulations, and changing consumer preferences. By 2030, retail sales are forecast to reach EUR19.
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Overview:
Understand the latest market trends and future growth opportunities for the Menswear 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.
If you're in the Menswear 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 Menswear 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 Menswear 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 Menswear in Germany?
- Where is future growth expected to be most dynamic?
Menswear in Germany - Category analysis
KEY DATA FINDINGS
Rental and resale plays a key role in driving growth
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
Apparel and footwear specialists lead offline sales
Growing role for e-commerce
Sustainability and inclusivity drive product innovation
Innovative products reflecting sustainability and inclusivity
Apparel and Footwear in Germany - Industry Overview
Resale and rental models become increasingly prominent
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
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
Sustainability drives innovation in product design
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Menswear
- 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
Menswear
This is the aggregation of men's outerwear and men's underwear, nightwear and swimwear.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Menswear research and analysis database.
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