COMPETITIVE LANDSCAPE
H&M and Lidl lead as market share shifts
The womenswear market in Germany is fragmented, with a mix of global players and domestic brands competing for share. In 2025, H&M Hennes & Mauritz BV & Co KG led the market with a 5% share, followed by C&A Mode GmbH & Co KG with 3%, Kik Textilien & Non-Food GmbH with 2% and Lidl Dienstleistung GmbH & Co KG, also with 2%.
Opportunities arise from market shifts and trends
The changes in the womenswear market in Germany present opportunities for businesses to adapt and thrive. The growth of resale and rental platforms, driven by consumers' increasing desire for sustainable and affordable fashion, is creating new avenues for companies to expand their offerings.
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Overview:
Understand the latest market trends and future growth opportunities for the Womenswear 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 Womenswear 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 Womenswear 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 Womenswear 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 Womenswear in Germany?
- Where is future growth expected to be most dynamic?
Womenswear in Germany - Category analysis
KEY DATA FINDINGS
A challenging market environment
Resale and rental drive sustainable fashion forward
Women's outerwear dominates market share
E-dress revolutionises fashion with offline tour
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
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
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:
Womenswear
- 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
Womenswear
This is the aggregation of women's outerwear and women'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 Womenswear research and analysis database.
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