Table of Contents
Apparel in Germany - Industry Overview
EXECUTIVE SUMMARY
Apparel sales benefit from the economic recovery
Fashion trends dictate the growth potential of women’s clothing
Premium versus economy clothing
Clothing retailers trust in the potential of e-commerce
New opportunities for value for money clothing specialist retailers
KEY TRENDS AND DEVELOPMENTS
Private expenditure on clothing benefits from the economic recovery
Survival of value apparel brands
New growth potential in organic textiles in Germany
Childrenswear: A challenging environment in Germany
Internet retailing is the most dynamic distribution channel in Germany
MARKET DATA
Table 1 Sales of Apparel by Category: Volume 2005-2010
Table 2 Sales of Apparel by Category: Value 2005-2010
Table 3 Sales of Apparel by Category: % Volume Growth 2005-2010
Table 4 Sales of Apparel by Category: % Value Growth 2005-2010
Table 5 Apparel Company Shares 2006-2010
Table 6 Apparel Brand Shares 2007-2010
Table 7 Sales of Apparel by Distribution Format: % Analysis 2005-2010
Table 8 Sales of Apparel by Category and Distribution Format: % Analysis 2010
Table 9 Forecast Sales of Apparel by Category: Volume 2010-2015
Table 10 Forecast Sales of Apparel by Category: Value 2010-2015
Table 11 Forecast Sales of Apparel by Category: % Volume Growth 2010-2015
Table 12 Forecast Sales of Apparel by Category: % Value Growth 2010-2015
DEFINITIONS
Summary 1 Research Sources
Apparel in Germany - Company Profiles
adidas AG in Apparel (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 adidas AG: Competitive Position 2010
INTERNET STRATEGY
C&A Mode KG in Apparel (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 1 C&A Mode KG: C&A in Cologne
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 C&A Mode KG: Competitive Position 2010
INTERNET STRATEGY
Deichmann SE in Apparel (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 2 Deichmann SE: Deichmann in Cologne
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Deichmann SE: Competitive Position 2010
INTERNET STRATEGY
Falke KgaA in Apparel (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Falke KgaA: Competitive Position 2010
INTERNET STRATEGY
H&M Hennes & Mauritz BV & Co KG in Apparel (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 3 H&M Hennes & Mauritz BV & Co KG: H&M in Cologne
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 H&M Hennes & Mauritz BV & Co KG: Competitive Position 2010
INTERNET STRATEGY
KiK Textilien & Non-Food GmbH in Apparel (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 4 KIK Textilien & Non-Food GmbH: KIk in Cologne
PRODUCTION
COMPETITIVE POSITIONING
Summary 19 KIK Textilien & Non-Food GmbH: Competitive Position 2010
INTERNET STRATEGY
Levi Strauss Germany GmbH in Apparel (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 22 Levi Strauss Germany GmbH: Competitive Position 2010
INTERNET STRATEGY
Nike Deutschland GmbH in Apparel (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 25 Nike Deutschland GmbH: Competitive Position 2010
INTERNET STRATEGY
Zalando GmBH in Apparel (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
INTERNET STRATEGY
Zara Deutschland GmbH in Apparel (Germany)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 29 Zara Deutschland GmbH: Competitive Position 2010
INTERNET STRATEGY
Childrenswear in Germany - Category Analysis
HEADLINES
TRENDS
In Germany, childrenswear faces a number of challenges, of which the declining birth rate is the key problem. An expensive healthcare system, overpriced nurseries/kindergartens and the difficulties in finding a job for women with children are major issues impacting childrenswear. Nevertheless, sales grew marginally in retail volume terms and by 1% in current value terms in 2010, following declines of 6% and 4%, respectively, in 2009.
COMPETITIVE LANDSCAPE
NKD Vertriebs GmbH, which delivers competitively-priced clothing, is the leading player in childrenswear. A wide range of products is distributed through the company’s outlets. Meanwhile, along with Kik, Petit Bateau recorded the fastest retail value sales growth of 11% in childrenswear in 2010. The brand specializes in quality childrenswear and it is positioned mainly in the premium segment. Middle- and upper-income consumers have started to spend more on childrenswear, which has boosted brand sales. Moreover, Petit Bateau has recently launched a new internet shop to cover the online shopping demand in Germany.
PROSPECTS
Childrenswear is expected to post a 3% retail volume CAGR and a 2% constant value CAGR over the forecast period. The positive sales development of childrenswear will be impacted by healthy consumer expenditure trends and the growing demand for higher-quality clothing.
CATEGORY DATA
Table 13 Sales of Childrenswear by Category: Volume 2005-2010
Table 14 Sales of Childrenswear by Category: Value 2005-2010
Table 15 Sales of Childrenswear by Category: % Volume Growth 2005-2010
Table 16 Sales of Childrenswear by Category: % Value Growth 2005-2010
Table 17 Childrenswear Company Shares 2006-2010
Table 18 Childrenswear Brand Shares 2007-2010
Table 19 Sales of Childrenswear by Distribution Format: % Analysis 2005-2010
Table 20 Forecast Sales of Childrenswear by Category: Volume 2010-2015
Table 21 Forecast Sales of Childrenswear by Category: Value 2010-2015
Table 22 Forecast Sales of Childrenswear by Category: % Volume Growth 2010-2015
Table 23 Forecast Sales of Childrenswear by Category: % Value Growth 2010-2015
Clothing Accessories in Germany - Category Analysis
HEADLINES
TRENDS
Clothing accessories was the most dynamic clothing category in 2010, recording a 12% increase in current value sales and a 13% rise in retail volume sales. While the general revival in household expenditure triggered sales, the growing demand for winter accessories had a strong positive impact on sales of clothing accessories in Germany.
COMPETITIVE LANDSCAPE
The German fashion manufacturer and retailer s.Oliver Bernd Freier GmbH & Co KG (s.Oliver brand) is the leading player in clothing accessories. The company, which is headquartered in Rottendorf, has gained popularity among German customers as it keeps up with fashions and trends and caters to young and middle-aged customers.
PROSPECTS
Clothing accessories is expected to grow by a 1% constant value CAGR over the forecast period. This is slower than the review period constant value CAGR of 2%. The rising demand for less expensive products will limit value growth.
CATEGORY DATA
Table 24 Sales of Clothing Accessories by Category: Volume 2005-2010
Table 25 Sales of Clothing Accessories by Category: Value 2005-2010
Table 26 Sales of Clothing Accessories by Category: % Volume Growth 2005-2010
Table 27 Sales of Clothing Accessories by Category: % Value Growth 2005-2010
Table 28 Clothing Accessories Company Shares 2006-2010
Table 29 Clothing Accessories Brand Shares 2007-2010
Table 30 Sales of Clothing Accessories by Distribution Format: % Analysis 2005-2010
Table 31 Forecast Sales of Clothing Accessories by Category: Volume 2010-2015
Table 32 Forecast Sales of Clothing Accessories by Category: Value 2010-2015
Table 33 Forecast Sales of Clothing Accessories by Category: % Volume Growth 2010-2015
Table 34 Forecast Sales of Clothing Accessories by Category: % Value Growth 2010-2015
Footwear in Germany - Category Analysis
HEADLINES
TRENDS
Footwear performed well during the economic downturn, recording faster retail sales growth in 2010. Current value sales grew by 5% in 2010, while retail volume sales increased by 3% due to the stable demand for footwear in Germany.
COMPETITIVE LANDSCAPE
Heinrich Deichmann-Schuhe GmbH & Co KG is a strong leader in men’s, women’s and children’s footwear in Germany. With 1192 Deichmann and Roland shoe stores the company is present almost everywhere in Germany. Moreover, low prices and a wide range of footwear, including sports footwear, generate good retail volume and value sales.
PROSPECTS
Footwear in Germany is expected to continue to register positive sales growth over the forecast period. The projected 1% retail volume CAGR is mainly attributed to the strong demand for women’s footwear.
CATEGORY DATA
Table 35 Sales of Footwear by Category: Volume 2005-2010
Table 36 Sales of Footwear by Category: Value 2005-2010
Table 37 Sales of Footwear by Category: % Volume Growth 2005-2010
Table 38 Sales of Footwear by Category: % Value Growth 2005-2010
Table 39 Footwear Company Shares 2006-2010
Table 40 Footwear Brand Shares 2007-2010
Table 41 Sales of Footwear by Distribution Format: % Analysis 2005-2010
Table 42 Forecast Sales of Footwear by Category: Volume 2010-2015
Table 43 Forecast Sales of Footwear by Category: Value 2010-2015
Table 44 Forecast Sales of Footwear by Category: % Volume Growth 2010-2015
Table 45 Forecast Sales of Footwear by Category: % Value Growth 2010-2015
Hosiery in Germany - Category Analysis
HEADLINES
TRENDS
Hosiery recorded a good performance in 2010, with retail volume and current value sales growing by 9% and 8% respectively. A broad product range, reasonable prices and high competition favoured the positive development in sales.
COMPETITIVE LANDSCAPE
Nur Die GmbH leads hosiery with an 11% share of retail value sales in 2010. The domestic retailer’s NurDie is the leading brand. NurDie benefits from a good price range on quality products, distributed across a number of channels. However, the share of this German hosiery retailer declined slightly due to growing competition from other domestic and international players.
PROSPECTS
Hosiery is expected to post a 3% constant value CAGR and a 4% retail volume CAGR over the forecast period. Saturation leading to good price offers in a number of distribution channels and more stable constant value unit price movement help to explain the anticipated growth rates.
CATEGORY DATA
Table 46 Sales of Hosiery by Category: Volume 2005-2010
Table 47 Sales of Hosiery by Category: Value 2005-2010
Table 48 Sales of Hosiery by Category: % Volume Growth 2005-2010
Table 49 Sales of Hosiery by Category: % Value Growth 2005-2010
Table 50 Hosiery Company Shares 2006-2010
Table 51 Hosiery Brand Shares 2007-2010
Table 52 Sales of Hosiery by Distribution Format: % Analysis 2005-2010
Table 53 Forecast Sales of Hosiery by Category: Volume 2010-2015
Table 54 Forecast Sales of Hosiery by Category: Value 2010-2015
Table 55 Forecast Sales of Hosiery by Category: % Volume Growth 2010-2015
Table 56 Forecast Sales of Hosiery by Category: % Value Growth 2010-2015
Men's Jeans in Germany - Category Analysis
HEADLINES
TRENDS
Men’s jeans recorded slower retail volume and value sales growth in 2009 and 2010. In 2010, men’s jeans registered current value growth of 1% to reach €1.6 billion. Men in Germany are inclined to buy jeans more often than women: On average, a man buys jeans every second year, compared to every third year for women.
COMPETITIVE LANDSCAPE
The international clothing retailer C&A Mode holds the leading position in men’s jeans in Germany. The company benefits from economy positioning and a store presence in most German cities. Attractive price points and the offer of a wide range of products under one roof are key sales drivers for C&A.
PROSPECTS
Over the forecast period, men’s jeans is expected to record a 1% retail volume CAGR, while constant value sales are predicted to decline by a 1% CAGR. A gradual shift to less expensive jeans, saturation and price competition are the main factors behind this growth pattern.
CATEGORY DATA
Table 57 Sales of Men’s Jeans: Volume 2005-2010
Table 58 Sales of Men’s Jeans: Value 2005-2010
Table 59 Sales of Men’s Jeans: % Volume Growth 2005-2010
Table 60 Sales of Men’s Jeans: % Value Growth 2005-2010
Table 61 Sales of Men’s Jeans by Type: % Volume Breakdown 2005-2010
Table 62 Sales of Men’s Jeans by Type: % Value Breakdown 2005-2010
Table 63 Men’s Jeans Company Shares 2006-2010
Table 64 Men’s Jeans Brand Shares 2007-2010
Table 65 Forecast Sales of Men’s Jeans: Volume 2010-2015
Table 66 Forecast Sales of Men’s Jeans: Value 2010-2015
Table 67 Forecast Sales of Men’s Jeans: % Volume Growth 2010-2015
Table 68 Forecast Sales of Men’s Jeans: % Value Growth 2010-2015
Men's Outerwear in Germany - Category Analysis
HEADLINES
TRENDS
As in women’s outerwear, the economic revival engendered good current value growth in men’s outerwear in 2010. Consumer confidence stabilised, resulting in increased household expenditure on clothing. In 2010, men’s outerwear posted a 1% increase in retail volume sales and a 3% rise in current value terms. These growth rates were faster than the respective review period CAGRs.
COMPETITIVE LANDSCAPE
The leading player in men’s outerwear is C&A Mode with a 6% share of retail value sales in 2010. C&A has led men’s outerwear in Germany for many years, partly due to its high number of outlets in all German cities and broad product range. The retailer offers a number of clothing brands, all of which are available also via its internet shop. C&A’s success is underpinned by its offer of value for money clothing.
PROSPECTS
Men’s outerwear is predicted to post a 1% retail volume CAGR over the forecast period. In constant value terms, men’s outerwear is expected to grow by a 2% CAGR. Unit price growth and a shift to more expensive quality clothing is behind the positive sales development in men’s outerwear.
CATEGORY DATA
Table 69 Apparel Size Chart for Men: H&M
Table 70 Apparel Size Chart for Men: C&A
Table 71 Apparel Size Chart for Men: s.Oliver
Table 72 Sales of Men’s Outerwear: Volume 2005-2010
Table 73 Sales of Men’s Outerwear: Value 2005-2010
Table 74 Sales of Men’s Outerwear: % Volume Growth 2005-2010
Table 75 Sales of Men’s Outerwear: % Value Growth 2005-2010
Table 76 Men’s Outerwear Company Shares 2006-2010
Table 77 Men’s Outerwear Brand Shares 2007-2010
Table 78 Sales of Men’s Outerwear by Distribution Format: % Analysis 2005-2010
Table 79 Forecast Sales of Men’s Outerwear: Volume 2010-2015
Table 80 Forecast Sales of Men’s Outerwear: Value 2010-2015
Table 81 Forecast Sales of Men’s Outerwear: % Volume Growth 2010-2015
Table 82 Forecast Sales of Men’s Outerwear: % Value Growth 2010-2015
Men's Underwear, Nightwear and Swimwear in Germany - Category Analysis
HEADLINES
TRENDS
Men’s underwear, nightwear and swimwear recorded a 1% increase in current value sales in 2010, recovering from declines in 2008 and 2009. However, retail volume sales declined year-on-year between 2007 and 2010. Price fluctuations and the unfavourable market environment forced consumers to cut down on their spending in the review period.
COMPETITIVE LANDSCAPE
Schiesser AG is the leading player with a 14% share of retail value sales in 2010. Excellent quality products, a reasonable price range and good distribution have informed the growing popularity of the Schiesser brand. However, the company started to lose shares to international and domestic competitors in 2009 and 2010, due to financial problems and the initiation of an insolvency process.
PROSPECTS
Retail volume sales of men’s underwear, swimwear and nightwear are expected to stagnate over the forecast period. In retail volume terms, sales are predicted to decrease by a 1% CAGR due to price fluctuations and slight constant value average unit price growth. It is anticipated that constant value sales will be flat.
CATEGORY DATA
Table 83 Sales of Men’s Underwear, Nightwear and Swimwear by Category: Volume 2005-2010
Table 84 Sales of Men’s Underwear, Nightwear and Swimwear by Category: Value 2005-2010
Table 85 Sales of Men’s Underwear, Nightwear and Swimwear by Category: % Volume Growth 2005-2010
Table 86 Sales of Men’s Underwear, Nightwear and Swimwear by Category: % Value Growth 2005-2010
Table 87 Men’s Underwear, Nightwear and Swimwear Company Shares 2006-2010
Table 88 Men’s Underwear, Nightwear and Swimwear Brand Shares 2007-2010
Table 89 Sales of Men’s Underwear, Nightwear and Swimwear by Distribution Format: % Analysis 2005-2010
Table 90 Forecast Sales of Men’s Underwear, Nightwear and Swimwear by Category: Volume 2010-2015
Table 91 Forecast Sales of Men’s Underwear, Nightwear and Swimwear by Category: Value 2010-2015
Table 92 Forecast Sales of Men’s Underwear, Nightwear and Swimwear by Category: % Volume Growth 2010-2015
Table 93 Forecast Sales of Men’s Underwear, Nightwear and Swimwear by Category: % Value Growth 2010-2015
Women's Jeans in Germany - Category Analysis
HEADLINES
TRENDS
Women’s jeans recorded good retail sales growth in 2009 and 2010. Women’s jeans recorded retail volume and value growth even in the recession in 2009, and current value sales reached €1 billion in 2010. Jeans are comfortable and always fashion, while the variety of styles can satisfy all tastes. Men are inclined to buy jeans more often than women. This is partly explained by the wider choice of clothing for women.
COMPETITIVE LANDSCAPE
C&A Mode leads women’s jeans in 2010. The company’s economy positioning and presence in almost every city in Germany attract consumers. Good price ranges and the availability of a wide range of products under one roof are other key sales drivers.
PROSPECTS
Women’s jeans is expected to record slow retail volume and constant value growth over the forecast period. The influence of fashion cycles, including the anticipated revival of trousers, will impact sales of women’s jeans. Men are expected to demonstrate more loyalty to denim despite price fluctuations.
CATEGORY DATA
Table 94 Sales of Women’s Jeans: Volume 2005-2010
Table 95 Sales of Women’s Jeans: Value 2005-2010
Table 96 Sales of Women’s Jeans: % Volume Growth 2005-2010
Table 97 Sales of Women’s Jeans: % Value Growth 2005-2010
Table 98 Sales of Women’s Jeans by Type: % Volume Breakdown 2005-2010
Table 99 Sales of Women’s Jeans by Type: % Value Breakdown 2005-2010
Table 100 Women’s Jeans Company Shares 2006-2010
Table 101 Women’s Jeans Brand Shares 2007-2010
Table 102 Forecast Sales of Women’s Jeans: Volume 2010-2015
Table 103 Forecast Sales of Women’s Jeans: Value 2010-2015
Table 104 Forecast Sales of Women’s Jeans: % Volume Growth 2010-2015
Table 105 Forecast Sales of Women’s Jeans: % Value Growth 2010-2015
Women's Outerwear in Germany - Category Analysis
HEADLINES
TRENDS
Women’s outerwear has outperformed men’s outerwear in retail volume sales terms in Germany. This is explained by the increased attention women in general pay to their appearance. After a fall in retail volume sales in 2009, due to the economic crisis, sales of women’s outerwear rebounded in 2010. The improving economy boosted consumer confidence and household expenditure in 2010.
COMPETITIVE LANDSCAPE
The leading company in retail value terms remained C&A Mode in 2010. The player has held the leading position throughout the review period due to its large number of outlets (477 stores) and broad product range, as well as a presence in e-commerce. C&A offers a number of clothing brands, to cater to most tastes; the price range is very appealing to women looking for value for money clothing options. Moreover, C&A offers XL size clothing for women.
PROSPECTS
Over the forecast period, women’s outerwear is expected to post a 1% retail volume CAGR and a 3% constant value CAGR. A revival of consumer expenditure, on the one hand, and unit price growth on the other, will boost women’s outerwear sales.
CATEGORY DATA
Table 106 Apparel Size Chart for Women: H&M
Table 107 Apparel Size Chart for Women: C&A
Table 108 Apparel Size Chart for Women: s.Oliver
Table 109 Sales of Women’s Outerwear: Volume 2005-2010
Table 110 Sales of Women’s Outerwear: Value 2005-2010
Table 111 Sales of Women’s Outerwear: % Volume Growth 2005-2010
Table 112 Sales of Women’s Outerwear: % Value Growth 2005-2010
Table 113 Women’s Outerwear Company Shares 2006-2010
Table 114 Women’s Outerwear Brand Shares 2007-2010
Table 115 Sales of Women’s Outerwear by Distribution Format: % Analysis 2005-2010
Table 116 Forecast Sales of Women’s Outerwear: Volume 2010-2015
Table 117 Forecast Sales of Women’s Outerwear: Value 2010-2015
Table 118 Forecast Sales of Women’s Outerwear: % Volume Growth 2010-2015
Table 119 Forecast Sales of Women’s Outerwear: % Value Growth 2010-2015
Women's Underwear, Nightwear and Swimwear in Germany - Category Analysis
HEADLINES
TRENDS
Women’s underwear, nightwear and swimwear recorded a 2% increase in current value sales in 2010, to record its highest growth rate since 2007. However, retail volume sales have been declining since 2007. Unit price fluctuations and an unfavourable market environment led to cautious consumer behaviour in the review period.
COMPETITIVE LANDSCAPE
The good assortment of women’s underwear, nightwear and swimwear, along with a wide range of clothing for the whole family, is offered by C&A Mode. The company leads women’s underwear, nightwear and swimwear with a 15% share of retail value sales in 2010. The “value for quality” concept has proved successful for this international player in almost all clothing categories.
PROSPECTS
Women’s underwear, swimwear and nightwear is expected to post a 1% constant value sales CAGR over the forecast period. Price fluctuations and the higher average unit price in current value terms will impact the quantity to quality shift in women’s underwear in particular.
CATEGORY DATA
Table 120 Sales of Women’s Underwear, Nightwear and Swimwear by Category: Volume 2005-2010
Table 121 Sales of Women’s Underwear, Nightwear and Swimwear by Category: Value 2005-2010
Table 122 Sales of Women’s Underwear, Nightwear and Swimwear by Category: % Volume Growth 2005-2010
Table 123 Sales of Women’s Underwear, Nightwear and Swimwear by Category: % Value Growth 2005-2010
Table 124 Women’s Underwear, Nightwear and Swimwear Company Shares 2006-2010
Table 125 Women’s Underwear, Nightwear and Swimwear Brand Shares 2007-2010
Table 126 Sales of Women’s Underwear, Nightwear and Swimwear by Distribution Format: % Analysis 2005-2010
Table 127 Forecast Sales of Women’s Underwear, Nightwear and Swimwear by Category: Volume 2010-2015
Table 128 Forecast Sales of Women’s Underwear, Nightwear and Swimwear by Category: Value 2010-2015
Table 129 Forecast Sales of Women’s Underwear, Nightwear and Swimwear by Category: % Volume Growth 2010-2015
Table 130 Forecast Sales of Women’s Underwear, Nightwear and Swimwear by Category: % Value Growth 2010-2015