Fashion Spending in Germany: Why German Consumers Are "Fashion Laggards"
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Trend's Slower Pace in Germany
Europe may be a fashion-forward hub, but when it comes to embracing the latest fashion trends, Germany takes its sweet time. A study by market researchers at NIQ tells us that German consumers are vastly different from their counterparts in other European countries when it comes to fashion spending habits.
In 2024, the average German shelled out just 547 euros on clothing and footwear, while the European average was a whopping 772 euros. This puts Germany near the bottom of the list among the 25 European countries studied.
The Fashion Backbeat
NIQ retail expert Filip Vojtech describes German consumers as "fashion laggards." He explains that a high proportion of Germans place little value on their appearance, and many don’t see the need for dapper work attire.
Capitals like Berlin actually fall below the national average in fashion spending, while cities like Milan, Munich, and Hamburg rank higher.
Comparative Fashion Spending
Luxembourg leads the pack, with an average of 1,777 euros spent per person on fashion, followed by Switzerland (1,096) and Norway (1,034). In contrast, countries like Great Britain (991), France (954), and Spain (921) rank higher in fashion spending.
Budgeting and Priorities
Interestingly, Germans spend only 8.1% of their overall retail spending on clothing and footwear, the least among all countries. Spain, on the other hand, allocates 14.8% to fashion items, showing a stark contrast.
Fashion's Downfall
Rising prices have frankly left many consumers scaling back on fashion purchases. According to a survey by price comparison portal Idealo, 50% of online shoppers are slashing their budgets on clothing and accessories.
Germany: A Challenge for the Fashion Industry
The German fashion industry faces several hurdles, including sluggish sales, increasing competition from Asia, and a general hesitation from consumers. Over the past year, retailers like Galeria, Esprit, and Sinn have struggled and filed for bankruptcy. It seems the fashion trends in Germany are hard to keep up with!
- Germany
- Fashion
- Clothing
- Expenses
- Berlin
- Luxembourg
- Spain
- Budget
- Fashion Trends
- European Consumers
- Fashion Industry
- Germany, as contrasted with other European countries, exhibits a slower pace in adopting fashion trends, demonstrated by lower fashion spending, with the average German consumer spending only 547 euros on clothing and footwear in 2024, compared to the European average of 772 euros.
- The German fashion industry confronts several obstacles, such as sluggish sales, increased competition from Asian markets, and a general reluctance from consumers, as evidenced by the significant number of retailers filing for bankruptcy over the past year, including Galeria, Esprit, and Sinn.
- Luxembourg tops the list of European countries in terms of fashion spending, with an average of 1,777 euros spent per person on fashion items, followed by Switzerland and Norway. In contrast, countries such as Germany, Spain, and Great Britain, which spend 547 euros, 921 euros, and 991 euros respectively, rank lower in fashion spending.
