Euromonitor International : Country Sector Briefing
List of Contents and Tables
Channel Formats 2
Chart 1 Clothing and Footwear Specialist Retailers: Kik in Hanover 2
Chart 2 Clothing and Footwear Specialist Retailers: C&A in Hanover 3
Chart 3 Clothing and Footwear Specialist Retailers:H&M in Hanover 3
Chart 4 Clothing and Footwear Specialist Retailers: Deichmann in Hanover 4
Chart 5 Clothing and Footwear Specialist Retailers: Görtz in Frankfurt 5
Chart 6 Clothing and Footwear Specialist Retailers: Peek & Cloppenburg in Frankfurt 5
Chart 7 Clothing and Footwear Specialist Retailers: Salamander in Frankfurt 6
Channel Data 6
Table 1 Clothing and Footwear Retailers:Value Sales, Outlets and Selling Space 2005-2010 6
Table 2 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space: % Growth 2005-2010 7
Table 3 Clothing and Footwear Retailers Company Shares by Value 2006-2010 7
Table 4 Clothing and Footwear Retailers Brand Shares by Value 2007-2010 7
Table 5 Clothing and Footwear Retailers Brand Shares by Outlets 2007-2010 8
Table 6 Clothing andFootwear Retailers Brand Shares by Selling Space 2007-2010 9
Table 7 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space 2010-2015 9
Table 8 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2010-2015 9
Clothing and Footwear Specialist Retailers in Germany
Sales of clothing and footwear specialist retailersincrease by 1% in current value terms to reach €30.0 billion in Germany in 2010
Despite the unfavourable economic background, this is the second year in a row with positive growth
C&A Mode, H&M Hennes & Mauritz and Deichmann-Schuhe remain the largest players in a rather fragmented channel
By 2015, sales of clothing and footwear specialist retailers are expected to decline to €29.6billion in constant terms
Despite the global economic and financial crisis and the subsequent recession, consumer confidence in Germany remains comparatively good in general, and clothing and footwear is one of the areas in which consumers do not seem to have cut back expenditure to a noticeable degree. Therefore, in 2009 and 2010, retail value sales of clothing and footwear specialistretailers increased in Germany, although the growth rates were – at 1% – not very high.
At 32,414, the number of outlets in Germany also increased by 1% in 2010, as did the sales area of clothing and footwear specialist retailers. Similar to retail value sales, the development of outlet numbers and sales area was also quite unexpected, since on the one hand, with more than 32,000 outlets, thechannel has almost reached saturation, and on the other hand, fewer outlets than planned were opened, since against a background of crisis, banks became more reluctant to offer business loans.
The majority of outlets focus on the sale of clothing, with complementary sales of accessories such as fashion jewellery, handbags and belts, for example. However, there are also a large number of footwearchains present in the channel, most of which also offer handbags and other leather accessories to complete their product range. Adult clothing is much more important than children’s clothing, which of course is no surprise, bearing in mind the low and constantly declining birth rate in Germany.
Overall, the channel remains very fragmented as far as company shares is concerned, with the biggestplayers, C&A Mode, H&M Hennes & Mauritz and Deichmann-Schuhe, reaching shares of between 6% and 10% of value sales in 2010. All three have a nationwide presence, with many outlets and a broad product range. Furthermore, they enjoy high awareness and a good reputation amongst German consumers.
The biggest increases in terms of value share in the channel in 2010 were seen by H&M and...