Comparison of consumption editions
According to study, consumers in Germany are “modemuffel”
People in Germany save in fashion. A ranking shows that less is spent on clothing and shoes per capita than in other countries. Great Britain and France also land far ahead.
According to a study, fashion is of less importance in Germany than in other countries. In 2024, people in Germany spent an average of 547 euros per person for clothing and shoes, as the market research company NIQ reports. In the 25 European countries examined, it was an average of 772 euros per capita.
In a European comparison, the Germans are “fashion buffling”, says NiQ individual trade expert Filip Vojtech. “The proportion of people who value their external appearance is very high in Germany.” It is not particularly important to many to be well dressed at work.
For the study, NiQ compared fashion expenses in 25 European countries last year. Luxembourg is the leader with 1,777 euros per capita, followed by Switzerland (1,096) and Norway (1,034). Behind it are Great Britain (991), France (954) and Spain (921).
Germany only occupies 18th place, the bottom is Romania with 375 euros per person. A possible reason for the differences could also be that fashion is more expensive in some countries than in others, says Vojtech. According to NiQ, people in Germany only spend 8.1 percent of their total expenses in retail for clothing and shoes. It is less only in Finland. The share in Spain is 14.8 percent in Spain.
However, the differences are also large. In the fashion city of Milan, for example, people invest around 30 percent more in fashion than in the Italian average. In capitals, more is spent on clothing, but Berlin is below the nationwide level. The highest values in this country can be found in the Munich area and in Hamburg.
Fashion is particularly saved
Because of the increased prices, many consumers save – especially for fashion. This is shown by a recently published survey of the Idealo price comparison portal. Every second one who shops online therefore makes compromises in clothing and accessories. In other areas, too, it is often saved, but categories such as food, books and media, cosmetics or electronics are less often affected.
The German fashion trade suffers from the retention of buying. The industry is struggling with moderate sales figures, growing costs and increasing competition from Asia. The situation is particularly difficult in inpatient trade. Last year, among other things, the Galeria department store chain and the fashion retailers Esprit and Sinn insolvency reported.
dpa
Source: Stern
