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Executive Summary

Mood upswing

At the end of 2006, all economic indicators in Germany pointed upwards with 72% of analysts delivering a positive prognosis. The Munich based ifo Institute for Economic Research commented that the current high was last reached before unification. The Consumer Climate Index compiled by GfK also indicated a continuing rise in consumers’ spending intentions and reached its highest level since November 2001, shortly before the introduction of the Euro, which dampened consumer spending and heralded an economic downturn that lasted four years.

VAT paradox as tax rise boosts sales

The three percentage point rise in VAT to 19% in 2007 dampened the positive mood in the retail trade only slightly, as there was intensified consumption of VATed goods in the final months of 2006 in anticipation of the rise. However, the EU commission’s monthly consumer inquiry indicates a continuation of the upswing.

Growing imports, falling prices

In January 2005, the global textile trade was freed from quota regulations. An exception was made for imports from China, as their volume could lead to market disturbances. A special clause in the WTO accession protocol allows for the textile trade to restrict importd from China temporarily should this be the case. Quotas were set for certain subsectors, but imports from Southern Asia keep growing, with fashion imports from China hitting the 25% mark in 2005. This negative balance for German manufacturers was offset only by rapidly growing exports from Germany where China has now overtaken Japan as the number two customer for extra-EU textile exports from Germany, after the US.

Structural Change in the Fashion Market

While the past five years were defined by bargain hunting, 2006 marked the beginning of a new outlook on spending in the fashion market. Fun and speed of change are beating price as the top motivator. With trend cycles rotating harder and faster and up to 12 collections a year, flexibility is a priority for manufacturers and retailers, and the shorter the route from factory to shop the better for business. This enables big vertical retailers like H&M and C&A to respond to trends faster than traditional shops served by wholesalers. The resulting lower prices helped growth, and this growth is speeding up concentration in the market. The wild card in this as in other markets are a group of non-specialist retailers, headed by Aldi, Lidl and Tchibo who made strong inroads into the clothing and footwear market with their periodic special offers.

Accessories and underwear claiming more space

Even better than the prospects in the overall clothes and footwear market were those of accessories and designer underwear. Germany notoriously lags behind its more brand-conscious neighbours, but in 2006 clothing accessories saw an upswing well above the market average. Following the example of the successful H&M and C&A chains, more fashion labels are now indicating their intention of starting accessories or underwear ranges of their own, in order to offer the customer an all-in-one shopping experience.

EXECUTIVE SUMMARY
Mood upswing
VAT paradox as tax rise boosts sales
Growing imports, falling prices
Structural Change in the Fashion Market
Accessories and underwear claiming more space

KEY TRENDS AND DEVELOPMENTS
Retailers need more profile
Women’s outerwear drives fashion market
Sports Style and the Great Outdoors
Demographics: Older, richer, more discerning
Get Changed for Climate Change
Luxury brands in the ring with the Discounter

MARKET DATA

Table 1 Sales of Clothing and Footwear by Sector: Volume 2001-2006
Table 2 Sales of Clothing and Footwear by Sector: Value 2001-2006
Table 3 Sales of Clothing and Footwear by Sector: % Volume Growth 2001-2006
Table 4 Sales of Clothing and Footwear by Sector: % Value Growth 2001-2006
Table 5 Clothing and Footwear Company Shares 2004-2006
Table 6 Clothing and Footwear Brand Shares 2004-2006
Table 7 Sales of Clothing and Footwear by Distribution Format: % Analysis 2001-2006
Table 8 Forecast Sales of Clothing and Footwear by Sector: Volume 2006-2011
Table 9 Forecast Sales of Clothing and Footwear by Sector: Value 2006-2011
Table 10 Forecast Sales of Clothing and Footwear by Sector: % Volume Growth 2006-2011
Table 11 Forecast Sales of Clothing and Footwear by Sector: % Value Growth 2006-2011

DEFINITIONS
Clothing
Footwear
Summary 1 Research Sources

LOCAL COMPANY PROFILES - GERMANY

ESCADA AG - CLOTHING AND FOOTWEAR - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Escada AG: Key Facts
Summary 3 Escada AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING

GERRY WEBER RETAIL GMBH - CLOTHING AND FOOTWEAR - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Gerry Weber Retail GmbH: Key Facts
Summary 5 Gerry Weber Retail GmbH: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Gerry Weber Retail GmbH: Competitive Position 2006

HEINRICH DEICHMANN-SCHUHE GMBH & CO KG - CLOTHING AND FOOTWEAR - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Heinrich Deichmann-Schuhe GmbH & Co KG: Key Facts
Summary 8 Heinrich Deichmann-Schuhe GmbH & Co KG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 9 Heinrich Deichmann-Schuhe GmbH & Co KG: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 10 Heinrich Deichmann-Schuhe GmbH & Co KG: Competitive Position 2006

HUGO BOSS AG - CLOTHING AND FOOTWEAR - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Hugo Boss AG: Key Facts
Summary 12 Hugo Boss AG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Hugo Boss AG: Competitive Position 2006

KIK TEXTILIEN & NON-FOOD GMBH - CLOTHING AND FOOTWEAR - GERMANY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 KiK Textilien & Non-Food GmbH: Key Facts
Summary 15 KiK Textilien & Non-Food GmbH: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 16 KiK Textilien & Non-Food GmbH: Competitive Position 2006

CLOTHING IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 12 Sales of Clothing by Subsector: Volume 2001-2006
Table 13 Sales of Clothing by Subsector: Value 2001-2006
Table 14 Sales of Clothing by Subsector: % Volume Growth 2001-2006
Table 15 Sales of Clothing by Subsector: % Value Growth 2001-2006
Table 16 Sales of Men’s Outerwear by Type 2001-2006
Table 17 Sales of Women’s Outerwear by Type 2001-2006
Table 18 Sales of Childrenswear by Type 2001-2006
Table 19 Clothing Company Shares by Retail Value 2004-2006
Table 20 Clothing Brand Shares by Retail Value 2004-2006
Table 21 Sales of Clothing by Distribution Format: % Analysis 2001-2006
Table 22 Forecast Sales of Clothing by Subsector: Volume 2006-2011
Table 23 Forecast Sales of Clothing by Subsector: Value 2006-2011
Table 24 Forecast Sales of Clothing by Subsector: % Volume Growth 2006-2011
Table 25 Forecast Sales of Clothing by Subsector: % Value Growth 2006-2011

FOOTWEAR IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 26 Sales of Footwear by Subsector: Volume 2001-2006
Table 27 Sales of Footwear by Subsector: Value 2001-2006
Table 28 Sales of Footwear by Subsector: % Volume Growth 2001-2006
Table 29 Sales of Footwear by Subsector: % Value Growth 2001-2006
Table 30 Sales of Footwear by Type 2001-2006
Table 31 Footwear Company Shares by Retail Value 2004-2006
Table 32 Footwear Brand Shares by Retail Value 2004-2006
Table 33 Sales of Footwear by Distribution Format: % Analysis 2001-2006
Table 34 Forecast Sales of Footwear by Subsector: Volume 2006-2011
Table 35 Forecast Sales of Footwear by Subsector: Value 2006-2011
Table 36 Forecast Sales of Footwear by Subsector: % Volume Growth 2006-2011
Table 37 Forecast Sales of Footwear by Subsector: % Value Growth 2006-2011

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