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“I have earned $442,991 USD in just six months by building a dropshipping business that people loved”.
Germany’s apparel market is the sixth largest worldwide — impressive given that the four larger apparel markets are in countries with much higher populations than Germany’s 83 million people.
Germany's apparel market shows a positive outlook. In 2024, the German apparel market is projected to generate USD 73.53 billion in revenue. Analysts predict it will grow annually by 1.00% from 2024 to 2028. Each person in Germany is expected to contribute USD $883.30 in revenue in 2024.
Unsurprisingly, women’s apparel sales are a significant driver of this growth. According to Statista, the largest segment in the German apparel market is women's apparel, with a market volume of US$41.13bn in 2024. Plus, the country’s apparel is witnessing a rise in sustainable fashion brands, showing its commitment to environmental consciousness and ethical manufacturing.
Which well-known clothing brands in Germany are grabbing a significant share of the market? Let's check out the top 10 clothing brands in Germany and some interesting stats and facts about each one.
Adidas is Germany's leading clothing brand, according to Kantar's Most Valuable German Brands report. Known for its quality craftsmanship and iconic designs, Adidas attracts both athletes and fashion lovers. Their range spans from high-performance sports gear to trendy streetwear.
Brand awareness for Adidas in Germany is at 94%, with 71% of those familiar with the brand saying they like it. It's no surprise that 54% of sports and outdoor online shoppers in Germany use Adidas products.
Customer loyalty is strong, too. Around 87% of Adidas users are likely to stick with the brand. Plus, with 50% media buzz, Adidas stays top of mind for many.
Hugo Boss is a leading German fashion brand renowned for its luxurious and sophisticated designs. In 2023, the company reported a revenue of approximately EUR 555 million (roughly USD 597 million) in Germany. Worldwide, Hugo Boss continues to make waves with its high-quality menswear and womenswear.
In the first quarter of 2024, Hugo Boss achieved sales of EUR 1,014 million (USD 1,092 million—up 6 percent currency adjusted. This growth spanned all brands, regions, and channels.
Hugo Boss CEO Daniel Grieder highlighted the company’s focus on the “Claim 5” strategy, which ensures sustained growth despite market challenges. Hugo Boss aims to reach EUR 4.45 billion (USD 4.79 billion) in revenue by the end of 2024.
H&M is a popular choice in Germany for its trendy and affordable fast-fashion offerings. This retailer provides a vast selection of clothing, accessories, and footwear for all ages. Known for its commitment to sustainability, H&M aims to use only recycled or sustainably sourced materials by 2030.
In 2023, H&M generated a revenue of roughly EUR 3 billion (around USD 3.24 billion) in Germany. The brand enjoys high recognition, with 96 percent of German fashion store customers familiar with it. Out of these, 53 percent like the brand, and 45 percent actually shop there.
Puma is another clothing giant in the German market. Headquartered in Herzogenaurach, the company designs athletic apparel and casual wear. Puma sponsors various sports teams and athletes and does extensive marketing to keep its brand relevant.
In terms of consumer awareness, Puma is well-recognized. In Germany, 97 percent of sportswear users know the brand, with 51 percent liking it and 41 percent using their products.
Puma hit EUR 8.6 billion (around USD 9.2 billion) in sales last year and is expected to continue growing this year. The company also has a strong workforce of over 18,600 employees, who contribute to its ongoing success.
Breuninger is headquartered in Stuttgart and is a top clothing retailer in Germany.
Breuninger offers a range of high-quality fashion items, including designer labels and exclusive beauty products. The store is known for its premium shopping experience, catering to a more upscale market.
Breuninger achieved a total turnover of around EUR 1.6 billion in 2023, up by seven percent from the previous year. Impressively, more than 50 percent of its sales come from online shopping—a testament to its strong digital presence.
Known for its quick turnover of trendy styles, Zara is a popular clothing brand with a strong footprint in the German market. The apparel giant has 63 stores across Germany, where customers flock to shop the latest runway looks.
Zara enjoys strong recognition in Germany. About 82 percent of fashion store customers are familiar with the brand, and among those, 29 percent are fans. Additionally, the brand has a loyal customer base, with 88 percent of German customers planning to shop at its outlets again.
Shein is a fast fashion retailer popular for its trendy, affordable styles in Germany. The brand adds around 2,000 new items daily, so customers are never short of options for what to buy for their wardrobe.
In 2023, Shein generated an impressive $32.5 billion, with Germany contributing 6.6% to its overall sales. The brand's success is driven by its agile business model, which helps it swiftly adapt to changing fashion trends.
Shein excels at social media marketing, partnering with influencers across platforms like Instagram and TikTok. Its engaging promotions and offers keep customers coming back for more.
Kik is a budget-friendly fashion retailer in Germany offering a wide range of clothing items. These include trendy outfits for men and women. In March 2024, Kik.de generated $2.92 million in revenue from offline and online sales.
Kik believes in putting customers first. That's why its motto, "Kunde ist König" – the customer is king – is at the heart of everything it does. With nearly 4,000 stores across Europe, Kik serves up a plethora of choices for entire families.
Tom Tailor is a popular choice for the everyday German consumer. In 2024, Tom Tailor Holding's sales reached EUR 687.1 million (around USD 742 million). The brand offers stylish, affordable casual wear without compromising on quality.
Additionally, Tom Tailor offers both online and offline shopping experiences to cater to diverse consumer preferences. This multichannel strategy ensures consumers can buy seamlessly across different touchpoints.
GmbH is a German brand launched by a Berlin-based creative collective in 2016. Founded by Benjamin Huseby and Serhat Isik, the brand quickly made waves. By summer 2017, GmbH had its first runway show at Paris Fashion Week—pretty impressive for such a young brand.
GmbH offers a mix of modern and contemporary styles. Its clothing features daring cuts and bold graphic lines, perfectly capturing the edgy Berlin club scene. Think of it as streetwear with a twist—elegant yet comfortable, sophisticated yet bold.
That wraps up our list of the top 10 clothing brands making waves in Germany. With the apparel market projected to grow in the coming years, these brands are poised to set trends and drive growth in the German fashion scene. Expect these names to continue influencing style and local preferences.
