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From: Fast Market Research, Inc.
Published: Tue Apr 05 2016

In 2015 the proportion of womenswear manufactured under fair working conditions or with an increasing level of sustainability grew notably. Leading providers such as H&M and C&A continued to increase the use of bio and organic cotton, Patagonia introduced several bikini lines made with recycled materials, and various eco-friendly niche brands, such as bleed and armedangels, started to emerge in Germany. Nevertheless, the positive impact that this trend could have had on value sales of womenswear in Germany was dampened by consumers’ lack of awareness of the subject and their high level of price-sensitivity. Being used to paying rather low prices for apparel, many German consumers were not willing to purchase more expensive items, putting pressure on average unit prices and keeping products of superior value at lower price levels. As a result, overall value sales of womenswear in Germany remained relatively static in Germany in 2015.

Full Report Details at
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Competitive Landscape

In 2015 H&M Hennes & Mauritz maintained its leading position within womenswear, with a value share of 6%. Its vertically organised structures, its vast portfolio and highly accessible and widespread store network continued to support the company’s growth and success in Germany.

Industry Prospects

As proved by a social experiment conducted by Fashion Revolution, German consumers care about and choose fair trade and sustainably produced products over cheap ones if they are educated and informed about them. At the same time, manufacturers have already increased their efforts to improve production processes and work conditions, and to ensure the use of only sustainable and harmless materials. In conclusion, combined with intensified education and information for consumers, this should lead to rising sales of quality products, thereby stabilising value sales.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Womenswear industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Womenswear industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Womenswear in Germany market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

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