German Branded Fashion Companies Overview 2023
Discover how German fashion brands performed in 2021, including trends and rankings, with insights on sales performance and market concentration. Explore the sales figures and trends of leading German branded fashion companies in 2021 compared to pre-COVID levels.
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Presentation Transcript
The leading German branded fashion companies Overview, upward and downward trends, German ranking 27th March 2023
Contents 1. Overview: how German fashion brands performed in 2021 10. The leading German branded fashion companies Part 2 2. Still a lot of catching up to do 11. The leading German branded fashion companies - Part 3 3. Very high market concentration 12. Fashion market 2022 General indicators 4. The German brand trio 13. Fashion market 2022 Retail sentiment and footfall 5. Strong retail brands 6. Strong SMEs 14. Fashion market 2022 Brick-and-mortar fashion retail trends 7. Business performance 15. Fashion market 2022 Fashion online spending trends 8. Sales killer remote work 9. The leading German branded fashion companies Part 1 16. Fashion market 2022 Deep dive into price trends 17. Fashion trade with Ukraine and Russia
Overview: How the German fashion brands preformed in 2021 Note: The TW ranking of the leading European branded fashion companies lists the companies net clothing sales and sales of complementary products like shoes and accessories. The list does not claim to be exhaustive. All figures are based on the companies own figures as well as TW estimates. Considering that many companies publish their annual results only in the middle of the following year, the current list focuses on 2021. All results are compared to the pre-Covid year of 2019. The list for 2022 is expected to be published in winter 2023. Three big groups with international operations are at the top of the ranking: Adidas, Puma and Hugo Boss ( slide 4). The 53 companies included in the ranking reached joint sales of 47.2 bn euros in 2021, an average decline of 8,7% compared to 2019 ( slide 2). The ranking s Top 10 achieved joint sales of 39.4bn euros in 2021, now accounting for 83.5% of the total sales of the companies included in the ranking ( slide 3). Five of the ten leading German branded fashion companies are fully vertically-integrated and sell their brands exclusively through their own channels ( slide 5). The German fashion industry is dominated by SMEs. Only 14 of the companies listed in the ranking have annual sales of at least 500m euros ( slide 6) In 2021, the vast majority of German branded fashion companies did not yet return to the levels of 2019. Only nine of the 53 companies reported sales growth. Several companies, however, managed to increase sales substantially ( slide 7) Social restrictions due to the pandemic and the trend towards remote work mainly hit formalwear companies. Shirt and suit specialists suffered double-digit sales declines ( slide 8) 1
Still a lot of catching up to do In 2021, the 53 companies listed in the ranking reached joint sales of 47.2bn euros, a decline of 8.4% compared to 2019. The German branded fashion companies increased sales by 13.7% in 2021 but could not yet off-set the 19.4% decline in 2020. Overall sales trends 2021 sales in m euros Euro 2020 sales in m euros 2019 sales in m euros Change 2021 versus 2019 in % Total sales achieved by the fashion brands included in the TW ranking 47.177 41.508 51.508 -8.40% Source: TW ranking of leading German branded fashion companies Graphs: TW Presentation Center 2
