Clothing Retailing - Germany

Published by: Mintel International Group Ltd.

Published: Sep. 1, 2007 - 213 Pages

Table of Contents

MARKET IN BRIEF

The future

Market performance

Sector performance

Channels of distribution

Figure 1: Germany: Estimated channels of distribution for clothing, 2006

Market leaders

Consumer results

REPORT SCOPE

TECHNICAL NOTES

Financial definitions

Currencies

Figure 2: Exchange rates: National currencies against the Euro, 2002-06

Country codes

VAT

Figure 3: Europe: Standard VAT rates, 2006

Other abbreviations

BROADER MARKET ENVIRONMENT

Ageing population

Figure 4: Germany: Population trends, 2002-06

Figure 5: Germany: Population, by age group, 2002, 2006 and 2010

Economy looking brighter, at last

Figure 6: Germany: Gross domestic product, 1995-2006

Inflation

Figure 7: Germany: Consumer prices, 2002-06

THE MARKET IN CONTEXT

Key findings

Subdued consumer spending

Figure 8: Germany: Household consumer expenditure, 1995-2006

Clothing struggles to keep up

Figure 9: Germany: Consumer spending on selected categories, 2002-2006

Price deflation

Figure 10: Germany: Consumer price index on selected products, 2000-06

SECTOR SIZE AND FORECAST

Key findings

Economic outlook

Consumer outlook

Clothing retailers’ prospects

Retail sales forecasts

Figure 11: Germany: Retail sales, 2002-12

Figure 12: Germany: Clothing specialists as % all retail sales, 2002-12

Past

Figure 13: Germany: Index of growth in clothing, consumer spending and all retail sales, 2002-06

EUROPEAN CONSUMER CONTEXT

Introduction

Comparison of consumer typologies across Europe

Figure 14: Clothing consumer typologies, by country, 2006

Germany

Figure 15: Clothing consumer typologies in Germany compared to four-country average, 2006

France

Figure 16: Clothing consumer typologies in France compared to four-country average, 2006

Great Britain

Figure 17: Clothing consumer typologies in UK compared to four-country average, 2006

Spain

Figure 18: Clothing consumer typologies in Spain compared to four-country average, 2006

Comparison of agreement with clothing lifestyle statements

Figure 19: Agreement with clothing lifestyle statements, by country, 2006

France

Figure 20: Top five clothing lifestyle statements, France, 2006

Germany

Figure 21: Top five clothing lifestyle statements, Germany, 2006

Spain

Figure 22: Top five clothing lifestyle statements, Spain, 2006

Great Britain

Figure 23: Top five clothing lifestyle statements, GB, 2006

THE CONSUMER - WHERE THEY BUY CLOTHES

Where people buy

Figure 24: Germany: Outlet where clothing purchased, May 2007

Marketing positioning

Figure 25: Germany: Market positioning of major clothing retailers, May 2007

Who buys where - specialists

Figure 26: Germany: Specialist outlets where clothing purchased, by age, May 2007

Figure 27: Germany: Selected specialist outlets where clothing purchased, by income band, May 2007

Figure 28: Germany: Specialist outlet where clothing purchased, May 2007

Who buys where - generalists

Figure 29: Germany: Generalist outlets/channel where clothing purchased, by age, May 2007

Figure 30: Germany: Generalist outlets/channel where clothing purchased, May 2007

THE CONSUMER - MOTIVATIONS AND SHOPPING HABITS

Demographic characteristics of consumer typologies

But little confidence in style

Figure 31: Practical, Stylish, Well-dressed and Shopaholic typology groups, by gender - Germany, 2006

Figure 32: Practical, Stylish, Well-dressed and Shopaholic typology groups, by age - Germany, 2006

Figure 33: Practical, Stylish, Well-dressed and Shopaholic typology groups, by income - Germany, 2006

Figure 34: Practical, Stylish, Well-dressed and Shopaholic typology groups, by gender, age, family income,

region, working status and presence of children - Germany, 2006

Figure 35: Big Spenders, Fashion Conscious, Individualists and Label Admirers typology groups, by age -

Germany 2006

Figure 36: Big Spenders, Fashion Conscious, Individualists and Label Admirers typology groups, by income

- Germany 2006

Figure 37: Big Spenders, Fashion Conscious, Individualists and Label admirers typology groups, by gender,

age, family income, region, working status and presence of children - Germany 2006

CHANNELS OF DISTRIBUTION

Figure 38: Germany: Estimated channels of distribution for clothing, 2006

RETAIL COMPETITOR ANALYSIS

Leading retailers

Figure 39: Germany: Leading clothing specialists, 2006

Market shares

Figure 40: Germany: Leading clothing specialists, market shares 2006

Evaluation

Figure 41: Germany: Clothing retailers, evaluation, 2006/07

RETAILER PROFILES

BENETTON GROUP

Figure 42: Benetton Group: Sales as share of clothing specialists’ sales in Europe, 2002-06

Strategic evaluation

Background

Financial performance

Figure 43: Benetton Group: Group financial performance, 2001-06

Figure 44: Benetton Group: Sales by geographic area, 2002-06

Figure 45: Benetton Group: Sales by geographical area, 2006

Figure 46: Benetton Group: Sales by commercial activitiy, 2002-06

Store portfolio

Figure 47: Benetton Group: Outlet data, 2002-06

Retail offering

Market positioning

Brands

Figure 48: Benetton Group: Sales by brand, 2006

Product offer

Pricing

Operational issues

Advertising and marketing

e-commerce and home shopping

C&A

Figure 49: C&A: Sales as share of clothing specialists’ sales in Europe, 2002-06

Figure 50: C&A: German sales as share of clothing specialists’ sales in Germany, 2002-06

Strategic evaluation

Background

Financial performance

Figure 51: C&A: Group financial performance, 2002-06

Figure 52: C&A: Sales in European markets, 2005 -06

Figure 53: C&A: Share of group sales by market, 2006

Store portfolio

Figure 54: C&A: European outlet data, 2003-07

Figure 55: C&A: Share of European outlets, by country, 2006

Figure 56: C&A: Total number of outlets, by European country, 2003-07

Figure 57: C&A: Number of European outlets by fascia, Spring 2006 and 2007

Retail offering

Market positioning

Brands

Product offer

Pricing

Operational issues

Advertising and marketing

e-commerce and home shopping

H&M HENNES & MAURITZ

Figure 58: H&MHennes & Mauritz: Sales as share of clothing specialists’ sales in Europe, 2002-06

Figure 59: H&M Hennes & Mauritz: Sales as share of clothing specialists’ sales in Sweden, 2002-06

Figure 60: H&M Hennes & Mauritz: Sales as share of clothing specialists’ sales in Germany, 2002-06

Figure 61: H&M Hennes & Mauritz: Sales as share of clothing specialists’ sales in the UK, 2002-06

Strategic evaluation

Background

Figure 62: H&M Hennes & Mauritz: International expansion record, 1964-2007

Control and support

Financial performance

Figure 63: H&M Hennes & Mauritz: Group financial performance, 2001/02-2005/06

Figure 64: H&M Hennes & Mauritz: Sales by country, 2001/02-2005/06

Figure 65: H&M Hennes & Mauritz: UK financial performance, 2001/02-2005/06

Figure 66: Hennes & Mauritz: Relative sales importance by country, 2001/02 and 2005/06

Figure 67: Hennes & Mauritz: Change in countries’ share of group sales, 2001/02-2005/06

Figure 68: Hennes & Mauritz: Sales versus outlet growth by country, 2001-05

Figure 69: Hennes & Mauritz: Percentage change in local currency sales and number of outlets by country,

2004/05-2005/06

Store portfolio

Figure 70: H&M Hennes & Mauritz: Outlet data, 2001/02-2005/06

Figure 71: Hennes & Mauritz: Share of total new outlets opened by country, 2001/02-2005/06

Figure 72: Hennes & Mauritz: Sales per outlet by country, 2005/06

Store concept

Concept stores

Retail offering

Market positioning

Brands/product offer

Figure 73: H&M own brand portfolio, 2007

One-off collections

Pricing

Operational issues

Advertising and marketing

Figure 74: H&M: Advertising spending in the UK, 2006

e-commerce and home shopping

GRUPO INDITEX

Figure 75: Grupo Inditex: Sales as share of clothing specialists’ sales in Europe, 2002-06

Figure 76: Grupo Inditex: Sales as share of clothing specialists’ sales in Spain, 2002-06

Strategic evaluation

Background

Financial performance

Figure 77: Grupo Inditex: Financial performance, 2002/03-2006/07

Like-for-like sales growth

Figure 78: Grupo Inditex: Sales growth by type, 2002/03-2006/07

Figure 79: Grupo Inditex: Estimated sales in key European markets, 2004/05-2006/07

Figure 80: Grupo Inditex: Consolidated sales by geographic region, year to January 2002/03-2006/07

Figure 81: Grupo Inditex: Sales performance by fascia, 2002/03-2006/07

Operating profit by fascia

Figure 82: Grupo Inditex: Operating profit performance by fascia, 2002/03-2006/07

Figure 83: Grupo Inditex: Sales and operating profit % growth rates by fascia, 2002/03-2006/07

Store portfolio

Figure 84: Grupo Inditex: Outlet and country numbers, 2002/03-2006/07

Figure 85: Grupo Inditex: Outlet data, 2002/03-2006/07

Figure 86: Grupo Inditex: Outlet numbers by fascia, 2002/03-2006/07

Figure 87: Grupo Inditex: Outlet data by fascia, 2002/03-2006/07

Figure 88: Grupo Inditex: % change in sales and sales area by fascia, 2002/03-2006/07

Figure 89: Grupo Inditex: Average store size by fascia, 2006/07

European outlet data by country

Figure 90: Grupo Inditex: Outlet data by European market, year end to January 2002/03-2006/07

Figure 91: Grupo Inditex: Outlet data by European market and by fascia, January 2007

Franchises and joint ventures

Figure 92: Grupo Inditex: Franchises as % of stores by geographic region, 2006/07

Figure 93: Grupo Inditex: Franchises as % of group sales and stores, by fascia, 2006/07

Figure 94: Grupo Inditex: Franchises as % of group sales and stores, 2002/03-2006/07

Figure 95: Grupo Inditex: Store expansion plans, 2007/08

Retail offering

Figure 96: Grupo Inditex: Age positioning and product offer by fascia, 2007

Market positioning, brands and pricing

Operational issues

Advertising and marketing

e-commerce and home shopping

MANGO GROUP

Figure 97: Mango Group: Sales as share of European clothing specialists’ sales, 2002-06

Figure 98: Mango Spain: Sales as share of clothing specialists’ sales, 2002-06

Strategic evaluation

Background

Financial performance

Figure 99: Mango Group: Group financial performance, 2003-07

Increasing exposure to international markets

Figure 100: Mango Group: Domestic and international retail sales mix, 2003-07

International business goes from strength to strength

Company’s sales and stores growth

Figure 101: Mango Group: Sales and store growth, 2004-06

Retail sales by selected European market

Figure 102: Mango: Estimated retail sales in selected markets, 2006

Store portfolio

Figure 103: Mango Group: Outlet data, 2002-06

Figure 104: Mango Group: Store development, 2001-06

Figure 105: Mango: Share of European and non-European stores, August 2007

Figure 106: Mango: Airport operations, August 2007

Figure 107: Mango: Outlet data by European market, July 2004, March 2005, August 2006 and August

2007

Figure 108: Mango: Number of stores by selected European country, March 2005, August 2006 and August

2007

Figure 109: Mango:Share of European stores by country, August 2007

Non-European activities

Figure 110: Mango: Non-European stores network, July 2004, March 2005, August 2006 and August 2007

Mango Canada

Mango US

Retail offering

Market positioning

Product offer/brands

New developments

Pricing

Advertising and marketing

e-commerce and home shopping

PEEK & CLOPPENBURG (DÜSSELDORF)

Figure 111: Peek & Cloppenburg (Düsseldorf): Total European sales as share of European clothing

specialists’ sales, 2004-06

Strategic evaluation

Background

P&C Düsseldorf and P&C Hamburg

Financial performance

Figure 112: Peek & Cloppenburg (Düsseldorf): Group financial performance, 2002-06

Store portfolio

Figure 113: Peek & Cloppenburg (Düsseldorf): Outlet data, 2002-06

Figure 114: P&C (Düsseldorf): Outlets by country, 2002-06

Retail offering

Market positioning

Brands

Product offer

Pricing

e-commerce

MINI COMPANY PROFILES

ADLER

Figure 115: Adler: Sales as share of clothing specialists’ sales in Germany, 2002-06

Background

Financial performance

Figure 116: Adler: Group financial performance, 2002-06

Store portfolio

Figure 117: Adler: Outlet data, 2002-06

Retail offering

Market positioning

Brands

Product offer

Pricing

Advertising and marketing

e-commerce and home shopping

CHARLES VÖGELE

Figure 118: Charles Vögele: Sales as share of clothing specialists in Europe, 2002-06

Background

Financial performance

Figure 119: Charles Vögele: Group financial performance, 2002-06

Store portfolio

Figure 120: Charles Vögele: Outlet data, 2002-06

Retail offering

Market positioning

Brands

Product offer

Pricing

Advertising and marketing

e-commerce and home shopping

DIRAMODE (PIMKIE)

Background

Financial performance

Store portfolio

Figure 121: Pimkie: Outlet data, 2005 and 2006

Retail offering

Market positioning

Brands

Product offer and pricing

Operational issues

Advertising and marketing

e-commerce and home shopping

ESPRIT

Background

Financial performance

Figure 122: Esprit: Group financial performance, 2001/02-2005/06

Figure 123: Esprit: Sales performance by channel and region, 2001/02-2005/06

Figure 124: Esprit: Sales performance by region, 2001/02 and 2005/06

Store portfolio

Figure 125: Esprit: Outlet data, 2001/02-2005/06

Figure 126: Esprit: Store network by region and type, June 2006

Retail offering

Market positioning

Brands

Product offer

Figure 127: Esprit: Product mix, 2005/06

Pricing

e-commerce and home shopping

KIK

Figure 128: KiK: Sales as share of clothing specialists in Europe, 2001-05

Figure 129: KiK (Germany): Sales as share of clothing specialists in Germany, 2001-05

Background

Financial performance

Figure 130: KiK: Group financial performance, 2001-05

Store portfolio

Figure 131: KiK: Outlet data, 2001/02-2006/07

Retail offering

Market positioning

Product offer

Pricing

Advertising and marketing

e-commerce and home shopping

LINDEX

Figure 132: Lindex (Sweden): Sales as share of clothing in Sweden, 2002-06

Background

Financial performance

Figure 133: Lindex: Group financial performance, 2001/02-2005/06

Store portfolio

Figure 134: Lindex: Outlet data, 2001/02-2005/06

Market positioning

Product offer

Figure 135: Lindex: Sales breakdown by product area, 2005/06

Figure 136: Lindex: Brands, 2006

Operational issues

e-commerce and home shopping

NEW YORKER

Figure 137: New Yorker: Sales as share of clothing specialists in Europe, 2002-06

Figure 138: New Yorker (Germany): Sales as share of clothing specialists’ sales in Germany, 2002-06

Background

Financial performance

Figure 139: New Yorker: Group financial performance, 2002-06

Store portfolio

Figure 140: New Yorker: Outlet data, 2002-06

Figure 141: New Yorker: Outlet data by country, Summer 2004-06

Retail offering

Market positioning

Brands

Product offer

Pricing

Advertising and marketing

e-commerce and home shopping

ORSAY

Figure 142: Orsay Group: Sales as share of clothing specialists’ sales in Europe, 2002-06

Figure 143: Orsay Germany: Sales as share of clothing specialists’ sales in Germany, 2002-06

Background

Financial performance

Figure 144: Orsay Group: financial performance, 2002/03-2006/07

Store portfolio

Figure 145: Orsay: Outlet data, 2001/02-2005/06

Retail offering

Market positioning

Brands

Product offer

Pricing

e-commerce and home shopping

TAKKO

Figure 146: Takko: Sales as share of clothing specialists’ sales in Europe, 2001-05

Background

Financial performance

Figure 147: Takko: Group Sales performance, 2001/02-2005/06

Store portfolio

Figure 148: Takko: Outlet data, 2001/02-2005/06

Retail offering

Market positioning

Brands

Product offer

Pricing

Operational issues

Advertising and marketing

e-commerce and home shopping

APPENDIX: RESEARCH METHODOLOGY

Abstract

• background economic and demographic data
• market sizes
• regional retailing trends and issues
• market drivers
• consumer expenditure
• consumer trends
• leading pan-European retailers
• domestic retailers
• market forecasts

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