At 547 euros per capita, the expenses for clothing and shoes in Germany are around 29% below the European average. While an average of 772 euros per person are spent on fashion in Europe, Luxembourg is 1,777 euros. With its value, Germany only ranks 18th of the 25 countries examined – only Finland and Romania are still below it.
Germany also performs below average in the share of fashion expenses in retail purchasing power: at 8.1%, the Federal Republic is in the penultimate place. Only in Finland is the fashion content even lower at 5%. On average in Europe, 11.1% of retail purchasing power is eliminated to the fashion sector, in Spain even 14.8%.
“The Germans rather value fashion if you go according to their output behavior,” comments Filip Vojtech from NIQ-GfK. A total of 14 of the countries examined have an above-average per capita buyer for fashion. Eleven countries – including Germany – remain below the cut. Romania is only 375 euros per year, which corresponds to around 49% of the average.
There are sometimes significant regional differences within the countries: in Romania, for example, the residents of Bucharest spend almost three times as much for fashion as the residents of other regions. Similar patterns are also shown in France, Portugal, the United Kingdom and Scandinavia.
In Italy, Milan is the clear leader in the expenses for clothing and shoes – around 30% above the national average. In Spain, on the other hand, the Basque provinces of Gipuzkoa and Bizkaia have the highest purchasing power. In Germany, Munich and Hamburg are in front, while Berlin even stays below the national average.
The SORATIONSCHMPRECTION from NIQ-GfK is based on geostatist modeling and the consumer behavior of the population. It shows the nominal purchasing power (not adjusted for inflation) at the level of countries, regions and postcodes. In addition to the fashion sector, data for numerous other assortments are also analyzed.
