Commissioned by the fashion association GermanFashion and conducted by the market research company INNOFACT, this study examined how purchasing behaviour in Germany has developed since the previous survey in 2022.

The findings suggest that consumers are becoming more focused on the practical benefits of products. Good fit is the most important criterion for purchasing, cited by 96% of respondents. This is followed by comfort and convenience (both at 95%), and good value for money. Clothing quality is another major consideration, cited by 90% of respondents.

“The results show remarkable consistency in the purchasing behaviour of German fashion customers. Fit, comfort, value for money and quality remain the most important criteria for selecting clothing. Consumers continue to make very rational purchasing decisions, focusing primarily on the concrete benefits of a garment”, explained Justus Lebek, President of GermanFashion.

For brands, product quality remains central to credibility. Consistently high quality was identified by 66% of consumers as the most important factor in establishing brand credibility. Keeping promises and presenting an authentic image are also important factors.

Meanwhile, sustainability remains relevant but is less influential than fundamental product attributes. While 71% of respondents consider avoiding the exploitation of workers in producing countries to be important or rather important, sustainability considerations generally remain secondary to fit, quality, and value for money.

Second-hand fashion is also important, particularly among younger consumers. Although traditional resale channels have declined somewhat since 2022, brand-operated second-hand platforms are gaining ground. According to GermanFashion, the fact that 9% of consumers now predominantly or frequently use these services indicates that resale is becoming an integral part of brands’ distribution strategies.

Slowdown in consumption

The study also suggests a general slowdown in consumption. Although German shoppers continue to use both physical and digital channels, the average number of channels used for shopping has fallen from 4.3 in 2022 to 3.4 in 2026. This decline in usage has occurred across both channels, suggesting that consumers are becoming more restrained in their overall spending, rather than simply moving it from one channel to another.

“The results suggest a smaller shift between individual sales channels, and a more restrained overall consumer attitude”, sums up Justus Lebek.

Despite the growth of digital retail, physical stores still remain a particularly relevant source of information and inspiration. The study found that nearly three in ten consumers turn to local clothing stores for information about trends, products and brands, making these stores the leading source of information.

At the same time, however, consumers are engaging with fewer fashion information channels overall. Influencers and celebrity endorsements have also become significantly less important as sources of information compared with previous years.

In terms of channel diversity, younger consumers are an exception. They use significantly more shopping and information channels than older generations, and they transition more easily between physical and digital environments.