SHEIN becomes Germany's fourth largest clothing brand

Recently, GlobalData released the latest "German Clothing Market in 2028" report, which shows that SHEIN, a leading global fashion brand, has risen rapidly. With its fashion and high cost-effectiveness, it has become Germany's fourth largest clothing brand, and it is likely to advance another place in 2024. This is also the latest achievement of its own fashion brand in the European market after SHEIN became the most popular fashion brand in dozens of states in the United States and the third largest online fashion retailer in the United States.

According to GlobalData's "German Clothing Market in 2028" report, the German fashion market continues to grow and has returned to pre-epidemic levels in 2023, with sales of footwear and accessories increasing by 11.5% and 16.2% respectively. The country's clothing market is expected to continue to record strong growth between 2023 and 2028, with sales expected to increase by 14.2% to 68.2 billion euros (76.04 billion U.S. dollars).

At the brand level, ZARA, C&A, NIKE, and SHEIN ranked in the top four, especially SHEIN and ZARA continued to grow and increase their market share. Among them, SHEIN, with its digital flexible on-demand model, has rapidly raised its products in terms of fashion and cost-effectiveness due to reduced waste, and has risen to fourth place in the German market.

GlobalData pointed out that SHEIN is only slightly behind NIKE and is likely to surpass it in 2024. ZARA, which is one of the world's four major fashion brands like SHEIN, will continue to grow its market share in 2023 and is expected to rise further with its advantages in the fashion field. Although it is still at the forefront of the market, H&M's market share has continued to shrink in recent years, and GlobalData expects this trend to continue in 2024.

The report also pointed out that C&A, the second largest brand in the German market, lost some market share in 2023 and is currently focusing on digital upgrades and store expansion to reverse the situation. After a difficult few years, German sports brand Adidas is expected to regain market share in 2024 with the success of its new products.

It can be seen that in the context of continued market expansion, there are still growth opportunities for competitive brands. Similar to the German market, global clothing consumption demand rebounded strongly in 2023, and the global clothing category market size reached 1.74 trillion US dollars, a year-on-year increase of 10.3%. According to Statista's forecast, global clothing consumption growth will continue to improve from 2024 to 2027, with an average growth rate of 2.8%. From the perspective of category structure, women's clothing accounts for more than half of the overall scale of the global clothing market, accounting for 52.3%, and led the growth with a year-on-year growth rate of 10.7%; men's clothing and children's clothing grew by 10.2% and 9.4% year-on-year respectively. The three went hand in hand and jointly promoted the growth of the global clothing consumption market.

It is worth mentioning that as one of the fastest growing fashion brands in the world, SHEIN's digital flexible on-demand supply chain also continues to empower upstream and downstream suppliers through technological innovation and other aspects, and promote the industrial Internet upgrade of the domestic clothing industry. With its innovative models, technologies, marketing and brand advantages, SHEIN is helping the domestic fashion industry climb to both ends of the "smile curve" of the global industrial chain, which is also an important manifestation of the Chinese fashion industry's continuous improvement of its influence in the world.

According to HubScore analysis, SHEIN has become the first choice for fashion in many states in the United States with its cost-effective fashion products. Data shows that SHEIN has become the most popular fashion brand in dozens of states in the United States, including Pennsylvania, Texas, North Dakota, etc.

Just in May this year, the global data and business intelligence platform Statista cited the latest data from the ECDB website showing that SHEIN ranked third in the United States. Online fashion retailers, ranked after Amazon and Walmart, and ahead of traditional retail giants Macy's and Nike.