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1、123The Status of German Fashion 2024THE STATUS OF GERMANFASHIONEDITION 024.Strengths,weaknes-ses,opportunties,and threats 47-594.1 STRENGTHS 494.2 WEAKNESSES 514.3 OPPORTUNITIES 534.4 THREATS 554.5 CONCLUSION OF THE SWOT ANALYSIS 575.5.Long-term challenges for the fa-shion industry 61-695.1 SUSTAINA

2、BILTY AND CIRCULAR ECONOMY 645.2 DIGITAL INNOVATION 68 1.Introduction 15-161.1 OVERVIEW OF THE STUDY 15 FOREWORD 3 EXECUTIVE SUMMARY 56.Recommendations and conclusion 72-766.1 INCREASED SUPPORT AND EDUCATION FOR FASHION COMPANIES IN THE CONTEXT OF SUSTAINABILITY 726.2 INCREASING THE APPRECIATION AND

3、 IMPORTANCE OF THE GERMAN FASHION INDUSTRY AT HOME AND ABROAD 736.3 EDUCATING CONSUMERS 736.4 INCREASED SUPPORT FOR DOMESTIC PRODUCTION,INCLUDING TECHNOLOGIES AND MICROFACTORIES 756.5 MORE SUPPORT FOR DEVELOPMENT PROGRAMMES AND FASHION SCHOOLS 756.6 SUPPORT WITH DIGITALISATION6.7 CONCLUSION 762.The

4、German fashion industry in the global economy 19-262.1 GERMANYS PLACE IN THE GLOBAL FASHION ECONOMY 192.2 THE DEVELOPMENT GERMANYS FASHION INDUSTRY 213.The economic impact of the fashion industry 29-443.1 INTRODUCTION TO OUR IMPACT ANALYSIS 293.2 THE DIRECT IMPACT OF FASHION PRODUCTION AND DISTRIBUT

5、ION 313.3 OTHER DIRECT IMPACTS 35 3.4 THE TOTAL IMPACT OF THE FASHION INDUSTRY 39The Status of German Fashion 2024MOVING THE EUROPEAN TEXTILE AND FASHION INDUSTRY FAST FORWARD ON TEXTILE WASTE RECYCLING 97REHUBSDECARBONISING FASHION:A PATH TO NET ZERO CHALLENES,STRATEGIES AND FUTURE PERSPECTIVES 93C

6、ARBON TRUSTBEYOND COMPLIANCE:PREPARING FASHION BRANDS FOR CSDDD AND SUSTAINABILITY 101RETRACEDREPAIR BOOM WHY ARE BRANDS RUSHING TO REPAIR?83MENDEDDIGITAL PRODUCT PASSPORTS AND THE VALUE THIS TOOL CAN UNLOCK FOR BRANDS 87CERTILOGOTHE PATH TO A SUSTAINABLE SUPPLY CHAIN WITH CORPORATE SOCIAL RESPONSIB

7、ILITY(CSR)SOFTWARE 91SPEED STEPEBAY AS A DRIVER OF CIRCULARITY:RECOMMERCE IS A GROWTH MARKET WITH GREAT POTENTIAL 79 EBAY ABOUT 105APPENDIX 1:INTERVIEW PARTNERS 109APPENDIX 2:WHITE PAPER PARTNER 111APPENDIX 3:METHODOLOGY 113ForewordThe Status of German Fashion 2024The fashion industry in Germany is

8、a unique reflection of our cultural identity,a blend of traditional craftsmanship and technical innovation,history and forward-thinking creativity.It is a vibrant cornerstone of our society shaping trends,creating jobs,and driving change.However,the change we so urgently need,must be designed in a m

9、ore sustainable,respectful,and future-oriented manner.With the publication of the second edition of our study on the status of German fashion,we aim to take a decisive step in this direction.Our collaboration with eBay Germany and Oxford Economics provides us with valuable,up-to-date insights into t

10、he chal-lenges and opportunities facing the fashion industry especially at a time when the effects of the COVID-19 pandemic are still with us,and digital transformation is in full swing.The study makes it clear:Its time to set the course for a sustainable future.A sustainable system in fashion is no

11、 longer a distant dream but an urgent necessity.The call for a responsible industry is growing louder not only from consumers but also from politics and businesses themselves.Nevertheless,while the demand for sustainably produced goods is increasing,we face the challenge that many consumers are stil

12、l unwilling to pay higher prices,even though the desire for change is high.Here,collaboration is key:the fashion industry,policymakers,and,most importantly,the end consumers must work together.The fashion industry must fundamentally change its way of thinking from a Take,Make,Dispose“model to a circ

13、ular system that preserves resources and extends the product lifecycle.Implementing circular economy principles requires not only innovative materials and design concepts but also new business models that promote the reuse and recycling of clothing.This is not only an ecological necessity but also a

14、n economic opportunity for companies that want to position themselves as pioneers in a future-oriented fashion industry.A successful transformation of the fashion industry requires more than just techno-logical innovations and digital transformation we must also invest in the traditional craft profe

15、ssions that form the foundation of our industry.The artistry behind the production of high-quality fabrics,precise tailoring,and unique designs must not be lost.Innovations,as important as they are,can only reach their full potential when built on these artisanal foundations.The combination of tradi

16、tional craftsmanship and modern technologies is the key to a future-proof fashion industry.Therefore,we must drive both digitalization and the strengthening of craft professions to secure the long-term innovative strength of the industry while preserving our cultural and technological identity.FOREW

17、ORDFASHION COUNCIL GERMANY,NOVEMBER 2024It is up to us to build bridges and provide the necessary education.We must not use the term sustainability merely as a buzzword we must bring it to life.Consumers must gain insight into the realities behind sustainability claims and learn how to make choices

18、that contribute to a better future.Similarly,companies must take responsibility and communicate transparently about how they are truly changing their production processes,without falling into the trap of greenwashing.The pandemic has exposed many weaknesses in our globalized fashion world from the f

19、ragility of supply chains to the need to rethink our production strategies.But it has also shown us the opportunities of accelerated digitalization,which must now be seen not only as a future trend but as a necessary condition for the industrys further development.Investments in digital transformati

20、on offer not only potential for new business models but also for more resource-efficient and sustainable production.We must unite in taking responsibility and actively lead the shift towards a more sustainable fashion industry.Its time to raise awareness of the ecological and social impacts of fashi

21、on production and view this as an opportunity to transform the entire industry for long-term sustainability.We are convinced that through cooperation,innovation,and the courage to embrace change,we can create a fashion industry that is ecologically,socially,and economically sustainable.Lets embark o

22、n this journey together-with vision,responsibility,and determination.The future of fashion begins today.Christiane Arp,Chairwoman of the BoardScott Lipinski,CEO,Fashion Council Germany3456The Status of German Fashion 2024Executive summaryGermany is a key player in both fashion production and distrib

23、ution within the European Union.This updated report assesses the overall economic impact of the fashion industry on the German economy in 2023,specifically in terms of the industrys contributions to GDP,employment,and tax revenue.We also use these key figures to discuss how the fashion industry has

24、developed since 2019.Furthermore,we shed light on the key issues and challenges facing the sector,based on interviews with 18 experts and key industry representatives.We discuss the strengths and weaknesses of the sector and its ability to adapt to the emerging opportunities and risks.Moreover,we pr

25、ovide forward-looking recommendations.The fashion industry is diverse and encompasses various economic sectors.As in the previous study,we define the industry this year as an amalgamation of the following subsectors:Manufacture of textiles for fashion production Manufacture of clothing and footwear

26、Wholesale and retail of fashion products Fashion magazines Fashion advertising Fashion educationIn addition to products such as clothing and shoes,we also consider accessories,bags,and jewellery.The fashion industry stimulated a total GDP contribution of around 70 billion in 2023.Of this total,the f

27、ashion industry itself contributed 29 billion in gross value-added(GVA)to GDP.Procurement spending by the industry in other economic sectors sti-mulated 23 billion and consumer spending by employees another 18 billion in GVA.This includes employees working in the fashion industry,as well as those wo

28、rking in the industrys supply chain.For every 100 contributed by the fashion industry itself,it supported an additional 140 of GVA in the rest of the German economy.70 BN:TOTAL CONTRIBUTION OF THE FASHION INDUSTRY TO GERMAN GDP IN 2023.THE FASHION INDUSTRY MAKES SUBSTANTIAL CONTRIBUTIONS TO GERMANYS

29、 ECONOMY.EXECUTIVE SUMMARY78The Status of German Fashion 2024We also estimate that the fashion industry supported around 1 million jobs in 2023.Of these,around 620,000 were in the industry itself.A further 210,000 jobs were sup-ported in the industry supply chain and another 180,000 by employees spe

30、nding their incomes elsewhere in the economy.This means that for every 100 jobs in the fashion industry,a further 63 jobs were supported in other sectors.The fashion industry has also contributed significantly to tax revenue in Germany.The industry stimulated around 36 billion in tax revenue,of whic

31、h 23 billion was paid directly by the fashion industry.The majority of tax payments were made in the form of sales and wage taxes.Further tax revenues totalling 7 billion and 6 billion were supported by procurement expenditure and wage-financed consumer spending,respectively.Despite its overall impo

32、rtance for the German economy,the fashion industry has not yet recovered from the past few years,which were characterised by the Covid-19 pandemic and high inflation.The fashion industry,centred around the production and distribution of consumer goods,has been particularly affected by the decline in

33、 demand in recent years.We estimate that the industry generated around 12%less GVA in 2023 than in 2019,after adjusting for inflation.The fashion industrys overall contribution to GDP also fell by 10%,again adjusted for inflation.Employment in the fashion industry has also fallen sharply.In 2019,the

34、 industry itself employed an estimated 770,000 people,but in 2023,the number has contracted by 20%.This corresponds to a loss of one in every five jobs.In line with the lower GVA and lower employment in the fashion industry,tax expen-diture stimulated has also fallen in 2023.After adjusting for infl

35、ation,the fashion industrys total tax contribution(including tax payments stimulated by procurement and consumer spending)was around 10%below the 2019 level.1 MILLION:TOTAL JOBS ASSOCIATED WITH THE FASHION INDUSTRY IN GERMANY IN 2023.BUT IS STRUGGLING WITH THE CHALLENGES OF RECENT YEARS.Even in 2023

36、,no country enjoyed grea-ter consumer confidence in its fashion products than Germany.The durability and quality of its products are among the greatest strengths of German fashion;major German sporting goods manu-facturers are world-famous and among the largest fashion companies in Europe.The German

37、 fashion industry has also recognised important future trends.The experts surveyed pointed out that numerous companies in Germany are increasingly focussing on sustainability and transparency in the supply chain.This contributes to German companies being internationally perceived as fu-ture-oriented

38、 and responsible.In ad-dition,innovation in the development of new fibres and textile machines is one of the industrys strengths,which supports international competitiveness.This focus on sustainability and innovation provides the German fashion industry with future growth opportunities.THE INDUSTRY

39、 IMPRESSES WITH QUALITY,INNOVATION,AND SUSTAINABILITY.However,high production costs are ham-pering growth in the German fashion industry.As supported by the majority of experts,the high costs have led to pro-duction costs being outsourced abroad.This contributes to a loss of expertise and jeopardise

40、s the innovative strength of the German fashion industry.Compared to other countries,the Ger-man fashion industry also lacks cultural anchoring.The domestic industry tends to hold a lower status than other count-ries,such as France and Italy,where fashion houses and designers are more deeply ingrain

41、ed in the culture.Among other things,this lack of recognition makes it difficult to recruit skilled la-bour and talent.A growing shortage of young talent also jeopardises the future profitability of the industry.EXECUTIVE SUMMARY910The Status of German Fashion 2024Our interviewees named two key long

42、-term developments that the fashion industry must adapt to:Firstly,as the demand for more environmentally friendly production methods grow and interest in the circular economy increases,sustainability and the circular economy are taking centre stage.Secondly,digital innovation is becoming more and m

43、ore prevelant,and careful planning and investment are needed to re-concile technological advances with sustainability values and be a driver of growth.BUT FACES LONG-TERM CHALLENGES.Significant progress in the fashion industry in terms of sustainability is accompanied by challenges.For example,the E

44、U Corporate Sustainability Reporting Directive(CSRD)has a standardised regulatory framework requiring companies to produce detailed sustainability reports.However,uncertainties regarding the implementation of the regulation present considerable challenges for companies.The move towards a circular ec

45、onomy presents a positive change,but it is being hampered by higher production costs and longer production times.This balance between cost pressures and sustainable practices remains a major challenge,as some consumers are un-willing to pay the premium associated with sustainability.Digital innovati

46、ons such as the Digital Product Passport(DPP),artificial intelligence(AI),and technological textile innovations are increasingly shaping the fashion indus-try.The DPP improves transparency and sustainability,however,it does not ensure a balance between data transparency and the protection of busines

47、s interests.AI is also seen by experts as an outstanding development in the fashion industry,but it harbours risks for jobs and social inequality.While technological advances should be encouraged,their impact on people and the environment must also be considered.Gernot Lenz CEO Tom TailorOur industr

48、y is strongly influenced by consumer emotions,which becomes particularly evident in times of global conflicts.These uncertainties have a direct impact on consumer behavior and often manifest in a reluctance to purchase.“10EXECUTIVE SUMMARY1112The Status of German Fashion 2024A key recommendation fro

49、m our interviewees is greater support for fashion companies in implementing sustainability strategies.While new regulations are well received,there is a lack of clear support from the government to translate these into practical measures.Initiatives such as Berlin Fashion Week are a positive example

50、 of how knowledge and inspiration can be shared and synergies within the industry strengthened.Among other things,the interviewees call for more funding opportunities for sustainability issues to establish Germany as a pioneer in this area.Another focus is on the international visibility and appreci

51、ation of German fashion.The experts recommend more political support,partnerships,and international activities to increase the global presence.The participation of politicians in fashion events and financial support for trade fair participation are cited as examples.Funding programmes for start-ups

52、and sustainable projects,as well as export initiatives,should be supported to ensure the success of German brands worldwide.Collaboration within the industry and across other sectors is essential to enhancing Germanys status as a globally recognized fashion hub.Domestic production must be strengthen

53、ed to regain expertise lost through offshoring.Our interviewees suggest,for example,tax adjustments to increase the attractiveness of production in Germany.They also point out the potential of the“Made in Germany”label,especially in terms of sustainability:The German fashion industry is well-positio

54、ned to advocate for responsible production.At the same time,the experts emphasise the urgency of expanding the digital infrastructure to meet the industrys future requirements.This is essential for remaining competitive in the long term.THE FASHION INDUSTRY CANNOT OVERCOME THESE CHALLENGES WITHOUT P

55、OLITICAL SUPPORT.The Status of German Fashion 2024EXECUTIVE SUMMARY1314The Status of German Fashion 20241516The Status of German Fashion 20241.IntroductionAs shown in the previous study“Status of German Fashion 2021”,the fashion industry makes a significant contribution to the German economy:Around

56、1%of Germanys GVA and employment was generated by the fashion industry in 2019.1 Despite the continued global appreciation of the excellent manufacturing quality associated with“Made in Germany”2,the German fashion industry has suffered due to the Covid-19 pandemic and high inflation.This is evident

57、,among other things,in the stagnation or decline of consumer spending on fashion products in Germany,in real terms.The aim of this study is therefore to quantify the economic contributions of the industry in 2023 and to show how it has changed since 2019.In 2023,the German fashion industry was one o

58、f the most important producers of textiles and clothing,not only in Germany but also across Europe and globally.However,according to our expert survey,the fashion industry receives less political support than other sectors of the economy.Many of the new regulations,including EU-wide regulations,are

59、often only developed in theory,which means that many companies face challenges when trying to implement them.Linked to this,the topic of sustaina-bility is cited by experts as one of the most important issues for the future,both as an opportunity and as a challenge.Although the potential for a more

60、sustainable fashion industry is widely recognized,customer willingness to pay more for sustainable pro-ducts has not yet reached the level needed to effectively drive these changes forward.As in the previous study,this report assesses the fashion industrys contribution to the German economy,discusse

61、s the industrys strengths and weaknesses as well as its opportunities and risks,and develops relevant policy recommendations.In Chapter 2,we show how the industry is positioned in an international setting and how it has developed since 2019.We also look at changes since the Covid-19 pandemic.Chapter

62、 3 presents the economic contribution of the industry in Germany,comparing it with the contribution in 2019 after adjusting for inflation.In Chapter 4,we analyse the strengths,weaknesses,opportunities,and risks for the industry,and summarise these to shed more light on the current situation of the f

63、ashion industry.Chapter 5 examines the long-term challenges the fashion industry is facing.Finally,in Chapter 6,we present the recommendations identified in the expert surveys that can be used to support the industry in the best possible way.Alongside the analyses conducted,this study features six w

64、hite papers that explore various aspects of the circular economy,sustainability,and digitalization.In these papers,experts offer their insights on future regulations and outline strategies for successfully implementing them to advance the fashion industry in Germany.INTRODUCTION1 Oxford Economics,St

65、atus Deutscher Mode 2021.2 According to a survey by YouGov,consu-mers continue to trust German products the most.YouGov,Made in Germany im-mer noch weltweites Qualittssiegel,2024.1.1 OVERVIEW OF THE STUDYWHAT IS THE“FASHION INDUSTRY“?Our definition of the fashion industry follows the assumptions of

66、previous studies and includes the following products and services:3 Clothing(men,women,children)Bags and suitcases Shoes Accessories Jewellery and watches Fashion magazines Fashion education Fashion advertisingSubgroups such as sportswear and workwear are included in the clothing and foot-wear categ

67、ories.To estimate the economic importance of the fashion industry,we follow the industry classifications used in official statistics4 and analyse the following industries:Textile manufacturing(insofar as the manufactured goods are used for fashion)Manufacture of clothing and footwear Other fashion p

68、roduction(accessories,jewellery,etc.)Fashion wholesale Fashion retail Advertising and marketing services used by the fashion industry Magazine publishing(mainly fashion magazines)Higher education(mainly fashion schools)3 Considering previous studies by Oxford Economics and British Fashion Council,Th

69、e Value of the UK Fashion Industry,2012;and Oxford Economics and Fashion Council Germany,Status of German Fashion 2021.4 Detailed descriptions of these sectors and their use can be found in Appendix 2.1516The Status of German Fashion 20241718The Status of German Fashion 20241920The Status of German

70、Fashion 202419202.The German fashion industry in the global economyGermany maintains its position as one of the worlds leading industrial producers and continues to play an important role in the fashion sector within the European Union.The GVA of the German clothing industry reached around 2.6 billi

71、on in 20225,securing Germanys position as the second largest producer in the EU,behind Italy.6 On a global level,however,the German fashion industry remains relatively small,accounting for just 1.5%of the global GVA of clothing manufacturers.It lags signifi-cantly behind China,which dominates the se

72、ctor with 42%of the worlds total GVA.7The textile industry also plays a prominent role in Germany.With a GVA of 3.8 bil-lion in 2022,Germany is once again in second place behind Italy,where the industry generated 5.9 billion in GVA.8 In addition,Germany is a leader in the production of machinery for

73、 textile,clothing,and leather processing:In 2023,this sector achieved a GVA of 1.7 billion,putting it in first place within the EU.In addition,around 22,000 people were employed in this sector9.The German fashion industry continues to be closely integrated into the global market.In 2022,Germany expo

74、rted an estimated 136 billion in textile products and ranked third among the worlds largest textile exporters,after China and Viet-nam.10 Germany also ranked third as an exporter of clothing,while it was the worlds fourth largest exporter of shoes.The most important buyers of German textiles and clo

75、thing were in neighbouring countries such as Poland,France,the Netherlands,and Italy,but also the US.11Germany was also a major importer of these products in 2022.With import values totalling 53 billion and 63 billion,respectively,Germany ranked second in the world for imports of clothing and footwe

76、ar as well as textiles.Most of the imported fashion goods came from China,Bangladesh,Poland,Italy,and the Netherlands.12Germany also plays a major role for the industry as a consumer goods market.As one of the largest economies in the world,Germany has one of the strongest con-sumer goods markets fo

77、r fashion.In 2022,German consumer spending on clothing and shoes totalled 76 billion,returning to pre-Covid-19 levels for the first time.13 This makes Germany the largest fashion consumer market within the EU and the sixth largest worldwide;only consumers in the US,China,India,the UK,and Japan spent

78、 more on fashion goods in 2022.14Adjusted for inflation,however,German consumer spending remains significantly below pre-crisis levels(-10%).15 This suggests that the German fashion industry has continued to lose a large part of its sales market and is therefore facing major challengessome of which

79、are cyclicaldespite its economic importance.Fig.1:Gross value added of the clothing sector in the top five countries of the EU,2018 and 2022,in current prices Source:Oxford Economics based on EurostatTHE GERMAN FASHION INDUSTRY IN THE GLOBAL ECONOMY2.1 GERMANYS PLACE IN THE GLOBAL FASHION ECONOMY Fi

80、g.2:Consumer spending on clothing,top five countries in the EU,2018 and 2022,in current pricesSource:Oxford Economics based on Eurostat19205 While this study examines the socioeconomic impact of the fashion industry in 2023,not all data were already available for 2023.We therefore analyse the curren

81、t available data in this chapter.8 This comparison of GVA in the textile industry also consi-ders to a considerable extent textiles that are not related to clothing and fashion,as more detailed data are not available.However,as in the previous study,we have exclu-ded the following subsectors,which a

82、re probably the least related to clothing:Manufacture of cordage;Manufacture of carpets;Manufacture of items such as towels,sheets,and bed linen(made-up textile goods excluding apparel).9 Eurostat,Structural business statistics 2024.10 Oxford Economics,Global trade database based on the United Natio

83、ns Commodity Trade Statistics Database,2024.11 ibid.12 ibid.13 Eurostat,Annual National Accounts database,2024.According to Destatis,consumer spending on clothing(nominal)only recovered in 2023 and in 2022 was still 2.3%lower than spending on clothing in 2019(Destatis,National Accounts-Fachserie 18,

84、2024).14 Oxford Economics,Global-Economics-Database,2024.15 Oxford Economics,Global-Economics-Database,2024.The calculation is based on a GDP deflator of 90.10 in 2019(2022=100).6 Eurostat,Structural business statistics 2024.7 Oxford Economics,Global-Trade-Datenbank basierend auf United Nations Comm

85、odity Trade Statistics Database,2024.The Status of German Fashion 20242122The Status of German Fashion 2024Despite the continued importance of the German fashion industry,the production output of the German clothing and foot-wear industry has fallen sharply since the 1980s.As shown in the previous s

86、tudy,GVA in the clothing industry fell by 91%between 1980 and 2020(adjusted for infla-tion),and by 55%in textile manufacturing,while GVA in the manufacturing industry as a whole rose by 46%over the same period.This development illustrates the ongoing structural change taking place in the German fash

87、ion industry.Over the past few years,which have been characterised by Covid-19 and high infla-tion,this trend has intensified.In 2020,Covid-19 led to a sharp slump in GVA in both the textile and clothing manu-facturing sector and the manufacturing industry as a whole.However,while the manufacturing

88、industry recovered from this shock in the following years and is back above the pre-crisis level,the infla-tion-adjusted GVA in clothing manufactu-ring is still 10%lower than it was in 2019.After a slight increase in GVA in clothing manufacturing between 2020 and 2022,the downward trend of the pre-C

89、ovid-19 years persists.In addition to short-term economic shocks such as the Covid-19 pandemic,clothing production is also extremely affected by offshoring.As outlined in the previous study,around 17%of textile manufactu-Fig.3:Gross value added of the German clothing and textile industry16 compared

90、to the entire manufacturing industry since 2014,real16 For the purposes of this long-term comparison,the data cover the entire German textile industry,with no exceptions.Source:Oxford Economics Global Industry Database17 Butollo,F.und Staritz,C.,Deglobalisierung,Rekonfigu-ration oder Business as Usu

91、al?COVID-19 und die Grenzen der Rckverlagerung globalisierter Produktion,2022.18Zanker et al.,Globale Produktion von einer starken Heimatbasis aus,2013.Fig.4:Share of German manufacturers that have relocated their production abroad or back to Germany,by industry,2010201218Source:Oxford Economics bas

92、ed on Zanker et al.(2013)rers relocated their production capacities abroad between 2010 and 2012,and they have not moved their production back.The loss of production capacity in textile and clothing manufacturing has been the highest of all sectors.Even though some companies considered relocating pa

93、rts of their production back to Germany(“resho-ring”)during the Covid-19 pandemic,there are no clear signs of a broad“reshoring”movement in the fashion industry to date.172.2 THE DEVELOP-MENT GERMANYS FASHION INDUSTRYTHE GERMAN FASHION INDUSTRY IN THE GLOBAL ECONOMY2324The Status of German Fashion 2

94、024Fig.5:Share of online sales in total retail sales in selected countries,2019 and 2022 Source:Oxford Economics based on Centre for Retail Research2.2.1 GERMAN FASHION AND ONLINE RETAIL least 1%of their sales through online sales,compared to 28%in 2019.This puts Germany in 14th place within the EU,

95、behind countries such as Denmark(74%),the Netherlands(60%),and Swe-den(57%).24E-commerce is also becoming increa-singly important in the fashion industry.The share of online sales for clothing and shoes in total retail sales of these products is estimated to have reached 27%in 2023,which represents

96、a sig-nificant increase compared to 21%in 2019(25%).25 The share of online sales in jewellery and watch retail has de-veloped in a similar way,increasing by 24%since 2019 according to the HDEs online monitor.2619 Destatis,National Accounts-Fachserie 18,2024;and Oxford Economics,Global Economics Data

97、base,2024.The calculation is based on a GDP deflator of 84.88 in 2019(2023=100).20 Oxford Economics,Status of German Fashion 2021.21 Statista,Retail e-commerce revenue worldwide from 2019 to 2029,by segment,2024;based on an average exchange rate of 1.08131 US dollars/euro in 2023 and 1.11963 US doll

98、ars/euro in 2019(Oxford Economics,Global Economics database,2024).25 Oxford Economics based on Destatis,Monthly retail statistics,2024;and Destatis,Online trade is steadily gaining in importance,2024.23 Centre for Retail Research,Online Trends&Statistics for UK,Europe&N.America 2022-2023.24 Eurostat

99、,database of e-commerce sales,2024.22 Oxford Economics,Status of German Fashion 2021.26 Oxford Economics calculations based on HDE,Online-Monitor 2024 and Online-Monitor 2020.THE GERMAN FASHION INDUSTRY IN THE GLOBAL ECONOMYIn recent years,domestic clothing pro-duction in Germany has sharply decline

100、d,with consumption experiencing a similar downturn.Consumer spending by private households on clothing and shoes in Ger-many fell by 6.3%(nominal)between 2019 and 2021.Adjusted for inflation,consumer spending on clothing and shoes in 2023 remained significantly below the level of the pre-Covid-19 ye

101、ars(-16%compared to 2019),indicating a persistent decline in demand.19 This represents a clear rever-sal of the trend observed in the previous study,which recorded inflation-adjusted growth in consumer spending of 0.5%per year between 2010 and 2019.20The clear shift in consumer habits to-wards onlin

102、e retail is particularly striking.Between 2019 and 2023,global e-com-merce sales in the retail sector are es-timated to have risen from 2.0 trillion to 3.3 trillion.21 In Europe,the online share of retail sales has risen from 10%in 2019 to more than 15%in 2022,which corresponds to renewed growth of

103、over 50%.Between 2012 and 2019,the on-line share of retail sales had already risen from 4.8%to 10.1%,meaning that the online share of sales has more than tripled since 2012.In Germany,too,the online share of retail sales has continued to increase,although the share of online sales has risen somewhat

104、 less sharply,from 16%in 2019 to almost 20%in 2022.While the share of online retail sales in Germany is therefore at the top of the EU-wide comparison,it was still below that of the UK(27%)in 2022.23 It is noteworthy that retailers in Germany,despite the high relevance of online sales,continue to re

105、ly less on online sales than retailers in other EU countries.In 2023,around 34%of German retailers generated at 232526The Status of German Fashion 2024Fig.6:Annual growth of total retail sales and sales of internet and mail order companies in Germany,realSource:Oxford Economics based on DestatisGERM

106、ANYS BIGGEST FASHION BRANDSIn 2022,German sporting goods manufacturers continued to dominate the German fashion market:Internationally renowned brands such as the adidas Group and Puma are the largest German fashion companies with sales of 23 billion and 8 billion,respectively.Adidas GroupPumaPuma8,

107、5Hugo BossHugo Boss3,7KikKik2,2C&A DeutschlandC&A2,2New YorkerTakkoNew YorkerTakko2,21,2Ernstings FamilyErnstings Family1,2S.Oliver GroupS.Oliver1,1EspritEsprit0,8Adidas22,5COMPANYBRANDREVENUE 2022,BILLIONSTable 1:Sales revenues of the 10 largest German fashion brand suppliers,20222929 TextilWirtsch

108、aft Deutschland,Ranking:Das sind die um-satzstrksten Mode-Unternehmen.The companies included are parent companies and not individual brands.28 Destatis,Monthly statistics of retail trade,2024.27 In this context,the term online retailer refers exclusi-vely to companies whose main activity consists of

109、 sales via the Internet or mail order.It does not include online sales of retailers that primarily operate retail shops.THE GERMAN FASHION INDUSTRY IN THE GLOBAL ECONOMYThe Covid-19 pandemic was a decisive catalyst for this change.The pandemic-related lockdowns and restrictions in bricks-and-mortar

110、retail forced many consumers to do more of their shopping online.This shift has not been reversed since Covid-19,but has instead become a permanent change in purchasing behaviour.This also explains why online retailers sales27 have increased significantly more than those of the retail sector as a wh

111、ole during Covid-19:In 2020 and 2021,online retailers recorded average,inflation-adjusted sales increases of 19%compared to the same quarter of the previous year,while the retail sector only recorded growth of 3%.This trend has weakened somewhat over the last two years,with online and mail order sal

112、es falling slightly below the sales levels of 2021.In the fourth quarter of 2023,total sales of online retailers adjusted for inflation were nevertheless 19%above the pre-Covid-19 level in the fourth quarter of 2019.In contrast,the retail sector recorded a-0.7%drop in sales between the last quarters

113、 of 2019 and 2023.These figures illustrate the ongoing shift towards online retail.And this trend is even more pronounced in fashion retail:While online retailers sales of clothing,shoes,and textiles have increased by 25%since 2019 after adjusting for inflation,brick-and-mortar retailers of clothing

114、 and shoes have recorded a 5.1%drop in sales during this period.282728The Status of German Fashion 20242930The Status of German Fashion 20243.The economic impact of the fashion industryIn this chapter,we explain our analyses of the fashion industrys contribution to the German economy and compare the

115、m with the economic impact of the industry in 2019.We pay particular attention to the question of whether the fashion industry was able to recover from the effects of Covid-19 in 2023.Further details on the underlying methodology can be found in Appendix 3.THE CATEGORIES OF ECONOMIC IMPACT IN OUR MO

116、DELWe assess the economic impact of the fashion industry on the German economy using a standardised analytical framework known as economic impact analysis.We quantify three channels of the fashion industrys economic impact:The three impact channels together make up the total economic impact of the G

117、erman fashion industry.We measure this impact using three key figures:The figures given in this study on the economic impact of the fashion industry in Germany in 2019 relate to the previous study.Slight methodological changes and the latest economic data at the deadline were used for the updated es

118、timates of the fashion industrys economic balance sheet in 2023.Updating the previous study using new data and methodology would only mean minor changes to our estimates,meaning that the estimates presented for both years are still comparable.The direct impacts relate to the economic activities of t

119、he fashion industry itself.They include the GVA,tax contributions,and employment generated by the com-panies belonging to the fashion industry.GDP specifically:the contribution of GVA to GDP.In simple terms,this contribution to GDP comprises the corporate profits(before taxes)and employee compensati

120、on generated in the fashion industry.The indirect impacts describe the eco-nomic activities that arise in the fashion industrys supply chain.In other words,they capture the economic activity that is triggered by the expenditure of the companies belonging to the industry at German suppliers.Employmen

121、t the number of jobs sup-ported by the fashion industry.The induced impacts include the broader economic benefits that arise from consu-mer spending by fashion industry emp-loyees and the domestic supply chain.For example,by paying salaries,the fashion industry supports the spending by its employees

122、 at retailers or in restaurants,which triggers further economic activity in Germany.Taxes the tax payments to the German state that are stimulated by the economic activity of the fashion industry,including sales taxes,payroll taxes,and corporate taxes.THE ECONOMIC IMPACT OF THE FASHION INDUSTRY3.1 I

123、NTRODUCTION TO OUR IMPACT ANALYSISDIRECT IMPACTINDIRECT IMPACTINDUCEDIMPACTTOTAL IMPACTThe German fashion industry employs staff and generates GDP and tax revenues for the authorities.Employees(including of the suppliers)spend their wages in the wider economy,supporting more GDP,jobs and tax revenue

124、s.It also spends money with suppliers who employ staff,generate GDP and pay taxes.They use other suppliers in turn.Added together,these three effectsdirect,indirect,induced comprise the total economic impact of the fashion industry.Fig.7:Channels of economic impact2930The Status of German Fashion 20

125、243132The Status of German Fashion 2024As in 2019,wholesale and retail(hereinafter referred to as“distribution”)and manufactu-ring were the largest sectors of the German fashion industry.They form the foundation of the industry and meet the demand for fashion products by either manufacturing the pro

126、ducts themselves or importing them from abroad.According to our estimates,the manufacture and distribution of fashion products contributed around 28 billion directly to Germanys GVA in 2023,equivalent to around 1%of Germanys total GDP.30 This means that the core areas of the fashion industry exceede

127、d,for example,the domestic economic sectors of telecommunica-tions(GVA of 25 billion)and publishing(12 billion),and were only slightly below the agricul-ture,forestry,and fishing sector(32 billion).31 Distribution was the main contributor to the 28 billion in GVA generated in the fashion industry,ac

128、counting for 82%of total GVA(fashion retail:66%,fashion wholesale:16%).The remaining 18%was contributed by clothing and textile manufacturing.The large share of distribution in GVA emphasises the key importance of retail for the German fashion industry.In terms of pro-duct categories,womenswear and

129、menswear were the most important product categories in 2023,accounting for 57%of the total direct GVA contribution.Fig.8:Direct GVA of the German fashion industry compared to other German industries,2023Fig.10:Direct GVA contribution of the Ger-man fashion industry by product category,2023Fig.9:Dire

130、ct GVA contribution of the German fashion industry by sector,2023Source:Oxford Economics based on Eurostat and DestatisQuellen:Oxford Economics basierend auf Eurostat und DestatisSource:Oxford Economics based on Eurostat and Destatis3.2 THE DIRECT IMPACT OF FASHION PRODUCTION AND DISTRIBUTION3.2.1 D

131、IRECT IMPACT ON GDP31 For comparability with the last study and other figures cited in this study,the GVA figures for the ot-her economic sectors are based on the latest Euro-stat figures(Eurostat,National Accounts Database,2024)and were extrapolated with the corresponding growth rates up to 2023(Ox

132、ford Economics based on Destatis,2024).30 German GDP in 2023 was around 4.2 trillion(Destatis,Volkswirtschaftliche Gesamtrechnung des Bundes,2024).31THE ECONOMIC IMPACT OF THE FASHION INDUSTRY3334The Status of German Fashion 2024In 2023,an estimated 604,000 people were employed in the core areas of

133、the German fashion industry,which equates to just over 1%of total employment in Germany.32 With around 461,000 employees,or 76%of total employment in the core areas of the fashion industry,retail accounted for the largest share,underlining the high labour intensity of this sector.Fashion wholesale a

134、nd the manu-facture of fashion products each accounted for around 11%and 12%of the industrys workforce,respectively.Labour productivity33 within the various sec-tors of the German fashion industry varied considerably.For example,employees in the manufacture of fashion products and in fa-shion wholes

135、ale contributed an average of 69,000 per year to GVA.In comparison,pro-ductivity in fashion retail was around 41,000 per year.This again reflects the labour-in-tensive nature of the retail sector.The productivity of all subsectors of the fa-shion industry was significantly below the ave-rage German

136、labour productivity of 83,000 per year.34 In recent years,average labour productivity in Germany has risen sharply,partly due to high inflation.The fashion in-dustrys slower growth compared to other sectors is one of the main reasons for the large difference in productivity between the industry and

137、the economy.Fig.11:Direct contribution of the German fashion industry to the labour market by segment,2023Fig.12:Average labour productivity(GVA per employee)Source:Oxford Economics based on Eurostat and DestatisSource:Oxford Economics based on Eurostat and Destatis3.2.2 DIRECT IMPACT ON EMPLOYMENT3

138、2 Around 46 million people were employed in Germany in 2023(Destatis,Volkswirtschaftliche Gesamtrechnung des Bundes,2024).33 Labour productivity is defined as gross value added per employee.34 Oxford Economics based on Destatis,Volkswirtschaft-liche Gesamtrechnung des Bundes,2024.33THE ECONOMIC IMPA

139、CT OF THE FASHION INDUSTRY3536The Status of German Fashion 2024In 2023,the fashion industry made direct tax payments totalling around 23 billion.Of this,60%came from sales tax levied on the sale of fashion items in the retail sector.Taxes and levies on labour income,including employee and employer s

140、ocial security contributions and employee income tax,accounted for a further 38%of the industrys total tax payments.The remaining 2%was accounted for by corporate taxes.Fashion advertising plays an essential role for many companies in the industry,for example by helping other areas of the fashion in

141、dustry market their products and attract new customers.Retailers are increasingly focussing on advertising services,and they stimulate an estimated 74%of fashion advertising revenue.The remaining 26%of advertising revenue is accounted for by spending on fashion services by who-lesalers and manufactu

142、rers.In 2023,advertising activities within the fashion industry contributed an estimated 672 million in GVA to German GDP and secured around 11,000 jobs.More than a third of the GVA generated came from advertising for womens fashion,followed by advertising for mens fashion and shoes at 21%and 17%,re

143、spectively.In addition to the direct economic impact contributed by the distribution and pro-duction of fashion,other areas of the fa-shion industry,namely fashion marketing,fashion magazines,and fashion education,also make important contributions to eco-nomic performance.3.2.3 DIRECT IMPACT ON TAX

144、REVENUE 3.3.1 DIRECT IMPACT OF FASHION MARKETING AND ADVERTISING3.3 OTHER DIRECTIMPACTSSource:Oxford Economics based on Eurostat and DestatisFig.13:Direct contribution of the fashion industry to German tax revenue by type of tax,2023THE ECONOMIC IMPACT OF THE FASHION INDUSTRY37Fashion magazines are

145、also an essential part of the industry.Despite their orga-nisational separation from retail and production,their content is closely linked.In this study,we analysed the economic contribution of what the Fashion Council Germany considers to be the 11 most important German fashion magazines.35 In 2023

146、,these magazines generated com-bined revenues of an estimated 289 mil-lion from sales and advertising.Through their economic activity,the 11 newspa-pers analysed contributed an estimated 114 million directly to German GVA and secured around 1,600 jobs.3.3.2 DIRECTIMPACT OF FASHION MAGAZINES 3.3.3 DI

147、RECT IMPACT OF FASHION EDUCATIONSource:Oxford Economics based on Eurostat and Destatis35 The magazines considered,as in the previous study,are Brigitte,Cosmopolitan,Elle,Glamour,GQ,Grazia,Harpers Bazaar,Icon,InStyle,Madame and VogueFig.14:Direct GVA contribution of fa-shion advertising in Germany by

148、 product category,2023In addition,universities and technical colleges play a central role in the fashion industry by training new designers and specialists in textiles and clothing.The eco-nomic contribution created by fashion education can be measured by the salaries of teaching staff at German fas

149、hion schools.For our estimate,we used data on the study programmes Textile Design and Textile and Clothing Technology,which are closely linked to fashion education.A total of around 5,600 students were enrolled in these degree programmes in the 2022/23 academic year.Considering the total number of s

150、tudents,as well as average seminar sizes and academic salaries,we estimated a GVA contribution of 12 million for 2023,distributed across roughly 280 academic positions.38The Status of German Fashion 2024THE ECONOMIC IMPACT OF THE FASHION INDUSTRY3940The Status of German Fashion 2024In addition to th

151、e fashion industrys direct contribution to the German economy,the industry supports other economic activity in Germany through its procurement spen-ding and the consumer spending of employees(including employees in the fashion industrys supply chain).For a comprehensive estimate of the industrys ove

152、rall con-tribution to the German economy,we must therefore also consider the contribution of the supply chain(“indirect”)and consumer spending(“induced”).In this section,we describe the fashion industrys overall contribution to the German economy in 2023 and assess the(inflation-adjusted)development

153、 of the economic impact since 2019.36In 2023,the fashion industrys overall contribution to German GDP across all three impact channels(direct,indirect,and induced)totalled 70 billion.Adjusted for infla-tion,this is around 10%lower than in 2019.The industry itself contributed around 42%(or 29 billion

154、)to this overall contribution through its direct effects.In comparison,in 2019 the fashion industrys direct contribution in todays prices was around 33 billion.In 2023,the industrys direct economic contribution is therefore estimated to be 12%lower in real terms than in 2019.Procurement spending als

155、o stimulated a further 23 billion in GVA along the entire supply chain in 2023.In addition,the wages spent in the fashion industry and its supply chain supported a contribution of around 18 billion to German GDP.This means that for every 100 contributed directly by the industry,an additional 140 flo

156、wed into the German economy.3.4 THE TOTAL IMPACT OF THE FASHION INDUSTRY3.4.1 TOTAL IMPACT ON GDP Source:Oxford Economics36 Since the previous study Status of German Fashion 2021 was conducted,new data and a slightly improved metho-dology have become available.Using this new data and methodology,the

157、 figures for 2019 would deviate slightly,but not significantly,from the results of the last study.Fig.15:Total GDP contribution of the German fashion industry,2019 and 2023,in 2023 prices39THE ECONOMIC IMPACT OF THE FASHION INDUSTRY4142The Status of German Fashion 2024In 2023,the fashion industry su

158、pported a total of around 1 million jobs in Germany,a decrease of 20%compared to 2019.Roughly 61%of the jobs supported were within the industry itself,with around 604,000 in production and distribution and 13,000 in fashion advertising,magazines,and training.By comparison,in 2019,the industry suppor

159、ted a total of 767,000 jobs,of which 749,000 were in production and distribution and 17,000 in advertising,magazines,and training sectors.Moreover,the employment of a further 210,000 people was supported by the fashion industrys procurement spending in 2023,compared to 260,000 people in 2019.The con

160、sumer spending of direct and indirect employees sustained an additional 180,000 jobs.In 2019,this figure was 240,000 jobs.This means that for every 100 people directly employed by industry,a total of 63 additional jobs were supported in the German economy.In 2019,this figure was 65 additional jobs p

161、er 100 direct employees.Hence,although the fashion industry supported a similar number of jobs in 2023 in relation to direct employment,it supported fewer jobs in other sectors of the German economy overall,in addition to the significantly lower employment in the fashion industry.In 2023,the fashion

162、 industry stimulated a total of around 36 billion in tax payments to the German state across all three impact channels.Adjusted for inflation,the tax revenue stimulated by the fashion industry was therefore around 10%lower than in 2019.In particular,the tax contribution paid directly by the fashion

163、industry(23 billion)was significantly lower than in 2019,when the direct tax contribution in todays prices was around 27 billion.Across the entire supply chain,the industry stimulated additional tax revenue of 7 billion in 2023.In addition,the wages paid to employees support a further contribution o

164、f around 6 billion in tax revenue.This means that for every 100 that the industry paid directly in taxes,the German state received an additional 54 in tax revenue.3.4.2 TOTAL IMPACT ON EMPLOYMENT3.4.3 TOTAL IMPACT ON TAX REVENUESNote:Due to methodological improvements to the estimation of induced VA

165、T contributions,the calculations on induced tax revenue differ from the previous study.Source:Oxford EconomicsFig.17:Total contribution of the fashion industry to German tax revenue,2019 and 2023,at 2023 pricesFig.16:Total impact of the German fashion industry on the labour market,2019 and 2023Sourc

166、e:Oxford Economics42THE ECONOMIC IMPACT OF THE FASHION INDUSTRY4344The Status of German Fashion 2024SALES REVENUE OF THE LARGEST EUROPEAN FASHION BRANDSThe industry association TextilWirtschaft analysed the 65 largest European fashion brands and their global sales for 2022.We have summarised these c

167、ompanies in the following table.Together,all companies achieved a turnover of 282 billion.In terms of global turnover,German fashion brands were still in second place in Europe.Ger-many is represented by two companies in the top 10,which is a rather low presence compared to four companies from Franc

168、e.As in 2019,the adidas Group,Germanys largest fashion company,is at the top of the list of German fashion brands in Europe.LVMHInditexZara,Pull&Bear,Massimo Dutti,Bershka,StradivariusH&M,Arket,Cos,Levis,Reebok,Steve Madden,Vans,Weekday32,6Adidas GroupAdidas22,5H&M21,1KeringGucci,Yves Saint Laurent,

169、Balenciaga,Brioni,Boucheron,Pomellato20,3Chanel GroupHermsChanelHerms16,411,6PrimarkPrimark8,9PumaPuma8,5Pentland GroupBerghaus,Speedo,Mitre,Ellesse,Kangaroos7,6Louis Vuitton,Christian Dior,Fendi,Givenchy,Marc Jacobs,Rimowa,Dom Prignon,Ruinart,Tiffany&Co.38,6COMPANYBRANDSREVENUE 2022,BILLIONSTable 2

170、:Sales revenue of the 10 largest European fashion brands,20223729 TextilWirtschaft Deutschland,Ranking:Das sind die umsatzstrksten Mode-Unternehmen.The companies included are parent companies and not individual brands.The Status of German Fashion 2024THE ECONOMIC IMPACT OF THE FASHION INDUSTRY4546Th

171、e Status of German Fashion 20244748The Status of German Fashion 20244.Strengths,weaknesses,opportunities,and threatsOur analysis of the economic balance sheet provides a static snapshot of the relevance of the German fashion industry.To gain a deeper understanding of the industrys future dynamics,we

172、 conducted expert interviews to shed light on the sectors prospects,strengths,and weaknesses.We interviewed 18 key figures from fashion brands,fa-shion fairs,retail,media,and other sectors(see Appendix 1 for a list of interviewees).The interviewees were selected with the aim of covering as many diff

173、erent facets of the fashion industry as possible to obtain a comprehensive picture of the challenges facing the sector.Based on the interviews and a comprehensive literature review,we analysed the strengths,weaknesses,opportunities,and threats of the industry,also known as a SWOT analysis.STRENGTH T

174、AKE-AWAYS:QUALITY,RELIABILITY,SUSTAINABILITYThe German fashion market is characterised by its outstanding quality,functionality,and reliability,with advanced technologies playing a central role.With a large domestic market and a gro-wing number of new talents,Germany has optimal conditions for innov

175、ation and creativity.In addition,the issue of sustai-nability is becoming increasingly important,allowing German fashion companies to position themselves both nationally and internationally as future-orientated and responsible players.WEAKNESSES TAKE-AWAYS:VISIBILITY,DIGITALISATION,OFFSHORINGThe Ger

176、man fashion industry has less cultural significance than it does in countries such as France and Italy,which leads to weak political support and international visibility.The high production costs have accelerated offshoring,which weakens expertise and innovative strength locally.Despite efforts such

177、 as Berlin Fashion Week,there is a lack of creative promotion and state support at federal level,which results in young designers not receiving sufficient support,and many move abroad.In ad-dition,the pronounced bureaucracy and focus on data protection slows digitalisation,which further impairs comp

178、etitiveness.OPPORTUNITY TAKE-AWAYS:SUSTAINABILITY,INNOVATION,GROWTH MARKETSSustainability,technological innovation,and international pre-sence offer considerable opportunities for the German fashion industry.The trend towards a circular economy,in particular,presents a significant opportunity,as sus

179、tainable solutions are increasingly in demand.Technological advances such as 3D printing,AI-supported design,and automation enable more efficient production and new shopping experiences.At the same time,the high-growth markets in Asia,Africa,and Latin America offer opportunities for expansion.Berlin

180、 could establish itself as an important international location for fashion events thanks to its creative and cultural scene,which would strengthen the visibility of the German fashion industry.THREAT TAKEAWAYS:CLIMATE CHANGE,CRISES,ULTRA-FAST FASHIONClimate change poses a significant risk to the fas

181、hion industry,which is itself a major contributor,particularly through ultra-fast fashion.This causes enormous amounts of greenhouse gases and depletes natural resources.The industry is also suffering from a lack of young talent in the skilled trades,as professions such as tailoring,dressmaking,and

182、shoemaking are losing their prestige,and poor working conditions are leading to a decline in qualified skilled labour.Finally,global crises are influencing consumer behaviour and causing economic difficulties for many companies and their supply chains.4.1 OVERVIEW OF STRENGTHS,WEAKNESSES,OPPORTUNITI

183、ES,AND STRENGHTS,WEAKNESSES,OPPORTUNITIES,AND THREATSINFORMATION ABOUT THE SWOT ANALYSISThe SWOT analysis provides a framework for evaluating current industry trends,and it can capture the main external effects influencing the development of the industry.Strengths and weaknesses describe internal fa

184、ctors that can influence the German fashion industry,while the threats and opportunities capture the external factors.The following diagram provides an overview of the SWOT analysis scheme.OPPORTUNITIES(external)STRENGTHS(internal)WEAKNESSES(internal)THREATS(external)How do I use these strengths to

185、takeadvantage of the opportunities?How do I overcome the weaknessesthat prevent me taking advantage ofthese opportunities?How do I use my strengths to reduce the likelihood and impact of these threats?How do I address the weaknessesthat will make these threats a reality?4748The Status of German Fash

186、ion 20244950The Status of German Fashion 2024HIGH-QUALITY PRODUCTION AND PRECISION:For most of our respondents,the quality,durability,and precise workmanship of products were among the greatest strengths and characteristics of German fashion.They believe that Germanys long tradition and historical h

187、eritage in fashion production,characterised by high quality standards and industrial efficiency,contribute to international recognition and trust in German fashion products.This cultural identity promotes competitiveness and increases the value of the“Made in Germany”label.INNOVATIVE STRENGTH AND TE

188、CHNOLOGY:Most respondents believed that progress in the development of new fibres,the manufacture of textile machinery,and close cooperation with research institutions are among the key strengths of the German fashion industry.These factors drive the industrys technological lead and secure long-term

189、 competitive advantages.SUSTAINABILITY:Many of our respondents have noticed a significant growth in the topic of sustainability in recent years.They recognise that companies are increasingly focussing on environmentally friendly materials and sustainable production proces-ses,as well as placing grea

190、t importance on transparency in the supply chain.This development is also supported by the Supply Chain Act and the clear guidelines that Germany has set out in this area.This change is also being driven by the growing social demand for sustainable products and the use of state-of-the-art technologi

191、es such as AI-supported demand forecasting.UP-AND-COMING TALENT:Another common strength emphasised by all respon-dents was the emergence of new design talent in Germany.Berlin,in particular,is a centre for innovative fashion and youth culture,producing trends that gain worldwide recognition and have

192、 a positive influence on the global image of German fashion.The growing fashion scene in Berlin highlights the potential for further developments and unique market opportunities.Berlin Fashion Week is increasingly perceived as a new centre for innovation,culture,and diversity.Many see this as a posi

193、tive development,as the event is gaining more and more international attention,and this will benefit the German fashion industry.The days when major designers such as Karl Lager-feld and Jil Sander characterised“German design”are over,as a new generation of international brands,such as GmbH and Otto

194、linger,are becoming visible on the catwalks.Lesser-known labels are also venturing beyond German borders under the term“Neudeutsch”.1 STRONG DOMESTIC MARKET:Many respondents emphasised that Germany has a strong domestic market,which is supported by a wealthy middle class and contributes significantl

195、y to economic resilience.Efficient logistics and the ability to react flexibly to changes gave the German fashion industry additional stability in times of crisis.4.1 STRENGHTS1 Fashion United,New German fashion:Is the next generation providing a boost?,2024 The transition to a circular economy is n

196、ot just an option,but an absolute necessity to ensure a livable environment for future generations.“Julia Kirschner Impact&Innovation Director ArmedangelsSTRENGHTS,WEAKNESSES,OPPORTUNITIES,AND THREATS5152The Status of German Fashion 2024LOW CULTURAL ANCHORING OF FASHION:According to the interviewees

197、,a key weakness of the industry is that fashion holds a lower status in Germany compared to countries such as France and Italy.In these countries,fashion is important both socially and politically,which leads to a stronger lobby and greater public awareness.The respondents also criticised the lack o

198、f political initiatives and support program-mes that recognise the fashion industry as an important economic sector and provide targeted support.Contrastingly,governments in neighbouring markets make the promotion and strengthening of the domestic fashion industry a government matter.Hence,these wea

199、knesses in Germany result in low international visibility and media presence of German designers and brands,which in turn makes it more difficult to attract talent and investment.HIGH PRODUCTION COSTS:Most interviewees believed Germanys production costs are too high,especially in comparison to inter

200、national standards,which represents a further weakness for the German location.The high costs have led to the relocation of production abroad,which in turn contributes to a loss of expertise and innovative strength.Germany was one of the first countries to introduce offshoring in the 1980s,moving al

201、most 95%of garment production abroad to focus on high value-added activi-ties and to secure a leading role in the global apparel sector.In recent years,however,this trend has slowed down due to rising labour costs,declining flexibility,quality problems,and environmental pollution.Despite these issue

202、s,the reshoring effect is not yet visible,presumably because production costs in Germany remain very high.2LACK OF SUPPORT:The interviewees highlighted that,despite the presence of new design talent,there is a lack of creative integration.Young designers trained in Germany often do not receive enoug

203、h support or recognition,which hampers both innovation and creativity.As a result,many are leaving for countries where the fa-shion industry is more respected and designers achieve greater success.According to most respondents,the German fashion industry lacks the courage to be creative,unconvention

204、al approaches,and a willingness to take risks.They also believe that the industry receives too little support from the government,which contributes to the migration of young designers and the relocation of production to other countries.Furthermore,the major German fashion companies are not as commit

205、ted as foreign brands when it comes to promoting talent.DIGITALISATION:It became clear from the discussions with respondents that digita-lisation in Germany continues to be a controversial topic.Many are of the opinion that Germany has largely fallen behind in this area and that numerous companies h

206、ave lost international competitiveness as a result.The government is partly responsible for this,but not exclusively.There is also a lack of willingness and courage to leave familiar structures behind.3 Many of those surveyed said that digitalisation in Germany is being held back by a high level of

207、bureaucracy and the importance of data protection.4.2 WEAKNESSES2 Manufacturing Reshoring in the German Apparel Industry from a Consumer Per-spective,Sofia Saradzhants,20233 Sddeutsche Zeitung:Silicon Future:Schluss mit den Faxen,Helmut Martin-Jung,2021 STRENGHTS,WEAKNESSES,OPPORTUNITIES,AND THREATS

208、5354The Status of German Fashion 2024SUSTAINABILITY:The respondents agreed that the trend towards sustainability and the circular economy harbours great opportunities.German companies that offer innovative circular economy solutions have the potential to take a leading role in the global fashion ind

209、ustry.Sustainable approaches are increasingly being demanded by society and the market,which gives German companies an advantage.The combina-tion of circular economy,upcycling,and recycling,as well as new technologies,offers numerous opportunities for market leadership and differentiation.Many respo

210、ndents believe that it is possible to establish a circular system in Germany,as the country has advanced technologies and innovative systems in place.For example,it would be possible to save 158 million tonnes of garments by avoiding overproduction through more accurate demand forecasting or product

211、ion on demand.In addition to the goal of reducing the negative environmental impact,the focus is also on improving working conditions.4 Another option is to promote more sustainable and transparent supply chains by working directly with suppliers.Programmes such as“Direct to Grower”could help German

212、 fashion brands to become leaders in this area.TECHNOLOGICAL INNOVATIONS:According to the interviewees,another opportunity for Germany lies in the continuous development of technological innovations,as the country is already well positioned in areas such as 3D printing,AI-supported design tools,and

213、automation.These technologies enable the fashion industry to produce faster and more cost-efficiently,which is particularly advantageous under the current cost pressures.Virtual fitting rooms and augmented reality are also opening new shopping experiences and changing the way consumers discover and

214、buy fashion.In addition,digital transformation and e-commerce offer significant growth opportunities,as Germany already has extensive expertise in these fields.INTERNATIONAL PRESENCE AND STRENGTHENING EXPORT MARKETS:Several interviewees emphasised that the well-developed infrastructure and technical

215、 ex-pertise in Germany make it possible to expand a large part of the value chain in their own country.This opens considerable opportunities to focus on high-growth markets such as Asia,Latin America,and Africa.These regions are currently experiencing strong growth and German fashion companies could

216、 further strengthen their market position there.Berlin was mentioned again as a promising opportunity,as the city is establishing itself as a creative and cultural centre.With its international art and fashion scene,Berlin could become an important location for global fashion fairs and cultural even

217、ts,like Milan with the Salone del Mobile.This would increase the visibility of the German fashion industry and further expand its international presence.4.3 OPPORTUNITIES4 Textile microfactory and distributed pro-duction digitalisation as a game changer for backshifting,Artschwager et al.,202254The

218、key advantages of transitioning to a circular economy lie in waste reduction,the protection of natural resources,the minimization of environ-mental impacts,and the creation of new circular business models.Only a fully integrated and consistent circular economy for all materials can close the loops.“

219、Jan Mller Area Manager Beauty&Product Management OTTO GmbH&Co KGSTRENGHTS,WEAKNESSES,OPPORTUNITIES,AND THREATS5556The Status of German Fashion 2024CLIMATE CHANGE:In the discussions with the interviewees,it became clear that climate change poses a significant threat to industry,and not just in German

220、y.Iro-nically,the industry is also contributing significantly to the problem.Especially the rapid rise of ultra-fast fashion,which has a strong impact on global warming.While there is a growing consumer interest in sustainable fashion,this still does not mean that the demand for ultra-fast fashion i

221、s decreasing.On the contrary,demand is con-tinuing to rise worldwide,with particularly noticeable effects in Germany.In addition,it is becoming apparent that the cheap and fast production of this fashion not only causes immense amounts of greenhouse gases,but it also leads to the exploitation of nat

222、ural resources and poor working conditions in the production countries,which further increases the ecological and social damage.LACK OF YOUNG TALENT:Most respondents see the lack of young talent in the fashion industry as a future threat.Professions like tailoring or roles in clothing production rec

223、eive little recognition in Germany,leading to a lack of interest among young people.And working conditions,salaries,and career opportunities are significantly worse than in other sectors.This leads to a decreasing number of qualified specialists,which could jeopardise the competitiveness of the indu

224、stry in the long term.WARS,PANDEMICS,AND CRISES:Many of the respondents have recognized in re-cent years that political crises,wars,or economic depressions pose a major threat to the fashion industry and the world.During Covid-19,in particular,many companies suffered economic difficulties and there

225、were numerous bankruptcies in the years that followed.The Covid-19 pandemic also hit fashion trade fairs in Germany hard.In 2019,around 1,800 brands took part in the Premium,Seek,Neonyt,and Panora-ma trade fairs in Berlin.However,the events were cancelled several times due to the pandemic.Following

226、the insolvency of Panorama,only 500 brands exhibited at Premium and Seek.5 Such events have a significant impact on consumer behaviour,as fashion purchases are often emotionally driven.Many consumers have lost this emotional connection to fashion,which has become clearly visible in recent years,part

227、icularly because of the various crises.3Status Deutscher Mode 20244Strken,Schwchen,Chancen und Risiken4.4 THREATS5 Fashion United:Fairs from Amsterdam to Copenhagen are vying for the German fashion industry,2024 Status Deutscher Mode 2024STRENGHTS,WEAKNESSES,OPPORTUNITIES,AND THREATS5758The Status o

228、f German Fashion 2024Analysing the interactions between strengths,weaknesses,opportunities,and threats makes it possible to develop strategies to exploit opportunities and minimise threats.On this basis,we will explain in Chapter 6 which specific measures can be implemented.The German fashion indust

229、ry is characterised by high quality,functionality,and re-liability,supported by modern technologies.With its variety of modern and innovative textiles,Germany is ideally placed to capitalise on the growing trend towards sustai-nable fashion.Germany therefore can continue to position itself as one of

230、 the worlds leading manufacturers of sustainable fashion.There are also great opportunities in the increasing demand for technological innovations such as 3D printing and AI-sup-ported design,which enable more efficient production methods.Germany has the potential to continue to be active in this ar

231、ea and act as a pioneer.Nevertheless,the industry is culturally less significant compared to countries such as France and Italy,which leads to weak political support and low international visibility.The weak support leads to a lack of interest from young talent,particularly due to inadequate working

232、 conditions,and this leads to a decline in qualified professionals.Subsequently,the fashion industry relocates abroad,causing Germany to lose know-ledge and tradition.High production costs also accelerate this process and weaken innovative strength.Bureaucratic hurdles and a strong focus on data pro

233、tection inhibit digitalisation,which has a negative impact on competitiveness.At the same time,high-growth markets in Asia,Africa and Latin America offer new opportunities for expansion.Berlin could also establish itself as a central location for international fashion events,which would increase the

234、 visibility of German companies and make the concept of nearshoring more relevant.4.5 CONCLUSION OF THE SWOT ANALYSISRetail is still strongly shaped by tactile and sen-sory components,and I dont believe it will be so-lely driven by AI in the future.At the same time,we are curious about technological

235、 develop-ments and explore how innovations can make shopping experiences easier,more relaxed,and service-oriented because these factors are becoming increasingly important to inspire customers both physically and digitally.“Simone Heift Chief Merchandising Officer KaDeWe GmbHSTRENGHTS,WEAKNESSES,OPP

236、ORTUNITIES,AND THREATS5960The Status of German Fashion 20246162The Status of German Fashion 20245.Long-term challenges for the fashion industryThe fashion industry produces numerous trends,many of which are short lived.However,there are also some trends that are gaining importance in the long term,i

237、nfluenced by factors such as changing consumer needs,the economic situation,and political guidelines.Two key trends in the fashion industry are emerging more prominently and presenting several challenges:SUSTAINABILITY AND CIRCULAR ECONOMY:The need for more sustainable production methods continues t

238、o grow,and awareness for the careful use of resources is constantly increasing.The fashion industry is at the centre of this,as it has a significant impact on our environment.Inte-rest in the circular economy continues to grow and there are many exciting new innovations in this area.However,there ar

239、e still contradictions when it comes to price and sustainability.It seems that customers are not prepared to pay significantly higher prices for sustainable products or are still very reluctant to make purchases.DIGITAL INNOVATION:This trend is becoming increasingly important in the fashion industry

240、 and continues to develop into a key driver of growth and change.At the same time,it requires careful planning,investment,and a balance between technological progress and the preservation of values such as craftsmanship,creativity,sustainability,and transparency.Status Deutscher Mode 2024Strken,Schw

241、chen,Chancen und Risiken6261By consciously limiting products,we not only create exclusive value but also a deeper connec-tion to the things we own.In a time where many are searching for clarity,its evident that less can often mean more,and that creativity thrives within these constraints“LONG-TERM C

242、HALLENGES FOR THE FASHION INDUSTRYIn this chapter,we will examine these aspects in more detail,considering the state-ments of our interviewees and relevant literature.The Status of German Fashion 2024Ines Rust Co Founder Dawn Denim6364The Status of German Fashion 2024Status Deutscher Mode 2024Sustai

243、nable fashion is a topic that has occupied the industry for several years.Recently,however,there has been significant progress,particularly due to political require-ments such as the Green Deal,Corporate Sustainability Due Diligence(CSDD),and the German Supply Chain Act.Addressing and adhering to th

244、ese political guidelines is becoming more and more unavoidable.The EU Corporate Sustainability Reporting Directive(CSRD)requires brands and large companies to disclose detailed information about their non-financial performance,particularly in relation to sustainability aspects.This directive is bein

245、g introduced in stages and currently affects around 52,000 companies in Europe.The CSRD makes these companies report comprehensively on their impact on people,the environment,and their corporate governance on sustainability issues.37While our interviewees believed that the new EU directives offer a

246、good opportunity to create a harmonised regulatory framework for the fashion industry and increase consumer confidence(as the control takes place at EU level),they often remain unclear on what is controlled and what is not,making the implementation of the CSRD a major challenge for the industry.It i

247、s also mentioned that the CSRD raises considerable doubts among customers,as many perceive it as greenwashing.Numerous sustainability initiatives are being implemented in the industry,such as:SECOND HAND/VINTAGE:A significant trend in recent years is the increase in second-hand stores.Vintage clothi

248、ng is increasingly being seen as fashionable,and platforms such as Vinted and Vestiaire Collective have experienced a huge boom in this area.The company Momox conducted a survey on the topic of second-hand clothing,which showed that buying second-hand items can in some cases lead to increased consum

249、er purchases.For instance,84%of respondents stated that buying second-hand items has replaced purchasing new clothing,whereas for 6%,second-hand purchases have not substituted new ones.Interestingly,35%of participants reported that they bought more clothing overall as second-hand items are cheaper t

250、han new items.38 Major retailers such as Zalando and About You have also integrated second-hand sections into their online stores.In doing so,they aim to provide their customers with more options while also responding to the increasing interest in this trend.Some of those surveyed believed that seco

251、nd-hand plays a central role in the circular economy and should be further promoted.37 Fashion Changers,Fashion Legislation:Diese EU-Richtlinien solltest du kennen,Imsirovic,2023 38 Second Hand Fashion Report,Momox,20225.1 SUSTAINABILTY AND CIRCULAR ECONOMYRECYCLING:A major problem when recycling te

252、xtile waste is the variety of materials collected:different material mixes,fabric qualities,and the condition of the used textiles make manual sorting necessary,which is time-consuming and labour-in-tensive.39 In recent years,recycling has become a challenging task for companies.Brands such as H&M a

253、nd Nike have repeatedly faced accusations of greenwashing,turning their recycling initiatives into public scandals.One could therefore assume that genuine recycling does not yet exist in the textile industry,which was also confirmed by interviewees.However,recycling is essential for a functioning ci

254、rcular economy.40 The EU is tackling the issue with determination and supporting companies that want to drive recycling processes forward.A major project,which is being carried out in collaboration with the company T-Rex and 12 other partners,is focussing on the entire recycling value chain for post

255、-consumer waste.The main aim is to identify the neces-sary infrastructure and the appropriate political framework conditions to establish an effective recycling system.41 According to the respondents,recycling is also a question of education.If customers dont know how to dispose of their clothes pro

256、perly,they often end up in the wrong container.At the same time,many believe that recycling should only be the last resource,and the focus should be on how to give a garment a new life for as long as possible without having to recycle it at all.There is also a prevailing opinion that recycling still

257、 has a bad image,as it is often associated with a loss of value and a deterioration in the quality of the product.Incidentally,Germany is the largest exporter of used textiles in the EU,with around 5.5 kilograms of used clothing per capita per year,surpassed only by the US.42In an increasingly regul

258、ated market environment,it is crucial for HUGO BOSS to not only comply with legal requirements but also remain flexible and agile in responding to new political develop-ments.Only in this way can we secure our long-term position in the international competitive landscape.“39 Fashion United:Recycling

259、,KI und Rck-schritte-die Nachhaltigkeitsbemhungen im 3.Quartal,Preuss,202440 Fashion United:Textilrecycling:Raus aus der Greenwashing-Falle,Henkel,202441 Fashion for Good and Circle Economy Sorting for Circularity Europe,202242 Fashion United:Recycling,KI und Rck-schritte-die Nachhaltigkeitsbemhunge

260、n im 3.Quartal,Preuss,2024Carolin Westermann SVP Global Corporate Communications Hugo BossLONG-TERM CHALLENGES FOR THE FASHION INDUSTRY6566The Status of German Fashion 2024Status Deutscher Mode 20244Langfristige Herausforderungen der Modeindustrie43 Fashion United:Was bedeutet eigentlich regenerativ

261、“in der Mode?,Blaazer,202444 Fashion United,Future Supplier Initiative:Modemarken untersttzen neues Finanzierungs-modell zur Dekarbonisierung der Branche,Preuss,2024The Status of German Fashion 2024LONG-TERM CHALLENGES FOR THE FASHION INDUSTRYREGENERATIVE FASHION/AGRICULTURE:The term“regenerative”is

262、 being used more and more frequently and links the agricultural and fashion industry sectors.In regenerative agriculture,farmers have a completely different relationship with the soil and the raw materials produced on it than in conventional or intensive agriculture.The situation is similar with“reg

263、enerative”fashion,which only produces clothing made from renewable raw materials and aims to ensure that the textiles can return to the soil at some point.This corresponds to the principle of the circular economy:in a closed-loop system,and materials are reintegrated into the production cycle so tha

264、t no waste or pollution is produced.Compared with the linear economy,this offers a more sustainable approach.43 However,the production of these materials is slower,more time-consuming,and more cost-intensive,which can lead to a conflict when it comes to price.Higher production costs make end-product

265、s more expensive,and the question arises as to whether they will be valued accordingly and disposed of properly when they reach the end of their life cycle.This remains a challenge for the textile industry in sustainable materials.RENEWABLE ENERGY:Integrating renewable energy into the fashion indust

266、ry is a crucial step in reducing companies environmental footprints and promoting sustainable practices,as it not only reduces energy consumption but also accelerates the transi-tion to greener production processes.The new Future Supplier Initiative,supported by the Apparel Impact Institute and DBS

267、Bank,aims to drive the decarbonisation of the fashion industry.It brings together major companies such as H&M and Mango to create a collective financing model that focusses on 99%of total emissions in the supply chain(Scope 3).The aim is to accelerate the transition to net zero emissions by sharing

268、financial risk and responsibility for the transition to renewable energy in the first two stages of garment production.44 Our interviewees emphasised that deve-loping and implementing an effective transition plan for net zero emissions is a major challenge.Political leadership and support are critic

269、al to success,and it is essential that the private and public sectors work together to promote decarbonisation plans.6768The Status of German Fashion 2024THE DIGITAL PRODUCT PASSPORT:The Digital Product Passport(DPP)is one of the most significant digital innovations in the fashion industry,as it not

270、 only increases transparency along the supply chain,but also plays a key role in promoting sustainable practices and enabling consumers to make informed choices.Soon,all products on the European market will have to be labelled with a product passport,also known as a“digital twin”.This digital passpo

271、rt will provide comprehensive information on the environmental impact of a product throughout its life cycle,especially for textile products.It will come into effect at the beginning of 2026.The DPP will have a signi-ficant impact on the fashion industry,as complete information is often not currentl

272、y available in the value chain.Apparel companies face the challenge of collecting,managing,and presenting data for every part of the supply chain.In addition,many fashion companies are reluctant to share critical information about their business for strategic and financial reasons,such as protecting

273、 their competitive advantage.Striking a balance here remains a challenge.45 The DPP could also tackle one of the biggest challenges facing the fashion industry:greenwashing.Despite growing consumer interest in sustainability,widespread greenwashing has created an en-vironment of scepticism and mistr

274、ust,making it difficult for brands to prove their authenticity.Digital product passports offer an effective means of promoting greater transparency and accountability.46ARTIFICIAL INTELLIGENCE:According to our respondents,Artificial Intelligence(AI)is one of the most significant innovations the indu

275、stry will seebut only if it is used correctly.The designers who took part in the interview were sceptical about the impact of AI on the design process.For example,the AI tool AiDa acts as a de-sign assistant and supports designers in the creation of visual designs,from mood boards to sketches,which

276、can speed up the design process by 60%to 70%.47 AI is also perceived as a significant influencing factor in retail,purchasing,and product development.Zalando is increasingly focussing on AI and expanding its AI-supported offerings,including the Zalando Assistant and Trend Spotter.48 On the other han

277、d,the rise of AI-powered automation has the potential to jeopardise millions of jobs in different industries.Although AI can increase productivity and efficiency,there is a risk that many employees will be replaced by machines.This could lead to widespread unemployment and economic struggles,and the

278、reby increase social inequality if the benefits of AI are unfairly distributed.It is important to shape this change gradually and consciously.49TECHNOLOGICAL INNOVATIONS IN TEXTILES:In recent years,a lot has happened in the development of innovative materials,which are often referred to as“next-gen

279、materials”,and there is frequent talk of sustainable textile innovations.50 Next-gen materials are usually characterised by the fact that they adapt to external influences 5.2 DIGITAL INNOVATIONto optimise their properties.Thanks to constant innovation and research&develop-ment,new manufacturing pro

280、cesses are being developed for versatile,effective,and sustainable materials.These materials are heat and fire resistant,as well as conductive.Next-gen materials are continuously being refined and most are still at an early stage of development.There are still many challenges to overcome before they

281、 can be widely used in everyday life.51The list of these important tendencies and trends shows how the fashion industry is constantly and rapidly evolving.Many things are interconnected,which is why good collaboration is crucial,as it consists of several symbioses that build on each other.It is impo

282、rtant not to look at just one perspective,but to take a holistic approach.Technological advances should of course be utilised,but it is equally important to consider the potential impact of large and rapid changes on people and the environment.In the field of sustainable fashion,a slower production

283、approach can be more beneficial on several levels and make more sense in the long term.As our interviewees said,sustainability can be positively supported by various technologies,which are still in the infancy of their develop-ment.The challenge lies in the speed of development and the possible misi

284、nformation that can influence the perception of this topic.Greenwashing is currently the biggest challenge,as many companies,under pressure,spread misleading information that makes it harder for customers to take sus-tainability seriously.46 Fashion United,Wettbewerbsvorsprung:Warum Marken vor 2027

285、digitale Produkt-psse brauchen,Partner,202447 Fashion United,Von Design,Angebot,Ver-trieb und Marketing bis zum Einzelhandel:Wie KI in der Modebranche eingesetzt wird,Blaazer,202448 Fashion United,Zalando weitet KI-ge-sttzten Angebote aus,Scott,202445 Fashion United,Digitale Zwillinge“:Was man ber d

286、en bevorstehenden digitalen Produktpass wissen sollte,Blaazer,202449 The Dark Side of AI:How Artificial Intel-ligence Can Negatively Impact the World,Lone,202450 Fashion United:Nachhaltige Textilien wann ist ein Kleidungsstck wirklich recycelt?,Blaazer,202451 13 Next-Generation Materials That Will R

287、evolutionize the World,Futureside Editor,2022Digitalization also brings many new require-ments in the area of compliance.Numerous laws are emerging that are becoming increasingly re-levant,such as the Digital Product Passport.For many companies,it is still unclear how important this will become and

288、that they will need to engage with it intensively in the next 1-3 years.“Beth Gohl-Greenaway Director of Strategy Vbc AgencyLONG-TERM CHALLENGES FOR THE FASHION INDUSTRY6970The Status of German Fashion 20247172The Status of German Fashion 20246.Recommendations&conclusionIn our interviews,experts fro

289、m the German fashion industry mentioned various approaches for supporting the industrys future growth.These recommendations are summarised in this concluding section.RECOMMENDATIONS&CONCLUSION6.1 INCREASED SUPPORT AND EDUCATION FOR FASHION COMPANIES IN THE CONTEXT OF SUSTAINABILITY6.2 INCREASING THE

290、 APPRECIATION AND IMPORTANCE OF THE GERMAN FASHION INDUSTRY AT HOME AND ABROADThe respondents emphasised that,as entrepreneurs,they feel that the topic of sus-tainability has developed significantly in recent years.They also agree in principle with the new regulations and standards that have already

291、(or will soon)come into force.However,they criticise the fact that the government is not offering any con-crete support to translate these theoretical requirements into concrete measures.At present,they do not yet know exactly how they can incorporate sustainability into their business models.The in

292、itiative of the Berlin Senate,which supports and finances the Sustainability Requirements of Berlin Fashion Week,was particularly well received.Projects like this help to bring valuable knowledge into the country.Even if an individual does not directly take part in Berlin Fashion Week,the positive r

293、ipple effects still spread across the country.Such events also promote the creation of new synergies within the industry.Another suggestion from the interviewees is that there should be more funding opportunities for sustainability topics.For example,if Germany were to organise more sustainability t

294、rade fairs,this could not only position the country as a pioneer in this area but also give local companies better access to these important topics.Despite its size,the German fashion industry is not yet sufficiently recognised on the global market.One reason for this is that fashion in Germany is o

295、ften not seen as a central part of the national culture.Nevertheless,the industry has made great progress in recent years,as demonstrated by the success of Berlin Fashion Week,which now enjoys international attention.However,to bring German fashion even further into the global spotlight,support need

296、s to be increased.Our experts called for the fashion industry to be endorsed through political promotion and international partnerships.Concrete measures,such as the increased participation of politicians at fashion events or financial support for German companies visiting trade fairs at home and ab

297、road,could significantly increase the visibility of the industry.In addition,funding programmes for start-ups and sustainable innovation projects,as well as support for export initiatives through trade agreements and support through diplomatic channels could drive the global success of German brands

298、.However,it is important that the industry is not viewed in isolation.Closer collaboration,both within the fashion industry and with other sectors,and the creation of synergies are crucial to making German fashion internationally recognised.7172The Status of German Fashion 20247374The Status of Germ

299、an Fashion 20246.4 INCREASED SUPPORT FOR DOMESTIC PRODUCTION,INCLUDING TECHNOLOGIES AND MICROFACTORIESIn the fashion industry,educating consumers about the origin and sustainability of products is still an often-neglected topic.Many of those interviewed agreed that other industries,such as the food

300、industry,are much better at promoting consumer awareness of transparency and sustainable practices.While consumers in the food industry can now obtain detailed information about where their products come from,how they were produced,and what impact they have on health and the environment,such informa

301、tion is often still lacking in fashion.The interviewees noted that too much information can also quickly become overwhelming,which means that many consumers do not want to delve any further into it.It is therefore difficult to find the right balance between providing enough information to induce con

302、sumer interest without overwhelming them.In addition,many of the experts stated that they were particularly cautious in sustainability to avoid being accused of greenwashing.New regulations could help to alleviate some of these concerns,but the key question remains how to educate consumers effective

303、ly and clearly.Much investment is still needed here,especially in the transparency and traceability of products,such as through the DPP.In addition,certificates and seals should continue to be supported,and companies and influencers should be more involved in their responsibility for their correspon

304、ding awareness campaigns.Many of those interviewed believed domestic production should be promoted and supported more strongly.They noted that much valuable expertise has been lost due to offshoring in recent years and find it ironic that many of the machines used in countries where German clothing

305、is produced actually come from Germany.The country possesses the technical knowledge and manufactures the machines for production,but it lacks cheap labor.The interviewees hope that the current regu-lations on sustainability and social standards will help change this situation.Some wondered whether

306、it would be possible to reduce VAT on domestic products and instead increase taxes on imported products to encourage more companies to opt for domestic production.Another point they raised is that the“Made in Germany”seal would gain in value if more products were produced in Germany.Particularly reg

307、arding sustainability,this seal could then be more strongly associated with responsible production.If more production took place in Germany,there would also be better control over the products and the entire supply chain.This change should be urgently enacted by the government,as“nearshoring”in Germ

308、anys fashion industry has remained minimal to date.Many of the interviewees emphasised the importance of promoting technology and micro-production facilities.Industry 4.0 is crucial here to enable cost-efficient production in small batch sizes.Thanks to digitalisation,entire production processes can

309、 be implemented in the smallest of spaces in so-called microfactories.The textile industry can also benefit from this development by offering more customised products to its customers.In addition,new opportunities are emerging to try out business mo-dels and manufacture textile products regionally a

310、nd closer to the customer,which could drive nearshoring forward.Customers dont immediately ask about the pro-duction process.The sustainability question is re-levant to only about 20 out of 100 customers so its rather rare.What matters more are design and brand appeal,while sustainability plays a se

311、condary role.“William Fan Founder&Designer William Fan6.3 EDUCATING CONSUMERSRECOMMENDATIONS&CONCLUSION7576The Status of German Fashion 2024Many respondents believed fashion design programmes and schools in Germany are not sufficiently supported.Most of the universities/colleges that offer this degr

312、ee programme are private institutions,which is financially unattractive for many potential students.In addition,there is little information about what the job prospects are once you have completed your studies.Many have concerns that a degree in fashion design could only lead to professions such as

313、tailor,pattern maker,or shoemaker,without recognising the importance and diversity of the fashion industry in Germany.Some interviewees believe that broader education on the actual career prospects would help to increase interest in this field.Another suggestion was to offer interdisciplinary course

314、s combining fashion with other industries such as technology,art,or sustainable construction to create syn-ergies and open new markets.In addition,some advocated for the establishment of design and innovation centres to give students better access to new technologies and current trends,while also pr

315、oviding a creative environment in which ideas are exchanged.This could generate new impulses and perspectives that would drive the fashion industry forward.Many respondents referred to the topic of digitalisation and emphasised that Germany is still underdeveloped in this area,although its importanc

316、e for the future has long been recognised.The situation is particularly difficult for companies whose digital infrastructure is generally weak.Experts recommended more investments in digital infrastructure,as it has the potential to solve many of the challenges facing the industry.It was also pointe

317、d out that future topics,such as the DPP,will require an efficient digital infrastructure,and the earlier investments are made in this infras-tructure,the better.As already emphasised in Section 6.4,the digital transformation is crucial for driving the industry forward.Thanks to its competitiveness

318、and expertise in the field of embedded systems,Germany is in an excellent position to fully exploit the potential of Industry 4.0.The increased networking of products and machines can increase efficiency,reduce costs,and conserve resources,allowing companies to react flexibly and quickly to market c

319、hanges.Industry 4.0 also offers a strong response to the challenges of sustainability and therefore represents a long-term solution for the industry.The German fashion industry enjoys solid recognition and stands for quality,reliability,and innovation.The industry is also economically significant:In

320、 2023,it employed 620,000 people and contributed 29 billion directly to GDP.Including its supply chains and employee spending,the industry supports 1 million jobs and contributes 70 billion to GDP.At the same time,there are numerous challenges that the industry must overcome.However,these can be sol

321、ved relatively quickly as there is a strong foundation in the fashion industry.First and foremost,it is crucial to recognise how important this industry is for Germany so that the right measures can be taken.It is equally important to analyse the current state of the industry and clearly define wher

322、e it should be heading.This study highlights this status quo and provides impetus with its recommendations to turn challenges into opportunities.6.5 MORE SUPPORT FOR DEVELOPMENT PROGRAMMES AND FASHION SCHOOLS6.7 CONCLUSION6.6 SUPPORT WITH DIGITALISATIONThe German fashion industry is known for relia-

323、bility and commitment.We also place great value on craftsmanship to achieve the highest possible authenticity.“Jrgen Leuthe CEO Luisa CeranoRECOMMENDATIONS&CONCLUSIONThe Status of German Fashion 2024777880The Status of German Fashion 202479eBay as a Driver of Circularity 7980Provided by Tanja Vojkic

324、,Category Lead Fashion of eBay DeutschlandIn the landscape of global commerce,one trend has steadily gained prominence over the past few decades:the rise of the circular economy.As climate change,overcon-sumption,and waste accumulation become increasingly urgent issues,companies,consumers,and policy

325、makers are embracing the idea of rethinking how we create,use,and dispose of goods.Amidst this shift,eBay has emerged as one of the key players in transforming how we think about recommerce,the process of buying and selling pre-loved goods,and how such practices can drive a more sustainable and incl

326、usive future.For over 25 years,eBay has been committed to the principles of recommerce.From its early days when a broken laser pointer became the sites very first sale.eBay as a Driver of Circularity:Recommerce is a Growth Market with great potentialTHE RELEVANCE OF RECOMMERCE IN TODAYS WORLDThe wor

327、ld finds itself at a significant crossroads.On one hand,consumers and businesses alike face mounting challenges stemming from global economic instability,climate change,and the need to adapt to more socially responsible consumption patterns.On the other hand,there is a growing recognition that our t

328、raditional,linear models of production and consumptionwhere products are made,sold,used,and discardedare no longer sustainable.As such,the idea of the circular economy,where resources are kept in use for as long as possible,is resonating more strongly than ever before.The circular economy,with its e

329、mphasis on reducing waste,reusing materials,and recycling products,provides a viable solution to this crisis.Within this framework,recommercewhere consumers buy and sell used or refurbished goodsplays an essential role.By extending the lifespan of products,recommerce reduces demand for new productio

330、n,decreases waste,and lowers carbon emissions.This is where eBay supports.With a global community of milli-ons of buyers and sellers spanning over 190 markets,eBay has the infrastructure,trust mechanisms,and technology to make recommerce not just possible,but increasingly mainstream.Recommerce is a

331、Growth Market with great potential EBAYS ROLE IN THE CIRCULAR ECONOMYeBays impact on the global recommerce market cannot be overstated.The platform is part of a global movement toward more sustainable and inclusive consumption.According to the company,in 2023 alone,eBay facilitated$4.9 billion in po

332、sitive economic impact,avoiding 1.6 million metric tons of carbon emissions and 69,000 metric tons of waste1.This is a staggering achievement,highlighting the true scale of eBays contribution to both the global economy and the environment.Pre-owned and refurbished goods now account for 40%of eBays t

333、otal Gross Merchandise Volume(GMV),a figure that underscores the growing appetite for secondhand goods.Consumers around the world are not only seeking affordable alternatives to new products but are also driven by the desire to make more sustainable choices.In fact,64%of surveyed eBay consumers agree that shopping for pre-loved items is better for the planet.Beyond these environmental benefits,eBa