FashionLife Insights - Unravelling The Fashion Market

Click image to enlarge In the GfK study (October 2008 - March 2009, analysing 6 European countries) T-shirts - the number one selling category during this reporting period - tend to sell all year round in Europe, whereas other fashion products, such as skirts, are clearly affected by the seasons.

Comparing categories month by month the most money spent on the Childrenswear was in August and September, in the classic back-to-school period for European countries.

National Characteristics

Although some products become global trends, bought by people all over the world, sales patterns show that national comparisons are still essential in understanding product sales patterns, as many fashion items can vary in their popularity from one country to another.

Click image to enlarge Breaking the Fashion market down by country, the GfK study shows Spanish consumers invests the most in Tops (such as T-Shirts and Jumpers).

In France, both men and women invest similar amounts in Underwear - the most popular category in this country.

In Germany consumers spend more on Tops and Trousers than Underwear, with Trousers being more popular than Jeans. This is even more clear in Spain, where Jeans sales account for just half the share of Trousers.

For information about the latest fashion market reports, please contact the GfK FashionLife team.