new statestic series for the GERMAN market
new statestic series for the GERMAN market
 

30 Jun. 2012

SI STATISITCS: GERMANY’S BEST DENIM BRANDS

Our new series SI Statistics is dedicated to identifying the hottest (or not-so-hot) labels of the moment via periodic inquiries among our segment’s most important german retailers. For our first edition, we used a personalized online survey to question German buyers and storeowners on today’s best denim brands - Which brand is most famous? Which is most modern? Who makes the greatest fits and who’s the most reliable business partner?


best-known denim brands
best-known denim brands
German retailers have decided. Besides well-known jeans giants such as Mavi, G-Star and Diesel, younger or completely new players such as One Green Elephant or CrossHeach are also taken into consideration when it comes to the question, “Which was – all in all – last season’s best denim label?” Among the widely varied answers fit, price and the degree of innovation in terms of colors and washes were identified as the most crucial criteria.


most interesting denim brands
most interesting denim brands
The most common reaction, on the other hand, to “Which denim brand would you never order again?” was a “never say never” attitude. German retailers are apparently prepared to give labels a second chance. The respondents’ main reasons to dismiss a brand forever were unjustifiable pricing, availability issues, high sales pressure, bad fit and bad brand positioning.


value for money vs trend realization
value for money vs trend realization
Amid the familiar labels were a few no-names whose faux-pas have apparently been punished with immediate extrusion from the market, along with a number of big players including some that had previously been titled as brands of the season. A major risk seems to be that generally well-received labels are sold too broadly and therefore lose their exclusive appeal in the long run.


value for money vs trend realization
value for money vs trend realization
The fact that German retailers are forgiving can also be noticed in the answers to the question, “Which denim label has the highest potential to become next season’s climber?” Here, mainly brands that have recently redefined their orientation are in the lead. Both Pepe Jeans and Replay are regarded as potential climbers due to the extension of their starter price range. German retailers also favour American denim brands such as Mother, J Brand, Paige, Silver Jeans and Raleigh Denim.

More results can be viewed in the following diagrams and in the brand new copy of Sportswear International News Germany.

Read here as E-Paper!
latest Sportswear International News Germany
latest Sportswear International News Germany
    
















Maria Hunstig

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