In 2021, almost 41 percent of Germans paid more attention to the brand than the price when shopping for fashion and clothing items; 53 percent paid more attention to the price. The figures are based on a survey conducted in Germany among respondents aged 14 years and older.
When buying fashion and clothing items, do you pay more attention to the brand or the price?
Information on mean sample:
The survey is based on the German-speaking population aged 14 years and older.
Information on total sample:
2014: 23,093 respondents, projection to 70.53 million people
2015: 23,090 respondents, projection to 69.24 million people
2016: 23,102 respondents, projection to 69.56 million people
2017: 23,106 respondents, projection to 70.09 million people
2018: 23,086 respondents, projection to 70.45 million people
2019: 23,120 respondents, projection to 70.60 million people
2020: 23,138 respondents, projection to 70.63 million people
2021: 23,299 respondents, projection to 70.54 million people
The figures refer to the following studies: 2014: VuMA 2015; 2015: VuMA 2016; 2016: VuMA 2017; 2017: VuMA 2018; 2018: VuMA 2019; 2019: VuMA 2020; 2020: VuMA 2021; 2021: VuMA 2022.
Further information on the methodology is available here and in the report.
Figures were rounded for better understanding of the statistic.
Deviations from total number are due to respondents who gave "no answer".
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VuMA (Arbeitsgemeinschaft Verbrauchs- und Medienanalyse). (November 17, 2021). When buying fashion and clothing items, do you pay more attention to the brand or the price? [Graph]. In Statista. Retrieved January 08, 2025, from https://www.statista.com/statistics/1290574/clothing-brand-price-attention-purchase-germany/
VuMA (Arbeitsgemeinschaft Verbrauchs- und Medienanalyse). "When buying fashion and clothing items, do you pay more attention to the brand or the price?." Chart. November 17, 2021. Statista. Accessed January 08, 2025. https://www.statista.com/statistics/1290574/clothing-brand-price-attention-purchase-germany/
VuMA (Arbeitsgemeinschaft Verbrauchs- und Medienanalyse). (2021). When buying fashion and clothing items, do you pay more attention to the brand or the price?. Statista. Statista Inc.. Accessed: January 08, 2025. https://www.statista.com/statistics/1290574/clothing-brand-price-attention-purchase-germany/
VuMA (Arbeitsgemeinschaft Verbrauchs- und Medienanalyse). "When Buying Fashion and Clothing Items, Do You Pay More Attention to The Brand or The Price?." Statista, Statista Inc., 17 Nov 2021, https://www.statista.com/statistics/1290574/clothing-brand-price-attention-purchase-germany/
VuMA (Arbeitsgemeinschaft Verbrauchs- und Medienanalyse), When buying fashion and clothing items, do you pay more attention to the brand or the price? Statista, https://www.statista.com/statistics/1290574/clothing-brand-price-attention-purchase-germany/ (last visited January 08, 2025)
When buying fashion and clothing items, do you pay more attention to the brand or the price? [Graph], VuMA (Arbeitsgemeinschaft Verbrauchs- und Medienanalyse), November 17, 2021. [Online]. Available: https://www.statista.com/statistics/1290574/clothing-brand-price-attention-purchase-germany/
