Most popular clothing retailers by customer number in Germany 2021

In 2021, around 16 million persons among the German-speaking population aged 14 years and older stated that they had made a purchase at H&M in the previous six months. This statistic shows the results of a survey concerning the most popular clothing stores in Germany ranked by customer numbers from 2018 to 2021.

Number of customers of the most popular clothing retailers (purchase in the last six months) in Germany from 2018 to 2021 (in millions)

Characteristic	C&A	Hennes&Mauritz (H&M)	Peek&Cloppenburg	KiK
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Release date

November 2021

More information

Region

Germany

Survey time period

2018 to 2021

Age group

14 years and older

Special properties

German-speaking population

Method of interview

Face-to-face interview

Supplementary notes

Information on basic sample:
The survey is based on the German-speaking population aged 14 years and older.

Information on random sample:
2018: 23,086 respondents, projected base of 70.45 million people
2019: 23,120 respondents, projected base of 70.60 million people
2020: 23,138 respondents, projected base of 70.63 million people
2021: 22,563 respondents, projected base of 70.54 million people

The figures refer to the following studies:
2018: VuMA 2019; 2019: VuMA 2020; 2020: VuMA 2021; 2021: VuMA 2022.

You can find more information on the methodology of the study here.

The question was phrased by the source as follows: "At which of the following clothing stores did you personally make a purchase in the last six months?" (Original German question: "Und in welchen der aufgeführten Bekleidungsgeschäfte haben Sie persönlich in den letzten sechs Monaten eingekauft?")

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