Brand vs. price when buying underwear in Germany in 2017

Most German consumers buy underwear based on either the price or their mood, as the results of a 2017 survey show. The influencing factor is also, of course, whether the consumer is buying just underwear or, indeed, lingerie.

Increasing revenue

Underwear as an item of clothing can be split in three segments. These are various T-shirts and undershirts designed to be worn with other outer layers of clothing, women’s underwear and men’s. Based on figures from recent years, revenues from underwear sales in Germany have increased steadily year after year. The segment generating the highest revenue was women’s underwear.

International market

While Germany has its own established specific underwear and lingerie brands, as well as varied selections in department and clothing stores across the country, underwear is also imported. In 2019, import value for bras and suspenders, for example, amounted to over 793 million euros.