Apparel shopping behavior in Europe - statistics & facts

The United Kingdom, Germany, Italy, France, and Spain had the highest revenues from apparel of all European countries and ranked in the top 10 of the largest clothing markets worldwide. The total consumer spending on clothing and footwear in Europe in 2023 was estimated to be worth 937 billion U.S. dollars, rising to more than 1.13 trillion dollars in 2028. In 2023, concerns such as the economic situation and sustainability influenced the way many consumers purchased their clothing.

Revenue of the women's apparel market in Europe
*****bn USD

European country with the highest sales volume of apparel per-capita
Netherlands

Revenue of the apparel market in the UK
**bn USD

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Current statistics on this topic

Fashion & Accessories

Most popular fashion and clothing brands Great Britain 2025

Luxury Goods

Luxury consumers opinions on sustainability of secondhand goods in Q1 2026, by region

Apparel & Shoes

Consumer spending on clothing and shoes in Germany 1991-2025

Overview

Revenue in the apparel market worldwide 2018-2029, by country
Revenue in the apparel market worldwide 2018-2029, by country
Revenue in the apparel market worldwide from 2018 to 2029, by selected country (in billion U.S. dollars)
Leading clothing companies by market capitalization worldwide 2026
Leading clothing companies by market capitalization worldwide 2026
Leading clothing companies worldwide as of August 27, 2026, by market capitalization (in billion U.S. dollars)
Per capita sales volume in the apparel market worldwide 2018-2029, by territory
Per capita sales volume in the apparel market worldwide 2018-2029, by territory
Per capita sales volume in the apparel market worldwide from 2018 to 2029, by selected territory
European apparel market revenue in Europe 2018-2029, by gender
European apparel market revenue in Europe 2018-2029, by gender
European apparel market revenue in Europe from 2018 to 2029, by gender (in billion U.S. dollars)
Leading European apparel and accessories retailers 2023, based on global sales
Leading European apparel and accessories retailers 2023, based on global sales
Leading European apparel and accessories retailers ranked by worldwide retail sales in 2023 (in million U.S. dollars)

Spending

Total consumer spending on clothing and footwear in Europe 2000-2050
Total consumer spending on clothing and footwear in Europe 2000-2050
Total consumer spending on clothing and footwear in Europe from 2000 to 2050 (in billion U.S. dollars)
Consumer spending on clothing in the European Union 2008-2021
Consumer spending on clothing in the European Union 2008-2021
Household consumption expenditure on clothing in the European Union (27 countries) from 2008 to 2021 (in million euros)
European consumers who bought fashion from a lower-priced retailer 2023, by category
European consumers who bought fashion from a lower-priced retailer 2023, by category
Share of consumers who purchased fashion items from a lower-priced retailer to save money in selected European countries in 2023, by category
European consumers buying fewer fashion products to save money 2023, by category
European consumers buying fewer fashion products to save money 2023, by category
Share of consumers buying a smaller quantity of fashion items to save money in selected European countries in 2023, by category
European consumers who bought fashion from a lower-priced brand 2023, by category
European consumers who bought fashion from a lower-priced brand 2023, by category
Share of consumers who purchased fashion items from a lower-priced brand to save money in selected European countries in 2023, by category
European consumers who bought fashion from a store brand 2023, by category
European consumers who bought fashion from a store brand 2023, by category
Share of consumers who purchased fashion items from a private label or store brand to save money in selected European countries in 2023, by category
European consumers with an intention to splurge on fashion 2023, by category
European consumers with an intention to splurge on fashion 2023, by category
Share of consumers who intended to splurge money on fashion in selected European countries in 2023, by category

Shopping behavior

Per capita sales volume in the apparel market in Europe 2018-2030
Per capita sales volume in the apparel market in Europe 2018-2030
Per capita sales volume in the apparel market in Europe from 2018 to 2030
Consumers who bought shoes in-store from 2022 to 2023 in Europe, by country
Consumers who bought shoes in-store from 2022 to 2023 in Europe, by country
Share of consumers who purchased footwear in-store in the previous 12 months in Europe in 2023, by country
Consumers who bought clothing in-store from 2022 to 2023 in Europe, by country
Consumers who bought clothing in-store from 2022 to 2023 in Europe, by country
Share of consumers who purchased clothing in-store in the previous 12 months in Europe in 2023, by country
Fashion sales revenue share in selected European countries 2024, by channel
Fashion sales revenue share in selected European countries 2024, by channel
Revenue distribution of fashion retail sales in selected European countries in 2024, by channel
How long consumers keep clothing items in selected European countries in 2023
How long consumers keep clothing items in selected European countries in 2023
Length of time consumers keep articles of clothing in selected European countries in 2023
Fashion items with highest online return rates in Europe 2022
Fashion items with highest online return rates in Europe 2022
Fashion items with highest online return rates in Europe in 2022

Sustainability

Importance of sustainable fashion to consumers in selected European countries in 2023
Importance of sustainable fashion to consumers in selected European countries in 2023
Share of consumers who believe buying sustainable clothing is important in selected European countries in 2023
Criteria consumers consider define sustainable fashion in European countries in 2023
Criteria consumers consider define sustainable fashion in European countries in 2023
Consumer opinions on what defines a sustainable fashion item in selected European countries in 2023
Consumers' criteria for environmental protection in apparel manufacture Europe 2023
Consumers' criteria for environmental protection in apparel manufacture Europe 2023
Consumer opinions on how companies should manufacture fashion items to protect the environment in selected European countries in 2023
Consumers' sustainable apparel budget in select European countries in 2022
Consumers' sustainable apparel budget in select European countries in 2022
Average annual budget allocated to sustainable fashion purchases by consumers in selected European countries in 2022 (in euros)
Consumers who think sustainable brands are more reputable in Europe in 2023
Consumers who think sustainable brands are more reputable in Europe in 2023
Share of consumers who agree that sustainable brands have a better reputation in their view in selected European countries in 2023
Consumers who purchased sustainable apparel in select European countries in 2022
Consumers who purchased sustainable apparel in select European countries in 2022
Share of consumers who purchased sustainable fashion items in selected European countries in 2022
Consumers buying less fashion to be sustainable in select European countries in 2023
Consumers buying less fashion to be sustainable in select European countries in 2023
Consumers' intentions to reduce clothing purchases for sustainability reasons in selected European countries in 2023
Motivation for buying second-hand clothing in selected European countries in 2023
Motivation for buying second-hand clothing in selected European countries in 2023
Reasons consumers purchased second-hand clothing in selected European countries in 2023
Factors preventing sustainable clothing purchases in European countries in 2023
Factors preventing sustainable clothing purchases in European countries in 2023
Reasons consumers would not buy sustainable clothing items in selected European countries in 2023

Revenue of the women's apparel market in Europe
*****bn USD

European country with the highest sales volume of apparel per-capita
Netherlands

Revenue of the apparel market in the UK
**bn USD

Key figures

The most important key figures provide you with a compact summary of the topic of "Apparel shopping behavior in Europe" and take you straight to the corresponding statistics.

- Consumers purchasing apparel from a lower-priced retailer
- **%
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European consumers who bought fashion from a lower-priced retailer 2023, by category
- Consumers buying accessories from a private label or store brand
- *%
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Detailed statistics
European consumers who bought fashion from a store brand 2023, by category
- Consumers purchasing footwear from a lower-priced brand
- **%
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Detailed statistics
European consumers who bought fashion from a lower-priced brand 2023, by category

- Consumers in Portugal who purchased clothing in-store in the previous 12 months
- **%
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Detailed statistics
Consumers who bought clothing in-store from 2022 to 2023 in Europe, by country
- Length of time consumers in Germany typically keep clothes
- More than two years
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Detailed statistics
How long consumers keep clothing items in selected European countries in 2023
- Fashion item with the highest online return rate in Europe
- Dresses
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Fashion items with highest online return rates in Europe 2022

- Leading definition of a sustainable fashion item in Italy
- The materials used
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Criteria consumers consider define sustainable fashion in European countries in 2023
- Average annual budget allocated to sustainable fashion purchases in the UK
- ******EUR
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Detailed statistics
Consumers' sustainable apparel budget in select European countries in 2022
- Share of consumers who purchased sustainable fashion items in France
- **%
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Detailed statistics
Consumers who purchased sustainable apparel in select European countries in 2022