How to understand the German premium and luxury fashion market? And more importantly: how to comprehend German fashion buyers? The “Luxury Fashion Report 2016”, published by the market research agency Facit Research in cooperation with the German brand association (Markenverband) provides answers to these questions.
The 125-page study analyzes the characteristics of the luxury fashion market and its target groups, identifies five different consumer types, visualizes their living environment & values and compares the performance of 60 premium and luxury brands. An interesting finding up front: The most popular brand among premium and luxury buyers is Hugo Boss.