Euromonitor finds that premium and luxury cars remain the largest luxury category by value in Germany, underscoring the cultural preference for engineered, long-lasting goods. Meanwhile, experiential luxury is the fastest-growing segment, driven by demand for travel, dining, and personalized experiences. “Despite general economic caution, affluent consumers in Germany continue to prioritize memorable, high-quality experiences over material possessions,” says Fflur Roberts, head of luxury goods at Euromonitor International.
The attitude toward luxury fashion is changing among younger consumers, however, who are turning to fashion as a form of identity and cultural expression. This shift has largely been driven by social media, which is exposing young shoppers to global fashion trends. “There’s a younger generation that looks for fashion and wants to be part of it because it’s a cultural movement — it’s not just something you buy and put on,” says Arp. Combined with Germany’s high-earning potential and deep affluent consumer base, the evolution suggests the market may become more important to luxury.
How Germans shop
Given Germany’s decentralized geography, the retail landscape is spread across a network of local and relationship-driven destinations. “We have strong retailers, but oftentimes, the strongest ones are in places you’ve never heard of,” says Arp. “There are [multi-brand] boutiques in Düsseldorf or Cologne or Hannover, and all of the great retail spaces are mostly owned by founders who know their customers well. The German customer is really loyal, so if you’ve found your place, you’ll go there again and again.”
That loyalty is built locally through personal relationships and long-term service. Owners tend to offer private showroom tours and contact clients if a certain item comes into the store, because they know the customer’s closet well, Arp flags.
In this context, curation, discovery, and emotional resonance are the most important differentiators. Weng notes that there’s space for more niche curations, especially as the few large department stores in Germany must serve a broader consumer. “You have to build a loyal community and create emotional experiences, especially in this shaky environment when it comes to retail right now,” adds Arp.
Department stores like KaDaWe in Berlin — alongside its sister stores Alsterhaus in Hamburg and Oberpollinger in Munich — are adapting in light of this. “Whereas department stores used to offer quantity, we have strongly sharpened our strategy with clear focus on quality and curation of everything we do. Today, luxury means, above all, time, space, and real experiences,” says Timo Weber, CEO of KaDeWe Gmbh. The retailer has introduced pop-ups, parties in its hidden kitchen, wine tastings on its food floor, beauty masterclasses, and more in an effort to create a hub rather than simply a shopping destination. “We want to become the ‘third place’ for our guests, right next to home and work,” says Weber.
Inside KaDaWe.Photo: KaDaWe and Derek Hudson
