Clothes shopping: brand vs price awareness Germany 2021

In 2021, almost 41 percent of Germans paid more attention to the brand than the price when shopping for fashion and clothing items; 53 percent paid more attention to the price. The figures are based on a survey conducted in Germany among respondents aged 14 years and older.

When buying fashion and clothing items, do you pay more attention to the brand or the price?

Characteristic	Brand	Price	I cannot say
-	-	-	-
-	-	-	-
-	-	-	-
-	-	-	-
-	-	-	-
-	-	-	-
-	-	-	-
-	-	-	-

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Release date

November 2021

More information

Region

Germany

Survey time period

2014 to 2021

Age group

14 years and older

Special properties

German-speaking population

Method of interview

Computer-assisted personal interviews (CAPI)

Supplementary notes

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

Information on total sample:
2014: 23,093 respondents, projection to 70.53 million people
2015: 23,090 respondents, projection to 69.24 million people
2016: 23,102 respondents, projection to 69.56 million people
2017: 23,106 respondents, projection to 70.09 million people
2018: 23,086 respondents, projection to 70.45 million people
2019: 23,120 respondents, projection to 70.60 million people
2020: 23,138 respondents, projection to 70.63 million people
2021: 23,299 respondents, projection to 70.54 million people

The figures refer to the following studies:
2014: VuMA 2015; 2015: VuMA 2016; 2016: VuMA 2017; 2017: VuMA 2018; 2018: VuMA 2019; 2019: VuMA 2020; 2020: VuMA 2021; 2021: VuMA 2022.

Further information on the methodology is available here and in the report.

Figures were rounded for better understanding of the statistic.

Deviations from total number are due to respondents who gave "no answer".