The Market. The Medium. The Strategy.Fashion for Germany

cover photos: (1) Hamburg Europa Passage; photo: Allianz Immobilien GmbH, (2) photo: designer outlets Zweibrücken(3) Berlin Brandenburger Tor; photo: Nina Piatscheck, (4), (7) photo: Value Retail Management (Wertheim Village) GmbH(5) Köln Schildergasse, (8) Frankfurt Zeil, (12) München Kaufingerstraße, (16) Berlin Kurfürstendamm; photo: Kemper’s Jones Lang LaSalle Retail, (6) Hamburg Alster Arkaden, (9) Oberhausen Centro; photo: Centro Management GmbH, (10) Berlin KaDeWe; photo: KaDeWe Berlin(11) Frankfurt Skyline; © PIA Stadt Frankfurt am Main, photo: Tanja Schäfer, (13) Bad Homburg Louisen-Center; photo: Tenkhoff Properties GmbH(14) Kölner Dom, (17) Köln Peek & Cloppenburg; photo: Chris Rügge, (15) Hamburg, Jungfernstieg

“Germany is quite definitely one of Europe’s most important markets. German women

are, with their striking and highly sensual form of beauty, absolutely ideal customers

for my fashion. They have a way of interpreting my fashion that I find quite irresistible.

They are seductive, unpredictable, and surprising. They are creatures with a strong

personality. And, for me, it is this quality that is the most enchanting of all. German

women and, with them, the German market have truly captivated me, and I will,

I hope, continue to live up to their expectations.”

“Our first store was opened in Cologne in March 2006, and we now have 14 sales

outlets in Germany. Germany is an important market for Comptoir des Cotonniers,

there being only few brands here with a similar positioning, German women take

a very positive view of our brand because they appreciate both quality and attractive

pricing.”

“Germany is a very important consumer market and has excellent growth potential.

VF‘s brands really connect with German consumers and their lifestyles. Many of our

brands, such as Wrangler, The North Face and Eastpak, are already very popular with

German consumers, while other brands, such as Napapijri, Vans and Kipling, are

experiencing excellent growth.”

Roberto Cavalli

Marianne Romestain,COO, Comptoir des Cotonniers (Fast Retailing Group)

Eric Wiseman, President & CEO, VF Corporation

Welcome to fashion land Germany!

Germany has a whole lot to offer the fashion business. We cordially invite you to find out more about the market,

its potentials, its media, and successful market strategies.

Discover fashion land Germany. We will show you how to captivate one of Europe’s biggest fashion markets.

The Market. The Medium. The Strategy.

Those looking to captivate a market first need to be familiar with it.

Germany is one of Europe’s biggest fashion markets by retail sales volumes – offering attractive potentials for

international brands, labels, and fashion producers. Those seeking to succeed in this market need a coherent

concept, a strong presence, the right people to implement their ideas, and the right places in which to

present their products to customers.

A good knowledge of the market together with high-profile exposure are the tickets to market success.

Both goals can be attained with TextilWirtschaft.

Top 10 in Europe,Retail apparel sales.

UK

Germany

Italy

France

Spain

Netherlands

Greece

Austria

Belgium

Sweden

Other*

Source: Mintel Retail Intelligence 2007, figures for 2006, * Switzerland, Portugal, Poland, Norway, Denmark, Ireland, Finland, Czech Republic, Hungary

Sales in €bnMarket share in %

59,019,0

57,118,0

53,817,0

38,913,0

24,08,0

11,54,0

10,63,0

7,83,0

6,92,0

6,52,0

35,611,0

The Market. The Medium. The Strategy.

Those looking to captivate a market first need to understand it.

Dynamic and richly faceted, German’s fashion market is in a permanent state of flux. There is thus a clear need

to grasp retailing structures and trends. Only then can one be a successful market player.

1. Strong midsized businesses dominate Germany’s retail apparel trade.

Germany’s fashion market is going through a process of increasing consolidation. Traditionally, however, independents

and other specialty outlets have always played a major role. It is these companies that perform best in terms of

customer retention, store location, and service. A further plus point is the often individual and highly varied range

of lines carried. Firms seeking to present their products in line with the needs of the German market, and to work

together with business professionals, will find midsized retailers to be their ideal partner.

2. Retailers are looking for variety – and new suppliers.

Retailers are always on the lookout for new suppliers. Unique assortments of products do, after all,

make for greater customer “stickiness” – while also tapping new customer potentials.

3. The importance of partner stores is increasing.

In recent years, times have become tougher for dedicated apparel retailers. More and more retailers therefore

see their future in strategic alliances with apparel producers. For fashion retailers, partner stores are an attractive

addition or alternative to their own multi-label stores. Some 51,000 concessions, stores and corners are already

offering first-class opportunities for such successful cooperation. And their number continues to increase!

4. The Germans are faithful and loyal customers.

The presence of a brand at the POS decides whether it will succeed or fail. German shoppers may change their

brands yet remain faithful to the places where they shop.

5. Successful concepts are expanding.

Location and retail premises have become quite decisive success factors. With the multiplication of successful

retailing concepts and vertical suppliers becoming ever more important, there is a need not only for qualified

personnel but also for sales space in prime locations.

Retailing in Germany.

Source: Federal Statistics Office, BTE.

Independents /

Specialty outlets

Non-traditional

retailers

Mail order

Department stores

56 %

19 %

13 %

12 %

The Market. The Medium. The Strategy.

Those looking to captivate a market need to position themselves effectively.

Branding professionals have long been aware of the fact. And current studies prove it over and again: the way to

anchor a brand successfully and sustainably in the minds of consumers is through the retail trade. Accordingly,

marketing and advertising have to take the same path. Firms seeking to turn customers into buyers of their

brand will, in the German fashion market, achieve this goal primarily by engaging in ongoing communication with

retail trade decision-makers. And trade magazine TextilWirtschaft is the perfect medium through which to do so.

Retailers motivate most.What inspires you to go shopping for clothes?

Browsing stores /

Window-shopping

Catalogues

Clothes worn by friends /

acquaintances

Brochures inserted in

newspapers

Magazine ads

Television advertising

Fashion pages

in magazines

Celebrities and the

way they dress

62 %

30 %

11 %

7 %

4 %

3 %

3 %

1 %

Source: LINK Institut.

The Market. The Medium. The Strategy.

Those looking to captivate a marketneed a successful business-to-business title.

News, Fashion and Business – TextilWirtschaft stands for everything the market’s key players need. Today, reliable

information is, after all, the decisive make-or-break criterion for success in the marketplace. TextilWirtschaft

paves the way for your success be harnessing the quite outstanding skills of a more than 30-strong editorial

staff, over 60 years of experience, and a worldwide network of correspondents in key fashion capitals.

News, Fashion, Business – each week, TextilWirtschaft serves up an attention-grabbing programme of information

for the entire fashion and textiles business. The editorial concept – clearly divided into NEWS, FASHION,

BUSINESS, and complete with the industry’s biggest recruitment market – is precisely matched to the

requirements of readers and market players. Serving to complement this are TextilWirtschaft online and the

email Newsline TextilWirtschaft today featuring daily news updates from the fashion business.TextilWirtschaft

is also an organizer of events and conventions, creating a platform for the face-to-face exchange of views on

virtually all kinds of fashion-related topics.

Compelling arguments for a compellingly high-impact medium!

The only business-to-business fashion title to be published weekly

On the desks of decision-makers in fashion companies and retailers every Thursday

An audience of 175,000* readers and a subscription rate of 84%**

Full coverage of all relevant stories – from News and Business through to Fashion

The cross-media platform for the fashion community

Required reading throughout the entire industry

Incorporating TextilWirtschaft online – the daily News Channel for the fashion industry

Source: *TW Readership Survey, ** IVW-audited figure II/08.

The Market. The Medium. The Strategy.

Those looking to captivate a marketcan rely on TextilWirtschaft.

Fashion. The core competence of TextilWirtschaft.

Its finger right on the pulse of the business every week. Background stories, trade fairs, fashion shows.

The TextilWirtschaft editors are on hand whenever and wherever things are happening in the world of fashion.

From the established mainstream through to up-and-coming “labels to watch”. In-depth analysis turns the

spotlight onto all aspects of the business.

Partnerships. A major issue in TextilWirtschaft.

Vertical partnerships, sales alliances, franchising, new partner store concepts and related aspects are an issue

of quite particular interest to our readers. Accordingly, we give a lot of space to coverage of this topic through

cover stories, business features, editorial specials, and themed congresses.

Real estate. Locational advantages in TextilWirtschaft.

Permanent change is the mark of our business. Yet this is true not only of fashion. It also applies to the

retailing business. In the dynamic and keenly competitive German market, success is often chiefly determined

by the location of sales space. Location-related issues and real estate themes thus also have a firm place

in our editorial coverage.

Jobs. Making contact through the pages of TextilWirtschaft.

The focus of the fashion and textile business is, at all times, on the task of finding qualified personnel.

Each week, TextilWirtschaft publishes the industry’s biggest recruitment market. It is here that companies

find the right staff and industry professionals hit upon the right company for them.

The Market. The Medium. The Strategy.

Those looking to captivate a marketneed the right solutions.

Those looking to be successful will find that TextilWirtschaft has the solutions. TextilWirtschaft offers you a

unique platform on which to present products and concepts to relevant industry decision-makers. At the same

time, the title also provides answers and solutions designed to improve your presence in the German market.

Awareness and image?

We have the media that give your label the desired profile and exposure throughout the entire fashion business.

Boosting your image in the places where decisions are made.

Retailers wanted?

We have the retailers able to integrate your collection successfully into existing sales ranges.

Partners wanted?

We have the professional partners for shops, corners or concessions.

Franchisees wanted?

We have the fashion professionals able to carve out a market niche for themselves with your franchise concept,

or looking to establish an additional retailing operation.

Stores wanted?

We have the contacts that can prove useful when choosing the right location for your business.

Our readers rent out the space that you are seeking.

Staff wanted?

We have the industry’s biggest recruitment market, enabling you to reach both experienced fashion professionals

and ambitious new industry talents – and to persuade them to join your company. No matter what the type of

employment opportunity.

Sales agency wanted?

We have the fashion agencies able to present your collection successfully on the German market.

The Market. The Medium. The Strategy.

Those looking to captivate the German marketneed TextilWirtschaft.

TextilWirtschaft opens important doors that will assure you success in the German fashion market. As the

industry’s leading business-to-business title, we offer you an effective platform from which to project your

company, your concepts, and your products. Advertising will secure you exposure that gains the attention

of the entire industry.

The combination of TextilWirtschaft and TextilWirtschaft online, the leading online service for the textile and

fashion industry, is the ideal way to leverage the impact of your advertising, Messages from a variety of sources

do, after all, serve to complement and enhance one another. 93%* of subscribers to TextilWirtschaft today also

subscribe to TextilWirtschaft – the perfect platform for a multichannel approach using a cross-media campaign.

Captivate the market with “Fashion for Germany” – and let us pilot you along the road to success.

*Publisher’s figure.

The Market. The Medium. The Strategy.

We wish you every success in the German market.The TextilWirtschaft team will be delighted to help your company perform even more successfully.

Your contact persons:

Womenswear, Top Fashion (Womenswear), New Womenswear, Fabrics

Thomas Wulff, phone: +49 (0) 69/75 95-17 03, email: wulff@TextilWirtschaft.de

Kathrin Dambacher, phone: +49 (0) 69/75 95-17 38, email: dambacher@TextilWirtschaft.de

Saskia Richter, phone: +49 (0) 69/75 95-17 08, email: richter@TextilWirtschaft.de

Menswear, Top Fashion (Menswear), Streetstyle, New Menswear

Maren Korr, phone: +49 (0) 69/75 95-17 05, email: korr@TextilWirtschaft.de

Vivien Wrobel, phone: +49 (0) 69/75 95-17 07, email: wrobel@TextilWirtschaft.de

Body- & Beachwear, Outfit, Childrenswear, IT & Logistics

Timo Holste, phone: +49 (0) 69/75 95-17 15, email: holste@TextilWirtschaft.de

Maddalena Sassanelli, phone: +49 (0) 69/75 95-17 37, email: sassanelli@TextilWirtschaft.de

Birte Wendt, phone: +49 (0) 69/75 95-17 04, email: wendt@TextilWirtschaft.de

The Market. The Medium. The Strategy.

TextilWirtschaft

Mainzer Landstraße 251

60326 Frankfurt

Germany

www.TextilWirtschaft.net