Top fashion retail trends in DACH you should know

Think fashion trends are universal? Think again. In the DACH region, shoppers don’t always follow the global playbook. They value quality over hype, trust over flash, and thoughtful design over fast fixes. And while some trends may look familiar, how they unfold in DACH is entirely their own story.

This article takes you inside the fashion retail trends in DACH in 2025. You’ll find key stats, smart insights, and practical ways to keep your brand in step with what local customers actually want.

Let’s start!

Fashion in DACH: A market in motion

The DACH region (Germany, Austria, and Switzerland) is known for precision engineering and picturesque landscapes. Yet, it’s also a powerhouse in the fashion retail sector. In 2025, the global fashion retailing market is projected to reach $99.81 billion, growing at a compound annual growth rate (CAGR) of 7.8%. The DACH region contributes significantly to this growth, driven by a blend of traditional retail strength and digital innovation.

And this is what we will discuss today. That fashion in DACH is evolving rapidly. 

While brick-and-mortar stores remain vital, there’s a noticeable shift towards e-commerce and mobile shopping. Germany’s e-commerce market alone is expected to generate approximately $116.57 billion by 2025, positioning it as Europe’s largest.

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Social media platforms with shopping features are also vital here. With 65.5 million social media users in Germany, platforms like Instagram and Facebook are becoming essential channels for fashion retailers to engage with consumers.

And mobile shopping apps? They have become integral to fashion in DACH. In Austria, leading fashion apps like Shein, Zalando, C&A, and ABOUT YOU have experienced steady growth. Zalando’s active users increased from approximately 60,400 in early January to about 65,600 by the end of March 2024. Similarly, in Switzerland, Zalando’s weekly active users peaked at around 73,000 in mid-June 2024. 

As we delve deeper into the fashion in DACH, we’ll explore how these trends (and more!) shape the industry and what they mean for retailers and consumers alike.

Top 6 fashion retail trends in DACH

Below, we’ve picked out six fashion retail trends in DACH that are worth watching closely. They all offer clear signals for where the market’s heading – and how you can keep up.

#1 In-store shopping: still the heartbeat in DACH

Well, yes, in-store shopping is far from obsolete in the DACH region. Despite the global surge in e-commerce, physical retail remains a cornerstone of the fashion industry here.

In Germany, a significant 84.1% of total sales are projected to occur offline in 2025. Austria and Switzerland exhibit similar trends, with offline shopping still holding a substantial share of the market. This enduring preference underscores the cultural and experiential value that consumers in these countries place on in-person shopping.

But why does this matter?

Because it highlights the importance of a robust omnichannel strategy. While online platforms offer convenience, physical stores provide tangible experiences that online shopping can’t replicate. The tactile engagement, immediate gratification, and personalized service found in brick-and-mortar stores are irreplaceable.

Tip: Enhance the in-store experience

• To capitalize on this trend, consider integrating digital technologies into your physical stores.
• Interactive screens displaying real-time inventory, virtual fitting rooms, and mobile checkouts can bridge the gap between online convenience and in-store experience.
• Offering services like “buy online, pick up in-store” (BOPIS) can also cater to customers seeking flexibility.

The ROPO effect

The Research Online, Purchase Offline (ROPO) behavior is prevalent among DACH consumers. They are very aware and considerate when shopping: they often research products online before making in-store purchases. Thus, ensuring your online presence is informative and aligned with your in-store offerings can influence purchasing decisions and drive foot traffic to your stores.

#2 Mobile commerce and social shopping are reshaping the sector

Did you know that most online fashion shoppers in the DACH region now use their phones for it? That’s right: 64% of online purchases in Germany are made via smartphones. And we’re not just talking about scrolling through a product catalog. People focus on a new way to discover and buy fashion. 

Your customers don’t “go online” anymore. They are online. On social media, on apps, on their phones during lunch breaks. If your brand isn’t part of that world, you’re easy to miss.

So what’s changing?

Fashion retail trends in DACH now revolve around instant access and zero friction. Shoppers want to swipe, tap, and buy. They expect your website to load fast, look great on their phone, and remember who they are. 

If your product page doesn’t load in 3 seconds? They’re gone.

What matters here is performance and experience. Social media platforms like Instagram and TikTok are quickly becoming digital storefronts. In Germany alone, 42% of millennials have purchased something through social commerce. That’s nearly half the generation that’s leading this shift.

Take action with these simple steps:

1. Start by making sure your site isn’t just mobile-friendly. It should feel native to mobile.
2. Use features like one-click checkout and mobile wallets.
3. Keep your emails, popups, and product pages clean and direct. Think less clutter, more focus.

Tip: Maybe… UGC?

User-generated content builds trust. Feature customer photos. Share styling videos. Celebrate real people in your products. It makes your brand feel more approachable and way more clickable.

Fashion in DACH is clearly heading in a mobile-first direction. The opportunity is massive.

#3 Quality and sustainability are the DACH shopper’s dealbreakers

DACH consumers aren’t buying cheap and fast anymore. They’re choosing smarter. In this region, 21.91 million German-speaking people said they can pay more for sustainable products. And in both Austria and Switzerland, secondhand fashion is already close to 20% of the total market share.

But here’s the twist: shoppers want brands to prove it.

They expect transparency. They want to know where your fabric comes from, how it was made, and who made it. They care about durability, materials, and production ethics. If something looks too vague or too polished, they’ll ask questions. That’s why many international and local brands are now investing in full traceability and pre-loved product offerings.

Quality is sustainability, too

The DACH region has always valued craftsmanship. In fashion retail trends in DACH, quality is a part of how people measure sustainability. If your clothes fall apart after three washes, your brand won’t last either. Thus, highlight the long life of your products, the stitching, and the material. People notice.

Tip: Tell product stories

1. Add a QR code on your tags and let customers trace the product journey.
2. Show the people behind the piece.
3. Show where it was made.
4. Tell why the fabric matters. 

These stories create connection and trust.

#4 Payment flexibility is a must

Usually, nobody gets excited about the checkout page. But they do get frustrated when it doesn’t work the way they expect. And in the DACH region, expectations are very specific.

66% of German shoppers use PayPal or other online payment services. Many still choose good old-fashioned invoice payments, especially for larger orders. In Austria and Switzerland, mobile payments like Apple Pay and Google Pay are gaining ground, but not at the same pace. That’s why localized checkout is one of the fastest ways to lower cart abandonment.

You could have the best product, a beautiful website, and the smoothest shopping flow, but if your checkout page doesn’t offer the right payment method, the sale might vanish in seconds. It happens more often than you’d think.

Take action with these simple steps:

1. Add DACH-preferred payment methods: Think PayPal, SOFORT, Klarna, bank transfers, and invoice. Don’t force customers to register for new systems—they won’t.
2. Make sure mobile checkout is fast and glitch-free. Add mobile wallets for easy taps.
3. Display trust signals at checkout—payment logos, return guarantees, secure checkout badges. These small things can reassure unsure buyers.

There is also Buy Now, Pay Later (BNPL). This option has quietly become a go-to for many shoppers. It’s especially popular for bigger fashion orders. It’s a way to soften the price without discounting the product. It’s also about how shoppers feel. Control. Convenience. Confidence. All of which lead to higher conversion rates—and more repeat purchases.

Before you start:

• Test your payment flow on mobile first. That’s where most of the friction happens. Ask a few people (or your support team) to go through checkout on a real device. Note every delay, confusion, or dead end. Fix those first.

#5 Marketplaces as a visibility engine

In the past, selling on marketplaces was like a “plan B”. Well, not anymore. Now it’s one of the most effective ways to get seen, grow fast, and reach the kind of shoppers you wouldn’t reach through your own site alone.

Here, the most popular marketplace is Amazon. But it’s not the only one. Otto, Zalando, About You, and even niche platforms like Avocadostore (for eco-conscious fashion) play a significant role in how DACH consumers discover new fashion brands.

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People go to marketplaces even just to browse. That makes them perfect for visibility, especially when you’re entering a new market or trying to test different product categories. You get access to traffic without needing to build it yourself from scratch.

But yes, listing your product isn’t enough.

Smart brands are doing more than selling

Many brands are treating marketplaces like part of their brand experience. Product pages are optimized with:

• rich visuals,
• SEO-friendly descriptions,
• size guides,
• and real customer reviews.

They’re investing in ads within the marketplace, experimenting with bundles, trying special drops, and limited-time offers that drive urgency.

Take About You, for example. They launched their own marketplace model, which allows small and mid-sized brands to plug in quickly, without massive investment. The Zalando Partner Program does something similar. Both platforms are now packed with high-quality, independent fashion labels that are using the reach of big platforms while keeping their own brand identity sharp.

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Tip: Start small, test fast

1. Pick one or two platforms that align with your product and target audience. 
2. Optimize your listings. 
3. Measure what works. 
4. Once you see traction, explore marketplace ads or cross-promotion strategies.

Use marketplaces smartly, and they’ll do more than bring you orders. They’ll bring you momentum.

#6 Hyper-personalization for tailoring shopping experiences

Is it surprising that shoppers in the DACH region expect more than just a product? They anticipate an experience tailored precisely to their preferences. With the integration of Artificial Intelligence (AI) and Machine Learning (ML), retailers can now offer hyper-personalized shopping journeys that resonate deeply with individual consumers.

This trend can enhance customer satisfaction, but also drive loyalty and increase conversion rates. But how can retailers in the DACH region leverage this trend?

1. Implement AI-driven product recommendations – utilize AI algorithms to analyze browsing and purchase history, offering products that align with individual customer preferences.
2. Personalize marketing communications – craft emails and messages that reflect the recipient’s interests and past interactions with your brand.
3. Offer customized shopping experiences – allow customers to curate their shopping journey, from selecting preferred product categories to choosing communication channels.

As a result, with hyper-personalization, fashion retailers can do more than create meaningful connections with their customers

Key takeaways on fashion retail trends in DACH

So, now you know what the fashion retail trends in DACH look like. Do they only exist in DACH? Of course not, but the way they show up here is different. Shoppers in Germany, Austria, and Switzerland have their own pace, values, and way of choosing what matters. These trends reflect that.

Let’s wrap up the key takeaways that can help you actually do something with all this insight:

1. In-store shopping: Still dominant in DACH, it’s a key part of a hybrid strategy.
2. Mobile commerce & social shopping: Fast-growing, mobile-first behavior with a big shift toward TikTok, Instagram, and in-app experiences.
3. Sustainability & quality: Not optional anymore. DACH shoppers demand proof, not promises.
4. Payment flexibility: Local preferences and seamless mobile checkout are make-or-break.
5. Marketplaces: Massive reach, smart visibility plays, and even used for branding, not just sales.

Use these trends to shape your strategy, fine-tune your offer, and exceed customer demands. Because in a market that values quality, trust, and experience, staying relevant means staying one step ahead.

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