Marketing, Sales & Retail - Forschungscluster an der CBS

Research Cluster: Marketing, Sales & Retail

Marketing, Sales & Retail is about the advertising and distribution of products, as well as retail. This includes areas of market research, product development, pricing, customer acquisition and customer service.

GermanFashion Consumer Panel 2022

Project participant: Prof. Dr. Christian Duncker

Together with the project partners GermanFashion Modeverband Deutschland e.V. and Innofact AG, a consumer panel has been conducted for several years. This study was conducted throughout the year with the publication of an annual report in December 2022. The contents were a status quo and time series analysis of trends in the German textile industry, which were analyzed under the following consumption-shaping dimensions:

Selection criteria for clothing
Forms of trade used during the purchase of clothing
Distribution of clothing styles
Closet stocking by brand type and price group
Sources of information on the topic of fashion
Preferred materials

Based on the results of these analyses, recommendations for action were developed for the German fashion industry and communicated in a report booklet and a press release. The consequences for the fashion industry will subsequently be discussed in internal association workshops.