For the ninth time now, German publisher Spiegel-Verlag and publishing company Manager Magazine Verlagsgesellschaft present their market-media-study for the department of clothing and wristwatches. Outfit 9.0 provides information on consumer behavior when it comes to clothing and fashion, as well as popularity, possession and purchase intention for 91 clothing- (e.g. Adidas, Chanel, Levi’s) and 62 watch brands (e.g. Apple Watch, Cartier, Omega).

The study was conducted in June and July 2015, where almost 5,200 people between the ages of 14 and 69 were asked to complete an online survey. The results of the Outfit-studies are representative for 44.31 million people of the German resident population with access to the internet.

Probably one of the most important information taken from the study is the fact that socially acceptable and ecological production of clothing items is gaining in importance. Almost every third person wants to know how and where the clothes were manufactured when purchasing it. This share increased by 17% in the last two years.

The results of the study also showed that the importance of clothing is still very high, whereas it holds a higher significance for women than for men. While women like to experiment with new clothes, men tend to hold on to old habits. The study also conducted that men are interested in additional features, such as UV-protection and breathing activity.

When it comes to wristwatches, the study proved that the most common purchase reason is the purchase of a new model. With the target group that has a higher income, for most respondents the reason for a purchase was special occasions like birthdays and weddings.

Norbert Facklam, head of Spiegel QC said: “Our Outfit study closes an information gap for numerous ascertained brands and offers valuable support especially for the media planning in the departments of clothing and wristwatches. And here it becomes clear that Spiegel, Spiegel Online and Manager Magazin are still essential partners for the communication of these important industries.”