10.04.2025

by Sandra Katzenberger

The digital transformation has a firm grip on the fashion retail sector – and fashion apps have become an essential tool for the majority of German consumers. According to the latest Simon-Kucher Fashion App Study 2025, 84 percent of Germans already use at least one fashion app. This highlights the growing importance of mobile applications in the shopping process. While major platforms like Zalando, H&M, and Otto dominate the digital landscape, traditional retailers such as P&C and Galeria face the challenge of strengthening their digital presence.

Fashion retail apps: Zalando leads the market

Four smartphone screens show the user interface of an AI-supported fashion assistant with chat function and product recommendations; Copyright: Zalando

The study reveals that Zalando remains the leading fashion app in Germany. 41 percent of respondents use the app regularly – a clear indication of the platform’s popularity. H&M (39 percent) and Otto (37 percent) also enjoy a stable user base and play a key role in the digital fashion retail landscape.

Manufacturer apps have also seen notable success. Brands such as Adidas and Nike each reach 32 percent of users, demonstrating that brands can successfully establish their own apps and communicate directly with their customers.

International trend towards app usage intensifies

A person holds a smartphone with the fashion app open, showing clothes for sale; Copyright; Freepik

A clear trend can also be seen on the international level: According to global surveys, 85 percent of online shoppers prefer mobile apps over mobile websites – primarily due to their user-friendliness and practical features. Furthermore, 70 percent of fashion brands worldwide report an increase in sales after launching their own fashion apps. Personalized recommendations also prove effective: 60 percent of consumers are more likely to make a purchase when they receive tailored suggestions within the app.

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Traditional retailers still see room for growth in mobile commerce

In comparison, apps from traditional fashion retailers such as P&C and Galeria perform less strongly. Only 15 percent of respondents use the P&C app, and just 11 percent use Galeria’s. This indicates that established retailers still have significant potential to expand their digital presence and strengthen customer engagement.

Although the market is increasingly dominated by large platforms, there is still room for fashion houses to expand their digital strategy. “While Zalando rules the digital fashion world, traditional fashion houses remain stuck in the digital province,” says Markus Goller, Partner and retail expert at Simon-Kucher. “There is still time to catch up if fashion houses react immediately.”

Budget fashion apps: surprising target groups

One interesting result of the study concerns the use of low-cost fashion apps such as Shein and Temu. It is surprising that higher income groups in particular are also increasingly using Shein. 31 per cent of respondents from the highest income brackets stated that they regularly use this app. This development shows that the target group of low-cost fashion apps is expanding beyond traditional income boundaries. The growing popularity of low-cost fashion apps among different income groups shows that these platforms are appealing to more and more consumers and that fashion apps are also fighting for market share beyond traditional target groups.

What matters most in fashion apps – customer demands

Two smartphones show a shopping app with a 3D sneaker and a virtual shopping basket; Copyright: Freepik

The key challenge for providers remains long-term user retention. According to the study, personalized rewards (37 percent), product information (32 percent), and price comparisons (31 percent) are the most popular features. These core functions are crucial to users and form the foundation of a successful shopping experience.

Despite the hype surrounding artificial intelligence (AI) and innovative functions such as virtual fitting rooms or AI-supported recommendations, the study shows that these tools are still only used regularly by a minority of users. “The age of AI has not yet arrived for fashion apps. Nevertheless, it is worth investing here and marketing the functions in a targeted manner,” explains Markus Kröll, Senior Director at Simon-Kucher.

Conclusion: digitalization as the key to success in the fashion industry

The Simon-Kucher Fashion App Study 2025 clearly illustrates that the future of fashion retail will increasingly be shaped by fashion apps. To remain competitive, companies must continue to evolve their digital strategies and align them with consumer needs. One particularly promising approach to fostering long-term customer loyalty is the implementation of loyalty programs. Through tailored offers and personalized incentives, brands can not only attract consumers but also retain them over the long term.

The results clearly show that digital transformation plays a crucial role for all players in the fashion industry – and not just in Germany. Companies that invest in optimizing their apps and prioritize delivering an outstanding user experience are well positioned for long-term success.

Sources: Simon-Kucher press release (German), Micrasolution blog article