SUMMARY:
Germany is the world’s second largest knitwear importer with US $ 12.91 billions import in 2007. Bangladesh is the fourth largest exporter of knitwear products to Germany with US $ 805.77 millions export in 2007. Apparel market in Germany is both complex and sophisticated. There is a mix of both German and foreign brands that are affordable.  The average German people are quite fashion savvy and brand conscious. They wear branded garments as it is considered a symbol of social status. However, they recently have started to shift to best quality products with lower price. Mid priced clothing segment is considered to be dynamic.  Brands from countries like USA, France, Italy, Great Britain and Australia co exist.  New launch of brands is backed by aggressive advertising campaigns. Bangladesh needs to develop a strong and aggressive marketing policy to promote its image and strengthen its position.