The pendulum swings back

"For the first time since its creation, the use of social media is declining," says DMI Managing Director Carl Tillessen.

"In German-speaking countries, the proportion of users fell from 84% to 80% in 2024, with weekly usage time even falling by 6.4 hours among 40 to 49-year-olds. The pendulum is swinging back," says Tillessen. "After years of bold, digital looks, there is a growing desire for fashion that can be experienced with all the senses. This is a great opportunity for bricks-and-mortar retailers: clothing with interesting materials, subtle details and elaborate workmanship can be better presented and sold offline."

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