Clothing And Footwear in Sweden
Euromonitor International's Clothing And Footwear in Sweden market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 55 | Publication date: Oct 2009
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Executive summary
Market growth halted in 2008
The Swedish clothing and footwear market came to a halt in 2008. After a strong growth over the 2003-2008 period the annual sales of clothing and footwear in Sweden declined for the first time in over ten years. The direct cause of this decline was the global economic crisis the world experienced in 2008, which caused the value of the US dollar to decrease. This strongly affected the global markets that trade in US dollar, including the international fashion industry. Eventually the global economic crisis affected the Swedish economy, which forced industries to make employees redundant. Consequently the Swedes were concerned for their economy and decreased the consumption.
High incomes provide means to roll in design
The Swedish clothing and footwear market is highly influenced by the disposable household incomes, which grew strongly over the 2003-2008 period resulting in market growth until 2008. The high disposable incomes provided the Swedes means to explore their strong interest in fashion and design. This interest has paved the way for new Swedish high-fashion brands, such as Filippa K, and collaborations between H&M and several well-known international fashion designers, such as Karl Lagerfeldt. The latter is an important trend in that the Swedes interest in design is increasingly focusing on well-known designers. Fashion and design is no longer a luxury for the rich and famous, it is available to all.
Females the strongest group of fashion consumers in Sweden
Traditionally females are the most important consumers of fashion in Sweden. This is well illustrated in that subsectors related to females’ clothing and footwear consumption grew the fasted over the 2003-2008 period. The strongest growing subsector in the 2003-2008 period were women's outerwear, underwear and nightwear, socks, stockings and tights, as well as, women's footwear. It is not only the total consumption of women’s wear that grows but also the consumption per woman, which has almost doubled over the last ten years. Men’s fashion consumption is comparably modest at about half the size of females’ both in overall value and per individual.
Domestic brands dominate Swedish clothing and footwear market
The Swedish clothing and footwear market is highly fragmented with many small international players. However, domestic or Scandinavian players dominate the top positions. Sweden has many strong clothing brands such as H&M, Lindex and KappAhl, where H&M is the principal player on the Swedish clothing market with more than twice the market shares to the second player Lindex. The strongest international clothing brand on the Swedish market is the Spanish Zara, which ranked fourth in 2008. In lack of a principal player the Swedish footwear market is even more fragmented than the clothing market; the only Swedish footwear brands of note are DinSko,Vagabond and Björn Borg. The leading footwear brand in 2008 was the Danish Ecco.
Harsh economic times expected
The global economic crisis in 2008 overshadowed the Swedish clothing and footwear market. The previously strong growth has come to an end and Euromonitor forecasts market decline in the 2008-2013 period. The duration of this decline will depend on when the Swedish economy recovers; the market may possibly start to grow again toward the end of the forecast period. Euromonitor forecasts that the negative development will affect the sales of women’s wear the most because this consumption is comparably high per individual. As women are expected to decrease their consumption per individual the total sales of women’s wear is expected to decrease.
Table of contents
CLOTHING AND FOOTWEAR IN SWEDEN : MARKET INSIGHT
EXECUTIVE SUMMARY
Market growth halted in 2008
High incomes provide means to roll in design
Females the strongest group of fashion consumers in Sweden
Domestic brands dominate Swedish clothing and footwear market
Harsh economic times expected
KEY TRENDS AND DEVELOPMENTS
Sustainable development ever more important
Disposable incomes determine market development
Strong interest in design drives the Swedish clothing and footwear market
Growing birth rate increases demand for children’s clothing and footwear
Clothing and footwear increasingly important to sports stores
MARKET DATA
Table 1 Sales of Clothing and Footwear by Sector: Volume 2003-2008
Table 2 Sales of Clothing and Footwear by Sector: Value 2003-2008
Table 3 Sales of Clothing and Footwear by Sector: % Volume Growth 2003-2008
Table 4 Sales of Clothing and Footwear by Sector: % Value Growth 2003-2008
Table 5 Clothing and Footwear Company Shares 2004-2008
Table 6 Clothing and Footwear Brand Shares 2005-2008
Table 7 Sales of Clothing and Footwear by Distribution Format: % Analysis 2003-2008
Table 8 Forecast Sales of Clothing and Footwear by Sector: Volume 2008-2013
Table 9 Forecast Sales of Clothing and Footwear by Sector: Value 2008-2013
Table 10 Forecast Sales of Clothing and Footwear by Sector: % Volume Growth 2008-2013
Table 11 Forecast Sales of Clothing and Footwear by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SWEDEN
ECCO SVERIGE AB - CLOTHING AND FOOTWEAR - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Ecco Sverige AB: Key Facts
Summary 3 Ecco Sverige AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Ecco Sverige AB: Competitive Position 2008
FILIPPA K AB - CLOTHING AND FOOTWEAR - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Filippa K AB: Key Facts
Summary 6 Filippa K AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Filippa K AB: Competitive Position 2008
HENNES & MAURITZ (H&M) AB - CLOTHING AND FOOTWEAR - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 8 H & M Hennes & Mauritz AB: Key Facts
Summary 9 H & M Hennes & Mauritz AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 H & M Hennes & Mauritz AB: Competitive Position 2008
TWILFIT AB - CLOTHING AND FOOTWEAR - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Twilfit AB: Key Facts
Summary 12 Twilfit AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Twilfit AB: Competitive Position 2008
VAGABOND INTERNATIONAL AB - CLOTHING AND FOOTWEAR - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Vagabond International AB: Key Facts
Summary 15 Vagabond International AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Vagabond International AB: Competitive Position 2008
CLOTHING IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 17 New Product Launches 2007- 2008
SECTOR DATA
Table 12 Sales of Clothing by Subsector: Volume 2003-2008
Table 13 Sales of Clothing by Subsector: Value 2003-2008
Table 14 Sales of Clothing by Subsector: % Volume Growth 2003-2008
Table 15 Sales of Clothing by Subsector: % Value Growth 2003-2008
Table 16 Sales of Men’s Outerwear by Type 2003-2008
Table 17 Sales of Women’s Outerwear by Type 2003-2008
Table 18 Sales of Childrenswear by Type 2003-2008
Table 19 Clothing Company Shares 2004-2008
Table 20 Clothing Brand Shares 2005-2008
Table 21 Sales of Clothing by Distribution Format: % Analysis 2003-2008
Table 22 Forecast Sales of Clothing by Subsector: Volume 2008-2013
Table 23 Forecast Sales of Clothing by Subsector: Value 2008-2013
Table 24 Forecast Sales of Clothing by Subsector: % Volume Growth 2008-2013
Table 25 Forecast Sales of Clothing by Subsector: % Value Growth 2008-2013
FOOTWEAR IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 18 New Product Launches 2007- 2008
SECTOR DATA
Table 26 Sales of Footwear by Subsector: Volume 2003-2008
Table 27 Sales of Footwear by Subsector: Value 2003-2008
Table 28 Sales of Footwear by Subsector: % Volume Growth 2003-2008
Table 29 Sales of Footwear by Subsector: % Value Growth 2003-2008
Table 30 Sales of Footwear by Type 2003-2008
Table 31 Footwear Company Shares 2004-2008
Table 32 Footwear Brand Shares 2005-2008
Table 33 Sales of Footwear by Distribution Format: % Analysis 2003-2008
Table 34 Forecast Sales of Footwear by Subsector: Volume 2008-2013
Table 35 Forecast Sales of Footwear by Subsector: Value 2008-2013
Table 36 Forecast Sales of Footwear by Subsector: % Volume Growth 2008-2013
Table 37 Forecast Sales of Footwear by Subsector: % Value Growth 2008-2013