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Country Report
Apparel and Footwear in
Denmark
- Argentina
- Australia
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- Hong Kong, China
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Apparel and Footwear in Denmark
Feb 2021
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Executive Summary
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COVID-19 impact on apparel and footwear
All categories within apparel and footwear in Denmark recorded significant declines in retail value sales in 2020, predominantly as a result of the COVID-19 pandemic. As one of the industries hardest hit by the pandemic, apparel and footwear suffered from the forced closure of non-essential retail stores from mid-March to mid-May 2020.
COVID-19 country impact
The COVID-19 virus was first confirmed to have spread to Denmark on 27 February 2020. Denmark was among the first European countries to introduce lockdown measures.
Company response
The principal way in which apparel and footwear players adapted to COVID-19 was to focus more strongly on the e-commerce channel. This entailed improving existing e-commerce offerings or building new online stores for retailers that lacked a digital presence.
Retailing shift
E-commerce recorded strong growth across apparel and footwear in 2020 as the COVID-19 pandemic accelerated an existing shift towards the channel. However, this growth was largely insufficient to offset the decline in physical store sales.
What next for apparel and footwear?
Apparel and footwear in Denmark is generally expected to recover well over the forecast period. Despite this, the COVID-19 pandemic is expected to have a lasting impact as many retailers have been forced to close while e-commerce has grown significantly faster than expected, pulling well ahead of previous growth projections.
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Overview
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Apparel and Footwear industry in Denmark with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Apparel and Footwear industry in Denmark, our research will save you time and money while empowering you to make informed, profitable decisions.
The Apparel and Footwear in Denmark market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Apparel and Footwear in Denmark?
- What are the major brands in Denmark?
- How dynamic is the growth of clothing and footwear internet sales?
- What is the performance of women’s clothing vs men’s clothing?
- What % of clothing and footwear sales goes through grocery retailers?
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This industry report originates from Passport, our Clothing and Footwear market research database.
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Request more informationTable of Contents
Apparel and Footwear in Denmark
EXECUTIVE SUMMARY
COVID-19 impact on apparel and footwear
COVID-19 country impact
Company response
Retailing shift
What next for apparel and footwear?
MARKET DATA
Table 1 Sales of Apparel and Footwear by Category: Volume 2015-2020Table 2 Sales of Apparel and Footwear by Category: Value 2015-2020
Table 3 Sales of Apparel and Footwear by Category: % Volume Growth 2015-2020
Table 4 Sales of Apparel and Footwear by Category: % Value Growth 2015-2020
Table 5 NBO Company Shares of Apparel and Footwear: % Value 2016-2020
Table 6 LBN Brand Shares of Apparel and Footwear: % Value 2017-2020
Table 7 Distribution of Apparel and Footwear by Format: % Value 2015-2020
Table 8 Distribution of Apparel and Footwear by Format and Category: % Value 2020
Table 9 Forecast Sales of Apparel and Footwear by Category: Volume 2020-2025
Table 10 Forecast Sales of Apparel and Footwear by Category: Value 2020-2025
Table 11 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2020-2025
Table 12 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
FACE MASKS
Summary Fashionn Face Masks Usage, Pricing and Market Sizes in Western Europe – 2020DISCLAIMER
SOURCES
Summary 1 Research SourcesWomenswear in Denmark
KEY DATA FINDINGS
2020 IMPACT
COVID-19 restrictions lead to a sharp fall in retail store sales of womenswear in 2020
Essential and casual clothing prove more resilient as business and social occasion wear hit hardest
Continued growth for e-commerce amid a fragmented competitive landscape in 2020
RECOVERY AND OPPORTUNITIES
Womenswear set for return to growth in 2021, followed by mixed fortunes over the forecast period
Slower growth but a permanent presence for e-commerce over the forecast period
Fast fashion players set to continue shake-up of womenswear landscape
CATEGORY DATA
Table 13 Sales of Womenswear by Category: Volume 2015-2020Table 14 Sales of Womenswear by Category: Value 2015-2020
Table 15 Sales of Womenswear by Category: % Volume Growth 2015-2020
Table 16 Sales of Womenswear by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Womenswear: % Value 2016-2020
Table 18 LBN Brand Shares of Womenswear: % Value 2017-2020
Table 19 NBO Company Shares of Women's Nightwear: % Value 2016-2020
Table 20 LBN Brand Shares of Women's Nightwear: % Value 2017-2020
Table 21 NBO Company Shares of Women's Outerwear: % Value 2016-2020
Table 22 LBN Brand Shares of Women's Outerwear: % Value 2017-2020
Table 23 NBO Company Shares of Women’s Swimwear: % Value 2016-2020
Table 24 LBN Brand Shares of Women’s Swimwear: % Value 2017-2020
Table 25 NBO Company Shares of Women's Underwear: % Value 2016-2020
Table 26 LBN Brand Shares of Women's Underwear: % Value 2017-2020
Table 27 Forecast Sales of Womenswear by Category: Volume 2020-2025
Table 28 Forecast Sales of Womenswear by Category: Value 2020-2025
Table 29 Forecast Sales of Womenswear by Category: % Volume Growth 2020-2025
Table 30 Forecast Sales of Womenswear by Category: % Value Growth 2020-2025
Menswear in Denmark
KEY DATA FINDINGS
2020 IMPACT
Store closures negatively impact sales of menswear during early 2020
Growth in e-commerce partially offsets decline in physical store sales in 2020
Large companies pose growing threat to small independent players in 2020
RECOVERY AND OPPORTUNITIES
Menswear set for return to solid growth in 2021
Permanent larger share for e-commerce even as consumers return to stores
Minimal lasting economic impact from COVID-19 pandemic
CATEGORY DATA
Table 31 Sales of Menswear by Category: Volume 2015-2020Table 32 Sales of Menswear by Category: Value 2015-2020
Table 33 Sales of Menswear by Category: % Volume Growth 2015-2020
Table 34 Sales of Menswear by Category: % Value Growth 2015-2020
Table 35 NBO Company Shares of Menswear: % Value 2016-2020
Table 36 LBN Brand Shares of Menswear: % Value 2017-2020
Table 37 NBO Company Shares of Men’s Nightwear: % Value 2016-2020
Table 38 LBN Brand Shares of Men’s Nightwear: % Value 2017-2020
Table 39 NBO Company Shares of Men’s Outerwear: % Value 2016-2020
Table 40 LBN Brand Shares of Men’s Outerwear: % Value 2017-2020
Table 41 NBO Company Shares of Men’s Swimwear: % Value 2016-2020
Table 42 LBN Brand Shares of Men’s Swimwear: % Value 2017-2020
Table 43 NBO Company Shares of Men’s Underwear: % Value 2016-2020
Table 44 LBN Brand Shares of Men’s Underwear: % Value 2017-2020
Table 45 Forecast Sales of Menswear by Category: Volume 2020-2025
Table 46 Forecast Sales of Menswear by Category: Value 2020-2025
Table 47 Forecast Sales of Menswear by Category: % Volume Growth 2020-2025
Table 48 Forecast Sales of Menswear by Category: % Value Growth 2020-2025
Childrenswear in Denmark
KEY DATA FINDINGS
2020 IMPACT
Store and school closures lead to fall in sales of childrenswear in 2020
Continued polarisation between economy and premium brands leaves little room for mid-priced brands in 2020
Growth for e-commerce as private label caters to affordable apparel trend in 2020
RECOVERY AND OPPORTUNITIES
Childrenswear set to return to solid growth in 2021
Further growth potential for affordable private label childrenswear
E-commerce set to provide opportunities for new and existing players
CATEGORY DATA
Table 49 Sales of Childrenswear by Category: Volume 2015-2020Table 50 Sales of Childrenswear by Category: Value 2015-2020
Table 51 Sales of Childrenswear by Category: % Volume Growth 2015-2020
Table 52 Sales of Childrenswear by Category: % Value Growth 2015-2020
Table 53 NBO Company Shares of Childrenswear: % Value 2016-2020
Table 54 LBN Brand Shares of Childrenswear: % Value 2017-2020
Table 55 Forecast Sales of Childrenswear by Category: Volume 2020-2025
Table 56 Forecast Sales of Childrenswear by Category: Value 2020-2025
Table 57 Forecast Sales of Childrenswear by Category: % Volume Growth 2020-2025
Table 58 Forecast Sales of Childrenswear by Category: % Value Growth 2020-2025
Sportswear in Denmark
KEY DATA FINDINGS
2020 IMPACT
Sportswear proves relatively resilient in 2020
Leading brands outperform smaller players during COVID-19 crisis in 2020
COVID-19 accelerates shift towards e-commerce
RECOVERY AND OPPORTUNITIES
Athleisure trend set to aid solid recovery for sportswear in 2021
Focus on health and wellness set to drive sales of performance apparel and footwear
E-commerce set to become a strategic imperative for players of all sizes
CATEGORY DATA
Table 59 Sales of Sportswear by Category: Value 2015-2020Table 60 Sales of Sportswear by Category: % Value Growth 2015-2020
Table 61 NBO Company Shares of Sportswear: % Value 2016-2020
Table 62 LBN Brand Shares of Sportswear: % Value 2017-2020
Table 63 Distribution of Sportswear by Format: % Value 2015-2020
Table 64 Forecast Sales of Sportswear by Category: Value 2020-2025
Table 65 Forecast Sales of Sportswear by Category: % Value Growth 2020-2025
Jeans in Denmark
KEY DATA FINDINGS
2020 IMPACT
Consumers prioritise comfortable clothing for wearing at home in 2020
Standard jeans sees sharpest decline amid further polarisation between economy and premium in 2020
Leading players benefit from strong e-commerce presence amid challenges to in-store sales in 2020
RECOVERY AND OPPORTUNITIES
Long-term value growth in 2021 set to be challenged by falling prices and the growing popularity of economy jeans
Online presence to become a strategic imperative following COVID-19 pandemic
High prices set to impact sales of super premium jeans
CATEGORY DATA
Table 66 Sales of Jeans by Category: Volume 2015-2020Table 67 Sales of Jeans by Category: Value 2015-2020
Table 68 Sales of Jeans by Category: % Volume Growth 2015-2020
Table 69 Sales of Jeans by Category: % Value Growth 2015-2020
Table 70 Sales of Men’s Jeans by Category: Volume 2015-2020
Table 71 Sales of Men’s Jeans by Category: Value 2015-2020
Table 72 Sales of Men’s Jeans by Category: % Volume Growth 2015-2020
Table 73 Sales of Men’s Jeans by Category: % Value Growth 2015-2020
Table 74 Sales of Women’s Jeans by Category: Volume 2015-2020
Table 75 Sales of Women’s Jeans by Category: Value 2015-2020
Table 76 Sales of Women’s Jeans by Category: % Volume Growth 2015-2020
Table 77 Sales of Women’s Jeans by Category: % Value Growth 2015-2020
Table 78 NBO Company Shares of Jeans: % Value 2016-2020
Table 79 LBN Brand Shares of Jeans: % Value 2017-2020
Table 80 Forecast Sales of Jeans by Category: Volume 2020-2025
Table 81 Forecast Sales of Jeans by Category: Value 2020-2025
Table 82 Forecast Sales of Jeans by Category: % Volume Growth 2020-2025
Table 83 Forecast Sales of Jeans by Category: % Value Growth 2020-2025
Table 84 Forecast Sales of Men’s Jeans by Category: Volume 2020-2025
Table 85 Forecast Sales of Men’s Jeans by Category: Value 2020-2025
Table 86 Forecast Sales of Men’s Jeans by Category: % Volume Growth 2020-2025
Table 87 Forecast Sales of Men’s Jeans by Category: % Value Growth 2020-2025
Table 88 Forecast Sales of Women’s Jeans by Category: Volume 2020-2025
Table 89 Forecast Sales of Women’s Jeans by Category: Value 2020-2025
Table 90 Forecast Sales of Women’s Jeans by Category: % Volume Growth 2020-2025
Table 91 Forecast Sales of Women’s Jeans by Category: % Value Growth 2020-2025
Hosiery in Denmark
KEY DATA FINDINGS
2020 IMPACT
Lifestyle changes linked to COVID-19 negatively impact sales of hosiery in 2020
Players seek to appeal to eco-aware consumers with use of organic materials in 2020
Private label remains strong as consumers prioritise price over brand in 2020
RECOVERY AND OPPORTUNITIES
Return to growth in 2021 as fast fashion players set to compete on quality and price over the forecast period
Health and fitness trend set to boost demand for functional hosiery
Convenience set to drive further growth in hosiery subscription services
CATEGORY DATA
Table 92 Sales of Hosiery by Category: Volume 2015-2020Table 93 Sales of Hosiery by Category: Value 2015-2020
Table 94 Sales of Hosiery by Category: % Volume Growth 2015-2020
Table 95 Sales of Hosiery by Category: % Value Growth 2015-2020
Table 96 NBO Company Shares of Hosiery: % Value 2016-2020
Table 97 LBN Brand Shares of Hosiery: % Value 2017-2020
Table 98 Forecast Sales of Hosiery by Category: Volume 2020-2025
Table 99 Forecast Sales of Hosiery by Category: Value 2020-2025
Table 100 Forecast Sales of Hosiery by Category: % Volume Growth 2020-2025
Table 101 Forecast Sales of Hosiery by Category: % Value Growth 2020-2025
Apparel Accessories in Denmark
KEY DATA FINDINGS
2020 IMPACT
Surge in demand for fashion face masks partially offsets decline in sales across apparel accessories in 2020
Innovation needed to boost sales of both women’s and men’s apparel accessories
Strong growth for e-commerce as Bestseller maintains a strong lead in 2020
RECOVERY AND OPPORTUNITIES
Strong rebound expected for apparel accessories as consumers return to normal life
Slower growth for e-commerce as consumers return to stores
Shift towards more casual accessories as a result of lasting lifestyle changes
CATEGORY DATA
Table 102 Sales of Apparel Accessories by Category: Volume 2015-2020Table 103 Sales of Apparel Accessories by Category: Value 2015-2020
Table 104 Sales of Apparel Accessories by Category: % Volume Growth 2015-2020
Table 105 Sales of Apparel Accessories by Category: % Value Growth 2015-2020
Table 106 NBO Company Shares of Apparel Accessories: % Value 2016-2020
Table 107 LBN Brand Shares of Apparel Accessories: % Value 2017-2020
Table 108 Forecast Sales of Apparel Accessories by Category: Volume 2020-2025
Table 109 Forecast Sales of Apparel Accessories by Category: Value 2020-2025
Table 110 Forecast Sales of Apparel Accessories by Category: % Volume Growth 2020-2025
Table 111 Forecast Sales of Apparel Accessories by Category: % Value Growth 2020-2025
Footwear in Denmark
KEY DATA FINDINGS
2020 IMPACT
Demand for footwear hit by store closures and COVID-19-linked lifestyle changes in 2020
Children’s footwear is more resilient in the face of COVID-19 in 2020
Pandemic accelerates shift towards e-commerce in 2020
RECOVERY AND OPPORTUNITIES
Solid growth for footwear over the forecast period
Smaller independent players set to feel the pressure as big companies take up prime retail spots
Fitness trend set to boost sales of sports footwear over the forecast period
CATEGORY DATA
Table 112 Sales of Footwear by Category: Volume 2015-2020Table 113 Sales of Footwear by Category: Value 2015-2020
Table 114 Sales of Footwear by Category: % Volume Growth 2015-2020
Table 115 Sales of Footwear by Category: % Value Growth 2015-2020
Table 116 NBO Company Shares of Footwear: % Value 2016-2020
Table 117 LBN Brand Shares of Footwear: % Value 2017-2020
Table 118 Distribution of Footwear by Format: % Value 2015-2020
Table 119 Forecast Sales of Footwear by Category: Volume 2020-2025
Table 120 Forecast Sales of Footwear by Category: Value 2020-2025
Table 121 Forecast Sales of Footwear by Category: % Volume Growth 2020-2025
Table 122 Forecast Sales of Footwear by Category: % Value Growth 2020-2025
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Want to find out more about this report?
Request more informationComplete Catalogue
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- Apparel and Footwear in Taiwan | Feb 2021
- Apparel and Footwear in Thailand | Feb 2021
- Apparel and Footwear in the Czech Republic | Feb 2021
- Apparel and Footwear in the Netherlands | Feb 2021
- Apparel and Footwear in the Philippines | Feb 2021
- Apparel and Footwear in the United Arab Emirates | Feb 2021
- Apparel and Footwear in the United Kingdom | Feb 2021
- Apparel and Footwear in the US | Feb 2021
- Apparel and Footwear in Turkey | Mar 2021
- Apparel and Footwear in Ukraine | Feb 2021
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- The New Normal: Identifying the Markets Most Primed for Sustained E-Commerce Growth | Oct 2020
- Global Wage dynamics | Nov 2017
- The Haves and Have Nots: The Impact of the Widening Gap Between Rich and Poor | Nov 2011
- The Power of Proximity: The Complex Story of 21st Century Cities | Oct 2011
- Age Blurring: How the Breakdown of Age Boundaries Is Affecting Global Consumer Markets | Apr 2011
- Make Way for Generation Z: Marketing to Today’s Tweens and Teens | Feb 2011
- Big World: Impact of the Obesity Pandemic on Global Marketing Strategies | Jun 2008
- 25 Global Consumer Trends 2008: Back to Basics – it’s Still the Old Economy in a Cool Climate | Jun 2008
- Shopping for Pleasure: The Development of Shopping as a Leisure Pursuit | May 2008
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Company Reports
- Abercrombie & Fitch Co in Apparel and Footwear | Apr 2018
- adidas Group in Apparel and Footwear | Jan 2019
- Adidas In Apparel and Footwear | Apr 2021
- American Eagle Outfitters Inc in Apparel and Footwear | Dec 2018
- Anta (China) Co Ltd in Apparel and Footwear | Jan 2021
- ASOS Plc in Apparel and Footwear | Oct 2017
- Associated British Foods Plc (ABF) in Apparel | Jul 2015
- C&A Mode AG in Apparel and Footwear | Jun 2015
- C&J Clark International Ltd in Apparel and Footwear | Apr 2016
- Cofra Holding AG in Apparel | Jul 2012
- Esprit Holdings Ltd in Apparel | Sep 2013
- Fast Retailing Co Ltd in Apparel and Footwear | Sep 2019
- Gap Inc, The in Apparel and Footwear | Jun 2019
- H&M Hennes & Mauritz AB in Apparel and Footwear | Sep 2020
- Inditex, Industria de DisenoTextil SA in Apparel and Footwear | Oct 2019
- Levi Strauss & Co in Apparel | Apr 2013
- Levi Strauss and Co in Apparel and Footwear | Mar 2021
- lululemon athletica inc Apparel and Footwear | Jun 2017
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- PVH Corp in Apparel and Footwear | Sep 2014
- SuperGroupPlc in Apparel and Footwear | Apr 2018
- SuperGroupPlc in Apparel and Footwear (Global) | Sep 2016
- The Gap Inc in Apparel and Footwear | Apr 2018
- Under Armour Inc in Apparel and Footwear | Dec 2019
- VF Corp in Apparel | Jan 2014
Complete Catalogue
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- Apparel and Footwear in Argentina | Feb 2021
- Apparel and Footwear in Australia | Feb 2021
- Apparel and Footwear in Austria | Mar 2021
- Apparel and Footwear in Brazil | Feb 2021
- Apparel and Footwear in Canada | Feb 2021
- Apparel and Footwear in Chile | Feb 2021
- Apparel and Footwear in China | Feb 2021
- Apparel and Footwear in Colombia | Feb 2021
- Apparel and Footwear in Egypt | Feb 2021
- Apparel and Footwear in France | Feb 2021
- Apparel and Footwear in Germany | Mar 2021
- Apparel and Footwear in Greece | Feb 2021
- Apparel and Footwear in Hong Kong, China | Feb 2021
- Apparel and Footwear in Hungary | Feb 2021
- Apparel and Footwear in India | Feb 2021
- Apparel and Footwear in Indonesia | Feb 2021
- Apparel and Footwear in Israel | Feb 2021
- Apparel and Footwear in Italy | Feb 2021
- Apparel and Footwear in Japan | Feb 2021
- Apparel and Footwear in Malaysia | Feb 2021
- Apparel and Footwear in Mexico | Feb 2021
- Apparel and Footwear in Morocco | Mar 2021
- Apparel and Footwear in Nigeria | Feb 2021
- Apparel and Footwear in Norway | Feb 2021
- Apparel and Footwear in Poland | Feb 2021
- Apparel and Footwear in Portugal | Feb 2021
- Apparel and Footwear in Romania | Feb 2021
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- Apparel and Footwear in Saudi Arabia | Feb 2021
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- Apparel and Footwear in Ukraine | Feb 2021
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- Global Recovery Tracker: Q3 2020 | Nov 2020
- The New Normal: Identifying the Markets Most Primed for Sustained E-Commerce Growth | Oct 2020
- Global Wage dynamics | Nov 2017
- The Haves and Have Nots: The Impact of the Widening Gap Between Rich and Poor | Nov 2011
- The Power of Proximity: The Complex Story of 21st Century Cities | Oct 2011
- Age Blurring: How the Breakdown of Age Boundaries Is Affecting Global Consumer Markets | Apr 2011
- Make Way for Generation Z: Marketing to Today’s Tweens and Teens | Feb 2011
- Big World: Impact of the Obesity Pandemic on Global Marketing Strategies | Jun 2008
- 25 Global Consumer Trends 2008: Back to Basics – it’s Still the Old Economy in a Cool Climate | Jun 2008
- Shopping for Pleasure: The Development of Shopping as a Leisure Pursuit | May 2008
- The Green (and Variegated) Consumer | Mar 2008
Company Reports
- Abercrombie & Fitch Co in Apparel and Footwear | Apr 2018
- adidas Group in Apparel and Footwear | Jan 2019
- Adidas In Apparel and Footwear | Apr 2021
- American Eagle Outfitters Inc in Apparel and Footwear | Dec 2018
- Anta (China) Co Ltd in Apparel and Footwear | Jan 2021
- ASOS Plc in Apparel and Footwear | Oct 2017
- Associated British Foods Plc (ABF) in Apparel | Jul 2015
- C&A Mode AG in Apparel and Footwear | Jun 2015
- C&J Clark International Ltd in Apparel and Footwear | Apr 2016
- Cofra Holding AG in Apparel | Jul 2012
- Esprit Holdings Ltd in Apparel | Sep 2013
- Fast Retailing Co Ltd in Apparel and Footwear | Sep 2019
- Gap Inc, The in Apparel and Footwear | Jun 2019
- H&M Hennes & Mauritz AB in Apparel and Footwear | Sep 2020
- Inditex, Industria de DisenoTextil SA in Apparel and Footwear | Oct 2019
- Levi Strauss & Co in Apparel | Apr 2013
- Levi Strauss and Co in Apparel and Footwear | Mar 2021
- lululemon athletica inc Apparel and Footwear | Jun 2017
- Nike Inc in Apparel and Footwear | Jun 2019
- PVH Corp in Apparel and Footwear | Sep 2014
- SuperGroupPlc in Apparel and Footwear | Apr 2018
- SuperGroupPlc in Apparel and Footwear (Global) | Sep 2016
- The Gap Inc in Apparel and Footwear | Apr 2018
- Under Armour Inc in Apparel and Footwear | Dec 2019
- VF Corp in Apparel | Jan 2014