Apparel and Footwear in Denmark

February 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Apparel and Footwear industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Childrenswear
  • Apparel and Accessories
  • Menswear
  • Womenswear
  • Jeans
  • Hosiery
  • Footwear
  • Sportswear

If you're in the Apparel and Footwear industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Apparel and Footwear in Denmark report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Apparel and Footwear in Denmark?
  • Which are the leading brands in Denmark?
  • How are products distributed in Denmark?
  • How is the rise of e-commerce shaping demand?
  • What % of apparel and footwear sales are made via grocery retailers?
  • Do consumers want premium quality or fast fashion?
  • How will COVID-19 and recession impact demand?
  • How important is sustainability in Apparel and Footwear in Denmark?
  • Where is future growth expected to be most dynamic?

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 2015-2020 Table 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: Fashion Face Masks Usage, Pricing and Market Sizes in Western Europe – 2020

DISCLAIMER

SOURCES

Summary 1 Research Sources

Womenswear 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 2015-2020 Table 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 2015-2020 Table 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 2015-2020 Table 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 2015-2020 Table 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 2015-2020 Table 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 2015-2020 Table 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 2015-2020 Table 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 2015-2020 Table 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
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This report originates from Passport, our Apparel and Footwear research and analysis database.

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