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Country Report

Apparel and Footwear in

Apparel and Footwear in Denmark

76 pages, Feb 2018

US$2,100

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Executive Summary

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Despite rising challenges value growth is improving

Trends that were prevalent throughout the review period, such as rising online sales, channel fragmentation, frequent discounting, pressed margins and an export-orientated focus among domestic manufacturers, remained the main challenges for apparel and footwear in Denmark in 2017. However, gradually improving economic indicators, such as higher real GDP growth, lower unemployment rate, higher birth rates and lower inflation, contributed to a modest improvement in terms of value sales growth in 2017.

Sustainability, online sales, fast fashion and sportswear drive sales

Key trends in apparel and footwear that were present throughout the review period, such as sustainability, online sales, fast fashion and sportswear, continued to intensify in 2017. The trend that has received the most amount of media attention is sustainability.

Danish apparel giant Bestseller makes efforts to regain lost value share

The Danish apparel giant Bestseller continued to lead value sales in 2017; however, its dominant position has gradually diminished, with the company losing value share over the review period. Bestseller's weakening position is partly attributable to an export-orientated focus, along with the rising popularity of fast fashion, benefiting players such as H&M Hennes & Mauritz and Zara.

Online purchases of apparel and footwear continues to go up and up

The convenient nature of online retailing, increasingly generous conditions, such as free returns, and a "more is more" mantra continue to drive Danish consumers online, ensuring the strong development of internet retailing of apparel and footwear in 2017. While store-based retailing continues to account for the majority of apparel and footwear sales, its importance is diminishing as a result of the strong growth of internet retailing.

Uncertain but brighter days ahead for apparel and footwear in Denmark

At the beginning of the review period, apparel and footwear experienced a poor performance, caused by an economic downturn and uncertainty that started prior to the period. However, the performance has gradually improved, and in 2017 the industry showed a positive development in value terms.

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Apparel Sample Report Apparel Sample Data

Overview

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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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Apparel and Footwear in Denmark

EXECUTIVE SUMMARY

Despite rising challenges value growth is improving

Sustainability, online sales, fast fashion and sportswear drive sales

Danish apparel giant Bestseller makes efforts to regain lost value share

Online purchases of apparel and footwear continues to go up and up

Uncertain but brighter days ahead for apparel and footwear in Denmark

MARKET DATA

Table 1 Sales of Apparel and Footwear by Category: Volume 2012-2017
Table 2 Sales of Apparel and Footwear by Category: Value 2012-2017
Table 3 Sales of Apparel and Footwear by Category: % Volume Growth 2012-2017
Table 4 Sales of Apparel and Footwear by Category: % Value Growth 2012-2017
Table 5 NBO Company Shares of Apparel and Footwear: % Value 2013-2017
Table 6 LBN Brand Shares of Apparel and Footwear: % Value 2014-2017
Table 7 Distribution of Apparel and Footwear by Format: % Value 2012-2017
Table 8 Distribution of Apparel and Footwear by Format and Category: % Value 2017
Table 9 Forecast Sales of Apparel and Footwear by Category: Volume 2017-2022
Table 10 Forecast Sales of Apparel and Footwear by Category: Value 2017-2022
Table 11 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2017-2022
Table 12 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2017-2022

DEFINITIONS

SOURCES

Summary 1 Research Sources

Apparel Accessories in Denmark

HEADLINES

PROSPECTS

Internet retailing has a strong foothold within apparel accessories

Unusually wet year boosts volume sales of scarves, gloves and hats/caps

Segmentation within apparel accessories boosts volume sales

COMPETITIVE LANDSCAPE

Apparel giants lead value sales of apparel accessories

Sports-orientated brands continue to gain value share

CATEGORY DATA

Table 13 Sales of Apparel Accessories by Category: Volume 2012-2017
Table 14 Sales of Apparel Accessories by Category: Value 2012-2017
Table 15 Sales of Apparel Accessories by Category: % Volume Growth 2012-2017
Table 16 Sales of Apparel Accessories by Category: % Value Growth 2012-2017
Table 17 NBO Company Shares of Apparel Accessories: % Value 2013-2017
Table 18 LBN Brand Shares of Apparel Accessories: % Value 2014-2017
Table 19 Forecast Sales of Apparel Accessories by Category: Volume 2017-2022
Table 20 Forecast Sales of Apparel Accessories by Category: Value 2017-2022
Table 21 Forecast Sales of Apparel Accessories by Category: % Volume Growth 2017-2022
Table 22 Forecast Sales of Apparel Accessories by Category: % Value Growth 2017-2022

Childrenswear in Denmark

HEADLINES

PROSPECTS

Sustainability adds value while also undermining volume sales

Rising birth rates positively influence volume sales

Internet retailing continues to gain in popularity among busy parents

COMPETITIVE LANDSCAPE

Apparel giants lead childrenswear in Denmark

Private label holds a strong position within childrenswear

CATEGORY DATA

Table 23 Sales of Childrenswear by Category: Volume 2012-2017
Table 24 Sales of Childrenswear by Category: Value 2012-2017
Table 25 Sales of Childrenswear by Category: % Volume Growth 2012-2017
Table 26 Sales of Childrenswear by Category: % Value Growth 2012-2017
Table 27 NBO Company Shares of Childrenswear: % Value 2013-2017
Table 28 LBN Brand Shares of Childrenswear: % Value 2014-2017
Table 29 Forecast Sales of Childrenswear by Category: Volume 2017-2022
Table 30 Forecast Sales of Childrenswear by Category: Value 2017-2022
Table 31 Forecast Sales of Childrenswear by Category: % Volume Growth 2017-2022
Table 32 Forecast Sales of Childrenswear by Category: % Value Growth 2017-2022

Footwear in Denmark

HEADLINES

PROSPECTS

A rising focus on functionality boosts value sales

Internet retailing and sports goods stores continue to gain in importance

Comfort remains the number one priority within children's footwear

COMPETITIVE LANDSCAPE

Domestic footwear boosts value sales through diversification

International sportswear giants continue to strengthen its position

CATEGORY DATA

Table 33 Sales of Footwear by Category: Volume 2012-2017
Table 34 Sales of Footwear by Category: Value 2012-2017
Table 35 Sales of Footwear by Category: % Volume Growth 2012-2017
Table 36 Sales of Footwear by Category: % Value Growth 2012-2017
Table 37 NBO Company Shares of Footwear: % Value 2013-2017
Table 38 LBN Brand Shares of Footwear: % Value 2014-2017
Table 39 Distribution of Footwear by Format: % Value 2012-2017
Table 40 Forecast Sales of Footwear by Category: Volume 2017-2022
Table 41 Forecast Sales of Footwear by Category: Value 2017-2022
Table 42 Forecast Sales of Footwear by Category: % Volume Growth 2017-2022
Table 43 Forecast Sales of Footwear by Category: % Value Growth 2017-2022

Hosiery in Denmark

HEADLINES

PROSPECTS

Compression tights and functional hosiery drives value sales

Commodification in hosiery continues to undermine value sales

COMPETITIVE LANDSCAPE

Private label accounts for a high share within hosiery

Sportswear players and specialist retailers adds value

CATEGORY DATA

Table 44 Sales of Hosiery by Category: Volume 2012-2017
Table 45 Sales of Hosiery by Category: Value 2012-2017
Table 46 Sales of Hosiery by Category: % Volume Growth 2012-2017
Table 47 Sales of Hosiery by Category: % Value Growth 2012-2017
Table 48 NBO Company Shares of Hosiery: % Value 2013-2017
Table 49 LBN Brand Shares of Hosiery: % Value 2014-2017
Table 50 Forecast Sales of Hosiery by Category: Volume 2017-2022
Table 51 Forecast Sales of Hosiery by Category: Value 2017-2022
Table 52 Forecast Sales of Hosiery by Category: % Volume Growth 2017-2022
Table 53 Forecast Sales of Hosiery by Category: % Value Growth 2017-2022

Jeans in Denmark

HEADLINES

PROSPECTS

Sustainability a current issue within jeans in Denmark

Economy options continue to perform best

Negative perception of super-premium jeans benefits premium

COMPETITIVE LANDSCAPE

Apparel giants lead value sales of jeans

Overlap in price segments benefits economy and premium jeans

CATEGORY DATA

Table 54 Sales of Jeans: Volume 2012-2017
Table 55 Sales of Jeans: Value 2012-2017
Table 56 Sales of Jeans: % Volume Growth 2012-2017
Table 57 Sales of Jeans: % Value Growth 2012-2017
Table 58 Sales of Men’s Jeans: Volume 2012-2017
Table 59 Sales of Men’s Jeans: Value 2012-2017
Table 60 Sales of Men’s Jeans: % Volume Growth 2012-2017
Table 61 Sales of Men’s Jeans: % Value Growth 2012-2017
Table 62 Sales of Women’s Jeans: Volume 2012-2017
Table 63 Sales of Women’s Jeans: Value 2012-2017
Table 64 Sales of Women’s Jeans: % Volume Growth 2012-2017
Table 65 Sales of Women’s Jeans: % Value Growth 2012-2017
Table 66 NBO Company Shares of Jeans: % Value 2013-2017
Table 67 LBN Brand Shares of Jeans: % Value 2014-2017
Table 68 Forecast Sales of Jeans: Volume 2017-2022
Table 69 Forecast Sales of Jeans: Value 2017-2022
Table 70 Forecast Sales of Jeans: % Volume Growth 2017-2022
Table 71 Forecast Sales of Jeans: % Value Growth 2017-2022
Table 72 Forecast Sales of Men’s Jeans: Volume 2017-2022
Table 73 Forecast Sales of Men’s Jeans: Value 2017-2022
Table 74 Forecast Sales of Men’s Jeans: % Volume Growth 2017-2022
Table 75 Forecast Sales of Men’s Jeans: % Value Growth 2017-2022
Table 76 Forecast Sales of Women’s Jeans: Volume 2017-2022
Table 77 Forecast Sales of Women’s Jeans: Value 2017-2022
Table 78 Forecast Sales of Women’s Jeans: % Volume Growth 2017-2022
Table 79 Forecast Sales of Women’s Jeans: % Value Growth 2017-2022

Sportswear in Denmark

HEADLINES

PROSPECTS

The boundary between everyday wear and sportswear continues to blur

Women remain a key driver of value growth in sportswear in Denmark

Internet retailing creates opportunities for growth

COMPETITIVE LANDSCAPE

International sportswear giants continue to diversify and gain share

Fashion brands expand their presence in sportswear

CATEGORY DATA

Table 80 Sales of Sportswear: Value 2012-2017
Table 81 Sales of Sportswear: % Value Growth 2012-2017
Table 82 NBO Company Shares of Sportswear: % Value 2013-2017
Table 83 LBN Brand Shares of Sportswear: % Value 2014-2017
Table 84 Distribution of Sportswear by Format: % Value 2012-2017
Table 85 Forecast Sales of Sportswear: Value 2017-2022
Table 86 Forecast Sales of Sportswear: % Value Growth 2017-2022

Womenswear in Denmark

HEADLINES

PROSPECTS

Athleisure and a stronger focus on sportswear

Internet retailing continues to supplement store-based shopping

COMPETITIVE LANDSCAPE

Bestseller makes efforts to regain lost value share

Fast fashion becoming even faster among younger women

CATEGORY DATA

Table 87 Sales of Womenswear: Volume 2012-2017
Table 88 Sales of Womenswear: Value 2012-2017
Table 89 Sales of Womenswear: % Volume Growth 2012-2017
Table 90 Sales of Womenswear: % Value Growth 2012-2017
Table 91 NBO Company Shares of Womenswear: % Value 2013-2017
Table 92 LBN Brand Shares of Womenswear: % Value 2014-2017
Table 93 NBO Company Shares of Women's Nightwear: % Value 2013-2017
Table 94 LBN Brand Shares of Women's Nightwear: % Value 2014-2017
Table 95 NBO Company Shares of Women's Outerwear: % Value 2013-2017
Table 96 LBN Brand Shares of Women's Outerwear: % Value 2014-2017
Table 97 NBO Company Shares of Women’s Swimwear: % Value 2013-2017
Table 98 LBN Brand Shares of Women’s Swimwear: % Value 2014-2017
Table 99 NBO Company Shares of Women's Underwear: % Value 2013-2017
Table 100 LBN Brand Shares of Women's Underwear: % Value 2014-2017
Table 101 Forecast Sales of Womenswear: Volume 2017-2022
Table 102 Forecast Sales of Womenswear: Value 2017-2022
Table 103 Forecast Sales of Womenswear: % Volume Growth 2017-2022
Table 104 Forecast Sales of Womenswear: % Value Growth 2017-2022

Menswear in Denmark

HEADLINES

PROSPECTS

Menswear continues to be driven by sports-orientated apparel

Danish men buy more and more of their apparel online

Trends come and go but a personal style remains

COMPETITIVE LANDSCAPE

Apparel giants lead value sales of menswear

Domestic players are increasingly targeting the sportswear trend

CATEGORY DATA

Table 105 Sales of Menswear: Volume 2012-2017
Table 106 Sales of Menswear: Value 2012-2017
Table 107 Sales of Menswear: % Volume Growth 2012-2017
Table 108 Sales of Menswear: % Value Growth 2012-2017
Table 109 NBO Company Shares of Menswear: % Value 2013-2017
Table 110 LBN Brand Shares of Menswear: % Value 2014-2017
Table 111 NBO Company Shares of Men’s Nightwear: % Value 2013-2017
Table 112 LBN Brand Shares of Men’s Nightwear: % Value 2014-2017
Table 113 NBO Company Shares of Men’s Outerwear: % Value 2013-2017
Table 114 LBN Brand Shares of Men’s Outerwear: % Value 2014-2017
Table 115 NBO Company Shares of Men’s Swimwear: % Value 2013-2017
Table 116 LBN Brand Shares of Men’s Swimwear: % Value 2014-2017
Table 117 NBO Company Shares of Men’s Underwear: % Value 2013-2017
Table 118 LBN Brand Shares of Men’s Underwear: % Value 2014-2017
Table 119 Forecast Sales of Menswear: Volume 2017-2022
Table 120 Forecast Sales of Menswear: Value 2017-2022
Table 121 Forecast Sales of Menswear: % Volume Growth 2017-2022
Table 122 Forecast Sales of Menswear: % Value Growth 2017-2022

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Megatrends

Country Report

Apparel and Footwear in Denmark

New Report Guarantee

Executive Summary

New Report Guarantee

Despite rising challenges value growth is improving

Sustainability, online sales, fast fashion and sportswear drive sales

Danish apparel giant Bestseller makes efforts to regain lost value share

Online purchases of apparel and footwear continues to go up and up

Uncertain but brighter days ahead for apparel and footwear in Denmark

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Apparel and Footwear in Denmark

EXECUTIVE SUMMARY

Despite rising challenges value growth is improving

Sustainability, online sales, fast fashion and sportswear drive sales

Danish apparel giant Bestseller makes efforts to regain lost value share

Online purchases of apparel and footwear continues to go up and up

Uncertain but brighter days ahead for apparel and footwear in Denmark

MARKET DATA

DEFINITIONS

SOURCES

Apparel Accessories in Denmark

HEADLINES

PROSPECTS

Internet retailing has a strong foothold within apparel accessories

Unusually wet year boosts volume sales of scarves, gloves and hats/caps

Segmentation within apparel accessories boosts volume sales

COMPETITIVE LANDSCAPE

Apparel giants lead value sales of apparel accessories

Sports-orientated brands continue to gain value share

CATEGORY DATA

Childrenswear in Denmark

HEADLINES

PROSPECTS

Sustainability adds value while also undermining volume sales

Rising birth rates positively influence volume sales

Internet retailing continues to gain in popularity among busy parents

COMPETITIVE LANDSCAPE

Apparel giants lead childrenswear in Denmark

Private label holds a strong position within childrenswear

CATEGORY DATA

Footwear in Denmark

HEADLINES

PROSPECTS

A rising focus on functionality boosts value sales

Internet retailing and sports goods stores continue to gain in importance

Comfort remains the number one priority within children's footwear

COMPETITIVE LANDSCAPE

Domestic footwear boosts value sales through diversification

International sportswear giants continue to strengthen its position

CATEGORY DATA

Hosiery in Denmark

HEADLINES

PROSPECTS

Compression tights and functional hosiery drives value sales

Commodification in hosiery continues to undermine value sales

COMPETITIVE LANDSCAPE

Private label accounts for a high share within hosiery

Sportswear players and specialist retailers adds value

CATEGORY DATA

Jeans in Denmark

HEADLINES

PROSPECTS

Sustainability a current issue within jeans in Denmark

Economy options continue to perform best

Negative perception of super-premium jeans benefits premium

COMPETITIVE LANDSCAPE

Apparel giants lead value sales of jeans

Overlap in price segments benefits economy and premium jeans

CATEGORY DATA

Sportswear in Denmark

HEADLINES

PROSPECTS

The boundary between everyday wear and sportswear continues to blur