Executive Summary

Mar 2019
Changing consumer behaviour negatively impacts apparel and footwear

The poor performance of apparel and footwear in 2018 was due to multiple reasons such as a preferential shift towards beauty products. Local consumers also began to favour services above goods, which explains the strong growth in restaurant visits and travelling.

Long and warm summer negatively affects sales of apparel in 2018

The Swedish summer was exceptionally hot during 2018, beginning in May and lasting throughout August. It is normal for the country to experience temperatures of above 30 degrees Celsius for one or two weeks, but 2018 witnessed prolonged high temperatures, a stark contrast to the relatively mild summers in Sweden.

Swedish apparel giants lead although niche players and sportswear gain ground

The Swedish leading apparel giant, H&M Hennes & Mauritz with retailer chains such as H&M, COS, Monki, Weekday, & Other Stories was the overall largest player, followed by Lindex, which is owned by Finnish company Stockmann Oyj Abp, and KappAhl Sverige AB (Publ). However, due to the growing athleisure trend, sportswear brands such as adidas, Nike, Vans, Fjällräven, and Revolution Race witnessed continued good development in 2018.

Multi-brand stores experience plummeting sales

Online sales of apparel and footwear recorded strong current value growth in 2018, while current value sales through store-based retailers continued to decline. Consumers are finding it increasingly convenient to purchase their apparel and footwear online, especially since a higher number of players now offer a larger selection of delivery options such as click-and-collect, free shipping, and free returns.

Physical and omni-channel retailers expected to test new strategies to capitalise on internet retailing

Apparel and footwear is projected to record low current value growth over the forecast period. The rationale is that many retailers are expected to change their strategies to attract consumers to purchase their goods again and to reduce sales campaigns to improve their margins.

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Apparel and Footwear in Sweden

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Overview

Discover the latest market trends and uncover sources of future market growth for the Apparel and Footwear industry in Sweden 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 Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.

The Apparel and Footwear in Sweden 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 Sweden?
  • What are the major brands in Sweden?
  • 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.

Apparel and Footwear in Sweden

EXECUTIVE SUMMARY

Changing consumer behaviour negatively impacts apparel and footwear
Long and warm summer negatively affects sales of apparel in 2018
Swedish apparel giants lead although niche players and sportswear gain ground
Multi-brand stores experience plummeting sales
Physical and omni-channel retailers expected to test new strategies to capitalise on internet retailing

MARKET DATA

Table 1 Sales of Apparel and Footwear by Category: Volume 2013-2018
Table 2 Sales of Apparel and Footwear by Category: Value 2013-2018
Table 3 Sales of Apparel and Footwear by Category: % Volume Growth 2013-2018
Table 4 Sales of Apparel and Footwear by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Apparel and Footwear: % Value 2014-2018
Table 6 LBN Brand Shares of Apparel and Footwear: % Value 2015-2018
Table 7 Distribution of Apparel and Footwear by Format: % Value 2013-2018
Table 8 Distribution of Apparel and Footwear by Format and Category: % Value 2018
Table 9 Forecast Sales of Apparel and Footwear by Category: Volume 2018-2023
Table 10 Forecast Sales of Apparel and Footwear by Category: Value 2018-2023
Table 11 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2018-2023
Table 12 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Apparel Accessories in Sweden

HEADLINES

PROSPECTS

General struggle of apparel negatively affects apparel accessories
Athleisure trend hinders higher growth
Limited free shipping hinders growth of apparel accessories

COMPETITIVE LANDSCAPE

Apparel giants lead apparel accessories in 2018
Sports brands and niche brands continue gaining share
Intensified competition and online difficulties will remain a struggle

CATEGORY DATA

Table 13 Sales of Apparel Accessories by Category: Volume 2013-2018
Table 14 Sales of Apparel Accessories by Category: Value 2013-2018
Table 15 Sales of Apparel Accessories by Category: % Volume Growth 2013-2018
Table 16 Sales of Apparel Accessories by Category: % Value Growth 2013-2018
Table 17 NBO Company Shares of Apparel Accessories: % Value 2014-2018
Table 18 LBN Brand Shares of Apparel Accessories: % Value 2015-2018
Table 19 Forecast Sales of Apparel Accessories by Category: Volume 2018-2023
Table 20 Forecast Sales of Apparel Accessories by Category: Value 2018-2023
Table 21 Forecast Sales of Apparel Accessories by Category: % Volume Growth 2018-2023
Table 22 Forecast Sales of Apparel Accessories by Category: % Value Growth 2018-2023

Childrenswear in Sweden

HEADLINES

PROSPECTS

Environmentally-friendly apparel has varied impact on childrenswear
Functionality remains paramount for parents purchasing childrenswear
Online sales record strong growth

COMPETITIVE LANDSCAPE

Apparel giants lead childrenswear in Sweden
Pure childrenswear brands continue to perform well in 2018
Niche brands with strong focus on internet retailing expected to perform well

CATEGORY DATA

Table 23 Sales of Childrenswear by Category: Volume 2013-2018
Table 24 Sales of Childrenswear by Category: Value 2013-2018
Table 25 Sales of Childrenswear by Category: % Volume Growth 2013-2018
Table 26 Sales of Childrenswear by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Childrenswear: % Value 2014-2018
Table 28 LBN Brand Shares of Childrenswear: % Value 2015-2018
Table 29 Forecast Sales of Childrenswear by Category: Volume 2018-2023
Table 30 Forecast Sales of Childrenswear by Category: Value 2018-2023
Table 31 Forecast Sales of Childrenswear by Category: % Volume Growth 2018-2023
Table 32 Forecast Sales of Childrenswear by Category: % Value Growth 2018-2023

Footwear in Sweden

HEADLINES

PROSPECTS

Trend for sports-inspired footwear supports sales
Focus on sports-inspired footwear among retailers
Internet retailing drives sales of footwear

COMPETITIVE LANDSCAPE

Narrow lead for adidas, closely followed by Nilson Group
Comfortable footwear and sports brands experience good performances in 2018
Unisex brands expected to grow over the forecast period

CATEGORY DATA

Table 33 Sales of Footwear by Category: Volume 2013-2018
Table 34 Sales of Footwear by Category: Value 2013-2018
Table 35 Sales of Footwear by Category: % Volume Growth 2013-2018
Table 36 Sales of Footwear by Category: % Value Growth 2013-2018
Table 37 NBO Company Shares of Footwear: % Value 2014-2018
Table 38 LBN Brand Shares of Footwear: % Value 2015-2018
Table 39 Distribution of Footwear by Format: % Value 2013-2018
Table 40 Forecast Sales of Footwear by Category: Volume 2018-2023
Table 41 Forecast Sales of Footwear by Category: Value 2018-2023
Table 42 Forecast Sales of Footwear by Category: % Volume Growth 2018-2023
Table 43 Forecast Sales of Footwear by Category: % Value Growth 2018-2023

Hosiery in Sweden

HEADLINES

PROSPECTS

Warm summer limits growth of sheer hosiery
Interest in socks as an accessory drives sales of hosiery
Functionality adds specific benefits

COMPETITIVE LANDSCAPE

Lindex strengthens leadership of hosiery
Niched brands record strongest growth in 2018
Functional sports and fashionable hosiery expected to perform well

CATEGORY DATA

Table 44 Sales of Hosiery by Category: Volume 2013-2018
Table 45 Sales of Hosiery by Category: Value 2013-2018
Table 46 Sales of Hosiery by Category: % Volume Growth 2013-2018
Table 47 Sales of Hosiery by Category: % Value Growth 2013-2018
Table 48 NBO Company Shares of Hosiery: % Value 2014-2018
Table 49 LBN Brand Shares of Hosiery: % Value 2015-2018
Table 50 Forecast Sales of Hosiery by Category: Volume 2018-2023
Table 51 Forecast Sales of Hosiery by Category: Value 2018-2023
Table 52 Forecast Sales of Hosiery by Category: % Volume Growth 2018-2023
Table 53 Forecast Sales of Hosiery by Category: % Value Growth 2018-2023

Jeans in Sweden

HEADLINES

PROSPECTS

Jeans suffers in 2018, due to rise of athleisure and trousers
Men appreciate premium jeans as much as women in Sweden
Varied performance amongst jeans segments over the forecast period

COMPETITIVE LANDSCAPE

H&M Hennes & Mauritz holds marginal lead over Levi Strauss
Environmentally-friendly jeans expected to emerge over the forecast period
Lack of priority for brands Lee and Wrangler

CATEGORY DATA

Table 54 Sales of Jeans by Category: Volume 2013-2018
Table 55 Sales of Jeans by Category: Value 2013-2018
Table 56 Sales of Jeans by Category: % Volume Growth 2013-2018
Table 57 Sales of Jeans by Category: % Value Growth 2013-2018
Table 58 Sales of Men’s Jeans by Category: Volume 2013-2018
Table 59 Sales of Men’s Jeans by Category: Value 2013-2018
Table 60 Sales of Men’s Jeans by Category: % Volume Growth 2013-2018
Table 61 Sales of Men’s Jeans by Category: % Value Growth 2013-2018
Table 62 Sales of Women’s Jeans by Category: Volume 2013-2018
Table 63 Sales of Women’s Jeans by Category: Value 2013-2018
Table 64 Sales of Women’s Jeans by Category: % Volume Growth 2013-2018
Table 65 Sales of Women’s Jeans by Category: % Value Growth 2013-2018
Table 66 NBO Company Shares of Jeans: % Value 2014-2018
Table 67 LBN Brand Shares of Jeans: % Value 2015-2018
Table 68 Forecast Sales of Jeans by Category: Volume 2018-2023
Table 69 Forecast Sales of Jeans by Category: Value 2018-2023
Table 70 Forecast Sales of Jeans by Category: % Volume Growth 2018-2023
Table 71 Forecast Sales of Jeans by Category: % Value Growth 2018-2023
Table 72 Forecast Sales of Men’s Jeans by Category: Volume 2018-2023
Table 73 Forecast Sales of Men’s Jeans by Category: Value 2018-2023
Table 74 Forecast Sales of Men’s Jeans by Category: % Volume Growth 2018-2023
Table 75 Forecast Sales of Men’s Jeans by Category: % Value Growth 2018-2023
Table 76 Forecast Sales of Women’s Jeans by Category: Volume 2018-2023
Table 77 Forecast Sales of Women’s Jeans by Category: Value 2018-2023
Table 78 Forecast Sales of Women’s Jeans by Category: % Volume Growth 2018-2023
Table 79 Forecast Sales of Women’s Jeans by Category: % Value Growth 2018-2023

Menswear in Sweden

HEADLINES

PROSPECTS

Menswear records low decline in 2018
Styles from 1970s and 1990s popular for menswear in 2018
Increasing number of men shopping online

COMPETITIVE LANDSCAPE

Dressmann retains lead of menswear
Strong mix of domestic and international brands
Clear brand image is essential to stand out

CATEGORY DATA

Table 80 Sales of Menswear by Category: Volume 2013-2018
Table 81 Sales of Menswear by Category: Value 2013-2018
Table 82 Sales of Menswear by Category: % Volume Growth 2013-2018
Table 83 Sales of Menswear by Category: % Value Growth 2013-2018
Table 84 NBO Company Shares of Menswear: % Value 2014-2018
Table 85 LBN Brand Shares of Menswear: % Value 2015-2018
Table 86 NBO Company Shares of Men’s Nightwear: % Value 2014-2018
Table 87 LBN Brand Shares of Men’s Nightwear: % Value 2015-2018
Table 88 NBO Company Shares of Men’s Outerwear: % Value 2014-2018
Table 89 LBN Brand Shares of Men’s Outerwear: % Value 2015-2018
Table 90 NBO Company Shares of Men’s Swimwear: % Value 2014-2018
Table 91 LBN Brand Shares of Men’s Swimwear: % Value 2015-2018
Table 92 NBO Company Shares of Men’s Underwear: % Value 2014-2018
Table 93 LBN Brand Shares of Men’s Underwear: % Value 2015-2018
Table 94 Forecast Sales of Menswear by Category: Volume 2018-2023
Table 95 Forecast Sales of Menswear by Category: Value 2018-2023
Table 96 Forecast Sales of Menswear by Category: % Volume Growth 2018-2023
Table 97 Forecast Sales of Menswear by Category: % Value Growth 2018-2023

Sportswear in Sweden

HEADLINES

PROSPECTS

Swedes’ health and welfare lifestyles
Athleisure and outdoor trends gain ground
Strong retailing competition

COMPETITIVE LANDSCAPE

Adidas remains leading player
Niche brands continue to display strong growth in 2018
Cheaper brands to attract new consumers following athleisure trend

CATEGORY DATA

Table 98 Sales of Sportswear by Category: Value 2013-2018
Table 99 Sales of Sportswear by Category: % Value Growth 2013-2018
Table 100 NBO Company Shares of Sportswear: % Value 2014-2018
Table 101 LBN Brand Shares of Sportswear: % Value 2015-2018
Table 102 Distribution of Sportswear by Format: % Value 2013-2018
Table 103 Forecast Sales of Sportswear by Category: Value 2018-2023
Table 104 Forecast Sales of Sportswear by Category: % Value Growth 2018-2023

Womenswear in Sweden

HEADLINES

PROSPECTS

Womenswear continues to display difficulties in 2018
Summer apparel and trousers perform better than other types of womenswear
Internet retailing drives sales of womenswear in 2018

COMPETITIVE LANDSCAPE

Swedish retailer chains lead womenswear
Physical stores focus on new concepts to attract consumers
Established apparel brands use external pure online players for greater exposure

CATEGORY DATA

Table 105 Sales of Womenswear by Category: Volume 2013-2018
Table 106 Sales of Womenswear by Category: Value 2013-2018
Table 107 Sales of Womenswear by Category: % Volume Growth 2013-2018
Table 108 Sales of Womenswear by Category: % Value Growth 2013-2018
Table 109 NBO Company Shares of Womenswear: % Value 2014-2018
Table 110 LBN Brand Shares of Womenswear: % Value 2015-2018
Table 111 NBO Company Shares of Women's Nightwear: % Value 2014-2018
Table 112 LBN Brand Shares of Women's Nightwear: % Value 2015-2018
Table 113 NBO Company Shares of Women's Outerwear: % Value 2014-2018
Table 114 LBN Brand Shares of Women's Outerwear: % Value 2015-2018
Table 115 NBO Company Shares of Women’s Swimwear: % Value 2014-2018
Table 116 LBN Brand Shares of Women’s Swimwear: % Value 2015-2018
Table 117 NBO Company Shares of Women's Underwear: % Value 2014-2018
Table 118 LBN Brand Shares of Women's Underwear: % Value 2015-2018
Table 119 Forecast Sales of Womenswear by Category: Volume 2018-2023
Table 120 Forecast Sales of Womenswear by Category: Value 2018-2023
Table 121 Forecast Sales of Womenswear by Category: % Volume Growth 2018-2023
Table 122 Forecast Sales of Womenswear by Category: % Value Growth 2018-2023