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Country Report

Childrenswear in

Childrenswear in Sweden

Mar 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Environmentally-friendly apparel has varied impact on childrenswear

Swedish parents are increasingly conscious of harmful toxic materials that could be used for their children’s clothing. Having a baby is often a catalyst for Swedish parents’ emerging interest in eco-friendly clothing as there are extensive materials highlighted on social media as containing potential harmful toxins.

Functionality remains paramount for parents purchasing childrenswear

Swedish parents value functionality and choose apparel and footwear for their children based on reviews from magazines or sites such as “Råd och Rön” “Bäst I Test”, especially for high-quality apparel and footwear such as children’s overalls, jackets, waterproofs, and outdoor shoes which are worn for various weather conditions. Consumers appreciate clothing that ensures that their children will not get wet or cold as many of them spend hours outside every day.

Online sales record strong growth

Swedes are generally trusting of internet retailing as digital penetration is high and online stores have a long-standing presence in Sweden. Many parents find online shopping more appealing than visiting physical stores with their children as they can easily make a purchase on their mobile phone or from a computer.

COMPETITIVE LANDSCAPE

Apparel giants lead childrenswear in Sweden

H&M Hennes & Mauritz Sverige, Lindex, and KappAhl were the three largest players in childrenswear in 2018, all holding double-digit value share. Both H&M Hennes & Mauritz Sverige and KappAhl are domestic companies and have a long-standing presence and widespread trust amongst consumers, while Lindex has for many years been a Swedish company, until it was acquired by Finnish player Stockmann; however, it is still perceived as a Swedish company by many consumers, In 2018, both H&M and Lindex lost some value share due to the stronger performance of smaller players with a niche in childrenswear.

Pure childrenswear brands continue to perform well in 2018

Chains hold a dominating value share in childrenswear in Sweden, although specialist childrenswear brands recorded stronger growth in 2018. The fourth largest player, Polarn o Pyret, a childrenswear retailer, witnessed strong growth in 2018 as it took notice of the latest trends, rearranging its concept and further focusing on internet retailing.

Niche brands with strong focus on internet retailing expected to perform well

Brands with a strong brand image are projected to perform well over the forecast period as parents are increasingly willing to spend more money on childrenswear that offers specific qualities such as functionality or eco-friendly clothing. Brands such as Didriksons, a long-standing outerwear brand, is immensely popular in Sweden due to the brand image of high-quality waterproofs.

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Childrenswear Market Sample Report Childrenswear Market Sample Data

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 Childrenswear 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 Childrenswear industry in Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.

The Childrenswear 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 Childrenswear 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 Apparel and Footwear market research database.

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Childrenswear in Sweden - Category analysis

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

Apparel and Footwear in Sweden - Industry Overview

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 11 Sales of Apparel and Footwear by Category: Volume 2013-2018
Table 12 Sales of Apparel and Footwear by Category: Value 2013-2018
Table 13 Sales of Apparel and Footwear by Category: % Volume Growth 2013-2018
Table 14 Sales of Apparel and Footwear by Category: % Value Growth 2013-2018
Table 15 NBO Company Shares of Apparel and Footwear: % Value 2014-2018
Table 16 LBN Brand Shares of Apparel and Footwear: % Value 2015-2018
Table 17 Distribution of Apparel and Footwear by Format: % Value 2013-2018
Table 18 Distribution of Apparel and Footwear by Format and Category: % Value 2018
Table 19 Forecast Sales of Apparel and Footwear by Category: Volume 2018-2023
Table 20 Forecast Sales of Apparel and Footwear by Category: Value 2018-2023
Table 21 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2018-2023
Table 22 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2018-2023

Megatrends

Country Report

Childrenswear in Sweden

New Report Guarantee

Executive Summary

New Report Guarantee

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

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Childrenswear in Sweden - Category analysis

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

Apparel and Footwear in Sweden - Industry Overview

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

DEFINITIONS

SOURCES

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