Even though there have been no mandated store closures in Sweden since the outbreak of COVID-19, from January 2021 shops and departments stores were obliged to allow no more than one customer per ten square meters, and no more than 500 in total. In 2021, Swedish people continued to refrain from visiting stores for non-essential shopping, negatively affecting the recovery of physical retail in the first half of 2021.
Prior to COVID-19, designer apparel and footwear had been recording relatively sluggish growth during the review period, particularly in affordable luxury products. This is partly due to changing consumer behaviour, as many people simply wait for sales before buying premium brands.
Hugo Boss AB maintained its lead in designer apparel and footwear in 2020, in both company and brand terms. This is supported by the fact that the player had launched its own website and expanded its e-commerce trade prior to the event of the pandemic, thus was in a strong position to switch from in-store to online in order to serve its customers.
Designer apparel and footwear is expected to see boosted growth through to 2022-2023 and then see gently declining sales over the remainder of the forecast period. Growth will be driven by more affordable domestic brands, such as Filippa K, Acne and Eton, which offer familiar, minimalistic and functional dressing styles to Swedish consumers.
Back in 2018, the Swedish Fashion Council announced an initiative to create a new hybrid industry between fashion and technology, to integrate digital technologies into garments. For example, Neue is a Swedish FashionTech company that connects clothes, wearables, and accessories to the internet.
The COVID-19 pandemic has changed the way how luxury players see e-commerce. Even though they were cautious to expand their online presence, fearing that it would affect the exclusivity of their brands, those companies who risked investing in e-commerce expansion pre-pandemic greatly benefitted from doing so.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Designer Apparel and Footwear (Ready-to-Wear) industry in Sweden 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.
If you're in the Designer Apparel and Footwear (Ready-to-Wear) industry in Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Designer Apparel and Footwear (Ready-to-Wear)
This is the aggregation of designer apparel and designer footwear.See All of Our Definitions
This report originates from Passport, our Designer Apparel and Footwear (Ready-to-Wear) research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!