There have been no restrictions or lockdowns in Sweden. Similarly, there have been no mandated store closures, with the Public Institute of Health instead publicly making recommendations that stores try to maintain distances between customers and try to limit the number of people in a store at any one time.
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 for buying premium brands.
Affordable luxury brands, such as Filippa K, Acne, Hugo Boss and Ralph Lauren, continue to lead in 2020. These brands are viewed as premium by most Swedes and are affordable for many of them, especially due to frequent discounting.
An area of opportunity for designer apparel and footwear brands is the athleisure trend in Sweden. Heritage brands have been placing a greater focus on sportswear and urban styles.
Recovery in designer apparel and footwear will be slow. It is anticipated that only by the end of the forecast period value sales in the product area will be similar to the level observed before the pandemic.
Many Swedish consumers are becoming increasingly interested in experiential luxury over material luxury goods. For example, prior to COVID-19, the restaurant industry in Sweden had been recording strong growth, with locals increasingly enjoying fine dining.
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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.
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This report originates from Passport, our Designer Apparel and Footwear (Ready-to-Wear) research and analysis database.
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