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Country Report

Jeans in

Jeans 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

Jeans suffers in 2018, due to rise of athleisure and trousers

Jeans performed poorly in 2018 as the athleisure trend continued to gain ground and as Swedish men also returned to wearing trousers rather than jeans. In 2018, many women were wearing dresses and light-weight trousers as temperatures during the summer soared.

Men appreciate premium jeans as much as women in Sweden

Swedish men are fairly brand conscious with their choice of jeans and therefore often prefer to purchase premium brands such as Levi’s and Lee and super premium brands Nudie, Acne, and Diesel over the economy-priced H&M and Dressmann. Despite this, many cannot afford the price of these more expensive brands and therefore still purchase economy-priced jeans.

Varied performance amongst jeans segments over the forecast period

While economy jeans will record stronger retail volume growth than standard, premium jeans is predicted to record higher current value growth than super premium jeans over the forecast period. The rationale is that the increasing inequality in Sweden will lead to stronger growth of the highest and lowest socioeconomic groups, because of a stagnant middle class.

COMPETITIVE LANDSCAPE

H&M Hennes & Mauritz holds marginal lead over Levi Strauss

H&M Hennes & Mauritz retained its marginal lead of jeans over Levi Strauss in value terms in 2018, with its large range of jeans encompassing brands H&M, Weekday, & Other Stories as well as the jeans brand Cheap Monday. Levi Strauss strengthened its second position, gaining further value share in 2018 as consumers have strong trust and awareness of the Levi’s brand due to its long-standing presence in Sweden.

Environmentally-friendly jeans expected to emerge over the forecast period

Jeans tends to be considered a more difficult garment to convert to environmentally-friendly production, as there is a large proportion of water waste compared to other garments. Many jeans players have therefore made attempts to become eco-friendlier such as Velour by Nostalgia was the first brand to receive the eco-friendly certificate Svanen in early 2017; Cubus was certified afterwards, in the same year.

Lack of priority for brands Lee and Wrangler

Jeans struggled globally as the athleisure trend continued to gain ground. Global brand owner VF Corp, which holds a portfolio including jeans brands Lee and Wrangler in addition to Timberland, The North Face, and Vans, has decided to mainly focus on these three latter brands.

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

The Jeans 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 Jeans 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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Jeans in Sweden - Category analysis

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 1 Sales of Jeans by Category: Volume 2013-2018
Table 2 Sales of Jeans by Category: Value 2013-2018
Table 3 Sales of Jeans by Category: % Volume Growth 2013-2018
Table 4 Sales of Jeans by Category: % Value Growth 2013-2018
Table 5 Sales of Men’s Jeans by Category: Volume 2013-2018
Table 6 Sales of Men’s Jeans by Category: Value 2013-2018
Table 7 Sales of Men’s Jeans by Category: % Volume Growth 2013-2018
Table 8 Sales of Men’s Jeans by Category: % Value Growth 2013-2018
Table 9 Sales of Women’s Jeans by Category: Volume 2013-2018
Table 10 Sales of Women’s Jeans by Category: Value 2013-2018
Table 11 Sales of Women’s Jeans by Category: % Volume Growth 2013-2018
Table 12 Sales of Women’s Jeans by Category: % Value Growth 2013-2018
Table 13 NBO Company Shares of Jeans: % Value 2014-2018
Table 14 LBN Brand Shares of Jeans: % Value 2015-2018
Table 15 Forecast Sales of Jeans by Category: Volume 2018-2023
Table 16 Forecast Sales of Jeans by Category: Value 2018-2023
Table 17 Forecast Sales of Jeans by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Jeans by Category: % Value Growth 2018-2023
Table 19 Forecast Sales of Men’s Jeans by Category: Volume 2018-2023
Table 20 Forecast Sales of Men’s Jeans by Category: Value 2018-2023
Table 21 Forecast Sales of Men’s Jeans by Category: % Volume Growth 2018-2023
Table 22 Forecast Sales of Men’s Jeans by Category: % Value Growth 2018-2023
Table 23 Forecast Sales of Women’s Jeans by Category: Volume 2018-2023
Table 24 Forecast Sales of Women’s Jeans by Category: Value 2018-2023
Table 25 Forecast Sales of Women’s Jeans by Category: % Volume Growth 2018-2023
Table 26 Forecast Sales of Women’s Jeans 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 27 Sales of Apparel and Footwear by Category: Volume 2013-2018
Table 28 Sales of Apparel and Footwear by Category: Value 2013-2018
Table 29 Sales of Apparel and Footwear by Category: % Volume Growth 2013-2018
Table 30 Sales of Apparel and Footwear by Category: % Value Growth 2013-2018
Table 31 NBO Company Shares of Apparel and Footwear: % Value 2014-2018
Table 32 LBN Brand Shares of Apparel and Footwear: % Value 2015-2018
Table 33 Distribution of Apparel and Footwear by Format: % Value 2013-2018
Table 34 Distribution of Apparel and Footwear by Format and Category: % Value 2018
Table 35 Forecast Sales of Apparel and Footwear by Category: Volume 2018-2023
Table 36 Forecast Sales of Apparel and Footwear by Category: Value 2018-2023
Table 37 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2018-2023
Table 38 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2018-2023

Megatrends

Country Report

Jeans in Sweden

New Report Guarantee

Executive Summary

New Report Guarantee

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

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Overview

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Table of Contents

Jeans in Sweden - Category analysis

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

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

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