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Country Report

Sportswear in

Sportswear in Sweden

14 pages, Feb 2018

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

Sportswear outperforms apparel and footwear in 2017

Sportswear continued to grow faster than apparel and footwear albeit at a rather low rate during 2017 as many consumers have shifted their spending on apparel and footwear in general to more service industries such as travelling and restaurants. The current fashion trends towards wearing outwear apparel and sports-inspired footwear further drove growth of sportswear, although some of the growth was also seen in supplementary sales caused by blurred lines between outdoor and apparel with an athleisure outdoor look.

Niche sportswear retailers and internet retailers to gain sales in the forecast period

The sportswear retailers with a stronger niche performed better in 2017 as many of them were using staff more effectively, such as sportswear retailers focused on running. These generally persuade consumers to run on a treadmill with the shoes before making a purchasing decision, or recommend trying on certain outdoor shoes that require heating before they can be used.

Focus on new rather than retro

Sportswear companies became more experimental with sportswear styles during 2017; many of the brands that performed well offered colourful yoga tights and sportswear with a stronger fashion focus, a trend partly coming from the stronger entrance of fashion retailers, such as H&M, in the sportswear scene. This trend is expected to continue throughout the forecast period, especially considering footwear companies’ anticipated focus on transforming the footwear trend from sneakers to enhance the position of footwear retailers and other footwear models.

COMPETITIVE LANDSCAPE

adidas widens the gap to Nike

Sportswear leader adidas Sverige has in recent years widened the value share gap with Nike, not least thanks to the adidas focus on its lifestyle portfolio, which gained sales with the help of Swedish and international influencers. Several Swedish bloggers such as Kenza have respectively mentioned adidas products and done photoshoots with the apparel products, which has evoked interest amongst younger consumers.

Several domestic brands displayed strong growth in 2017

Swedish brands within sportswear such as the outdoor brand Fjällräven, Röhnisch – a functional sportswear brand for women, Rivia Sports and Colour Wear saw strong value sales growth in 2017. The brands have managed to be rather successful in their niche; for example, Fjällräven’s enhanced its focus on eco-friendly clothing with recycled material, Röhnisch focused on female empowerment and sustainability, Riva Sports offered colourful yoga outfits with influences from Brazil and Colour Wears has a niche offer of functional outerwear with an urban style.

Competition from fast fashion retailers continues to intensify

H&M and other fast fashion retailers continued to expand their sportswear portfolios during 2017 as H&M released a sportswear collection for children, Zara increased its focus on sportswear, and Indiska Magasinet released a new yoga collection made with ecological cotton. The blurred lines between fashion and sportswear is expected to continue to increase as fashion retailers see sportswear as an opportunity to improve the value sales, as consumers have shown a higher demand for sportswear than non-sportswear apparel.

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

The Sportswear in Sweden market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic 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 Sportswear 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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Sportswear in Sweden - Category analysis

HEADLINES

PROSPECTS

Sportswear outperforms apparel and footwear in 2017

Niche sportswear retailers and internet retailers to gain sales in the forecast period

Focus on new rather than retro

COMPETITIVE LANDSCAPE

adidas widens the gap to Nike

Several domestic brands displayed strong growth in 2017

Competition from fast fashion retailers continues to intensify

CATEGORY DATA

Table 1 Sales of Sportswear: Value 2012-2017
Table 2 Sales of Sportswear: % Value Growth 2012-2017
Table 3 NBO Company Shares of Sportswear: % Value 2013-2017
Table 4 LBN Brand Shares of Sportswear: % Value 2014-2017
Table 5 Distribution of Sportswear by Format: % Value 2012-2017
Table 6 Forecast Sales of Sportswear: Value 2017-2022
Table 7 Forecast Sales of Sportswear: % Value Growth 2017-2022

Apparel and Footwear in Sweden - Industry Overview

EXECUTIVE SUMMARY

Apparel and footwear sales decline during 2017

Consumers change their preference to other goods than apparel and footwear in 2017

Apparel and footwear market comprises strong domestic players

Internet retailing drives sales of apparel and footwear

Apparel and footwear companies will put more effort into enhancing growth in the forecast period

MARKET DATA

Table 8 Sales of Apparel and Footwear by Category: Volume 2012-2017
Table 9 Sales of Apparel and Footwear by Category: Value 2012-2017
Table 10 Sales of Apparel and Footwear by Category: % Volume Growth 2012-2017
Table 11 Sales of Apparel and Footwear by Category: % Value Growth 2012-2017
Table 12 NBO Company Shares of Apparel and Footwear: % Value 2013-2017
Table 13 LBN Brand Shares of Apparel and Footwear: % Value 2014-2017
Table 14 Distribution of Apparel and Footwear by Format: % Value 2012-2017
Table 15 Distribution of Apparel and Footwear by Format and Category: % Value 2017
Table 16 Forecast Sales of Apparel and Footwear by Category: Volume 2017-2022
Table 17 Forecast Sales of Apparel and Footwear by Category: Value 2017-2022
Table 18 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2017-2022
Table 19 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2017-2022

Megatrends

Country Report

Sportswear in Sweden

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Sportswear outperforms apparel and footwear in 2017

Niche sportswear retailers and internet retailers to gain sales in the forecast period

Focus on new rather than retro

COMPETITIVE LANDSCAPE

adidas widens the gap to Nike

Several domestic brands displayed strong growth in 2017

Competition from fast fashion retailers continues to intensify

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Sportswear in Sweden - Category analysis

HEADLINES

PROSPECTS

Sportswear outperforms apparel and footwear in 2017

Niche sportswear retailers and internet retailers to gain sales in the forecast period

Focus on new rather than retro

COMPETITIVE LANDSCAPE

adidas widens the gap to Nike

Several domestic brands displayed strong growth in 2017

Competition from fast fashion retailers continues to intensify

CATEGORY DATA

Apparel and Footwear in Sweden - Industry Overview

EXECUTIVE SUMMARY

Apparel and footwear sales decline during 2017

Consumers change their preference to other goods than apparel and footwear in 2017

Apparel and footwear market comprises strong domestic players

Internet retailing drives sales of apparel and footwear

Apparel and footwear companies will put more effort into enhancing growth in the forecast period

MARKET DATA

DEFINITIONS

SOURCES

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