While womenswear, as the most mature apparel category in Norway, suffered as a result of the pandemic in 2020, due to store closures, social distancing and work from home guidelines reducing the need or frequency to purchase new womenswear, the category only recorded a marginal drop in volume sales with various basic and comfortable items seeing further demand such as underwear and nightwear. Therefore, womenswear was able to strongly bounce back in 2021 to surpass pre-pandemic levels in volume terms, while value remained marginally lower as it experienced a more pronounced decline the previous year due to sales promotions.
Demand for casualwear and sportswear noted within womenswear remained the strongest trend in terms of styles in Norway. Most major online stores continue to prominently display and market their sportswear lines and casualwear styles on their main pages, including Zalando, which features leading brands of sneakers such as adidas and Converse Chuck Taylor All Star Lift, and “relaxed everyday favorites”.
Social media and e-commerce have been growing heavily in importance during the review period, especially for womenswear as female consumers tend to spend greater time online browsing for apparel. This trend was accelerated by the emergence of the pandemic and home seclusion, as female consumers spent prolonged time at home, resulting in online browsing of social media and e-commerce platforms both as a leisure activity and searching for suitable items.
Womenswear bounced back strongly in 2021 following a marginal decline in volume sales in 2020. However, as with all of apparel, womenswear is expected to display a stable development over the forecast period, rather than experience dynamic growth.
It is difficult to look beyond e-commerce as the most important trend for womenswear over the forecast period, even more so than for other apparel categories. Social media (and social media-based events and marketplaces) will play an even larger role going forward for womenswear in Norway.
In terms of the competitive landscape, low-cost fashion giants are likely to continue to govern value sales but will lose share due to rising competition from niche brands, sportswear and more premium alternatives. All of the leading players, H&M Hennes & Mauritz, Cubus, Lindex, KappAhl, Bik Bok, and to a large extent Bestseller, as well the primary focus on fast fashion, are able to rapidly adapt to current fashion trends by offering affordable clothing that can be updated frequently.
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Understand the latest market trends and future growth opportunities for the Womenswear industry in Norway 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 Womenswear industry in Norway, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of women's outerwear and women's underwear, nightwear and swimwear.See All of Our Definitions
This report originates from Passport, our Womenswear research and analysis database.
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