Apparel in Sweden

Apparel in Sweden
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Report Details:
Published: June 2012
Price Single user license: US $ 1900



Overview
Discover the latest market trends and uncover sources of future market growth for the Apparel 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 Apparel industry in Sweden, our research will save you time and money while
empowering you to make informed, profitable decisions.
The Apparel 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 Apparel in Sweden?
What are the major brands in Sweden?
How dynamic is the growth of clothing and footwear internet sales?

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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 Clothing and Footwear market research database.
Sample Analysis

EXECUTIVE SUMMARY
Economic forces weigh heavy
The weakness and uncertainty in the economic climate had a negative impact on apparel in Sweden in
2011. Indeed the weakness in the economic climate had a clear and pronounced negative impact across
the various product categories of apparel. This downward pressure on unit prices led to apparel in
Sweden recording negative retail value growth for the year, making it the only year in the review period
to record a poor performance. 2011's growth rate was, consequently, slower than the review period
CAGR.
Discounting throughout the year
2011's sales developments and results highlighted a clear change in consumer sentiment. Consumers
became all the more price-conscious and sensitive, with purchasing habits becoming more structured
and planned. This resulted in a reduction in the absolute consumer demand for apparel which took
many players by surprise. Swedish apparel players failed to foresee the decrease in consumer demand
for apparel in 2011. This led to an excess in supply. To encourage sales and move stock, apparel
specialist retailers employed price discounting and price promotions with high regularity throughout
2011, and not just in traditional "sale periods". Indeed, aggressive pricing strategies strongly
characterised sales developments for the year.
Domestic players to the fore
Domestic apparel specialist retailers led sales with two of the top three apparel specialist retailer chains
being local players, both commanding significant shares. These two domestic chains, namely H&M
Hennes & Mauritz Sverige AB and KappAhl AB, enjoy strong and established positions, with
comprehensive outlet networks on a national level. However, total Swedish apparel sales are

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characterised by a wide and varied array of players with a high number of multinational players also
enjoying a strong and visible presence.
Specialists lead the way
Apparel specialist retailers is by far the most important sales channel for apparel in retail value terms.
Emerging sales channels include sports goods stores. This coincides with growing consumer demand for
sportswear as well as the changing structure of sports goods stores retailing. This distribution channel
witnessed the entry of three new chained sports goods stores in 2011 as incumbent players also sought
to expand and develop their retail outlet networks. Internet retailing is also an emerging sales channel
for apparel. The retail value share held by internet retailing increased on a yearly basis throughout the
review period with 2011 results no different in this regard.
Immediate outlook is bleak
The uncertainty surrounding the economic climate in Sweden at the end of the review period is
expected to be carried forward into 2012. Consistent with 2011's retail value growth rates, this will have
a negative impact on sales the short to medium-term. However the total Swedish population is
projected to increase over the forecast period which in turn will lead to a natural increase in the total
consumer demand for apparel. Therefore, Euromonitor International predicts apparel in Sweden will see
a return to growth with improvements in the overall economic climate, which is most likely to occur in
2013/2014

Table of Contents

Apparel in Sweden - Industry Overview
EXECUTIVE SUMMARY
Economic forces weigh heavy
Discounting throughout the year
Domestic players to the fore
Specialists lead the way
Immediate outlook is bleak
KEY TRENDS AND DEVELOPMENTS
Strong domestic presence
Decrease in pricing levels recorded
Sportswear is a growing niche
Internet Retailing

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Economic uncertainty weighs heavy
Swedes are getting older
MARKET DATA
Table 1 Sales of Apparel by Category: Volume 2006-2011
Table 2 Sales of Apparel by Category: Value 2006-2011
Table 3 Sales of Apparel by Category: % Volume Growth 2006-2011
Table 4 Sales of Apparel by Category: % Value Growth 2006-2011
Table 5 Apparel Company Shares 2007-2011
Table 6 Apparel Brand Shares 2008-2011
Table 7 Sales of Apparel by Distribution Format: % Analysis 2006-2011
Table 8 Sales of Apparel by Category and Distribution Format: % Analysis 2011
Table 9 Sales of Clothing by Category and Distribution Format: % Analysis 2011
Table 10 Forecast Sales of Apparel by Category: Volume 2011-2016
Table 11 Forecast Sales of Apparel by Category: Value 2011-2016
Table 12 Forecast Sales of Apparel by Category: % Volume Growth 2011-2016
Table 13 Forecast Sales of Apparel by Category: % Value Growth 2011-2016
DEFINITIONS
SOURCES
Summary 1 Research Sources
Apparel in Sweden - Company Profiles
adidas Sverige AB in Apparel (Sweden)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 adidas Sverige AB: Competitive Position 2011
INTERNET STRATEGY
Bjorn Borg AB in Apparel (Sweden)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Chart 1 Bjorn Borg AB: Bjorn Borg in Malmo

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COMPETITIVE POSITIONING
Summary 7 Bjorn Borg AB: Competitive Position 2011
INTERNET STRATEGY
H&M Hennes & Mauritz Sverige AB in Apparel (Sweden)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 2 H&M Hennes & Mauritz Sverige AB: H&M in Malmo
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 H&M Hennes & Mauritz Sverige AB: Competitive Position 2011
INTERNET STRATEGY
KappAhl AB in Apparel (Sweden)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 3 KappAhl Sverige AB: KappAhl in Malmo
PRODUCTION
OMPETITIVE POSITIONING
Summary 13 KappAhl AB: Competitive Position 2011
INTERNET STRATEGY
Levi Strauss & Co in Apparel (Sweden)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 4 Levi Strauss Sweden: Levi Strauss in Malmo
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Levi Strauss Sweden: Competitive Position 2011
INTERNET STRATEGY
Lindex Sverige AB in Apparel (Sweden)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 5 Lindex Sverige AB: Lindex in Malmo
PRODUCTION
COMPETITIVE POSITIONING

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Summary 18 Lindex Sverige AB: Competitive Position 2011
INTERNET STRATEGY
MQ Retail AB in Apparel (Sweden)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 6 MQ Retail AB: MQ in Malmo
PRODUCTION
COMPETITIVE POSITIONING
Summary 21 MQ Retail AB: Competitive Position 2011
INTERNET STRATEGY
Nike Sweden AB in Apparel (Sweden)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 24 Nike Sweden AB: Competitive Position 2011
INTERNET STRATEGY
Odd Molly International AB in Apparel (Sweden)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 27 Odd Molly International AB: Competitive Position 2011
INTERNET STRATEGY
Zara Sverige AB in Apparel (Sweden)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Chart 7 Zara Sverige AB: Zara in Malmo
PRODUCTION
COMPETITIVE POSITIONING
Summary 30 Zara Sverige AB: Competitive Position 2011
INTERNET STRATEGY

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Childrenswear in Sweden - Category Analysis
HEADLINES
TRENDS
The wider weakness and uncertainty in the economic environment had a negative impact on
childrenswear in Sweden as consumers clearly demonstrated strong caution in their purchasing
patterns. This resulted in players employing aggressive pricing strategies to move stock. Increasingly
intense price competition in turn translated into negative current retail value growth rates.
COMPETITIVE LANDSCAPE
Lindex Sverige AB was the clear leader of childrenswear with current value share of 19% in 2011. Lindex
led sales on a yearly basis throughout the review period, highlighting the company's long and
established position in Swedish childrenswear retailing.
PROSPECTS
Childrenswear is expected to marginally decline in constant value terms over the forecast period,
brought down by the decline boy's clothing. Both girl's clothing and baby and toddler wear will stagnate.
CATEGORY DATA
Table 14 Sales of Childrenswear by Category: Volume 2006-2011
Table 15 Sales of Childrenswear by Category: Value 2006-2011
Table 16 Sales of Childrenswear by Category: % Volume Growth 2006-2011
Table 17 Sales of Childrenswear by Category: % Value Growth 2006-2011
Table 18 Childrenswear Company Shares 2007-2011
Table 19 Childrenswear Brand Shares 2008-2011
Table 20 Sales of Childrenswear by Distribution Format: % Analysis 2006-2011
Table 21 Forecast Sales of Childrenswear by Category: Volume 2011-2016
Table 22 Forecast Sales of Childrenswear by Category: Value 2011-2016
Table 23 Forecast Sales of Childrenswear by Category: % Volume Growth 2011-2016
Table 24 Forecast Sales of Childrenswear by Category: % Value Growth 2011-2016
Clothing Accessories in Sweden - Category Analysis
HEADLINES
TRENDS

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The uncertain Swedish economic climate was reflected in 2011 sales results for clothing accessories.
Consumers are all the more price-sensitive and cautious in their purchasing patterns which is forcing
players to adopt aggressive pricing strategies to move stock.
COMPETITIVE LANDSCAPE
H&M Hennes & Mauritz Sverige AB led clothing accessories in 2011 with 9% value share in 2011, which
represents a marginal increase on 2010's performance. H&M led clothing accessories throughout the
review period. The company's strong position is linked to its established position in overall apparel with
a national presence, and consumer recognition and loyalty to the H&M brand.
PROSPECTS
Clothing accessories is expected to marginally decline in constant value terms over the forecast period.
Volume will see marginal growth though.
CATEGORY DATA
Table 25 Sales of Clothing Accessories by Category: Volume 2006-2011
Table 26 Sales of Clothing Accessories by Category: Value 2006-2011
Table 27 Sales of Clothing Accessories by Category: % Volume Growth 2006-2011
Table 28 Sales of Clothing Accessories by Category: % Value Growth 2006-2011
Table 29 Clothing Accessories Company Shares 2007-2011
Table 30 Clothing Accessories Brand Shares 2008-2011
Table 31 Sales of Clothing Accessories by Distribution Format: % Analysis 2006-2011
Table 32 Forecast Sales of Clothing Accessories by Category: Volume 2011-2016
Table 33 Forecast Sales of Clothing Accessories by Category: Value 2011-2016
Table 34 Forecast Sales of Clothing Accessories by Category: % Volume Growth 2011-2016
Table 35 Forecast Sales of Clothing Accessories by Category: % Value Growth 2011-2016
Footwear in Sweden - Category Analysis
HEADLINES
TRENDS
The current weakness and uncertainty in the economic climate was consistent with developments
across 2011's overall performance of apparel, with a negative impact on footwear in Sweden. This was
the key factor behind the decrease recorded in 2011. The decrease, however, needs to taken in context
of the extremely strong current value growth for footwear in 2010 at 10%.
COMPETITIVE LANDSCAPE

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Nilson Group AB continued to lead footwear in 2011 with a retail value share of 18%. Nilson Group
operates a number of leading footwear retailers in Sweden, namely, Dinsko, Nilson, Jerns, Skopunkten,
and Radical Sports. Skopunkten is an economy-positioned footwear retailer. Sales in the Skopunkten
chain are driven by three pairs for the price of two offers. Dinsko is a standard-priced footwear chain.
Dinsko outlets enjoy a national presence and have a very visible presence on Swedish high streets.
Nilson, Jerns and Radical Sports have a premium-positioning strategy with a focus on carrying leading
footwear brands. The group also sells its own brands, such as Nilson.
PROSPECTS
Footwear is expected to stagnate in constant value terms over the forecast period, with marginal growth
in volume terms.
CATEGORY DATA
Table 36 Sales of Footwear by Category: Volume 2006-2011
Table 37 Sales of Footwear by Category: Value 2006-2011
Table 38 Sales of Footwear by Category: % Volume Growth 2006-2011
Table 39 Sales of Footwear by Category: % Value Growth 2006-2011
Table 40 Footwear Company Shares 2007-2011
Table 41 Footwear Brand Shares 2008-2011
Table 42 Sales of Footwear by Distribution Format: % Analysis 2006-2011
Table 43 Forecast Sales of Footwear by Category: Volume 2011-2016
Table 44 Forecast Sales of Footwear by Category: Value 2011-2016
Table 45 Forecast Sales of Footwear by Category: % Volume Growth 2011-2016
Table 46 Forecast Sales of Footwear by Category: % Value Growth 2011-2016
Hosiery in Sweden - Category Analysis
HEADLINES
TRENDS
Consistent with sales results across apparel, hosiery sales in 2011 were negatively impacted by wider
economic forces. The uncertainty in the economic climate served to increase consumer price-sensitivity
and lower their absolute demand for hosiery. Hosiery's 2011 current value growth of -4% was slower
than 6% CAGR recorded for the review period as a whole.
COMPETITIVE LANDSCAPE
Lindex Sverige AB was the clear leader of hosiery in 2011 with retail value share of 20%. Lindex
commanded a clear leadership position on a yearly basis throughout the review period. Lindex is a

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leading apparel retailer in Sweden specialising in economy to standard-priced women's clothing and
childrenswear.
PROSPECTS
The uncertainty in the economic environment is expected to be carried forward into the forecast period.
The credit crisis at European level is being transferred to Sweden in that consumer sentiment is
weakening, as evident by 2011 hosiery sales results and sales results for apparel in general. With no
immediate end in sight for the European credit crisis, the forecast period outlook is bleak. In constant
retail value terms, forecast growth is expected to be slower than the review period as a whole.
CATEGORY DATA
Table 47 Sales of Hosiery by Category: Volume 2006-2011
Table 48 Sales of Hosiery by Category: Value 2006-2011
Table 49 Sales of Hosiery by Category: % Volume Growth 2006-2011
Table 50 Sales of Hosiery by Category: % Value Growth 2006-2011
Table 51 Hosiery Company Shares 2007-2011
Table 52 Hosiery Brand Shares 2008-2011
Table 53 Sales of Hosiery by Distribution Format: % Analysis 2006-2011
Table 54 Forecast Sales of Hosiery by Category: Volume 2011-2016
Table 55 Forecast Sales of Hosiery by Category: Value 2011-2016
Table 56 Forecast Sales of Hosiery by Category: % Volume Growth 2011-2016
Table 57 Forecast Sales of Hosiery by Category: % Value Growth 2011-2016
Jeans in Sweden - Category Analysis
HEADLINES
TRENDS
The weakness and uncertainty in the Swedish economic environment had a strong negative impact on
volume and current value sales of jeans in 2011.
COMPETITIVE LANDSCAPE
Levi Strauss Sweden led jeans in 2011 with current value share of 6%. Levi Strauss operates a premium
price positioning strategy and consequently is also the leader of premium sales. The Levi's brand has a
long, established position in Sweden, enjoying high consumer brand recognition and loyalty. Swedish
consumers automatically associate Levi's with jeans, which supports its share retention.
PROSPECTS

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