Apparel and Footwear in Sweden

In 2024, the apparel and footwear market in Sweden recorded modest retail value growth, however, retail volume recorded a marginal decline. Retail volume remained challenged by market maturity, and retail value slowed as inflation stabilised and frequent discounting continued to pressure margins. While the ongoing trend towards premiumisation supported retail value growth, this was tempered by price sensitivity among consumers, particularly due to the rising cost of living. However, stable popul...

Euromonitor International's Apparel and Footwear in Sweden report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024 and analysis by distribution format allowing you to identify the sectors driving growth. It identifies the leading companies, leading brands, and offers strategic analysis of key factors influencing the market. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Apparel, Footwear, Sportswear.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Apparel and Footwear market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.


Apparel and Footwear in Sweden
Euromonitor International
January 2025
List Of Contents And Tables
APPAREL AND FOOTWEAR IN SWEDEN
EXECUTIVE SUMMARY
Apparel and footwear in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for apparel and footwear?
MARKET DATA
Table 1 Sales of Apparel and Footwear by Category: Volume 2019-2024
Table 2 Sales of Apparel and Footwear by Category: Value 2019-2024
Table 3 Sales of Apparel and Footwear by Category: % Volume Growth 2019-2024
Table 4 Sales of Apparel and Footwear by Category: % Value Growth 2019-2024
Table 5 NBO Company Shares of Apparel and Footwear: % Value 2020-2024
Table 6 LBN Brand Shares of Apparel and Footwear: % Value 2021-2024
Table 7 Distribution of Apparel and Footwear by Format: % Value 2019-2024
Table 8 Distribution of Apparel and Footwear by Format and Category: % Value 2024
Table 9 Forecast Sales of Apparel and Footwear by Category: Volume 2024-2029
Table 10 Forecast Sales of Apparel and Footwear by Category: Value 2024-2029
Table 11 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2024-2029
Table 12 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
WOMENSWEAR IN SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Social media and impulse buying support sales of womenswear in 2024
Domestic, low-cost fashion retailers retain the leading positions in womenswear
Fashion trends and sustainability support growth for second-hand and vintage goods
PROSPECTS AND OPPORTUNITIES
Ultra-fast fashion brands are expected to be challenged by heightened ethical concerns
High maturity and frequent sales is set to challenge womenswear over the forecast period
Players will increasingly focus on omnichannel strategies, supporting sales through retail e-commerce
CATEGORY DATA
Table 13 Sales of Womenswear by Category: Volume 2019-2024
Table 14 Sales of Womenswear by Category: Value 2019-2024
Table 15 Sales of Womenswear by Category: % Volume Growth 2019-2024
Table 16 Sales of Womenswear by Category: % Value Growth 2019-2024
Table 17 NBO Company Shares of Womenswear: % Value 2020-2024
Table 18 LBN Brand Shares of Womenswear: % Value 2021-2024
Table 19 NBO Company Shares of Women's Nightwear: % Value 2020-2024
Table 20 LBN Brand Shares of Women's Nightwear: % Value 2021-2024
Table 21 NBO Company Shares of Women's Outerwear: % Value 2020-2024
Table 22 LBN Brand Shares of Women's Outerwear: % Value 2021-2024
Table 23 NBO Company Shares of Women’s Swimwear: % Value 2020-2024
Table 24 LBN Brand Shares of Women’s Swimwear: % Value 2021-2024
Table 25 NBO Company Shares of Women's Underwear: % Value 2020-2024
Table 26 LBN Brand Shares of Women's Underwear: % Value 2021-2024
Table 27 Forecast Sales of Womenswear by Category: Volume 2024-2029
Table 28 Forecast Sales of Womenswear by Category: Value 2024-2029
Table 29 Forecast Sales of Womenswear by Category: % Volume Growth 2024-2029
Table 30 Forecast Sales of Womenswear by Category: % Value Growth 2024-2029
MENSWEAR IN SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Inflation and rising unit prices support retail value growth while retail volume declines
Dressmann retains its lead while Zara continues to gain share
Convenience and affordability drive sales of menswear on retail e-commerce
PROSPECTS AND OPPORTUNITIES
There is set to be a shift towards high-quality, fashionable items and statement pieces
Prevalent discounting is set to challenge retail volume growth in menswear
Social media will increasingly support sales across retail e-commerce channels
CATEGORY DATA
Table 31 Sales of Menswear by Category: Volume 2019-2024
Table 32 Sales of Menswear by Category: Value 2019-2024
Table 33 Sales of Menswear by Category: % Volume Growth 2019-2024
Table 34 Sales of Menswear by Category: % Value Growth 2019-2024
Table 35 NBO Company Shares of Menswear: % Value 2020-2024
Table 36 LBN Brand Shares of Menswear: % Value 2021-2024
Table 37 NBO Company Shares of Men’s Nightwear: % Value 2020-2024
Table 38 LBN Brand Shares of Men’s Nightwear: % Value 2021-2024
Table 39 NBO Company Shares of Men’s Outerwear: % Value 2020-2024
Table 40 LBN Brand Shares of Men’s Outerwear: % Value 2021-2024
Table 41 NBO Company Shares of Men’s Swimwear: % Value 2020-2024
Table 42 LBN Brand Shares of Men’s Swimwear: % Value 2021-2024
Table 43 NBO Company Shares of Men’s Underwear: % Value 2020-2024
Table 44 LBN Brand Shares of Men’s Underwear: % Value 2021-2024
Table 45 Forecast Sales of Menswear by Category: Volume 2024-2029
Table 46 Forecast Sales of Menswear by Category: Value 2024-2029
Table 47 Forecast Sales of Menswear by Category: % Volume Growth 2024-2029
Table 48 Forecast Sales of Menswear by Category: % Value Growth 2024-2029
CHILDRENSWEAR IN SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
A fall in the population under 14 years continues to challenge sales of childrenswear
The consolidated competitive landscape is led by Lindex Sverige AB and H&M Hennes & Mauritz Sverige AB
A strong focus on sustainability shapes consumer behaviour in childrenswear
PROSPECTS AND OPPORTUNITIES
Retail value growth is set to remain positive, supported by demand for sustainable and high-quality brands
A declining birth rate and the rising second-hand trend is set to challenge retail volume sales
Retail e-commerce and the influence of social media are set to support retail value growth
CATEGORY DATA
Table 49 Sales of Childrenswear by Category: Volume 2019-2024
Table 50 Sales of Childrenswear by Category: Value 2019-2024
Table 51 Sales of Childrenswear by Category: % Volume Growth 2019-2024
Table 52 Sales of Childrenswear by Category: % Value Growth 2019-2024
Table 53 NBO Company Shares of Childrenswear: % Value 2020-2024
Table 54 LBN Brand Shares of Childrenswear: % Value 2021-2024
Table 55 Forecast Sales of Childrenswear by Category: Volume 2024-2029
Table 56 Forecast Sales of Childrenswear by Category: Value 2024-2029
Table 57 Forecast Sales of Childrenswear by Category: % Volume Growth 2024-2029
Table 58 Forecast Sales of Childrenswear by Category: % Value Growth 2024-2029
SPORTSWEAR IN SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth for sportswear struggles following heightened sales during the early review period
Adidas retains its lead of the fragmented competitive landscape in sportswear
Advancements in digitalisation support sales through retail e-commerce
PROSPECTS AND OPPORTUNITIES
Stronger growth is predicted for the forecast period as interest in outdoor activities rises
Maturity and rising prices are expected to challenge sales of sportswear over the forecast period
Sustainability is expected to remain a core theme in product development and marketing
CATEGORY DATA
Table 59 Sales of Sportswear by Category: Value 2019-2024
Table 60 Sales of Sportswear by Category: % Value Growth 2019-2024
Table 61 NBO Company Shares of Sportswear: % Value 2020-2024
Table 62 LBN Brand Shares of Sportswear: % Value 2021-2024
Table 63 Distribution of Sportswear by Format: % Value 2019-2024
Table 64 Forecast Sales of Sportswear by Category: Value 2024-2029
Table 65 Forecast Sales of Sportswear by Category: % Value Growth 2024-2029
JEANS IN SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Jean sales are postponed as the rising cost of living shapes purchasing habits
The economy and standard segments perform well, as Bestseller Sverige AB retains its lead
Consumers are increasingly aware of durability, quality, and eco-friendly practices
PROSPECTS AND OPPORTUNITIES
Challenges to retail volume growth will include market maturity and discount pricing
In-store is set to focus on customer services, while retail e-commerce improves its functionalities
Discounting blurs the lines between standard and premium jeans
CATEGORY DATA
Table 66 Sales of Jeans by Category: Volume 2019-2024
Table 67 Sales of Jeans by Category: Value 2019-2024
Table 68 Sales of Jeans by Category: % Volume Growth 2019-2024
Table 69 Sales of Jeans by Category: % Value Growth 2019-2024
Table 70 Sales of Men’s Jeans by Category: Volume 2019-2024
Table 71 Sales of Men’s Jeans by Category: Value 2019-2024
Table 72 Sales of Men’s Jeans by Category: % Volume Growth 2019-2024
Table 73 Sales of Men’s Jeans by Category: % Value Growth 2019-2024
Table 74 Sales of Women’s Jeans by Category: Volume 2019-2024
Table 75 Sales of Women’s Jeans by Category: Value 2019-2024
Table 76 Sales of Women’s Jeans by Category: % Volume Growth 2019-2024
Table 77 Sales of Women’s Jeans by Category: % Value Growth 2019-2024
Table 78 NBO Company Shares of Jeans: % Value 2020-2024
Table 79 LBN Brand Shares of Jeans: % Value 2021-2024
Table 80 Forecast Sales of Jeans by Category: Volume 2024-2029
Table 81 Forecast Sales of Jeans by Category: Value 2024-2029
Table 82 Forecast Sales of Jeans by Category: % Volume Growth 2024-2029
Table 83 Forecast Sales of Jeans by Category: % Value Growth 2024-2029
Table 84 Forecast Sales of Men’s Jeans by Category: Volume 2024-2029
Table 85 Forecast Sales of Men’s Jeans by Category: Value 2024-2029
Table 86 Forecast Sales of Men’s Jeans by Category: % Volume Growth 2024-2029
Table 87 Forecast Sales of Men’s Jeans by Category: % Value Growth 2024-2029
Table 88 Forecast Sales of Women’s Jeans by Category: Volume 2024-2029
Table 89 Forecast Sales of Women’s Jeans by Category: Value 2024-2029
Table 90 Forecast Sales of Women’s Jeans by Category: % Volume Growth 2024-2029
Table 91 Forecast Sales of Women’s Jeans by Category: % Value Growth 2024-2029
HOSIERY IN SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
The category struggles to gain retail volume as fashion trends in hosiery are limited
Low-cost fashion brands retain the lead as hoisery is bought when shopping for other goods
A rising number of brands focus on sustainable materials to appeal to eco-conscious consumers
PROSPECTS AND OPPORTUNITIES
Hosiery’s status as a necessity is expected to limited retail value growth
The sports and wellness trend will create an opportunity for innovation over the forecast period
Retail e-commerce is expected to increase variety and drive sales of hosiery
CATEGORY DATA
Table 92 Sales of Hosiery by Category: Volume 2019-2024
Table 93 Sales of Hosiery by Category: Value 2019-2024
Table 94 Sales of Hosiery by Category: % Volume Growth 2019-2024
Table 95 Sales of Hosiery by Category: % Value Growth 2019-2024
Table 96 NBO Company Shares of Hosiery: % Value 2020-2024
Table 97 LBN Brand Shares of Hosiery: % Value 2021-2024
Table 98 Forecast Sales of Hosiery by Category: Volume 2024-2029
Table 99 Forecast Sales of Hosiery by Category: Value 2024-2029
Table 100 Forecast Sales of Hosiery by Category: % Volume Growth 2024-2029
Table 101 Forecast Sales of Hosiery by Category: % Value Growth 2024-2029
APPAREL ACCESSORIES IN SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Steady sales is driven by the demand for outdoor apparel accessories
Domestic low cost reatiler, H&M, retains its lead of the competitive landscape
Retail e-commerce is supported by the low demand to try items on instore
PROSPECTS AND OPPORTUNITIES
Premium options and the outdoor trend are expected to support growth over the forecast period
Frequent discounting is expected to dampen value growth for apparel accessories
Manufacturers are expected to prioritise recyclability and sustainable production methods
CATEGORY DATA
Table 102 Sales of Apparel Accessories by Category: Volume 2019-2024
Table 103 Sales of Apparel Accessories by Category: Value 2019-2024
Table 104 Sales of Apparel Accessories by Category: % Volume Growth 2019-2024
Table 105 Sales of Apparel Accessories by Category: % Value Growth 2019-2024
Table 106 NBO Company Shares of Apparel Accessories: % Value 2020-2024
Table 107 LBN Brand Shares of Apparel Accessories: % Value 2021-2024
Table 108 Forecast Sales of Apparel Accessories by Category: Volume 2024-2029
Table 109 Forecast Sales of Apparel Accessories by Category: Value 2024-2029
Table 110 Forecast Sales of Apparel Accessories by Category: % Volume Growth 2024-2029
Table 111 Forecast Sales of Apparel Accessories by Category: % Value Growth 2024-2029
FOOTWEAR IN SWEDEN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Women’s footwear supports retail value and volume sales while sports footwear struggles
A movement towards niche and premium footwear brands impacts the competitive landscape
Players focus on omnichannel strategies while improving online services
PROSPECTS AND OPPORTUNITIES
Outdoor and performance footwear, and formal and bolder designs will drive retail value
Frequent discounting will act as a barrier to stronger growth across the forecast period
Recyclable materials and a focus on durability is set to rise as players improve their sustainable attributes
CATEGORY DATA
Table 112 Sales of Footwear by Category: Volume 2019-2024
Table 113 Sales of Footwear by Category: Value 2019-2024
Table 114 Sales of Footwear by Category: % Volume Growth 2019-2024
Table 115 Sales of Footwear by Category: % Value Growth 2019-2024
Table 116 NBO Company Shares of Footwear: % Value 2020-2024
Table 117 LBN Brand Shares of Footwear: % Value 2021-2024
Table 118 Distribution of Footwear by Format: % Value 2019-2024
Table 119 Forecast Sales of Footwear by Category: Volume 2024-2029
Table 120 Forecast Sales of Footwear by Category: Value 2024-2029
Table 121 Forecast Sales of Footwear by Category: % Volume Growth 2024-2029
Table 122 Forecast Sales of Footwear by Category: % Value Growth 2024-2029

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