Apparel and Footwear in Sweden

November 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Apparel and Footwear industry in Sweden 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Childrenswear
  • Apparel and Accessories
  • Menswear
  • Womenswear
  • Jeans
  • Hosiery
  • Footwear
  • Sportswear

If you're in the Apparel and Footwear industry in Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Apparel and Footwear in Sweden report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Apparel and Footwear in Sweden?
  • Which are the leading brands in Sweden?
  • How are products distributed in Sweden?
  • How is the rise of e-commerce shaping demand?
  • What % of apparel and footwear sales are made via grocery retailers?
  • Do consumers want premium quality or fast fashion?
  • How will COVID-19 and recession impact demand?
  • How important is sustainability in Apparel and Footwear in Sweden?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Apparel and Footwear in Sweden

Apparel and footwear in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for apparel and footwear?
Table 1 Sales of Apparel and Footwear by Category: Volume 2018-2023
Table 2 Sales of Apparel and Footwear by Category: Value 2018-2023
Table 3 Sales of Apparel and Footwear by Category: % Volume Growth 2018-2023
Table 4 Sales of Apparel and Footwear by Category: % Value Growth 2018-2023
Table 5 NBO Company Shares of Apparel and Footwear: % Value 2019-2023
Table 6 LBN Brand Shares of Apparel and Footwear: % Value 2020-2023
Table 7 Distribution of Apparel and Footwear by Format: % Value 2018-2023
Table 8 Distribution of Apparel and Footwear by Format and Category: % Value 2023
Table 9 Forecast Sales of Apparel and Footwear by Category: Volume 2023-2028
Table 10 Forecast Sales of Apparel and Footwear by Category: Value 2023-2028
Table 11 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2023-2028
Table 12 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

Childrenswear in Sweden

KEY DATA FINDINGS

Second-hand clothes and a declining birth rate pose challenges to sales
Brands focus on sustainable clothing and the circular economy to drive sales
Social media helps to drive sales among older children
A rise in sustainable clothing, with a shift towards quality and functionality
The reduction in birth rates remains a challenge to retail volume sales
Social media platforms and the prevalence of e-commerce drives growth
Table 13 Sales of Childrenswear by Category: Volume 2018-2023
Table 14 Sales of Childrenswear by Category: Value 2018-2023
Table 15 Sales of Childrenswear by Category: % Volume Growth 2018-2023
Table 16 Sales of Childrenswear by Category: % Value Growth 2018-2023
Table 17 NBO Company Shares of Childrenswear: % Value 2019-2023
Table 18 LBN Brand Shares of Childrenswear: % Value 2020-2023
Table 19 Forecast Sales of Childrenswear by Category: Volume 2023-2028
Table 20 Forecast Sales of Childrenswear by Category: Value 2023-2028
Table 21 Forecast Sales of Childrenswear by Category: % Volume Growth 2023-2028
Table 22 Forecast Sales of Childrenswear by Category: % Value Growth 2023-2028

Apparel Accessories in Sweden

KEY DATA FINDINGS

Consumers cut down or postpone purchases during a challenging time
Volume decline for ties and belts as occasions are postponed due to inflation
Fashion apparel retains its lead against top sportswear giants
Changing weather drives ongoing sales of scarves, gloves, hats and caps
Growth is challenged by apparel accessories being a supplementary purchase
Luxury brands are set to perform well, with widening appeal and distribution
Table 23 Sales of Apparel Accessories by Category: Volume 2018-2023
Table 24 Sales of Apparel Accessories by Category: Value 2018-2023
Table 25 Sales of Apparel Accessories by Category: % Volume Growth 2018-2023
Table 26 Sales of Apparel Accessories by Category: % Value Growth 2018-2023
Table 27 NBO Company Shares of Apparel Accessories: % Value 2019-2023
Table 28 LBN Brand Shares of Apparel Accessories: % Value 2020-2023
Table 29 Forecast Sales of Apparel Accessories by Category: Volume 2023-2028
Table 30 Forecast Sales of Apparel Accessories by Category: Value 2023-2028
Table 31 Forecast Sales of Apparel Accessories by Category: % Volume Growth 2023-2028
Table 32 Forecast Sales of Apparel Accessories by Category: % Value Growth 2023-2028

Menswear in Sweden

KEY DATA FINDINGS

Formal wear experiences a downward trend as retail volume sales struggle
The casual elegance trend persists despite retailers focusing on expressive lines
A rise in sportswear drives growth, as many integrate sportswear with daily attire
Brands focus on product development and expertise to boost consumer loyalty
Sportswear drives growth, with innovations in materials and technology boosting sales
Omnichannel approaches that focus on convenience drive sales in menswear
Table 33 Sales of Menswear by Category: Volume 2018-2023
Table 34 Sales of Menswear by Category: Value 2018-2023
Table 35 Sales of Menswear by Category: % Volume Growth 2018-2023
Table 36 Sales of Menswear by Category: % Value Growth 2018-2023
Table 37 NBO Company Shares of Menswear: % Value 2019-2023
Table 38 LBN Brand Shares of Menswear: % Value 2020-2023
Table 39 NBO Company Shares of Men’s Nightwear: % Value 2019-2023
Table 40 LBN Brand Shares of Men’s Nightwear: % Value 2020-2023
Table 41 NBO Company Shares of Men’s Outerwear: % Value 2019-2023
Table 42 LBN Brand Shares of Men’s Outerwear: % Value 2020-2023
Table 43 NBO Company Shares of Men’s Swimwear: % Value 2019-2023
Table 44 LBN Brand Shares of Men’s Swimwear: % Value 2020-2023
Table 45 NBO Company Shares of Men’s Underwear: % Value 2019-2023
Table 46 LBN Brand Shares of Men’s Underwear: % Value 2020-2023
Table 47 Forecast Sales of Menswear by Category: Volume 2023-2028
Table 48 Forecast Sales of Menswear by Category: Value 2023-2028
Table 49 Forecast Sales of Menswear by Category: % Volume Growth 2023-2028
Table 50 Forecast Sales of Menswear by Category: % Value Growth 2023-2028

Womenswear in Sweden

KEY DATA FINDINGS

Retail volume sales decline, as current retail value growth is boosted by inflation
Relaxed, semi-formal trends influence purchasing decisions in Sweden
E-commerce and social media influence drive sales in womenswear 
Opposing trends of fast fashion and sustainability drive growth in womenswear
A rising interest in activity boosts sales of sportswear across the forecast period
Second-hand and vintage goods place growing pressure on retail value sales
Table 51 Sales of Womenswear by Category: Volume 2018-2023
Table 52 Sales of Womenswear by Category: Value 2018-2023
Table 53 Sales of Womenswear by Category: % Volume Growth 2018-2023
Table 54 Sales of Womenswear by Category: % Value Growth 2018-2023
Table 55 NBO Company Shares of Womenswear: % Value 2019-2023
Table 56 LBN Brand Shares of Womenswear: % Value 2020-2023
Table 57 NBO Company Shares of Women's Nightwear: % Value 2019-2023
Table 58 LBN Brand Shares of Women's Nightwear: % Value 2020-2023
Table 59 NBO Company Shares of Women's Outerwear: % Value 2019-2023
Table 60 LBN Brand Shares of Women's Outerwear: % Value 2020-2023
Table 61 NBO Company Shares of Women’s Swimwear: % Value 2019-2023
Table 62 LBN Brand Shares of Women’s Swimwear: % Value 2020-2023
Table 63 NBO Company Shares of Women's Underwear: % Value 2019-2023
Table 64 LBN Brand Shares of Women's Underwear: % Value 2020-2023
Table 65 Forecast Sales of Womenswear by Category: Volume 2023-2028
Table 66 Forecast Sales of Womenswear by Category: Value 2023-2028
Table 67 Forecast Sales of Womenswear by Category: % Volume Growth 2023-2028
Table 68 Forecast Sales of Womenswear by Category: % Value Growth 2023-2028

Jeans in Sweden

KEY DATA FINDINGS

Due to the durable nature of jeans, consumers postpone purchases
Growth for premium jeans due to strong distribution and discounted prices
Lager 157 and Zara perform well, offering appealing prices during inflation
The mature market and discounted prices will challenge retail value growth
Discounting blurs the lines between standard and premium jeans
E-commerce drives innovation, with niche players focusing on sustainability
Table 69 Sales of Jeans by Category: Volume 2018-2023
Table 70 Sales of Jeans by Category: Value 2018-2023
Table 71 Sales of Jeans by Category: % Volume Growth 2018-2023
Table 72 Sales of Jeans by Category: % Value Growth 2018-2023
Table 73 Sales of Men’s Jeans by Category: Volume 2018-2023
Table 74 Sales of Men’s Jeans by Category: Value 2018-2023
Table 75 Sales of Men’s Jeans by Category: % Volume Growth 2018-2023
Table 76 Sales of Men’s Jeans by Category: % Value Growth 2018-2023
Table 77 Sales of Women’s Jeans by Category: Volume 2018-2023
Table 78 Sales of Women’s Jeans by Category: Value 2018-2023
Table 79 Sales of Women’s Jeans by Category: % Volume Growth 2018-2023
Table 80 Sales of Women’s Jeans by Category: % Value Growth 2018-2023
Table 81 NBO Company Shares of Jeans: % Value 2019-2023
Table 82 LBN Brand Shares of Jeans: % Value 2020-2023
Table 83 Forecast Sales of Jeans by Category: Volume 2023-2028
Table 84 Forecast Sales of Jeans by Category: Value 2023-2028
Table 85 Forecast Sales of Jeans by Category: % Volume Growth 2023-2028
Table 86 Forecast Sales of Jeans by Category: % Value Growth 2023-2028
Table 87 Forecast Sales of Men’s Jeans by Category: Volume 2023-2028
Table 88 Forecast Sales of Men’s Jeans by Category: Value 2023-2028
Table 89 Forecast Sales of Men’s Jeans by Category: % Volume Growth 2023-2028
Table 90 Forecast Sales of Men’s Jeans by Category: % Value Growth 2023-2028
Table 91 Forecast Sales of Women’s Jeans by Category: Volume 2023-2028
Table 92 Forecast Sales of Women’s Jeans by Category: Value 2023-2028
Table 93 Forecast Sales of Women’s Jeans by Category: % Volume Growth 2023-2028
Table 94 Forecast Sales of Women’s Jeans by Category: % Value Growth 2023-2028

Hosiery in Sweden

KEY DATA FINDINGS

Retail volume declines as players struggle to add value to hosiery offerings
Sheer hosiery is challenged by working from home and casual fashion trends
Rising health and exercise trends boost retail volume sales for non-sheer hosiery
The wide offering of affordable goods in grocery stores subdues value for hosiery
Innovation in sports hosiery drives retail volume and value growth
Higher quality and functionality to be seen in everyday hosiery options
Table 95 Sales of Hosiery by Category: Volume 2018-2023
Table 96 Sales of Hosiery by Category: Value 2018-2023
Table 97 Sales of Hosiery by Category: % Volume Growth 2018-2023
Table 98 Sales of Hosiery by Category: % Value Growth 2018-2023
Table 99 NBO Company Shares of Hosiery: % Value 2019-2023
Table 100 LBN Brand Shares of Hosiery: % Value 2020-2023
Table 101 Forecast Sales of Hosiery by Category: Volume 2023-2028
Table 102 Forecast Sales of Hosiery by Category: Value 2023-2028
Table 103 Forecast Sales of Hosiery by Category: % Volume Growth 2023-2028
Table 104 Forecast Sales of Hosiery by Category: % Value Growth 2023-2028

Footwear in Sweden

KEY DATA FINDINGS

Rising inflation leads to dampened sales for footwear in 2023 
E-commerce sales struggle due to consumers' need to try footwear on in person
Sports footwear drives sales as outdoor and indoor activities increase
Sustainable options and a shift from quantity to quality drive value over the forecast period
Online returns remain high as consumers struggle with size and fit
Children’s footwear benefits from shorter lifespans and rising mini-me trends
Table 105 Sales of Footwear by Category: Volume 2018-2023
Table 106 Sales of Footwear by Category: Value 2018-2023
Table 107 Sales of Footwear by Category: % Volume Growth 2018-2023
Table 108 Sales of Footwear by Category: % Value Growth 2018-2023
Table 109 NBO Company Shares of Footwear: % Value 2019-2023
Table 110 LBN Brand Shares of Footwear: % Value 2020-2023
Table 111 Distribution of Footwear by Format: % Value 2018-2023
Table 112 Forecast Sales of Footwear by Category: Volume 2023-2028
Table 113 Forecast Sales of Footwear by Category: Value 2023-2028
Table 114 Forecast Sales of Footwear by Category: % Volume Growth 2023-2028
Table 115 Forecast Sales of Footwear by Category: % Value Growth 2023-2028

Sportswear in Sweden

KEY DATA FINDINGS

Following COVID-19, an increasing interest in sports aids sales on the landscape
Players focus on an omnichannel approach and advancements in digitalisation
International sportswear players lead, focusing on brand extensions
Growth benefits from physical activities becoming part of everyday life
Innovation in sportswear will drive retail value sales across the forecast period
A focus on quality will drive retail value growth across the forecast period
Table 116 Sales of Sportswear by Category: Value 2018-2023
Table 117 Sales of Sportswear by Category: % Value Growth 2018-2023
Table 118 NBO Company Shares of Sportswear: % Value 2019-2023
Table 119 LBN Brand Shares of Sportswear: % Value 2020-2023
Table 120 Distribution of Sportswear by Format: % Value 2018-2023
Table 121 Forecast Sales of Sportswear by Category: Value 2023-2028
Table 122 Forecast Sales of Sportswear by Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Apparel and Footwear

      • Baby and Toddler Wear
      • Boys' Apparel
      • Girls' Apparel
      • Belts
      • Gloves
      • Hats/Caps
      • Scarves
      • Ties
      • Other Apparel Accessories
        • Men's Nightwear
            • Economy Men's Jeans
            • Standard Men's Jeans
            • Premium Men's Jeans
            • Super Premium Men's Jeans
            • Men's Jackets and Coats
            • Men's Jumpers
            • Men's Shirts
            • Men's Shorts and Trousers
            • Men's Suits
            • Men's Tops
            • Other Men's Outerwear
        • Men's Swimwear
        • Men's Underwear
        • Women's Nightwear
            • Economy Women's Jeans
            • Standard Women's Jeans
            • Premium Women's Jeans
            • Super Premium Women's Jeans
            • Women's Dresses
            • Women's Jackets and Coats
            • Women's Jumpers
            • Women's Leggings
            • Women's Shirts and Blouses
            • Women's Shorts and Trousers
            • Women's Skirts
            • Women's Suits
            • Women's Tops
            • Other Women's Outerwear
        • Women's Swimwear
        • Women's Underwear
      • Nightwear
          • Economy Jeans
          • Standard Jeans
          • Premium Jeans
          • Super Premium Jeans
          • Dresses
          • Jackets and Coats
          • Jumpers
          • Leggings
          • Shirts and Blouses
          • Shorts and Trousers
          • Skirts
          • Suits
          • Tops
          • Other Outerwear
      • Swimwear
      • Underwear
      • Sheer Hosiery
      • Non-Sheer Hosiery
    • Children's Footwear
    • Men's Footwear
    • Women's Footwear
      • Performance Apparel
      • Outdoor Apparel
      • Sports-inspired Apparel
      • Performance Footwear
      • Outdoor Footwear
      • Sports-inspired Footwear

Apparel and Footwear

Apparel is the aggregation of clothing and footwear. This dataset covers retail sales of apparel through both store-based retailers and non-store retailers. Excludes black market sales (i.e. untaxed, generated within informal retailing)and duty free sales (travel retail). Items must be new when sold to the consumer; second-hand/used items are excluded. Antique and/or vintage clothing and footwear is also excluded.

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This report originates from Passport, our Apparel and Footwear research and analysis database.

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