Menswear in Sweden is expected to experience a retail value uplift of 2% in 2024. Swedish men will continue to favour a conservative approach to fashion, prioritising casual elegance and sportswear while gradually embracing more adventurous options.
Across the forecast period, menswear in Sweden is set to face challenges similar to other apparel categories, with modest population growth and frequent discounting limiting the possibilities of more dynamic sales growth. The popularity of retail e-commerce is reinforcing the trend of ongoing promotions, as many men are inclined to shop online for deals, rather than browsing for inspiration; a trend which is typically more common among women.
Retail e-commerce, social media, and an omni-channel approach will be key drivers of menswear over the forecast period. While the share of retail e-commerce slowed due to the elevated levels seen post-pandemic, growth is expected to continue over the forecast period, albeit at a slower pace due to rising maturity.
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Understand the latest market trends and future growth opportunities for the Menswear 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.
If you're in the Menswear 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.
Menswear
This is the aggregation of men's outerwear and men's underwear, nightwear and swimwear.
See all of our definitionsThis report originates from Passport, our Menswear research and analysis database.
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