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
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
Björn Borg AB in Apparel (Sweden)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Chart 1 Björn Borg AB: Björn Borg in Malmö
COMPETITIVE POSITIONING
Summary 7 Björn 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 Malmö
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 Malmö
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 Malmö
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 Malmö
PRODUCTION
COMPETITIVE POSITIONING
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 Malmö
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 Malmö
PRODUCTION
COMPETITIVE POSITIONING
Summary 30 Zara Sverige AB: Competitive Position 2011
INTERNET STRATEGY
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
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
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 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
Jeans is expected to marginally decline in constant value terms over the forecast period. Volume sales are expected to grow marginally.
CATEGORY DATA
Summary 31 Jeans by Price Platform 2011
Table 58 Sales of Jeans: Volume 2006-2011
Table 59 Sales of Jeans: Value 2006-2011
Table 60 Sales of Jeans: % Volume Growth 2006-2011
Table 61 Sales of Jeans: % Value Growth 2006-2011
Table 62 Sales of Men’s Jeans: Volume 2006-2011
Table 63 Sales of Men’s Jeans: Value 2006-2011
Table 64 Sales of Men’s Jeans: % Volume Growth 2006-2011
Table 65 Sales of Men’s Jeans: % Value Growth 2006-2011
Table 66 Sales of Women’s Jeans: Volume 2006-2011
Table 67 Sales of Women’s Jeans: Value 2006-2011
Table 68 Sales of Women’s Jeans: % Volume Growth 2006-2011
Table 69 Sales of Women’s Jeans: % Value Growth 2006-2011
Table 70 Jeans Company Shares 2007-2011
Table 71 Jeans Brand Shares 2008-2011
Table 72 Forecast Sales of Jeans: Volume 2011-2016
Table 73 Forecast Sales of Jeans: Value 2011-2016
Table 74 Forecast Sales of Jeans: % Volume Growth 2011-2016
Table 75 Forecast Sales of Jeans: % Value Growth 2011-2016
Table 76 Forecast Sales of Men’s Jeans: Volume 2011-2016
Table 77 Forecast Sales of Men’s Jeans: Value 2011-2016
Table 78 Forecast Sales of Men’s Jeans: % Volume Growth 2011-2016
Table 79 Forecast Sales of Men’s Jeans: % Value Growth 2011-2016
Table 80 Forecast Sales of Women’s Jeans: Volume 2011-2016
Table 81 Forecast Sales of Women’s Jeans: Value 2011-2016
Table 82 Forecast Sales of Women’s Jeans: % Volume Growth 2011-2016
Table 83 Forecast Sales of Women’s Jeans: % Value Growth 2011-2016
Men's Outerwear in Sweden - Category Analysis
HEADLINES
TRENDS
Economic uncertainty had a strong negative impact on 2011’s sales results of men’s outerwear.
COMPETITIVE LANDSCAPE
Cubus AB led men’s outerwear in 2011 with current value share of 12%. The company is the NBO of Dressmann which is the leading men’s clothing retailer in Sweden. The Dressmann chain has a long established position in Sweden as an economy to standard-priced men’s clothing retailer. Dressmann is heavily promoted via print and television media, ensuring the brand enjoys strong recognition.
PROSPECTS
Men’s outerwear is expected to marginally decline in constant value terms over the forecast period.
CATEGORY DATA
Table 84 Apparel Size Chart for Men: H&M
Table 85 Apparel Size Chart for Men: Nike
Table 86 Apparel Size Chart for Men: Åhlens
Table 87 Sales of Men’s Outerwear: Volume 2006-2011
Table 88 Sales of Men’s Outerwear: Value 2006-2011
Table 89 Sales of Men’s Outerwear: % Volume Growth 2006-2011
Table 90 Sales of Men’s Outerwear: % Value Growth 2006-2011
Table 91 Men’s Outerwear Company Shares 2007-2011
Table 92 Men’s Outerwear Brand Shares 2008-2011
Table 93 Sales of Men’s Outerwear by Distribution Format: % Analysis 2006-2011
Table 94 Forecast Sales of Men’s Outerwear: Volume 2011-2016
Table 95 Forecast Sales of Men’s Outerwear: Value 2011-2016
Table 96 Forecast Sales of Men’s Outerwear: % Volume Growth 2011-2016
Table 97 Forecast Sales of Men’s Outerwear: % Value Growth 2011-2016
Underwear, Nightwear and Swimwear in Sweden - Category Analysis
HEADLINES
TRENDS
Underwear, nightwear and swimwear is relatively independent of season and fashion trends, but despite this the current weakness and uncertainty in the economic climate had a strong negative impact on 2011 sales results. This was most pronounced in the first half of 2011 as sales results in this period were much lower than expected by players. This led to a stock build-up which retailers sought to move by price discounting and promotional strategies. The end result was a decrease in retail value sales and unit price levels for 2011.
COMPETITIVE LANDSCAPE
Lindex Sverige AB led sales in 2011 with a retail value share of 13%. The company led sales throughout the review period. Lindex is a women’s clothing and childrenswear retailer with a strong national presence. Lindex operates an economy to standard-price positioning strategy.
PROSPECTS
Underwear, nightwear and swimwear is expected to witness marginal growth in both volume and constant value terms over the forecast period.
CATEGORY DATA
Table 98 Sales of Underwear, Nightwear and Swimwear by Category: Volume 2006-2011
Table 99 Sales of Underwear, Nightwear and Swimwear by Category: Value 2006-2011
Table 100 Sales of Underwear, Nightwear and Swimwear by Category: % Volume Growth 2006-2011
Table 101 Sales of Underwear, Nightwear and Swimwear by Category: % Value Growth 2006-2011
Table 102 Sales of Men’s Underwear, Nightwear and Swimwear: Volume 2006-2011
Table 103 Sales of Men’s Underwear, Nightwear and Swimwear: Value 2006-2011
Table 104 Sales of Men’s Underwear, Nightwear and Swimwear: % Volume Growth 2006-2011
Table 105 Sales of Men’s Underwear, Nightwear and Swimwear: % Value Growth 2006-2011
Table 106 Sales of Women’s Underwear, Nightwear and Swimwear: Volume 2006-2011
Table 107 Sales of Women’s Underwear, Nightwear and Swimwear: Value 2006-2011
Table 108 Sales of Women’s Underwear, Nightwear and Swimwear: % Volume Growth 2006-2011
Table 109 Sales of Women’s Underwear, Nightwear and Swimwear: % Value Growth 2006-2011
Table 110 Underwear, Nightwear and Swimwear Company Shares 2007-2011
Table 111 Underwear, Nightwear and Swimwear Brand Shares 2008-2011
Table 112 Sales of Men’s Underwear, Nightwear and Swimwear by Distribution Format: % Analysis 2006-2011
Table 113 Sales of Women’s Underwear, Nightwear and Swimwear by Distribution Format: % Analysis 2006-2011
Table 114 Forecast Sales of Underwear, Nightwear and Swimwear by Category: Volume 2011-2016
Table 115 Forecast Sales of Underwear, Nightwear and Swimwear by Category: Value 2011-2016
Table 116 Forecast Sales of Underwear, Nightwear and Swimwear by Category: % Volume Growth 2011-2016
Table 117 Forecast Sales of Underwear, Nightwear and Swimwear by Category: % Value Growth 2011-2016
Table 118 Forecast Sales of Men’s Underwear, Nightwear and Swimwear: Volume 2011-2016
Table 119 Forecast Sales of Men’s Underwear, Nightwear and Swimwear: Value 2011-2016
Table 120 Forecast Sales of Men’s Underwear, Nightwear and Swimwear: % Volume Growth 2011-2016
Table 121 Forecast Sales of Men’s Underwear, Nightwear and Swimwear: % Value Growth 2011-2016
Table 122 Forecast Sales of Women’s Underwear, Nightwear and Swimwear: Volume 2011-2016
Table 123 Forecast Sales of Women’s Underwear, Nightwear and Swimwear: Value 2011-2016
Table 124 Forecast Sales of Women’s Underwear, Nightwear and Swimwear: % Volume Growth 2011-2016
Table 125 Forecast Sales of Women’s Underwear, Nightwear and Swimwear: % Value Growth 2011-2016
Women's Outerwear in Sweden - Category Analysis
HEADLINES
TRENDS
Economic uncertainty had a strong negative impact on women’s clothing in 2011. This resulted in the category recording strong negative growth rates for the year. The weakness in the economic environment lowered consumer sentiment, resulting in lower demand for women’s clothing and increased price- sensitivity. To move stock, retailers employed extensive price promotions and price discounting activities which has served to lower unit price levels.
COMPETITIVE LANDSCAPE
H&M Hennes & Mauritz Sverige AB was the clear leader of women’s outerwear in 2011 with current value share of 12%. H&M led sales on a yearly basis throughout the review period. H&M’s leadership position is linked to the national presence of H&M outlets combined with strong consumer loyalty and recognition of the H&M brand. Swedish consumers value H&M as offering high fashion at affordable prices. This value has especially strong appeal to younger consumer groups.
PROSPECTS
Women’s outerwear is expected to stagnate over the forecast period in constant value terms.
CATEGORY DATA
Table 126 Apparel Size Chart for Women: H&M
Table 127 Apparel Size Chart for Women: Nike
Table 128 Apparel Size Chart for Women: Åhlens
Table 129 Sales of Women’s Outerwear: Volume 2006-2011
Table 130 Sales of Women’s Outerwear: Value 2006-2011
Table 131 Sales of Women’s Outerwear: % Volume Growth 2006-2011
Table 132 Sales of Women’s Outerwear: % Value Growth 2006-2011
Table 133 Women’s Outerwear Company Shares 2007-2011
Table 134 Women’s Outerwear Brand Shares 2008-2011
Table 135 Sales of Women’s Outerwear by Distribution Format: % Analysis 2006-2011
Table 136 Forecast Sales of Women’s Outerwear: Volume 2011-2016
Table 137 Forecast Sales of Women’s Outerwear: Value 2011-2016
Table 138 Forecast Sales of Women’s Outerwear: % Volume Growth 2011-2016
Table 139 Forecast Sales of Women’s Outerwear: % Value Growth 2011-2016