Apparel and Footwear Specialist Retailers in Denmark - New Market Study Published

From: Fast Market Research, Inc.
Published: Tue Feb 16 2016

In 2015, apparel and footwear specialist retailers in Denmark continued with its weak performance from the review period and declined in current value terms. It can be argued that in the years that followed the economic recession, Danish consumers changed their consumption habits and limited their purchases of fashion and clothing items in order to spend less money. Yet, in 2015, another factor had an impact on the decline of apparel and footwear specialist retailers. While the performance of store-based outlets was weak, internet retailing in apparel and footwear specialist retailers continued to show a strong growth rate. Danish consumers, who appreciated new technology, began to regularly shop over the internet and this was strongly felt in apparel and footwear. Although the share of store-based retailers in apparel and footwear specialist retailers in Denmark remained much stronger compared with internet retailers, competition from this channel had a huge impact on store-based apparel and footwear specialist retailers’ performance.

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Competitive Landscape

The strong Swedish company Hennes & Mauritz (H&M) continued to lead the competitive environment in apparel and footwear specialist retailers in Denmark in 2015, while increasing its value share of total category sales. The company enjoys strong distribution of its brand H&M, which targets all kinds of consumer groups and offers an expansive portfolio. The brand enjoys a good reputation for value for money products and in addition, each upcoming season brings new clothing designs and related accessories, keeping it modern and up to date. H&M is available across Denmark with small shops specifically targeting children, men or women and as well as having large stores that offer items to all consumer groups. H&M is also available online with a well-developed website, offering a mobile application where consumers can review brands and also make purchases. To maintain consumer interest, H&M supports its activities with ongoing marketing campaigns via all media channels.

Industry Prospects

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