Menswear in Sweden - New Report Available

From: Fast Market Research, Inc.
Published: Tue Mar 08 2016

Menswear grew by 2% in current value terms in 2015. The main factors behind this performance were continued increasing interest among men in fashion in general, but also in good quality apparel. The relatively healthy state of the Swedish economy, with low interest rates, also helped boost demand for menswear in 2015.

Competitive Landscape

Dressmann AB, owned by Varner-Gruppen AS, led menswear in 2015 with an 8% share of value sales. Varner-Gruppen also owns Cubus AB, which held a 1% value share. Domestic player H&M Hennes & Mauritz Sverige AB ranked second with a value share of 5%. Both Dressmann and H&M are positioned as low-price operators and thus attract a large number of customers. Both also constantly support their brands with advertising campaigns both on national television and in the print media, but also increasingly on social media. Dressmann’s strongest position is in men’s outerwear (excl jeans), with the company specialising in economy-priced suits and casual business clothing. The company managed to slightly grow its share in this category in 2015 thanks to co-branding activities. Dressmann in Sweden was for a long time seen as a supplier of rather low quality products, which was not ideal for a retailer trying to sell suits and casual business wear. However, over the review period the company focused on brand building, teaming up for example with acclaimed footballer Zlatan Ibrahimovic, while also running a massive advertising campaign on national television. These efforts have been successful and helped Dressmann to maintain its position despite increasingly intense competition.

Full Report Details at

Industry Prospects

Menswear is forecast to grow by 6% in value terms at constant 2015 prices to 2020. Sales will be driven by rising male interest in fashion, and particularly a growing interest in more tailored and formal fashion. The positive performance of the Swedish economy, with record low interest rates, is predicted to keep consumer confidence high. However, menswear is well-developed and mature and thus growth rates will likely be rather modest over the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Menswear industry in Sweden with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Menswear industry in Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.

The Menswear in Sweden market research report includes:

* Analysis of key supply-side and demand trends

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