Table of Content

Apparel and Footwear in Denmark
Euromonitor International
March 2022

List Of Contents And Tables

APPAREL AND FOOTWEAR IN DENMARK
EXECUTIVE SUMMARY
Apparel and footwear in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for apparel and footwear?
MARKET DATA
Table 1 Sales of Apparel and Footwear by Category: Volume 2016-2021
Table 2 Sales of Apparel and Footwear by Category: Value 2016-2021
Table 3 Sales of Apparel and Footwear by Category: % Volume Growth 2016-2021
Table 4 Sales of Apparel and Footwear by Category: % Value Growth 2016-2021
Table 5 NBO Company Shares of Apparel and Footwear: % Value 2017-2021
Table 6 LBN Brand Shares of Apparel and Footwear: % Value 2018-2021
Table 7 Distribution of Apparel and Footwear by Format: % Value 2016-2021
Table 8 Distribution of Apparel and Footwear by Format and Category: % Value 2021
Table 9 Forecast Sales of Apparel and Footwear by Category: Volume 2021-2026
Table 10 Forecast Sales of Apparel and Footwear by Category: Value 2021-2026
Table 11 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2021-2026
Table 12 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
WOMENSWEAR IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales started out poorly due to new lockdown restrictions at the start of 2021
E-commerce sales remain high due to initial restrictions at the start of the year
While womenswear remains fragmented, Bestseller continues to lead in 2021
PROSPECTS AND OPPORTUNITIES
Sluggish yet positive overall sales expected during the forecast period
E-commerce sales set to grow, while competition stiffens during the forecast period
Fast fashion trend likely to strengthen during the forecast period at the expense of independent players
CATEGORY DATA
Table 13 Sales of Womenswear by Category: Volume 2016-2021
Table 14 Sales of Womenswear by Category: Value 2016-2021
Table 15 Sales of Womenswear by Category: % Volume Growth 2016-2021
Table 16 Sales of Womenswear by Category: % Value Growth 2016-2021
Table 17 NBO Company Shares of Womenswear: % Value 2017-2021
Table 18 LBN Brand Shares of Womenswear: % Value 2018-2021
Table 19 NBO Company Shares of Women’s Nightwear: % Value 2017-2021
Table 20 LBN Brand Shares of Women’s Nightwear: % Value 2018-2021
Table 21 NBO Company Shares of Women’s Outerwear: % Value 2017-2021
Table 22 LBN Brand Shares of Women’s Outerwear: % Value 2018-2021
Table 23 NBO Company Shares of Women’s Swimwear: % Value 2017-2021
Table 24 LBN Brand Shares of Women’s Swimwear: % Value 2018-2021
Table 25 NBO Company Shares of Women’s Underwear: % Value 2017-2021
Table 26 LBN Brand Shares of Women’s Underwear: % Value 2018-2021
Table 27 Forecast Sales of Womenswear by Category: Volume 2021-2026
Table 28 Forecast Sales of Womenswear by Category: Value 2021-2026
Table 29 Forecast Sales of Womenswear by Category: % Volume Growth 2021-2026
Table 30 Forecast Sales of Womenswear by Category: % Value Growth 2021-2026
MENSWEAR IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
After restrictions at the start of year consumer trends returned to normal, boosting sales in 2021
E-commerce sales slow but remain healthy during 2021
Consumers travel more in 2021, boosting sales of swimwear
PROSPECTS AND OPPORTUNITIES
Sales growth likely during the forecast period as people return to pre-pandemic lifestyles
Foreign e-commerce’s share set to decline during the forecast period as consumers’ focus change
Competitive landscape likely to become more consolidated over the forecast period
CATEGORY DATA
Table 31 Sales of Menswear by Category: Volume 2016-2021
Table 32 Sales of Menswear by Category: Value 2016-2021
Table 33 Sales of Menswear by Category: % Volume Growth 2016-2021
Table 34 Sales of Menswear by Category: % Value Growth 2016-2021
Table 35 NBO Company Shares of Menswear: % Value 2017-2021
Table 36 LBN Brand Shares of Menswear: % Value 2018-2021
Table 37 NBO Company Shares of Men’s Nightwear: % Value 2017-2021
Table 38 LBN Brand Shares of Men’s Nightwear: % Value 2018-2021
Table 39 NBO Company Shares of Men’s Outerwear: % Value 2017-2021
Table 40 LBN Brand Shares of Men’s Outerwear: % Value 2018-2021
Table 41 NBO Company Shares of Men’s Swimwear: % Value 2017-2021
Table 42 LBN Brand Shares of Men’s Swimwear: % Value 2018-2021
Table 43 NBO Company Shares of Men’s Underwear: % Value 2017-2021
Table 44 LBN Brand Shares of Men’s Underwear: % Value 2018-2021
Table 45 Forecast Sales of Menswear by Category: Volume 2021-2026
Table 46 Forecast Sales of Menswear by Category: Value 2021-2026
Table 47 Forecast Sales of Menswear by Category: % Volume Growth 2021-2026
Table 48 Forecast Sales of Menswear by Category: % Value Growth 2021-2026
CHILDRENSWEAR IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand rises as activities out of the home increase in 2021
Childrenswear remains fragmented in 2021 due to popularity of smaller brands, but Name It remains number one
E-commerce sales rise despite growth in brick-and-mortar stores in 2021
PROSPECTS AND OPPORTUNITIES
Demand set to rise thanks to rising birth rate during the forecast period
E-commerce expected to become increasingly important over the forecast period
Private label set to grow as price is to remain an important factor during the forecast period
CATEGORY DATA
Table 49 Sales of Childrenswear by Category: Volume 2016-2021
Table 50 Sales of Childrenswear by Category: Value 2016-2021
Table 51 Sales of Childrenswear by Category: % Volume Growth 2016-2021
Table 52 Sales of Childrenswear by Category: % Value Growth 2016-2021
Table 53 NBO Company Shares of Childrenswear: % Value 2017-2021
Table 54 LBN Brand Shares of Childrenswear: % Value 2018-2021
Table 55 Forecast Sales of Childrenswear by Category: Volume 2021-2026
Table 56 Forecast Sales of Childrenswear by Category: Value 2021-2026
Table 57 Forecast Sales of Childrenswear by Category: % Volume Growth 2021-2026
Table 58 Forecast Sales of Childrenswear by Category: % Value Growth 2021-2026
SPORTSWEAR IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Health and fitness trend leads to rise in demand during 2021
Nike, adidas and hummel remain top players in 2021 despite losing value share
E-commerce sales remain strong due to more COVID-19 waves in 2021
PROSPECTS AND OPPORTUNITIES
Health and fitness trend set to support sales growth during the forecast period
More Danes likely to become physically active during the forecast period
Sales expected to benefit from more consumers turning to e-commerce during the forecast period
CATEGORY DATA
Table 59 Sales of Sportswear by Category: Value 2016-2021
Table 60 Sales of Sportswear by Category: % Value Growth 2016-2021
Table 61 NBO Company Shares of Sportswear: % Value 2017-2021
Table 62 LBN Brand Shares of Sportswear: % Value 2018-2021
Table 63 Distribution of Sportswear by Format: % Value 2016-2021
Table 64 Forecast Sales of Sportswear by Category: Value 2021-2026
Table 65 Forecast Sales of Sportswear by Category: % Value Growth 2021-2026
JEANS IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Jeans sales rise in 2021, despite further restrictions at the start of the year
Top three players maintain value share in 2021 due to loyalty and brand recognition
Sales growth of super premium jeans most dynamic in 2021 despite growth in fast fashion
PROSPECTS AND OPPORTUNITIES
Economy jeans likely to drive sales growth during the forecast period
Newer players set to increase value share during the forecast period
E-commerce sales of jeans likely to rise during the forecast period
CATEGORY DATA
Table 66 Sales of Jeans by Category: Volume 2016-2021
Table 67 Sales of Jeans by Category: Value 2016-2021
Table 68 Sales of Jeans by Category: % Volume Growth 2016-2021
Table 69 Sales of Jeans by Category: % Value Growth 2016-2021
Table 70 Sales of Men’s Jeans by Category: Volume 2016-2021
Table 71 Sales of Men’s Jeans by Category: Value 2016-2021
Table 72 Sales of Men’s Jeans by Category: % Volume Growth 2016-2021
Table 73 Sales of Men’s Jeans by Category: % Value Growth 2016-2021
Table 74 Sales of Women’s Jeans by Category: Volume 2016-2021
Table 75 Sales of Women’s Jeans by Category: Value 2016-2021
Table 76 Sales of Women’s Jeans by Category: % Volume Growth 2016-2021
Table 77 Sales of Women’s Jeans by Category: % Value Growth 2016-2021
Table 78 NBO Company Shares of Jeans: % Value 2017-2021
Table 79 LBN Brand Shares of Jeans: % Value 2018-2021
Table 80 Forecast Sales of Jeans by Category: Volume 2021-2026
Table 81 Forecast Sales of Jeans by Category: Value 2021-2026
Table 82 Forecast Sales of Jeans by Category: % Volume Growth 2021-2026
Table 83 Forecast Sales of Jeans by Category: % Value Growth 2021-2026
Table 84 Forecast Sales of Men’s Jeans by Category: Volume 2021-2026
Table 85 Forecast Sales of Men’s Jeans by Category: Value 2021-2026
Table 86 Forecast Sales of Men’s Jeans by Category: % Volume Growth 2021-2026
Table 87 Forecast Sales of Men’s Jeans by Category: % Value Growth 2021-2026
Table 88 Forecast Sales of Women’s Jeans by Category: Volume 2021-2026
Table 89 Forecast Sales of Women’s Jeans by Category: Value 2021-2026
Table 90 Forecast Sales of Women’s Jeans by Category: % Volume Growth 2021-2026
Table 91 Forecast Sales of Women’s Jeans by Category: % Value Growth 2021-2026
HOSIERY IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales of hosiery hampered by COVID-19 restrictions at the start of 2021
Sustainable hosiery is more in demand during 2021, due to demand from consumers
Private label is popular in 2021, thanks to consumers prioritising price over brand
PROSPECTS AND OPPORTUNITIES
Hosiery sales anticipated to moderate over the forecast period
Convenience expected to drive further growth in hosiery subscription services
Functional hosiery set to benefit from health and wellness trend during the forecast period
CATEGORY DATA
Table 92 Sales of Hosiery by Category: Volume 2016-2021
Table 93 Sales of Hosiery by Category: Value 2016-2021
Table 94 Sales of Hosiery by Category: % Volume Growth 2016-2021
Table 95 Sales of Hosiery by Category: % Value Growth 2016-2021
Table 96 NBO Company Shares of Hosiery: % Value 2017-2021
Table 97 LBN Brand Shares of Hosiery: % Value 2018-2021
Table 98 Forecast Sales of Hosiery by Category: Volume 2021-2026
Table 99 Forecast Sales of Hosiery by Category: Value 2021-2026
Table 100 Forecast Sales of Hosiery by Category: % Volume Growth 2021-2026
Table 101 Forecast Sales of Hosiery by Category: % Value Growth 2021-2026
APPAREL ACCESSORIES IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for textile face masks decline as restrictions are done away with in 2021
Sales of accessories for cold weather perform particularly well in 2021
E-commerce benefits from lockdown restrictions at the start of 2021
PROSPECTS AND OPPORTUNITIES
Sales of accessories will benefit from e-commerce should players target consumers more online
Players should target men during the forecast period to grow value share
Decline in demand for face masks will be to the detriment of other apparel accessories during the forecast period benefit
CATEGORY DATA
Table 102 Sales of Apparel Accessories by Category: Volume 2016-2021
Table 103 Sales of Apparel Accessories by Category: Value 2016-2021
Table 104 Sales of Apparel Accessories by Category: % Volume Growth 2016-2021
Table 105 Sales of Apparel Accessories by Category: % Value Growth 2016-2021
Table 106 NBO Company Shares of Apparel Accessories: % Value 2017-2021
Table 107 LBN Brand Shares of Apparel Accessories: % Value 2018-2021
Table 108 Forecast Sales of Apparel Accessories by Category: Volume 2021-2026
Table 109 Forecast Sales of Apparel Accessories by Category: Value 2021-2026
Table 110 Forecast Sales of Apparel Accessories by Category: % Volume Growth 2021-2026
Table 111 Forecast Sales of Apparel Accessories by Category: % Value Growth 2021-2026
FOOTWEAR IN DENMARK
KEY DATA FINDINGS
2021 DEVELOPMENTS
Footwear benefit from consumers returning to more normal lifestyles in 2021
E-commerce loses value share thanks to retail stores reopening in 2021
Sports footwear profit from health and wellness trend in 2021
PROSPECTS AND OPPORTUNITIES
Sales of footwear set to rise as consumers return to pre-pandemic lifestyles during the forecast period
Competitive landscape set to become less fragmented during the forecast period
Players will need e-commerce presence to survive during the forecast period
CATEGORY DATA
Table 112 Sales of Footwear by Category: Volume 2016-2021
Table 113 Sales of Footwear by Category: Value 2016-2021
Table 114 Sales of Footwear by Category: % Volume Growth 2016-2021
Table 115 Sales of Footwear by Category: % Value Growth 2016-2021
Table 116 NBO Company Shares of Footwear: % Value 2017-2021
Table 117 LBN Brand Shares of Footwear: % Value 2018-2021
Table 118 Distribution of Footwear by Format: % Value 2016-2021
Table 119 Forecast Sales of Footwear by Category: Volume 2021-2026
Table 120 Forecast Sales of Footwear by Category: Value 2021-2026
Table 121 Forecast Sales of Footwear by Category: % Volume Growth 2021-2026
Table 122 Forecast Sales of Footwear by Category: % Value Growth 2021-2026