Sweden is the second largest exporter of clothes among the Scandinavian countries and a number of Swedish fashion designers have entered the international market. Some of these are Anna Holtblad, Acne, Whyred, Filippa K, and Odd Molly. The Swedish apparel industry also excels at retailing and creating mid-priced clothing. High-spending Swedish consumers often look to foreign brands for luxury goods and high fashion for both adults and children. There is also an increasing interest among Swedes for organic clothes, especially for children’s wear.
The consumption decreased in 2008, despite the fact that the disposable income of Swedish households has increased. This shows that Swedes are saving their money in a greater extent than before. A probable reason for this is that people are worried about recent job cut warnings. Despite that, the National Institute of Economic research reports that Swedish households have during the last three months been more positive about their current economic situation and about making major purchases. This should make people more likely to spend a greater amount of their income on both brand-name fashion and on lower priced fashion items.
Scandinavian children’s wear tends to be more trendy or innovative than in other European countries. According to Statistics Sweden, a household with two children spends about USD 2500 every year on clothes. The average Swedish woman spends USD 845 on clothes every year and the average Swedish man spends about half of that amount.
There is an increasing interest among Swedes for organic clothes, especially for children’s wear. Some of the bigger chain stores are planning to sell organic clothes, but there is not much available in stores at the moment. Swedes are concerned with corporate social responsibility and poor labor conditions get a lot of media attention.
By Birgitta Gardelius/Sofia Olsson