L. Yltävä
Research expert
In the land of fashion influencers, such as Matilda Djerf with her viral fruit and berry robes, it is no wonder that the Swedes have a thing for online apparel shopping. From the comfort of their own homes, more than half of Swedes regularly purchase a vast array of brands and products via the internet. In fact, this is the second-largest e-commerce sector in the country, trailing only consumer electronics. The Swedes' love for fashion is estimated to bring in around 2.67 billion U.S. dollars in revenue in 2024, and could even reach four billion by the decade's end.
The Swedish online fashion market is steadily expanding, a hub for both major local and foreign players, as well as trend-conscious consumers. Whether it is shoes or other apparel items, Swedes in all age groups and genders are up for staying stylish.
Best in fashion class
Sweden has a long history of companies that operate on a global scale, and the fashion industry is no different. The retail giant H&M is a testament to the country's ability to achieve international success, and the fashion group now encompasses other significant brands in the industry, including COS, & Other Stories, and ARKET. In 2023, the H&M group was the second most successful online fashion store in its home country. That year, hm.com generated over 276 million U.S. dollars in digital revenue, second only to zalando.se. Zalando, the German fashion retailer, in turn made over 295 million U.S. dollars. Although these two competitors may have similar revenues, Zalando clearly takes the lead as the most visited fashion website in the country.Trends that reignite nostalgia
As athleisure continues to sweep the fashion scene worldwide, trendy sneakers have become a symbol of staying fashion-forward. Each year, new sneaker releases cause a frenzy, with coveted models selling out within minutes. In 2023, the sneaker trends took a nostalgic turn, as retro-inspired designs from Adidas became the most sought-after fashion items in Sweden. The Adidas Campus and Sambas models, available in a plethora of eye-catching color schemes, were the most searched for fashion products on Google. The old-school trend is not limited to footwear, as the classic Ralph Lauren jackets were the third most coveted items in the Northern country.The Swedish online fashion market is steadily expanding, a hub for both major local and foreign players, as well as trend-conscious consumers. Whether it is shoes or other apparel items, Swedes in all age groups and genders are up for staying stylish.
