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Apparel and footwear in 2024: The big picture
Apparel and footwear in Denmark saw a rebound in retail volume sales during 2024 after two years of decline. The Danish economy made a steady recovery amid cooling inflation rates, rising wages and lower interest rates.
2024 key trends
Although the Danish economy began to recover in 2024, some consumers were still concerned about their finances and tried to limit spending by shifting to cheaper products. This has largely impacted mid-priced products while consumers of premium products tend to be less price sensitive.
Competitive landscape
The apparel and footwear competitive landscape remained relatively stable in 2024 with no major developments unfolding. Bestseller A/S and H&M Hennes & Mauritz A/S continued to lead the overall category, while in e-commerce Zalando dominates as the biggest e-commerce player overall in Denmark.
Retailing developments
Retail e-commerce remains the most important development in the apparel and footwear retail landscape in 2024. As such, e-commerce was a key strategic focus for most players in the industry resulting in strong competition in the online segment.
What next for apparel and footwear?
The Danish economy is expected to strengthen over 2025 and should remain stable for the rest of the forecast period. Higher spend will be welcomed by apparel and footwear brands, since many are still recovering from the harsh impact of the pandemic.
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Overview:
Understand the latest market trends and future growth opportunities for the Apparel and Footwear industry in Denmark with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Childrenswear
- Apparel and Accessories
- Menswear
- Womenswear
- Jeans
- Hosiery
- Footwear
- Sportswear
If you're in the Apparel and Footwear industry in Denmark, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Apparel and Footwear in Denmark report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Apparel and Footwear in Denmark?
- Which are the leading brands in Denmark?
- How are products distributed in Denmark?
- How is the rise of e-commerce shaping demand?
- What % of apparel and footwear sales are made via grocery retailers?
- Do consumers want premium quality or fast fashion?
- How will COVID-19 and recession impact demand?
- How important is sustainability in Apparel and Footwear in Denmark?
- Where is future growth expected to be most dynamic?
Apparel and Footwear in Denmark
Apparel and footwear in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for apparel and footwear?
Table 1 Sales of Apparel and Footwear by Category: Volume 2019-2024
Table 2 Sales of Apparel and Footwear by Category: Value 2019-2024
Table 3 Sales of Apparel and Footwear by Category: % Volume Growth 2019-2024
Table 4 Sales of Apparel and Footwear by Category: % Value Growth 2019-2024
Table 5 NBO Company Shares of Apparel and Footwear: % Value 2020-2024
Table 6 LBN Brand Shares of Apparel and Footwear: % Value 2021-2024
Table 7 Distribution of Apparel and Footwear by Format: % Value 2019-2024
Table 8 Distribution of Apparel and Footwear by Format and Category: % Value 2024
Table 9 Forecast Sales of Apparel and Footwear by Category: Volume 2024-2029
Table 10 Forecast Sales of Apparel and Footwear by Category: Value 2024-2029
Table 11 Forecast Sales of Apparel and Footwear by Category: % Volume Growth 2024-2029
Table 12 Forecast Sales of Apparel and Footwear by Category: % Value Growth 2024-2029
DISCLAIMER
Summary 1 Research Sources
Childrenswear in Denmark
KEY DATA FINDINGS
Consumer demand bounces back in childrenswear
Parents are keen to make sustainable clothing and footwear choices
Online shopping offers multiple benefits
Bright outlook as inflation rate stabilises
Sustainable choices to gain further ground in childrenswear
Baby and toddler population to rise slightly in second half of forecast period
Table 13 Sales of Childrenswear by Category: Volume 2019-2024
Table 14 Sales of Childrenswear by Category: Value 2019-2024
Table 15 Sales of Childrenswear by Category: % Volume Growth 2019-2024
Table 16 Sales of Childrenswear by Category: % Value Growth 2019-2024
Table 17 NBO Company Shares of Childrenswear: % Value 2020-2024
Table 18 LBN Brand Shares of Childrenswear: % Value 2021-2024
Table 19 Forecast Sales of Childrenswear by Category: Volume 2024-2029
Table 20 Forecast Sales of Childrenswear by Category: Value 2024-2029
Table 21 Forecast Sales of Childrenswear by Category: % Volume Growth 2024-2029
Table 22 Forecast Sales of Childrenswear by Category: % Value Growth 2024-2029
Apparel Accessories in Denmark
KEY DATA FINDINGS
Apparel accessories post strong recovery in volume sales
Fast fashion players enjoy leading positions
Retail e-commerce sales continue to expand
Healthy outlook for apparel accessories
Milder winters pose some challenges
E-commerce solutions likely to become more sophisticated
Table 23 Sales of Apparel Accessories by Category: Volume 2019-2024
Table 24 Sales of Apparel Accessories by Category: Value 2019-2024
Table 25 Sales of Apparel Accessories by Category: % Volume Growth 2019-2024
Table 26 Sales of Apparel Accessories by Category: % Value Growth 2019-2024
Table 27 NBO Company Shares of Apparel Accessories: % Value 2020-2024
Table 28 LBN Brand Shares of Apparel Accessories: % Value 2021-2024
Table 29 Forecast Sales of Apparel Accessories by Category: Volume 2024-2029
Table 30 Forecast Sales of Apparel Accessories by Category: Value 2024-2029
Table 31 Forecast Sales of Apparel Accessories by Category: % Volume Growth 2024-2029
Table 32 Forecast Sales of Apparel Accessories by Category: % Value Growth 2024-2029
Menswear in Denmark
KEY DATA FINDINGS
Menswear sees revival in consumer spending
Active lifestyles and casualwear underpin sales growth
Foreign e-commerce players entice shoppers with low prices
Rising disposable incomes to fuel menswear sales
AI technology to bring about innovations
Casual clothing trend to become more widespread in the workplace
Table 33 Sales of Menswear by Category: Volume 2019-2024
Table 34 Sales of Menswear by Category: Value 2019-2024
Table 35 Sales of Menswear by Category: % Volume Growth 2019-2024
Table 36 Sales of Menswear by Category: % Value Growth 2019-2024
Table 37 NBO Company Shares of Menswear: % Value 2020-2024
Table 38 LBN Brand Shares of Menswear: % Value 2021-2024
Table 39 NBO Company Shares of Men’s Nightwear: % Value 2020-2024
Table 40 LBN Brand Shares of Men’s Nightwear: % Value 2021-2024
Table 41 NBO Company Shares of Men’s Outerwear: % Value 2020-2024
Table 42 LBN Brand Shares of Men’s Outerwear: % Value 2021-2024
Table 43 NBO Company Shares of Men’s Swimwear: % Value 2020-2024
Table 44 LBN Brand Shares of Men’s Swimwear: % Value 2021-2024
Table 45 NBO Company Shares of Men’s Underwear: % Value 2020-2024
Table 46 LBN Brand Shares of Men’s Underwear: % Value 2021-2024
Table 47 Forecast Sales of Menswear by Category: Volume 2024-2029
Table 48 Forecast Sales of Menswear by Category: Value 2024-2029
Table 49 Forecast Sales of Menswear by Category: % Volume Growth 2024-2029
Table 50 Forecast Sales of Menswear by Category: % Value Growth 2024-2029
Womenswear in Denmark
KEY DATA FINDINGS
Economic recovery supports higher growth in womenswear
Casualwear trend and exercise drives sales of tracksuits and leggings
Online shopping boosts womenswear sales
Stronger economy provides solid outlook for womenswear
Circular fashion to gain momentum as incomes recover
E-commerce is a vital channel to womenswear brands
Table 51 Sales of Womenswear by Category: Volume 2019-2024
Table 52 Sales of Womenswear by Category: Value 2019-2024
Table 53 Sales of Womenswear by Category: % Volume Growth 2019-2024
Table 54 Sales of Womenswear by Category: % Value Growth 2019-2024
Table 55 NBO Company Shares of Womenswear: % Value 2020-2024
Table 56 LBN Brand Shares of Womenswear: % Value 2021-2024
Table 57 NBO Company Shares of Women's Nightwear: % Value 2020-2024
Table 58 LBN Brand Shares of Women's Nightwear: % Value 2021-2024
Table 59 NBO Company Shares of Women's Outerwear: % Value 2020-2024
Table 60 LBN Brand Shares of Women's Outerwear: % Value 2021-2024
Table 61 NBO Company Shares of Women’s Swimwear: % Value 2020-2024
Table 62 LBN Brand Shares of Women’s Swimwear: % Value 2021-2024
Table 63 NBO Company Shares of Women's Underwear: % Value 2020-2024
Table 64 LBN Brand Shares of Women's Underwear: % Value 2021-2024
Table 65 Forecast Sales of Womenswear by Category: Volume 2024-2029
Table 66 Forecast Sales of Womenswear by Category: Value 2024-2029
Table 67 Forecast Sales of Womenswear by Category: % Volume Growth 2024-2029
Table 68 Forecast Sales of Womenswear by Category: % Value Growth 2024-2029
Jeans in Denmark
KEY DATA FINDINGS
Consumers return to the jeans department as economy recovers
Strong demand for premium and super-premium jeans
Eco-labelling aligns with the growing sustainability trend
Stable economy will support solid growth in jeans category
Sustainable credentials are increasingly important to Danes
Private label will find it difficult to penetrate the category
Table 69 Sales of Jeans by Category: Volume 2019-2024
Table 70 Sales of Jeans by Category: Value 2019-2024
Table 71 Sales of Jeans by Category: % Volume Growth 2019-2024
Table 72 Sales of Jeans by Category: % Value Growth 2019-2024
Table 73 Sales of Men’s Jeans by Category: Volume 2019-2024
Table 74 Sales of Men’s Jeans by Category: Value 2019-2024
Table 75 Sales of Men’s Jeans by Category: % Volume Growth 2019-2024
Table 76 Sales of Men’s Jeans by Category: % Value Growth 2019-2024
Table 77 Sales of Women’s Jeans by Category: Volume 2019-2024
Table 78 Sales of Women’s Jeans by Category: Value 2019-2024
Table 79 Sales of Women’s Jeans by Category: % Volume Growth 2019-2024
Table 80 Sales of Women’s Jeans by Category: % Value Growth 2019-2024
Table 81 NBO Company Shares of Jeans: % Value 2020-2024
Table 82 LBN Brand Shares of Jeans: % Value 2021-2024
Table 83 Forecast Sales of Jeans by Category: Volume 2024-2029
Table 84 Forecast Sales of Jeans by Category: Value 2024-2029
Table 85 Forecast Sales of Jeans by Category: % Volume Growth 2024-2029
Table 86 Forecast Sales of Jeans by Category: % Value Growth 2024-2029
Table 87 Forecast Sales of Men’s Jeans by Category: Volume 2024-2029
Table 88 Forecast Sales of Men’s Jeans by Category: Value 2024-2029
Table 89 Forecast Sales of Men’s Jeans by Category: % Volume Growth 2024-2029
Table 90 Forecast Sales of Men’s Jeans by Category: % Value Growth 2024-2029
Table 91 Forecast Sales of Women’s Jeans by Category: Volume 2024-2029
Table 92 Forecast Sales of Women’s Jeans by Category: Value 2024-2029
Table 93 Forecast Sales of Women’s Jeans by Category: % Volume Growth 2024-2029
Table 94 Forecast Sales of Women’s Jeans by Category: % Value Growth 2024-2029
Hosiery in Denmark
KEY DATA FINDINGS
Hosiery receives a boost from improved economy
Private label holds strong position in hosiery
Sustainable hosiery is gaining popularity among Danes
Steady growth anticipated for hosiery
Sustainability will impact hosiery to lesser extent than apparel
Subscription services have growth potential
Table 95 Sales of Hosiery by Category: Volume 2019-2024
Table 96 Sales of Hosiery by Category: Value 2019-2024
Table 97 Sales of Hosiery by Category: % Volume Growth 2019-2024
Table 98 Sales of Hosiery by Category: % Value Growth 2019-2024
Table 99 NBO Company Shares of Hosiery: % Value 2020-2024
Table 100 LBN Brand Shares of Hosiery: % Value 2021-2024
Table 101 Forecast Sales of Hosiery by Category: Volume 2024-2029
Table 102 Forecast Sales of Hosiery by Category: Value 2024-2029
Table 103 Forecast Sales of Hosiery by Category: % Volume Growth 2024-2029
Table 104 Forecast Sales of Hosiery by Category: % Value Growth 2024-2029
Footwear in Denmark
KEY DATA FINDINGS
Footwear sees a welcome recovery in volume sales
Sports-inspired trend impacts footwear
Ecco brand loses share following consumer boycott
Premium trend to gather pace as economy improves
Circular economy will evolve in footwear
E-commerce retailing is an imperative to support future prospects
Table 105 Sales of Footwear by Category: Volume 2019-2024
Table 106 Sales of Footwear by Category: Value 2019-2024
Table 107 Sales of Footwear by Category: % Volume Growth 2019-2024
Table 108 Sales of Footwear by Category: % Value Growth 2019-2024
Table 109 NBO Company Shares of Footwear: % Value 2020-2024
Table 110 LBN Brand Shares of Footwear: % Value 2021-2024
Table 111 Distribution of Footwear by Format: % Value 2019-2024
Table 112 Forecast Sales of Footwear by Category: Volume 2024-2029
Table 113 Forecast Sales of Footwear by Category: Value 2024-2029
Table 114 Forecast Sales of Footwear by Category: % Volume Growth 2024-2029
Table 115 Forecast Sales of Footwear by Category: % Value Growth 2024-2029
Sportswear in Denmark
KEY DATA FINDINGS
Sportswear volume sales rise as the economy improves
Sports-inspired apparel and footwear is still in high demand
E-commerce retail sales will continue to rise
Economy prosperity provides bright outlook
Players will need to focus on sustainability
Less formal work attire to fuel demand for sportswear
Table 116 Sales of Sportswear by Category: Value 2019-2024
Table 117 Sales of Sportswear by Category: % Value Growth 2019-2024
Table 118 NBO Company Shares of Sportswear: % Value 2020-2024
Table 119 LBN Brand Shares of Sportswear: % Value 2021-2024
Table 120 Distribution of Sportswear by Format: % Value 2019-2024
Table 121 Forecast Sales of Sportswear by Category: Value 2024-2029
Table 122 Forecast Sales of Sportswear by Category: % Value Growth 2024-2029
The following categories and subcategories are included:
Apparel and Footwear
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- Baby and Toddler Wear
- Boys' Apparel
- Girls' Apparel
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- Belts
- Gloves
- Hats/Caps
- Scarves
- Ties
- Other Apparel Accessories
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-
- Men's Nightwear
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- Economy Men's Jeans
- Standard Men's Jeans
- Premium Men's Jeans
- Super Premium Men's Jeans
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- Men's Jackets and Coats
- Men's Jumpers
- Men's Shirts
- Men's Shorts and Trousers
- Men's Suits
- Men's Tops
- Other Men's Outerwear
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- Men's Swimwear
- Men's Underwear
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- Women's Nightwear
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-
- Economy Women's Jeans
- Standard Women's Jeans
- Premium Women's Jeans
- Super Premium Women's Jeans
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- Women's Dresses
- Women's Jackets and Coats
- Women's Jumpers
- Women's Leggings
- Women's Shirts and Blouses
- Women's Shorts and Trousers
- Women's Skirts
- Women's Suits
- Women's Tops
- Other Women's Outerwear
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- Women's Swimwear
- Women's Underwear
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-
- Nightwear
-
-
- Economy Jeans
- Standard Jeans
- Premium Jeans
- Super Premium Jeans
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- Dresses
- Jackets and Coats
- Jumpers
- Leggings
- Shirts and Blouses
- Shorts and Trousers
- Skirts
- Suits
- Tops
- Other Outerwear
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- Swimwear
- Underwear
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- Sheer Hosiery
- Non-Sheer Hosiery
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- Children's Footwear
- Men's Footwear
- Women's Footwear
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- Performance Apparel
- Outdoor Apparel
- Sports-inspired Apparel
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- Performance Footwear
- Outdoor Footwear
- Sports-inspired Footwear
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Apparel and Footwear
Apparel is the aggregation of clothing and footwear. This dataset covers retail sales of apparel through both store-based retailers and non-store retailers. Excludes black market sales (i.e. untaxed, generated within informal retailing)and duty free sales (travel retail). Items must be new when sold to the consumer; second-hand/used items are excluded. Antique and/or vintage clothing and footwear is also excluded.
See all of our definitions
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This report originates from Passport, our Apparel and Footwear research and analysis database.
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