The following research report contains market research, analysis, statistics and business intelligence relating to research on Sports And Casual Wear.

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ABSTRACT
The Swedish clothing market, rather complex and sophisticated, is very trend sensitive on the whole. It is homogeneous especially in the Alatest fad@ and younger fashion segments.

In 1995 Sweden joined the EU and adopted the union=s common trade policy for textiles and apparel. The EU membership has enabled Sweden to increase its exports of apparel. Over the past three years exports increased 70 percent. After the deregulation of the Swedish textile market in 1991, China quickly became the main supplier of low cost apparel. The EU quotas have cut China's exports to Sweden by 50 percent and China is no longer Sweden®s largest export partner. Hong Kong became the largest exporter of apparel to Sweden in 1998.

Personal consumption is increasing, and this especially benefits the clothing market. The total apparel market including shoes and accessories is estimated to be $7,5 billion. The seven largest sporting goods stores sold $375 million of sports apparel in 1996. Swedes spend an average of $650 per capita on clothes. The market is most receptive to Sports and Casual Wear made in the U.S. Designer clothing also enjoys a high receptivity rating, but the market is quite limited. The U.S. dollar is becoming more and more expensive, which affects the import of U.S. made garments. A. MARKET HIGHLIGHTS & BEST PROSPECTS

The Sports/Casual Wear sub-sector is most receptive to American products and brand names. U.S. brand names are usually perceived as a sign of quality and great style (both classic and trendy).

Sales of Sports Apparel have increased significantly in the 90's and last year sporting goods stores sold approximately $375 million of clothing.

The market is divided between fifty of the largest apparel companies (see appendix) controlling 45.2 percent with 1,300 stores. Small to Medium size companies control 34.8 percent with 5560 stores; and sporting goods/sports apparel companies control 7.1 percent with 310 stores; mail order houses; and 6.2 percent is controlled by department stores and shopping malls.
BEST SALES PROSPECTS

*High quality sports jackets and pants
*Knitwear, including polo/turtle necks, sports shirts
*Jeans, high quality *Outdoor garments, high quality
*Cotton shirts/blouses, high quality
*Sports shoes, outdoor shoes
STATISTICAL DATA*

(USD millions) 1997 1998 1999e

Import Market 1,932 1,949
2,150

Local Production 180 180 180

Exports 380 472 480
Total Market 1,732 1,700 1,830

Imports from U.S. 22 21 21,5

HS codes 6100+6200 only

Exchange rate: 1997: $1.00 equals SEK 7.64; 1998: SEK 7.95; 1999:
SEK 8.30
Forecasted Inflation Rate: 0.7 percent

Import Market Share in 1998: Hong Kong 34%, Denmark 21.1%, China: 15.2%; Portugal: 12.3%; Italy: 13.5%; Great Britain: 11.1%; Germany: 7.2%; Estonia: 6.3%; Turkey: 7.6; South Korea 5%, India 5%, Bangladesh 4.8%

Receptivity Score: 3
B. COMPETITIVE ANALYSIS

During the period 1940-70 the Swedish clothing market was strictly regulated. Domestic producers were able to compete under very advantageous conditions. This situation changed in the 70's, and from then on domestic production has been in decline. The market was completely deregulated in 1991. Unlike the rest of the E.U., Sweden has a high percentage of imports from low-cost manufacturing countries in the Far East. Sweden became an E.U. member in 1995 and the quotas in the E.U. cut imports fromChina by 50 percent. The imports from China have been replaced by imports from Hong Kong. Imports $ 1 million dollars of apparel from Turkey. The Baltic States have also become an important trading partner.
Swedish exports are limited and main trading partners are the E.U and EFTA members. A few Swedish companies are competing on the international market. The most significant are H&M (Hennes & Mauritz), Lindex, Carli Gry, and Fjallraven AB. H&M is the major competitor in the low price casual wear segment, exporting through their chain stores throughout Europe. Sweden imports mainly from EU countries. Imports such as Adidas, Nike and Reebok totally dominate the high quality sportswear segment. Domestic companies are only competitive in specific niches. Local production is less significant in the market as a result of the deregulation. The major players (low/medium price segment), H&M, Lindex and KappAhl have consolidated their positions and have recovered previously lost market share during 1995-96.

The top sporting goods distributors have very successfully added sports clothing to their original lines. InterSport, Team Sportia, New Wave Group, the Eklof group keep expanding. C. END-USER ANALYSIS

Consumer spending continued to increase in 1997-98. The consumption low point was in 1993-1994 due to stagnation in the Swedish economy. The Swedish consumer is trend sensitive. The youth pick up the latest fads from the U.S. and the U.K., dressing very homogeneously. They are also environmentally aware and less price sensitive than in other Nordic countries. Companies establishing new brand names in the market must carefully select distribution channels, in order to create the necessary brand image. Another important aspect is the ability to create harmony between product, marketing and decoration of sales outlet.

Environmental aspects, such as clothes being made by fabric manufactured in an environmentally correct manner are important. Trade sources indicate that marketing campaigns should be rather subtle, i.e. small labels indicating strong sales points, small leaflets attached to the garment. One important trend in sports/casual wear is the increased interest in American sports clothing, e.g. American football, baseball, roller skating/blading, and skateboarding. The consumers watch advertisements on television to a greater extent than ever before in Sweden. Several major agents have stated that lifestyle marketing is an important way to successfully present high-end clothing. POLO/Ralph Lauren, Gant; Levis; Marlboro Classics and Diesel Jean Wear have implemented this strategy.
Unlike the U.S. most shopping is in downtown areas, primarily at specialized boutiques carrying only very limited number of brand names. The chain-store concept is becoming stronger in Sweden, whereas it has been an established fact for years in Europe. A development of smaller stores, carrying one brand is noticeable. Consequently shops are being designed exclusively to enhance the image of the particular brand name.

D. MARKET ACCESS

The Swedish market has few regulations and no trade barriers. There are certain norms commonly practiced. It is recommended that these be followed on imports to Sweden, i.e. washing instructions must be available and attached to each garment, if not the producer is held responsible for the consequences. The garments may not shrink more than 5 percent after washing. Import duties vary from 5-15 percent on all apparel and accessories. Questions pertaining to technical requirements may be directed to The National Board of Trade and/or the Swedish Board of Customs (see listing of government agencies below).

Picking the Aright@ distribution channel can be of great importance when entering the Swedish market. The marketing process is also very important when establishing a new brand name. The most effective advertising is done in magazines and mailing catalogues. As in the U.S. television commercialsare not the major advertising channels, however a few jean manufacturers use local TV commercials in addition to fashion magazines.
FINANCING

Swedish standards of payment commonly demand that invoices be paid in full by the stated expiration date. The number of days varies between 10-30 days. If payment is deferred beyond the expiration date, a penalty interest rate is added. Financing is arranged through mutual agreement.
LOCAL ASSOCIATIONS/GOVERNMENT AGENCIES

The Federation of Commercial Agents of Sweden
P.O. Box 1137
S-111 81 Stockholm
Tel:46/8/411-0022;
Fax:46/8/411-0023

The Federation of Swedish Commerce & Trade
P.O. Box 5512
S-114 85 Stockholm
Tel:46/8/663-5280;
Fax:46/8/673-6579

The National Board of Trade
P.O. Box 1209
S-111 82 Stockholm
Tel:46/8/791-0500;
Fax: 46/8/200324

CSR (Association for Retailers of Sports Merchandise)
Kungsgatan 19
S-105 61 Stockholm
Tel:46/8/791-5440
Fax:46/8/249616

Swedish Board of Customs
P.O. Box 267
S-103 17 Stockholm
Tel:46/8/781-7300;
Fax:46/8/20 80 12
TRADE PROMOTION OPPORTUNITIES

TRADE FAIRS

Stockholm International Fair
Int=l Fashion Fair
Massvagen 1
s-125 80 Stockholm
Tel:46/8/749-4100;
Fax:46/8/99 20 44
Email:staff@stofair.se

The Sporting Goods Fair
(Sportmassan)
P.O. Box 5512
S-114 85 Stockholm
Tel:46/8/663-3529;
Fax:46/8/665-4996

Stockholms Modecenter
Arstaangsvagen 13-15
S-117 60 Stockholm
Tel:46/8/744-2313

MAGAZINES

Damernas Varld
Sveavagen 53
S-105 44 Stockholm
Tel:46/8/736/5300
Fax:46/8/315916

ELLE
Saltmatargatan 7
S-113 59 Stockholm
Tel:46/8/736-1400
Fax:46/8/321930

Femina
P.O. Box 27870
S-115 93 Stockholm
Tel:46/8/679-4600
TV-ADVERTISING

AirTime AB
P.O. Box 21127
S-100 31 Stockholm
Tel:46/8/610-3400;
Fax:46/8/610-3410
RETAILER=S/DISTRIBUTORS LIST

Hennes & Maurtiz AB (443 stores)
P.O. Box 1421
S-111 84 Stockholm
Tel:46/8/796-5500;
Fax: 46/8/209919
Email:stockholm@HM.se

AB Lindex (242 stores)
S-441 84 Alingsas
Tel:46/322/77700; Fax:46/322/637476
Email:marie.blidh-atterling@lindex.postnet.se

KAPPAHL AB (143 stores)
P.O. Box 1112
S-405 23 Goteborg
Tel:46/31/771-5500
Fax:46/31/771-5819
Email:emma.persson@kappahl.se

JC-Butikerna (195 stores)
P.O. Box 55034
S-55034 Boras
Tel:46/33/172800
Fax:46/33/410029

Desam Fashion Group A (83 stores)
P.O. Box 2093
S-431 02 Molndal
Tel:46/31/678950
Fax:46/31/678978

Gekas i Ullared AB (low price/surplus)
P.O. Box 34
S-310 60 Ullared
Tel:46/346/37500
Fax:46/346/30138

MQ Sweden A
P.O. Box 582
S-503 15 Boras
Tel:46/33/136280
Fax:46/33/410605

Adelsten AsA
Postboks 2002
N-3103 Tonsberg
Tel:47/33/398600

Hagenfeldtaffarerna AB
P.O. Box 947
S-701 31 Orebro
Tel:46/19/217300
Fax:46/19/21 73 30

AB Twilfit
P.O. Bpx 6400
S-113 82 Stockholm
Tel:46/8/610-5500
Fax:46/8/323265

VeroModa Bestseller
Bilprovarvagen 5
S-461 37 Trollhatan
Tel:46/520/20750

Modebolagen AB
S. Forstadsgatan 26
S-211 43 Malmo
Tel:46/40/74560

Wilkenson AB
P.O. Box 1702
S-701 17 Orebro
Tel:46/19/219300
Fax:46/19/219333

Joy Shop AB
Flojelbergsgatan 14
S-431 37 Molndal
Tel:46/31/270090

Axelssons Damkonfektion AB
P.O. Box 101
641 21 Katrineholm
Tel:46/150/72600
Fax:46/150/10314

DISTRIBUTORS/AGENTS SPORTS/LEISURE WEAR

New Sports AB
Storholmsgatan 4
S-127 48 Skarholmen
Tel:46/8/740-5300;
Fax:46/8/710-6535

InterSport
P.O. Box 1031
S-551 11 Jonkoping
Tel:46/36/65000
Fax:46/36/65000

Team Sportia
P.O. Box 308
S-523 26 Ulricehamn
Tel:46/321/28100

Eklof AB
P.O. Box 773
S-601 17 Norrkoping
Tel:46/11/243000

Fliesberg AB
E18
S-197 40 Bro
Tel:46/8/582-40445

Mats Sport Sverige AB
Motorgatan 2
S-415 05 Goteborg
Tel:46/31/230150
Fax:46/31/518300

HK Factory Outlet (low price/surplus)
Varuvagen 2
S-246 42 Loddekoping
Tel:46/46/713970

Naturkompaniet Pilgatan 19C
S-112 23 Stockholm
Tel:46/8/651-1080
Fax:46/8/650-6899
MAIL ORDER COMPANIES

Ellos AB
S-586 Boras
Tel:46/8/33/160000
Fax:46/33/160444

H&M Rowells
P.O. Box 1421
S-111 84 Stockholm
Tel:46/8/796-5500

Halens Postorder
S-501 87 Boras
Tel:46/33/173000
Fax:46/33/108146

Josefssons Postorder AB
S-501 88 Boras
Tel:46/33/171200
Fax:46/33/171250

Cellbes Postorder AB
S-501 81 Boras
Tel:46/33/442700
Fax:46/33/126226

SportJohan AB
S-517 80 Olsfors
Tel:46/33/29 5010

DISCLAIMER
Information in this report relies on sources including Government Publications, Opinions of industry experts and other public sources. Infomat can accept no responsibility for the accuracy or completeness of such information or for loss or damage caused by any use thereof. All prices subject to change without notice.

$3500 USD
For the 2008 Edition

Published: 2006 August
Market: Mens Womens Childrens
Region: Sweden
Industry: Apparel
Pages: 45
Delivery: 7-12 Business Days
SKU: infre0000319