The Success of Sweden's Fashion Industry Essay

Sweden is a country located in Northern Europe and has a population of 9.8 million people (Quick fact Population). In regards to the fashion industry, people began discussing the Swedish fashion wonder about a decade ago, which refers to the fast development of the fashion market in Sweden as a whole (Swedish fashion from catwalk to sidewalk, 2016). Swedens fashion industry has contributed many things to the world, from the global success of HM to Swedish bloggers impacting fashion trends.Domestic Retail Landscape and CompetitionHennes and Mauritz, also known as HM, is a Swedish retailer that is popular around the world they sell fashionable apparel and accessories at affordable prices. This company has a presence in 48 markets with over 3,000 stores and 100,000 employees. HM is not a franchise they rent store space from landlords and control all operations directly. HM has done collaborations with several designers, brands, and celebrities which has assisted in increasing their brand awareness. Another popular Swedish retailer known globally is Acne Studios, which started out as Acne Jeans in 1996. Founder and Creative Director, Jonny Johansson, saw a growing demand for denim and created 100 styles of unisex jeans (Swedish fashion from catwalk to sidewalk, 2016). In addition to the flagship store in Stockholm, Acne Studios has flagship stores in Paris, London, New York City, Los Angeles, and Tokyo (About Acne Studios).Zara, a Spanish fast-fashion retailer and one of HMs biggest competitors, entered the Swedish market in 2002 (Zara will enter the Swedish market with an initial store in Stockholm, 2002). In 2006, Zara opened a flagship store in Sweden, making it the fourth Zara store in Stockholm (Zara opens its flagship store in Sweden, 2006). Zara has had a huge impact on Sweden because of this intense competition. Although Zaras prices are higher than that of HMs, they carry similar products. Swedish fashion bloggers are often seen wearing clothing from Zara, even in conjunction with HM clothing....

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