Austrade Sweden

Austrade Stockholm business development manager Kerstin Classon offers aspiring exporters a lowdown on the Scandinavian textile, clothing and footwear market.

What you need to know
From an apparel perspective, the four countries that make up Scandinavia - Sweden, Denmark, Finland and Norway - encompass a hugely competitive market. Boasting an aggregate population of around 24 million, consumers in this market are extremely brand conscious with brand identity a useful tool to boost industry value growth. According to figures from research company Datamonitor, the value of the Scandinavian apparel market is around $US15.3 billion ($A18.7 billion) per annum with Australia boasting a strong reputation for swimwear in Scandinavia. RM Williams, Seafolly, Sass & Bide, Nobody, Spencer & Rutherford, Catherine Manuell and AM Eyewear just some of the 55-plus Australian apparel brands to have successfully sold into this corner of the world.

Idiosyncisies of this market
Scandinavians are easy to do business with. Considered professional and straightforward they have an easy going, casual approach to doing business. Most have a good command of English. Labels considering entering this market should first research the countries they are keen to sell to. Australian labels entering this market need to find out who their competitors are, where and how the label should be positioned and whether the label is priced correctly.

The second point of action should be to appoint a local agent and/or distributor. Some agents/distributors focus on a particular country only, but many work across the Scandinavian/Nordic countries. Would-be exporters should be aware that timely delivery to any stockist and/or distributor is crucial. If any problems in keeping the agreed delivery time do arise, it is advisable to notify the concerned party as early as possible.

What apparel categories are best suited to this market
Labels that feature edgy streetwear, collections with a competitive edge and with attitude and strong branding will do best in this market. Denim, streetwear and casual coolness apparel and accessory brands should also find success.

Other points for consideration
Denmark, Finland and Sweden are part of the European Union and therefore adhere to the same rules and regulations adopted by the EU. Although not an EU member, many of the regulations in Norway are harmonised with the EU system.

* There are two main buying seasons: spring/summer in June to October and fall/winter in January to March. As many in the European fashion industry attend fairs and shows in several countries, the fashion weeks in the main fashion cities in Europe are timed to follow one another. For example, fall/winter fairs are ongoing from mid to end January across Europe until March, with some finalising in April. The Scandinavian fall/winter fashion weeks are usually held in end January through to mid February, spring/summer in August/beginning of September.

* The fact that the northern hemisphere seasons are opposite to Australia's is a challenge as well as an opportunity. Some Australian companies develop northern hemisphere collections, some work with infusion collections and/or extend their production deadlines. Others offer their collections as injection collections in the slow period in between the regular northern hemisphere delivery times (from July/August for fall/winter and February/March for spring/summer).

* The two major fashion trade fairs in Scandinavia are CPH Vision and CIFF (Copenhagen International Fashion Fair, which also features CIFFKIDS) in Denmark. Other fairs include the Nordic Shoe and Bag Fair and Formex in Stockholm. Stockholm Fashion Week features a range of fairs and shows too, and is now being expanded.

* Agent commission is usually between 10 to 15 per cent and distributor fees can range between 20 to 50 per cent, depending on what your local partner handles for you.