helena waker ceo · fashion industry • swedish fashion council • stockholm fashion week •...

HELENA WAKER

CEO

“Insights from the inside of

the Swedish & Nordic Fashion

linkedin"

WELCOME!

INTERNATIONAL TRADE SINCE 1914

600 SWEDISH COMPANIES REPRESENTING

MORE THAN 1000 BRANDS

MEMBERS

AGENTS • IMPORTERS • DISTRIBUTORS •

WHOLESALERS • MANUFACTURES • SUPPLIERS

WITHIN

FOOD • WINE • FASHION • TEXTILE • FURNITURE •

INTERIOR DESIGN AND MORE…

TRADE PARTNERS SWEDEN

MEMBERS SERVICES

EDUCATION

LEGAL ADVICE

BUSINESS INTELLIGENCE

NETWORK

INTERNATIONAL AGENT-DATABASE

AND MORE…

INTERNATIONAL

NETWORK ICC

IUCAB

TRADE PARTNERS SWEDEN

• 400 MEMBERS FROM THE

FASHION INDUSTRY

• SWEDISH FASHION

COUNCIL

• STOCKHOLM FASHION

WEEK

• COOPERATION WITH

ORGANISATIONS

• FASHION FAIRS &

INTERNATIONAL FAIRS

155 SHOWROOM <15 000

SQM /

FASHION HOUSE

SHOE HOUSE

22 FAIRS/EVENTS

OVER 900 BRANDS

MORE THAN 8000

PROFESSIONAL BUYERS &

DESIGNERS

10 000 VISITORS/CONSUMERS

SEGMENTING

WOMENS CLOTHING

MENSWEAR

SHOES & LEATHER

GOODS

ACCESSOIRES

FILIPPA K 1993

ACNE 1996

0 cm

RODEBJER 1999

BACK WHYRED

CARIN WESTER

IDA SJÖSTEDT 2001

H&M Karl Lagerfeld

2004

CHEAP MONDAY

2004

SWEDISH DENIM

NUDIE JEANS

ACCESSORIES

SNEAKY STEVE

LITTLE LIFFNER

EBON LI

HAPPY SOCKS

SUSTAINABILITY

TRETORN

FILIPPA K

UNIFORMS FOR THE DEDICATED

SWEDISH STOCKINGS

WHO´S NEXT?

NAIM JOSEFI

IDA KLAMBORN

ALECSANDER ROTHSHILD

BEA SZENFELD

DENMARK

BILLI BI

GANNI

OLE YDE

HENRIK VIBSKOV

BILLE BRAHE

BAUM UND PFERDGARTEN

KAREN BY SIMONSEN

NORWAY

FWSS

TOM WOOD

BJORG

FINLAND

IVANA HELSINKI

LUMI

MARIMEKKO

SIMILARITIES

MINIMALIST

PRACTICAL

TRENDS ARE IMPORTANT

TIMELESS

CLASSIC

AFFORDABLE

DIFFERENCIES SWEDEN

EVEN MORE MINIMALISTISK

WHAT YOU SEE IS WHAT YOU GET

ANXIOUS – EARLY ADAPOTERS

CRAFTMANSHIP

DENMARK

TRADERS

BOHO CHIC

INDIVIDUALISTIC

NORWAY

MUCH LIKE SWEDES BUT MORE

PATRIOTRIC

JANTELAGEN – DO NOT STAND OUT

FASHION NOT AS BIG AS IN SWEDEN

AND DENMARK

FINLAND

COMBINE TRADITIONAL

CRAFTMANSHIP WITH NEW DESIGN

SWEDEN

10 million inhabitants

Total sales 305 billion SEK

Export 208 billion SEK Increase by

16,9 percent

Norway, Germany, Finland,

Denmark and UK.

Employed 58.452 persons

6.000 shops

DENMARK

5,6 millions inhabitants

Total sales 41,8 billion DK

Export 26,5 billion DK

Germany, Sweden, Norway but

UK fastest growing

3.685 shops

NORWAY

5,1 million inhabitants

Total sales 14 billion NOK

Export 1,5 billion SEK

FINLAND

5,5 millions inhabitants

Total sales €3,4 billion

Export €563 million

THE BUSINESS - HOW IT WORKS

SALES

AGENTS

DISTRIBUTORS

RETAIL

Sony pictures

FABRIC/ PRODUCTION

COUNTRIES

AGENTS & DISTRIBUTORS

SUSTAINIBILITY

DIGITALISATION

SPOTIFY

GAMING – MINDCRAFT

MUSIC INDUSTRY

FASHION TECH

VIRTUAL REALITY

Showrooms

Catwalksshow

Fittingrooms

3D PRINTER

TECH FABRICS

The Swedish School of Textiles

E-COMMERCE

15

38 26

21

TOTAL SALE %

FINLAND SWEDEN NORWAY DENMARK

162 BILLION SEK

25% FROM FOREIGN COUNTRIES

75% SHOPS EVERY QUARTEL

CLOTHING IS THE BIGGEST

INCREASE WITH 8% 2016

EUROPE IS DIGITIZED

CONSUMERS WHO HAVE BEEN

SHOPPING ONLINE ONCE IN THE LAST

12 MONTHS

DIGITALISATION

DIGITALISED – ANALOGUE

EXPERIENCES IMPORTANT

TOTÊME

PORTER

RODEBJER

WAKAKUU

HOBO HOTEL

& OTHER STORIES

COMMUNICATION

B2B – B2C- H2H

ADVERTORIALS

SOCIAL MEDIA

COLLABORATIONS

AMBASSADORSHIPS

STORY TELLING

SUCCESS STORIES

Sweden

H&M

ACNE

FILIPPA K

TIGER OF SWEDEN

SUCCESS STORIES

International brand

ZADIG VOLTAIRE

TOMS

HUNTERS

CALVIN KLEIN

CALZEDONIA

INTIMISSIMI

KIKO

OYSHO

SWEDEN AT A GLANCE • Top performing economy in Europe

• Largest market in the Nordic region

• Strong retail sales growth for 19 consecutive years

• Wealthy consumers with high purchasing power

• Population growth and a large, well-educated middle class

• Recognised as a trendsetting and progressive country

• Sophisticated consumers, early adopters

• Strong appetite for new international retail brands

• Well established test market

• Availability of attractive retail space

• Transparent market and easy to do business

• Malmö /Göteborg

CONCLUSIONS

EARLY ADOPTERS

MINIMALIST

AFFORDABLE

TRUST

TRANSPARENCY

INFLUENCERS/NEW PR

HIGH DIGITAL KNOWLEDGE

EQUAL RIGHTS

DREAM ABOUT …….

THANK YOU!

HELENA WAKER

Helena@tradepartners.se