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