Norway Apparel Retail Lynn Oxborrow, The Nottingham Trent University Background information Population: 4.

5 million GDP per head: € 35,800, HKD 234,750, $30,100 change: 98 – 2.0% 99 – 0.9% 00 – 2.2 % Unemployment 3.8% and rising Norway is not a member of the European Community, but is part of the European Economic Area, which extends to it many aspects of the Single Market. However, documentation, labelling and packaging requirements may vary from EU states. The economy has grown wealthy on the strength of North Sea Oil and continues to be relatively buoyant. Currency: Norwegian Krone. Not eligible to join the Eurozone

Retail sales Consumers spend on average 7.3% of their disposable income on clothing and related products, giving a market value of around € 2.7bn, (HKD 17.4bn, $2.2bn) with a further € 0.5bn, (HKD 5.5bn, $0.4bn) Homes and offices are kept very warm, so fashions are light, not in keeping with the Norwegian climate. However, warm and protective outdoor wear is needed for travel and leisure. Retail structure Large chains account for 70% of the market share, having grown considerably in the last decade. Chain stores and buying groups are most active at the lower end of the market; independent retailers account for the majority of sales at the higher value end. Agents, knowledgeable of the region’s markets, are the best approach to these specialist boutiques. Characteristics Over 11% of the market is sold through Swedish retailers and mail order companies, such as H&M and mail order company Ellos. Almost all goods, other than workwear and national costume, are imported; smaller volumes from Europe and bulk orders from the Far East. Buyers expect a high level of professionalism, and some personal contact, even where agents are used.

Part of Varner Group 120 outlets across Norway Women’s. www. www.dressmann.no Childrenswear See Cubus.Sportmann. www. General retailers Cubus A/S . www. plus 100 boutiques in Sweden and outlets in Iceland. Denmark and Finland. Subsidiary brands for younger and older consumers. Vivikes A/S Women’s and children’s wear vivikes@vivikes.Part of Varner Group 100 menswear outlets in Norway. Latvia and Poland Menswear aimed principally at the 30-49 year age range.com Womenswear Bik Bok A/S 55 boutiques in Norway. An increasing number of Scandinavian retailers are also exploiting the emerging markets of Latvia and Poland as well as the small but lucrative Icelandic market.Part of Varner Group Mail order and e-tail concepts focusing on sport and leisure clothing and equipment. so Norwegian companies are active in expansion in Sweden. .bikbok. Bik Bok and Vivikes Footwear Market dominated by Din Sko of Sweden and Skoringen and Euro Sko of Denmark – see country profiles.no 40 shops and shop in shop outlets. Trade on providing good service and value for money within the low price market. as the market in Norway is dominated by Swedish ad Danish retailers. men’s and children’s fashions aimed at the whole family in the middle market segment.no Retail dynamics Scandinavian retailers increasingly view the Nordic markets as fertile territory and.Major retail groups Menswear Dressmann A/S .no Mail order / e-commerce Sportman .cubus. Sweden. Latvia and Poland Young fashion and streetwear for women aged 15 to 30 years.

Brussels.tradeport. Department of Commerce web-site www. 1998 U. including Trade Partners UK British Trade International.org/ts/countries/ Market Profiles and presentations.References: Aspinal.S. OETH. D. Economist Intelligence Unit: Country Outlook Summaries Retail Directory of Europe.. Individual company reports and web-sites (see links in document). 1998. Business in Europe Series. The Clothing and Shoe Market in Norway. 2001 . London. Long Term Scenarios for the EU Textiles and Clothing Industry: Consumption and Distribution Update. Hemming.

Sign up to vote on this title
UsefulNot useful