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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.

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

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