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Apparel Industry of Sweden

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Apparel Industry of Sweden
Table of Contents Part 1A 3 The Fashion Product/Brand 3 Choosing a Target Market 4 Competitive Climate 4 Product Image/Positioning Chart 5 Part 1B – Country Scan of Sweden 6 Apparel Industry Overview 6 Apparel Consumption Patterns 7 Population Overview 9 Level of Development 10 Commercial Transportation 11 Market Receptivity 13 Total Exports 13 Total Imports 17 World Trade Organization 23 Trade 24 Country Risks 26 Economy 26 Intellectual Property Rights 29 Why not to do Business in Sweden 30 Sustainability & Fair Trade 31 Culture and People 33 Geert Hofstede Cultural Dimensions 33 Conclusions 36 Works Cited 38

Part 1A

The Fashion Product/Brand

The company that we chose to bring to Sweden is Canadian supermarket clothing company, Joe Fresh. We chose this company due to the bright, lively colors, classic silhouettes and low costs of the garments in the line. This resonates well with what we learned about Sweden in our country scan; it is not how much something costs, but rather how the wearer carries the garments off. If the clothing is worn with style and elegance, the wearer is much more respected in Sweden than if they pile on the name brands and logos to appear wealthy or stylish. Less is more in Sweden, and we feel like the simplicity of the clothing in the Joe Fresh line could really find success in a country like Sweden. In the Joe Fresh collection, there are pops of trendy, edgy and classic, which can all be mixed together to create the perfect Swedish styled outfit. Some examples from the Joe Fresh that we feel would resonate with the Swedish public include tweed skirts, colored blouses, colored denim and printed sweaters.
These products can be marketed as they already have been in Canada; the advertisements are bold and basic, an already successful kind of advertising in Sweden. H&M advertisements, which are obviously successful in their home country of Sweden, are very similar to Joe


Cited: Anna Hammarberg. "Retail - Opportunities in a Market with Strong Growth." Invest Sweden. N.p., Nov. 2010. Web. 18 Nov. 2012. <http://www.investsweden.se/Global/INTRANET/Downloads/Publications/Retail%20Sweden%202010.pdf>. Birgitta Gardelius/Sofia Olsson. "Apparel Industry Overview." Http://www.nam.org/. N.p., n.d. Web. 22 Nov. 2012. <http://www.nam.org/~/media/16CA2B7DF92347519555FC918CDDF353/SwedenApparel.pdf>. "Business." The Genteel. N.p., n.d. Web. 27 Nov. 2012. <http://www.thegenteel.com/articles/business/swedish-fashion-economy>. "Central Intelligence Agency." CIA. N.p., n.d. Web. 18 Nov. 2012. <https://www.cia.gov/library/publications/the-world-factbook/geos/sw.html> "Connecting Cities Building Successes." URBACT The Blog RSS "Common Menu Bar Links." Trade Data Online. N.p., n.d. Web. 29 Nov. 2012. <http://www.ic.gc.ca/sc_mrkti/tdst/tdo/tdo.php>. "File:Inland Freight Transport, 2011.png." Statistics Explained RSS. N.p., n.d. Web. 19 Nov. 2012. <http://epp.eurostat.ec.europa.eu/statistics_explained/index.php?title=File:Inland_freight_transport,_2011.png>. "Government of Canada." Canada-Sweden Relations. N.p., n.d. Web. 22 Nov. 2012. <http://www.canadainternational.gc.ca/sweden-suede/bilateral_relations_bilaterales/index.aspx?lang=eng>. "High Food Prices Are Becoming A  'New Normal '" World Bank Group. N.p., n.d. Web. 18 Nov. 2012. <http://www.worldbank.org/>. "Household Budget Survey (HBS)." - Statistics Sweden. N.p., n.d. Web. 19 Nov. 2012. <http://www.scb.se/Pages/Product____22952.aspx>. "Household Consumption Expenditure." Statistics Explained RSS. N.p., n.d. Web. 20 Nov. 2012. <http://epp.eurostat.ec.europa.eu/statistics_explained/index.php/Household_consumption_expenditure>. "Human Development Reports - United Nations Development Programme (UNDP)." Indices & Data. N.p., n.d. Web. 18 Nov. 2012. <http://hdr.undp.org/en/statistics/hdi/>. "Intellectual Property Law Overview - Intellectual Property - Sweden." Intellectual Property Law Overview - Intellectual Property - Sweden. N.p., n.d. Web. 20 Nov. 2012. <http://www.mondaq.com/article.asp?articleid=11610>. "International Trade Policy." International Trade Policy. N.p., n.d. Web. 22 Nov. 2012. <http://www.government.se/sb/d/3086>. "Key Resources." Textile Tariffs. N.p., n.d. Web. 20 Nov. 2012. <http://www.apparel.ca/textile_tariffs.html>. "Key Resources." Textile Tariffs. N.p., n.d. Web. 21 Nov. 2012. <http://www.apparel.ca/textile_tariffs.html>. "Press Releases 2012." - Visitsweden.com. N.p., n.d. Web. 18 Nov. 2012. <http://www.visitsweden.com/sweden/PressRoom/Local-press-rooms/US/Press-releases/Press-releases-2012/>. "Sweden: Clothing Industry Guide 2011." Research Store. Datamonitor, 29 Mar. 2011. Web. 18 Nov. 2012. <http://www.datamonitor.com/store/Product/sweden_clothing_industry_guide_2011?productid=77638350-5CC1-4854-86DB-0B58821F8A96>. "Sweden Spends the Least on Culture." Startpage. N.p., n.d. Web. 20 Nov. 2012. <http://www.scb.se/default____2154.aspx>. "SWEDEN.SE - the Official Gateway to Sweden." Sustainability. N.p., n.d. Web. 25 Nov. 2012. <http://www.sweden.se/eng/Home/Society/Sustainability/>. "Sweden." OECD Better Life Index. N.p., n.d. Web. 26 Nov. 2012. <http://www.oecdbetterlifeindex.org/countries/sweden/>. "Swedish Fashion and Design." SWEDEN.SE The Official Gateway to Sweden. N.p., n.d. Web. 26 Nov. 2012. <http://www.sweden.se/eng/Home/Lifestyle/Fashion-design/>. "Ten Swedish Brands Everyone Should Know." - The Local. N.p., n.d. Web. 22 Nov. 2012. <http://www.thelocal.se/37232/20111108/>. "The-issues." Trade Tariffs and Barriers. N.p., n.d. Web. 22 Nov. 2012. <http://www.ethicalfashionforum.com/the-issues/trade-tariffs-and-barriers>. "Vehicles (per Km of Road) in Sweden." Vehicles (per Km of Road) in Sweden. N.p., n.d. Web. 18 Nov. 2012. <http://www.tradingeconomics.com/sweden/vehicles-per-km-of-road-wb-data.html>. "What Is Fairtrade?" Fairtrade International (FLO) / About Fairtrade /. N.p., n.d. Web. 25 Nov. 2012. <http://www.fairtrade.net/what_is_fairtrade.html>. "Womenswear in Sweden." - Abstract. N.p., n.d. Web. 19 Nov. 2012. <http://marketreportfinder.com/report/consumer_goods_retail/textile_footwear/womenswear_in_sweden433_4_1c.html>. "WORLD TRADE ORGANIZATION." WTO. N.p., n.d. Web. 20 Nov. 2012. <http://www.wto.org/english/news_e/pres12_e/pr670_e.htm>. "2012 Index of Economic Freedom." Sweden Economy: Facts, Data, & Analysis on Economic Freedom. N.p., n.d. Web. 22 Nov. 2012. <http://www.heritage.org/index/country/sweden>. [ 2 ]. "Key Resources." Textile Tariffs. N.p., n.d. Web. 21 Nov. 2012. . [ 3 ]. "Key Resources." Textile Tariffs. N.p., n.d. Web. 21 Nov. 2012. .
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