For e-commerce in isolation, clothing sales increased by 15.2 percent compared to the same month of the previous year. Online shoe sales also showed a double-digit increase, landing at 12.8 percent. This compares to physical retail, which also increased but at a more subdued pace, with corresponding figures of a 4.1 percent increase for clothing and 6.7 percent for shoes.
Looking at the first five months of the year, e-commerce now has an accumulated growth of 6.3 percent for clothing and 7.7 percent for shoes.
Overall, across all sales channels, clothing sales increased by 6.4 percent and shoe sales by 7.6 percent compared to May last year.
"Many Want to Dress Up a Bit Extra"
Sofia Larsen, CEO of Svensk Handel, explains the month's industry development:
May is characterized by graduation celebrations, exam times, weddings and other occasions when many want to dress up a bit extra. Together with a slightly stronger household economy, this has contributed to a strong month for fashion retail.
She also notes a changed pattern among consumers:
After several challenging years, we are seeing signs that consumers are to a greater extent than before spending money on things they want to buy, not just things they need to buy. We are also receiving reports that people are consuming more with each purchase occasion.
Regarding price levels, the report shows that the low-price segment had the strongest development during the month with a sales increase of 10.5 percent compared to the same month last year. The premium segment noted an increase of 1.3 percent, while the mid-range segment declined by 0.8 percent. So far this year, however, it is the premium segment that has developed the strongest overall, with an accumulated growth of 6 percent.