Following a positive development in May, the fashion industry continues to show growth in June. Total clothing sales increased by 4.4 percent during the month, while shoe sales showed an increase of 4.6 percent compared to the same period last year.
Sofia Larsen, CEO of Svensk Handel, sees the development as an important message for the industry after a strong period last year as well.
It is very pleasing that the strong trend we saw in May has continued. May and June are two important months for fashion retail, with large sales volumes, and the results are a sign of strength for trading companies operating in fashion. The corresponding period last year was also good, which makes this year's results even more impressive, says Sofia Larsen in a comment.
Online Shoe Retail Leads the Way
When it comes to digital channels, e-commerce developed strongly at the beginning of the summer. It was primarily the sale of shoes online that increased, with a rise of 5.9 percent compared to June last year.
At the same time, physical stores drove the development for the clothing segment, with a sales increase of 5.4 percent. However, digital commerce maintains a high pace, and according to Svensk Handel, activity is noticeable overall.
The reports we receive from our members are that there is great activity in both physical and digital stores. This is undoubtedly a confirmation that household finances are slowly but surely strengthening, says Sofia Larsen.
Premium and Low-Price Segments Increase the Most
The report also shows that growth is most evident at the extremes. The premium segment recorded the highest increase with 5.5 percent in June, followed by the low-price segment, which increased by 5.3 percent compared to the same month in 2025. The mid-range segment also showed positive development, meaning that all price segments increased compared to the previous year.
The industry now hopes that the positive trend will continue for the rest of the summer, as the tourist season is expected to play a significant role in the stores' turnover.
We hope this will be reflected in future measurements, not least as important tourism months are also important for trading companies around the country, concludes Sofia Larsen.