By now it is safe to say that sports clothes for casual wear have become the norm and deemed fashionable across all age groups in Finland. Major sports brands, such as Nike and Adidas, have traditionally dominated this space. However, as the market has become saturated with well-known brands, consumers have sought out new items where quality and personalization are emphasized. This is a competitive advantage for U.S. manufacturers to bring new labels and products to the market for the Finnish consumers.
Finland is a forerunner when it comes to the early adoption of electric mobility. Recently we have seen significant demand for electric bicycles, electric scooters and other forms of electric micro-mobility. This trend is largely driven by improvements in battery technology, but also by urban planning policies that suggest sustainable and eco-friendly alternatives to the car, such as city bike rentals.
* Note on Covid19 – Due to the recent corona virus pandemic the clothing and sporting goods retailers lost €388m in store sales during the crisis, according to data from the Fashion and Sports Commerce Association. The lobby group, which represents clothing and sporting goods retailers and wholesalers in Finland, stated that fashion chains saw sales plummet by 66 percent in April 2020 compared to a year earlier. The corresponding loss of clothing sales for fashion markets and department stores was about 40 percent. However, at the same time when customers were shying (or forced to stay) away from physical shopping, online purchases rose a whopping 120 percent. In sports online stores, sales increased by 32% compared to previous year. The restrictions on travel has had a positive impact on sales of certain sport products, in particular, running shoes, hiking equipment and bicycles – which almost doubled its sales since May of last year. Also racket games such as tennis and golf currently sold exceptionally well. Overall, the global pandemic has had a significant impact on the sporting goods market, with some segments benefitting greatly.
The mainstream sports brands are always in style and can be spotted everywhere in Finland, such as Puma, Adidas, Nike, Under Armour, Converse, Skechers and Reebok. However, manufacturers from other Scandinavian countries can easily take on a large market share in Finland, as the styles are very liked and trusted. The most popular of the Scandinavian brands are Helly Hansen, Bjorn Borg, Fjällräven, Peak Performance and Haglöfs. Also, Finland’s own brands such as Luhta, Halti, Suunto, Polar, Karhu, Rukka and Reima have a sizable market share. Latest national health innovations, such as the ‘Oura’ ring, have also gained popularity.
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Summary
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Finland
Main Competitors