Quality and value remain the decisive drivers in Sweden’s fashion market
Quality and value perception remain two of the most critical elements influencing purchase behaviour. In the 2026 ranking, adidas leads the quality assessment with a score of 27.6, closely followed by Stadium with 27.0 and Nike with 25.9. Intersport and Lindex round out the top performers, showing that both global and regional players are able to secure trust in product durability and performance.
On the value‑for‑money side, Stadium leads the field with a score of 22.1, ahead of Lindex at 17.4 and H&M at 17.2. Dressmann and Kappahl complete the list of brands that consumers associate most strongly with a compelling balance of price and product benefit.
The data collectively emphasises that Swedish consumers continue to evaluate brands through a multidimensional lens that blends price sensitivity, quality expectations, and emotional resonance. While younger generations maintain their influence as major drivers of fashion trends and purchasing behaviour, the dominant performance of sportswear brands shows how versatile and lifestyle‑integrated the category has become.