The Top 7 Online Shopping Categories by Revenue (2026)

Apparel Market Trends in 2026: Consumer and Product Shifts

How to Source Unique Products That Differentiate Your Brand

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{"frame":"chunk","node":{"type":"Typography","props":{"type":"body2"},"children":["Iceland is a small, tourism-fuelled, brand-concentrated market: about 2.3 million foreign visitors in 2025 against a resident population that buys roughly 0.3 coats and jackets per person per year. Local brands anchor demand, and Icewear search interest runs about twice 66°North's."]}}
{"frame":"table","columns":[{"id":"metric","header":"Metric","size":240},{"id":"value","header":"Figure","size":150},{"id":"source","header":"Publisher · scope · class","size":300}]}
{"frame":"row","metric":"Sporting equipment retailing, revenue","value":"€88.0M (+7.4% growth)","source":"IBISWorld · Iceland · 2026 industry estimate (search snippet; page blocked) · Estimate"}
{"frame":"row","metric":"Clothing, footwear & leather retailing, revenue","value":"€240.5M (+7.0% growth)","source":"IBISWorld · Iceland · 2026 industry estimate (search snippet) · Estimate"}
{"frame":"row","metric":"Coats & jackets revenue","value":"US$13.96M in 2025","source":"Statista Market Insights · Iceland · 2025 (search snippet) · Estimate"}
{"frame":"row","metric":"Coats & jackets growth","value":"4.93% CAGR 2025–2029","source":"Statista Market Insights · Iceland · forecast (search snippet) · Estimate"}
{"frame":"row","metric":"Coats & jackets volume","value":"0.3 pieces per person; +1.8% in 2026","source":"Statista Market Insights · Iceland · 2025–2026 (search snippet) · Estimate"}
{"frame":"row","metric":"Foreign overnight visitors","value":"just under 2.3 million","source":"Icelandic Tourist Board (Ferðamálastofa) · 2025 · Verified (official count)"}
{"frame":"row","metric":"Visitors arriving via Keflavík","value":"~2.27 million (98.7%)","source":"Icelandic Tourist Board · 2025 · Verified"}
{"frame":"row","metric":"2025 visitors vs. record 2018","value":"97.6% of 2018","source":"Icelandic Tourist Board · 2025 · Verified"}
{"frame":"row","metric":"Cruise passengers at Reykjavík (day visitors, excluded above)","value":"~322 thousand","source":"Icelandic Tourist Board · 2024 · Verified"}
{"frame":"row","metric":"Households owning a 66°North piece","value":"98% (company claim)","source":"Vogue interview with 66°North CEO · brand-reported, not independently verified"}
{"frame":"chunk","node":{"type":"Chart","props":{"height":340,"option":{"tooltip":{"trigger":"axis"},"legend":{},"xAxis":{"type":"category","boundaryGap":false,"data":["Nov 9 – 15, 2025","Nov 23 – 29, 2025","Dec 7 – 13, 2025","Dec 21 – 27, 2025","Jan 4 – 10, 2026","Jan 18 – 24, 2026","Feb 1 – 7, 2026","Feb 15 – 21, 2026","Mar 1 – 7, 2026","Mar 15 – 21, 2026","Mar 29 – Apr 4, 2026","Apr 12 – 18, 2026","Apr 26 – May 2, 2026","May 10 – 16, 2026","May 24 – 30, 2026","Jun 7 – 13, 2026","Jun 21 – 27, 2026","Jul 5 – 11, 2026","Jul 19 – 25, 2026","Aug 2 – 8, 2026","Aug 16 – 22, 2026","Aug 30 – Sep 5, 2026","Sep 13 – 19, 2026","Sep 27 – Oct 3, 2026","Oct 11 – 17, 2026","Oct 25 – 31, 2026","Nov 8 – 14, 2026"]},"yAxis":{"type":"value","name":"index"},"series":[{"name":"icewear","type":"line","data":[70,93,77,79,64,38,36,34,48,44,51,38,39,41,35,53,70,70,67,82,62,68,64,61,68,49,71]},{"name":"66 north","type":"line","data":[36,44,42,32,21,14,24,25,22,13,26,24,17,20,33,27,45,35,29,35,31,38,34,30,18,23,25]},{"name":"cintamani","type":"line","data":[15,16,15,0,0,0,18,0,0,0,0,0,0,0,0,0,0,13,0,0,0,15,0,0,0,4,7]}]}}}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"caption","color":"black40"},"children":["Google Trends, Iceland, past 12 months to Nov 14, 2026, relative index (100 = peak among these three terms); every second weekly point shown. 12-month averages across all weeks: Icewear 58, 66°North 28, Cintamani 3 (Cintamani is mostly zero, so its signal is weak). Search interest is a proxy, not sales. Icewear peaks in late Nov–Dec and again in July, consistent with tourist season buying; the other winter peak is the pre-Christmas period. Icelandic-language garment terms (úlpa, lopapeysa, kuldagalli) returned sparse, spiky data and are not charted."]}}
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{"frame":"chunk","node":{"type":"Typography","props":{"type":"h2"},"children":["Products & pricing"]}}
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{"frame":"product","image":"https://b2.images.icewear.is/IMG000000027975?auto=format&fit=max&w=2048&q=75","name":"Snjófjöll down jacket (Icewear)","price":"$579","href":"https://icewear.is/en-US/products/snjofjoll-mens-down-jacket","source":{"name":"icewear.is"}}
{"frame":"product","image":"https://b2.images.icewear.is/IMG000000035455?auto=format&fit=max&w=2048&q=75","name":"Borg short puffer down jacket (Icewear)","price":"$246","href":"https://icewear.is/en-US/products/borg-womens-down-jacket","source":{"name":"icewear.is"}}
{"frame":"product","image":"https://b2.images.icewear.is/IMG000000028329?auto=format&fit=max&w=2048&q=75","name":"Kaldakvísl men's Icelandic wool filled jacket (Icewear)","price":"$319.80","href":"https://icewear.is/en-US/products/kaldakvisl-mens-wool-insulated-jacket","source":{"name":"icewear.is"}}
{"frame":"product","image":"https://b2.images.icewear.is/IMG000000025657?auto=format&fit=max&w=2048&q=75","name":"Vatnajökull men's Icelandic wool blend coat (Icewear)","price":"$1,040","href":"https://icewear.is/en-US/products/vatnajokull-winter-parka-icelandic-wool","source":{"name":"icewear.is"}}
{"frame":"product","image":"https://66north.com/cdn/shop/files/K11766-989-Model-1.png?crop=center&height=5199&v=1790355166&width=4000","name":"Vindur Wool Jacket, fleece lined (66°North)","price":"$450","href":"https://66north.com/products/vindur-jacket-k11766-989","tags":[{"text":"Bestseller"}],"source":{"name":"66north.com"}}
{"frame":"product","image":"https://66north.com/cdn/shop/files/W11471-900-Model-1jpg_574f2260-a345-46b7-8c07-674caaca9775.png?crop=center&height=5199&v=1788867687&width=4000","name":"Keilir Down Jacket (66°North)","price":"$450","href":"https://66north.com/products/keilir-down-jacket-w11471-900","tags":[{"text":"Bestseller"}],"source":{"name":"66north.com"}}
{"frame":"product","image":"https://66north.com/cdn/shop/files/W11467-447-Model-1-AW26_cf62397b-8bbd-46b4-b905-115b440a7bcf.png?crop=center&height=5199&v=1788199611&width=4000","name":"Dyngja Down Jacket (66°North)","price":"$620","href":"https://66north.com/products/dyngja-down-jacket-w11467-447","source":{"name":"66north.com"}}
{"frame":"product","image":"https://66north.com/cdn/shop/files/W11103-900-Model-1-SS26jpg.png?crop=center&height=5199&v=1777217074&width=4000","name":"Jökla Parka (66°North)","price":"$1,130","href":"https://66north.com/products/jokla-parka-w11103-900","source":{"name":"66north.com"}}
{"frame":"product","image":"https://66north.com/cdn/shop/files/W11124-990_1png_39f05c2f-6adb-41b7-8ba5-da43ba6b3dd3.png?crop=center&height=5324&v=1788188398&width=4096","name":"Drangajökull GORE-TEX Down Parka (66°North)","price":"$1,800","href":"https://66north.com/products/drangajokull-gore-tex-down-w-parka-w11124-990","tags":[{"text":"GORE-TEX"}],"source":{"name":"66north.com"}}
{"frame":"table","columns":[{"id":"brand","header":"Brand listing","size":200},{"id":"key_category","header":"Key category"},{"id":"items","header":"Priced items","size":110},{"id":"low","header":"Low (USD)","size":100},{"id":"median","header":"Median (USD)","size":110},{"id":"high","header":"High (USD)","size":100}]}
{"frame":"row","brand":"Icewear, winter clothing (all categories)","items":"82","low":"27.60","median":"143.00","high":"1,040.00","key_category":"Winter clothing and accessories"}
{"frame":"row","brand":"66°North, winter coats & jackets collection","items":"36","low":"385.00","median":"900.00","high":"1,800.00","key_category":"Winter coats and jackets"}
{"frame":"table","columns":[{"id":"cat","header":"Icewear category (name-matched)","size":220},{"id":"n","header":"Items","size":80},{"id":"lo","header":"Low (USD)","size":100},{"id":"med","header":"Median (USD)","size":110},{"id":"hi","header":"High (USD)","size":100}]}
{"frame":"row","cat":"Jackets","n":"10","lo":"101.40","med":"240.00","hi":"579.00"}
{"frame":"row","cat":"Coats / parkas","n":"4","lo":"249.00","med":"488.30","hi":"1,040.00"}
{"frame":"row","cat":"Pants","n":"5","lo":"169.00","med":"207.00","hi":"299.00"}
{"frame":"row","cat":"Knitwear (sweaters, cardigans)","n":"10","lo":"132.60","med":"228.00","hi":"429.00"}
{"frame":"row","cat":"Gloves / mittens","n":"11","lo":"27.60","med":"46.00","hi":"116.00"}
{"frame":"row","cat":"Headwear & neck gaiters","n":"9","lo":"33.00","med":"60.00","hi":"221.00"}
{"frame":"row","cat":"Socks","n":"4","lo":"31.00","med":"35.50","hi":"39.00"}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"caption","color":"black40"},"children":["Prices in USD as listed on the brands' own US-facing pages, fetched Nov 2026 (not ISK retail shelf prices; Icelandic store prices will differ). Icewear's 82 items include 28 not matched to a named category (e.g. one-piece suits, fleece, hiking items), so category rows do not sum to 82. Cards are a representative selection, not a bestseller ranking; the two 66°North Bestseller tags are the site's own labels."]}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"h2"},"children":["Competition & opportunities"]}}
{"frame":"chunk","node":{"type":"Typography","props":{"type":"body2"},"children":["Competition is a two-tier structure. Icewear is the volume and value leader by search interest and prices most items under $250, while 66°North owns the premium end with a $385–$1,800 coat range. Cintamani and Zo-On barely register in Iceland search data."]}}
{"frame":"table","columns":[{"id":"brand","header":"Brand","size":130},{"id":"key_category","header":"Key category"},{"id":"pos","header":"Positioning","size":260},{"id":"price","header":"Observed price","size":170},{"id":"trend","header":"12-mo search avg (IS)","size":150},{"id":"src","header":"Source","size":260}]}
{"frame":"row","brand":"Icewear","pos":"Wool-led knitwear heritage (1972 mill; brand since 1984); wool-insulated jackets, broad fairly priced range; Magasin stores also stock Helly Hansen, Fjällräven, Hestra, Salewa","price":"$27.60–$1,040 (median $143)","trend":"58","src":"icewear.is listing; Icewear about page; Google Trends","key_category":"Wool-led knitwear heritage brand"}
{"frame":"row","brand":"66°North","pos":"Founded 1926 for fishermen; technical shells, GORE-TEX Pro, down parkas; premium and fashion-week crossover","price":"$385–$1,800 (median $900)","trend":"28","src":"66north.com collection; Vogue; Google Trends","key_category":"Technical outdoor apparel brand"}
{"frame":"row","brand":"Cintamani","pos":"Founded 1989; winter wear and merino base layers; names 66°North, Zo-On, Icewear, Mammut, Marmot, Fjällräven, Patagonia as competitors","price":"Not retrieved (site not fetched)","trend":"3","src":"University of Iceland thesis; guide sites; Google Trends","key_category":"Winter wear and merino base layers"}
{"frame":"row","brand":"Zo-On","pos":"Younger brand, similar product lines, more preppy aesthetic","price":"Not retrieved","trend":"0 (no data)","src":"Lim College faculty blog; Google Trends","key_category":"Younger outdoor apparel brand"}
{"frame":"row","brand":"Varma","pos":"Knitting manufactory est. 1926; production partner for artists, hotels and global brands","price":"Not applicable (contract manufacturer)","trend":"Not queried","src":"varma.is","key_category":"Knitting manufactory"}
{"frame":"chunk","node":{"type":"Box","props":{"style":{"display":"grid","gridTemplateColumns":"repeat(auto-fit, minmax(260px, 1fr))","gap":12}},"children":[{"type":"Box","props":{"style":{"display":"flex","flexDirection":"column","gap":8,"padding":14,"background":"blue10","borderRadius":12}},"children":[{"type":"Typography","props":{"type":"h4","color":"black75"},"children":["Mid-premium gap ($250–$450)"]},{"type":"Typography","props":{"type":"body2"},"children":["Icewear's jackets top out at $579 with a median of $240; 66°North's collection starts at $385 and its two Bestseller-tagged jackets sit at $450. Very few listed coats sit between them. Assessment from two brand listings only, not a full-market price audit."]}]},{"type":"Box","props":{"style":{"display":"flex","flexDirection":"column","gap":8,"padding":14,"background":"green10","borderRadius":12}},"children":[{"type":"Typography","props":{"type":"h4","color":"black75"},"children":["Sustainable wool insulation"]},{"type":"Typography","props":{"type":"body2"},"children":["Icewear has launched jackets insulated with Icelandic sheep wool (priced $38–$459 per WWD) and Statista notes growing preference for sustainable and locally made apparel. The claim is credible for a local-origin story, but no sales data was found to size it."]}]},{"type":"Box","props":{"style":{"display":"flex","flexDirection":"column","gap":8,"padding":14,"background":"yellow10","borderRadius":12}},"children":[{"type":"Typography","props":{"type":"h4","color":"black75"},"children":["Entry risks"]},{"type":"Typography","props":{"type":"body2"},"children":["Small market (coats and jackets about US$14M), two dominant brands with their own stores, and demand tied to tourist arrivals, which sit at 97.6% of the 2018 peak. A new entrant would need a contract-manufacturing angle or a distinct price tier."]}]}]}}
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Explore the Icelandic apparel market, focusing on key brands like Icewear and 66°North, pricing strategies, competition, and opportunities for new entrants.