The market size for women's or girls' overcoats and similar articles in Finland drastically declined from 2013 to 2023, reaching a volume of 1.3227 million units in 2023. Year-on-year declines were substantial over the past two years at -11.12% in 2022 and -12.42% in 2023. Importantly, the compound annual growth rate (CAGR) over the last five years registered a negative trend at -11.62%, reflecting the ongoing challenges in the market.

Future trends to watch for include:

Increased focus on sustainability and eco-friendly materials, potentially reshaping consumer preferences.
Adaptation to climate variability as temperature fluctuations influence seasonal demand for outerwear.
The impact of evolving e-commerce channels on purchasing patterns, requiring agility and innovation in marketing strategies.