The demand for clothing in the UK and Sweden

In 1978 Jackson and Al‐Douri published a paper which analysed aggregate demand for clothing in the UK in the period 1964–74. This paper has three aims: —to update the analysis in the case of the UK — in particular to cover the two recent recessionary periods —to extend the analysis to a second country — Sweden —to draw comparative marketing lessons from the experiences of the two economies. It is a particularly appropriate time to conduct the analysis because of the important changes taking place in the trading environment in the 1990s which are foreshadowed by events in Sweden and in view of the impact two recessions have had on the demand for clothing since 1978.