Nordic fashion consumers are guided more by the values of fashion brands than in the rest of Europe.
Carolina Herrera All Over Press
What kind of fashion do Nordic consumers, including Finnish consumers, buy? We interviewed the head of designer brands and luxury fashion at fashion giant Zalando Lena Sophie Röperwhich reveals to Tyyli.com what kind of fashion consumption prevails here.
The fashion online store giant operates in the markets of 25 different countries: their customer base covers more than 51 million customers and the online store offers more than a thousand different fashion brands. That’s why Röper really knows how the Nordic fashion consumer behaves.
The Nordic fashion consumer is largely guided by the value base. All Over Press
The purchase decisions of Generation Z are guided by the brand’s values
Throughout Europe, Generation Z – i.e. those born between 1997 and 2012 – are an interesting customer base, as they are strongly guided by their personal values when they spend, Röper reveals.
Generation Z is a different fashion consumer compared to its predecessors. All Over Press
They are interested in, among other things, the value world of brands, the transparency of the production chain, traditions and the story and possible people behind the brand.
– This age group buys brands whose world of values matches theirs. They don’t necessarily follow every trend, but rely more on their own style, which is then carefully supplemented, he comments.
The quiet luxury fashion trend is particularly interesting in the Nordic countries. Pictured is the Stella McCartney fall-winter 23/24 fashion show. All Over Press
Nordic fashion consumer
– The Nordic fashion consumer values so-called quiet luxury, i.e. brands that are not necessarily tied to flashy logos or monogram designs, or that otherwise you can’t necessarily directly tell which brand they are, Röper opens.
The Nordic fashion consumer appreciates timeless, minimalist and multi-purpose clothes. Pictured are Norwegian fashion influencers Darja Barannik and Tine Lauvli. All Over Press
– I am especially interested in minimalist, timeless, non-seasonal, classic, high-quality clothes that adapt to many situations.
– The Nordic dresser is also significantly more interested in unisex and genderless fashion, he adds.
The Nordic dresser is more interested in gender-neutral fashion than the rest of Europe. In the photo, the Jacquemus fashion show. All Over Press
When it comes to fashion, the Nordic consumer is more interested in knowing the origin of a brand than in the rest of Europe. Transparency from the production chain to the value world of the brand is more meaningful.
Many of these features are especially visible in Nordic consumers, both younger and older customer groups. Especially when you compare them to the rest of Europe.
The Nordic consumer is particularly interested in brand transparency. In the picture, the Christian Dior Haute Couture show. All Over Press
MORE ON THE SUBJECT
These are what Nordic fashion customers are buying now:
1. High-quality and timeless classic clothes are always interesting
2. Unisex and genderless fashion
3. Denim clothes made of denim
4. Fashionable party and party clothes
5. New, modern French fashion brands, Scandi brands that have been on the market for a long time, and fashion brands that started from New York
Non-seasonal, high-quality and timeless fashion interests Nordic fashion consumers more than the rest of Europe. Pictured is Vassili Schneider. All Over Press