Five Reasons For Northern Europe Becoming A Fast Fashion Kingdom

Have you found out that our lives are slowly and unknowingly slowly becoming explosive Nordic?

Brand is full.

You must think about it.

The store bought clothes. Even if you can't see H&M now, it is estimated that they bought their family's clothes.

For example, COS, &other Stories, Monki...

These brands, like H&M, all come from Sweden.

According to the world clothing shoes and hats net, we must have bought Vero Moda or ONLY earlier, that is, when we are younger.

In contrast, men must have visited Jack&Jones. The three brands are called Bestseller, a clothing group from Denmark.

Then there are two brand accessories that haven't been rammed recently. One is the Daniel Wellington, which we just introduced. We remember that the founder is a Swede, and that DW is a Swedish brand.

Another is the amazing growth rate in the Chinese market, the three quarter sales grew by 62%, and the 91% quarter of the two quarter jewelry brand Pandora, which is described as "fast fashion jewelry" brand, also came from Denmark.

Look, whether it is a fast fashion brand, or a fast fashion brand no longer in the forefront of the trend, has entered a mature stage of development, so much of it comes from the Nordic region which is far away from us and has a very close emotional connection. This makes me want to explore why. Why is it that Nordic does not think of the word "fashion" at all, and starts to encroach on the modern fashion life in an all-round way and become the fast fashion kingdom in our mouth?

I think there are a couple of reasons.

1. northern Europe has always encouraged innovation.

If you look at the global economic innovation index released by Bloomberg in 2017, the Nordic countries, Sweden, are second, the Nordic countries of Finland and Denmark are fifth and eighth, respectively.

What inspired these Nordic countries and the innovation of Nordic people? I think there are probably two: on the one hand, the high taxes in the Nordic countries have created high welfare, which makes the Nordic people have no worries and can devote themselves to innovation.

Anyway, even if you fail in business, you will have no worries after retirement. This can also explain why low taxes and low welfare areas are less developed, such as Hongkong.

On the other hand, it is still because of high taxes: the Nordic countries pay heavily taxes on mature enterprises, but for start-ups, they give tax concessions.

This not only encourages many young people to start their own businesses, but also enables mature enterprises to be willing to incubate innovative companies.

So whether in the IT world or in the fashion industry, Scandinavian new brands are constantly emerging.

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2. Nordic itself has a very mature consumer market.

As we all know, the gap between the rich and the poor in northern Europe is very small.

I remember the last time I went to Finland to take a taxi, I heard the local people say that every taxi driver has the same monthly income.

Well...

Not only is the gap between people small, but more importantly, the Nordic countries have a very high wage level.

According to public information, the population of Sweden is about 9 million 700 thousand, and the average monthly salary is around 3000 euros (that is, 25000 yuan). This year, Finland even extends to every citizen the basic income of 560 euros per month, and it may also increase to 800 euros per month in the future, so as to ensure the basic life of everyone.

Do not belittle this point, and say, perhaps not exactly, "tastes are sometimes made by money", and the more you buy, the more you know.

Nordic people have the capital to buy, buy and buy, and they also know very well about tasting. They are mature consumers.

The fast fashion brand in northern Europe is directly confronted with such a group of rich, mature and fastidious consumers.

After their verification and affirmation, these brands will go to the international market. From mature market to immature market, the chance of success will always be higher for fashion brands.

3. Nordic design has always advocated populace.

This point, it is said that everyone should be very familiar with.

If you can describe the characteristics of Nordic design, what do you think of it? Yes, the Nordic design is generally recognized as "simple style", "pay attention to functionality" and "price is close to the people".

Let's first talk about the simplicity of style.

Nordic design, as a noun, first appeared in the Nordic life design exhibition held at Heal 1951 s Furniture Fair in London.

Scandinavian countries include Denmark, Sweden, Norway, Finland and Iceland.

Nordic design, as you know it, is considered to be functional and aesthetically pleasing: its design is relatively simple, functional and, of course, democratic.

Let's take a look at these characteristics of Nordic design style. From the Vikings point of view, Nordic and the outside world have natural geographical separation. So from the Viking period, the Vikings are doing some handicraft work. They have laid a solid foundation for modern Nordic design in handicrafts and other cultural traditions.

From the beginning, Nordic people liked to draw materials from nature. In Scandinavian region, forests and lakes are rich in resources, and their way of life and nature are integrated into one.

Their designs are like natural engraving around: fresh and simple, restrained in form and decoration.

And this design concept also gradually improves and develops with time.

At the end of the first World War, the shortage of materials in the society triggered the change of mindset in the whole design field. We began to pay attention to the practicality of design rather than artistry, which is why the Bauhaus style prevailed at that time.

Nordic design, which is driven by Bauhaus ethos, has gradually formed a "very functional" feature. However, on the basis of German mechanical aesthetics, Nordic people still like to draw from nature, replacing wood and leather with cold just now and glass, giving the simple, icy functional apparatus a soft color.

Finally, let's talk about the populace. Precisely because the gap between the rich and the poor in the Nordic Society is not large, the existence of such luxury goods seems to be a bit redundant. Luxuries have always existed to show the rich class status.

The Nordic design is to achieve full democratization, as you can see in H&M and IKEA.

This is also very important, because one of the most important features of the "fast fashion" that we are familiar with is "cheap", bringing the fashion that has been high above, only the rich class can enjoy, and let ordinary people catch up with the trend of every season. This is the characteristic of "fast fashion".

In northern Europe, design has always advocated that everyone can afford to spend, so it has become a good way to cultivate "fast fashion".

4. Nordic design has no historical baggage.

This is actually compared to the design of southern Europe.

Because I have had doubts that France, Italy and other southern European countries are famous for their fashionable brands. Most of the luxury brands you can think of -- GUCCI, CHANEL, LV and PRADA -- come from these two countries. But why is it that the fashion that has prevailed for a time is not born in these two countries?

One of the reasons is that the popularity of traditional fashion industry has become a fetter.

I can imagine that if any talented young designer or entrepreneur who wants to be developed, he wants to practise "fashion Populism" or even "plagiarize" big business ideas. He will be excluded from the French fashion circle: what is the real fashion? This is a mean idea of betraying traditional fashion.

So you see, the world's largest two fast fashion companies, ZARA was born in Spain, H&M was born in Sweden, are not in the traditional sense of "fashion country".

Without historical fetters, we can innovate, which is the same in all fields, and the fashion circle is no exception.

5. rarely disputes, culture and design help spread to the world.

Don't underestimate the last point. Any culture or design wants to spread, and the smaller the resistance, the better.

The Scandinavian countries have not suffered too much war damage and losses in the past hundred years, and basically have long-term and stable development.

Moreover, these countries rarely speak in international disputes and have little political friction with other countries. When these factors spread the Nordic culture to other countries, there is hardly any resistance, so we can all accept the cultural pmission from these countries.

You can also understand that this is probably because geopolitical events are frequent today. Nordic design can pass through the world.

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