Wool and natural fibers are becoming increasingly important knowledge and requirements for consumers.
02
Purchase decisions are often made in physical stores.
03
The line between base layers and tight-fitting sportswear is increasingly blurred.
04
Hats, socks, and base layers are important, but generally attract low consumer interest – yet they sell in large volumes.
Allt fler människor söker sig ut och allt fler vill skapa sig sin egna version av friluftsliv.
05
06
Consumers are increasingly interested in clothing that lasts a long time and / or can be donated or resold.
Older generations often associate sustainability with Swedish brands, while younger generations tend to associate it with circular purchasing behaviors