Fashion in Finland in a Nutshell
Finland has always been known through the years for its inclination toward design. The Finns are high in their design, especially when it is doing well overseas. Design is normally adapted to time and place, but fashion as a branch of design is very fleeting. Its worth is not only ascertained by fashion professionals, but also by the people who patronize it.
Pure and clear postmodern designs predominate fashion in Finland. While the description seems categorical, it is by no means distinct only to Finnish design. They are global fads and a quintessential feature of Scandinavian design
Some characteristics can be very much distinctively Finnish, though Nature influences Finnish couturiers a lot. It is usually more pronounced in the past than in current fashion, however. This is probably an offshoot of the worldwide trend for more conceptual and abstract designs. Direct references are considered crass and boring by contemporary fashion.
Another dominant characteristic of Finnish fashion design is individuality. Finnish couturiers come up with fashion lines suited for consumers with a strong sense of style, not for the common people. It is a very restrictive practice that limits the market significantly. In the end, fashion in Finland is more oriented towards design and aesthetics rather than maximizing bottom lines. The positive thing is that the fashion industry in Finland is more fascinating and varied than some of the rival fashion industries.
Internationally appreciated ethics like integrity and sustainability are also important premises of Finnish fashion. In essence, the garment should be able to withstand the test of time. Additionally, Finnish designers aspire to provide their seamstresses a safe and equitable working environment. They will not open production lines in countries where workers are routinely exploited.
There are conflicting views and opinions on the present state of the Finnish fashion business. Some consider the industry dormant and marginalized but others think it is better than that. Whatever the truth may be, the Finnish fashion industry is faring very well. Export can be very tricky as the clothes are so bound to inspiration, brands and time. A single item can only last about half a year, and only caters to a specific audience because of its premium price and unconventional design.
The law of supply and demand applies to the fashion industry just like any business. When a consumer needs something, he or she undergoes a process of decision-making before coming up with an answer whether to purchase or not the product. Clothes are a basic need for everyone.
The problem staring Finnish fashion companies is that the local market cannot sustain all of them but expanding internationally requires a lot of work and money. As hard as it is to enter foreign markets, it is doubly so for fashion companies with products that are vulnerable to many factors and the period they were made.
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