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carried out by smaller entrepreneurs and fashion labels who release a few collaborate
products instead of large collections. Finnish fashion brands Makia and Billebeino have
even incorporated collaboration collections into their brand strategies and implemented
numerous collections in a year as teamwork with Moomin, Superga, Umbro, Pelago and
New Balance, to mention a few.
Fashion shopping is all about experience
Fashion trading is omnichannel these days. Brands face their audiences both online, offline
and mobile. While technological advances enable the development of web stores,
applications and social media, all eyes have turned back to brick-and-mortar – how to
make physical shopping so attractive that you want to visit actual stores? Brick-and-mortar
fashion commerce has been fastly reforming in Finland and bringing brand and service
experiences into the discussion. It is about everyday services, activities and reconstructing
community. The Finnish fashion center called Garden in the heart of Helsinki is a
multi-brand shopping complex. In addition to a local and well-curated fashion assortment,
events and panel discussions, Garden offers a book store, cafes, restaurants and offi ce
spaces. The overall experience is comprehensive even if you were originally intended to
buy just a t-shirt.
Fashion Finland is a Finnish fashion community and information channel that aims to increase
visibility and appreciation of the industry, support business opportunities, promote
cooperation and the culture of fashion in Finland and beyond.
Read more and fi nd all the information you need at fafi .fi