Study on the survey research of the apparel and fashion industry in Northern Europe

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  • 北欧におけるアパレル・ファッション産業の実態調査研究
  • ホクオウ ニ オケル アパレル ・ ファッション サンギョウ ノ ジッタイ チョウサ ケンキュウ

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Abstract

Recently, the design of Northern Europe, or the Scandinavian design has come to be accepted by consumers in Japan rapidly. To analyze the reason, I visited three countries - Norway, Sweden, Finland -in Northern Europe on a business trip in August 2012. I visited 4 typical fashion apparel companies in each country. Then I made a market research (Oversea trip organized by Japan Association of Specialists in Textile and Apparel). I examined them. I also examined TV programs of northern Europe which were broadcasted then. From them, I found that the features of Scandinavian design are linear, no decorative and simple. This kind of design is rare in Japan, so that it is very attractive to Japanese consumers and it has been accepted by this.

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