“Grüzei and Servus from Switzerland and Austria!”: two different countries, so similar and yet so different in culture and design. From a strong sense of regional identity to a deep appreciation for tradition, nature, and qualitative designs, the Austrian and Swiss markets offer a unique and diverse set of opportunities and challenges for brands to make their mark. Austria and Switzerland are often seen as cultural siblings of Germany, but what exactly are the differences between these three countries?

Though all of the countries share German as their official language, Austria and Switzerland take pride in their own dialects. Austrians have many different words that distinguish Austrian from German, and Switzerland stands out with a special form of German called “Schwyzerdütsch” (Swiss German). Switzerland is divided into four parts: French Switzerland, Romansh, Italian – and German Switzerland. All four parts influence the overall Swiss design and culture. The country stands out even more from its neighbours, Austria and Germany, as they do not share the same currency, but use the Swiss franc instead. In Austria and Switzerland, you can see the beautiful landscape of the Alps and turquoise lakes, making outdoor sports a big part of their culture and lifestyle. Vienna, the capital of Austria, is the center of a vibrant and unique fashion scene. Zürich, the Swiss fashion capital, goes under the motto “You can’t be overdressed”.

When it comes to design, all three countries place a strong emphasis on craftsmanship and high-quality materials as well as sustainability. Regardless of whether it’s clothing from Germany, woodwork from Austria, or delicacies from Switzerland – high-quality products hold importance for all three countries. Local designers prioritize regional sourcing of materials not only to reduce their environmental footprint, but also to support local economies and portray a strong connection with their culture.

In the world of interior and architectural design in Austria and Switzerland, there’s a fascinating blend of tradition and modernity, with a focus on the quality of materials. Traditional aesthetics in furniture and architecture involve a lot of wooden elements. Designers and architects draw inspiration from the cities’ urban charm and cultural diversity as well as from the spectacular landscapes the countries has to offer. The abundant use of wood in Austrian and Swiss design isn’t just a random choice; it’s all about crafting a cozy, warm ambiance that transports you to a rustic mountain cabin, the Alm. The idea is to embrace that snug, fireside feeling.

Modern designers like to take elements from the traditional style, such as natural materials, and create elegant and timeless pieces. However, there are small differences in their design preferences. Austrian designers tend to gravitate towards the extravagant, creating pieces that are bold and eye-catching. On the other hand, Swiss designers lean towards minimalism, valuing clean lines and quality craftsmanship.

Austria and Switzerland are similar in their culture and lifestyle as people are very active and enjoy spending time outside biking, hiking, or skiing. Whatever it is, you’re bound to meet an Austrian or Swiss who enjoys at least one of these activities in their spare time. Alongside the sporty lifestyle, Austria and Switzerland also have a rich food culture. Gastronomy is a big part of Austria’s lifestyle and something they are very famous for. And if you are a cheese and chocolate lover, Switzerland is the right place for you.

One important thing to keep in mind when talking to an Austrian is that, unlike Germany or Switzerland, they usually address strangers with a polite “du”. Whereas in Germany and Switzerland, you would use the formal “Sie”-form.

When getting in touch with an Austrian or Swiss, just remember that they share the same language as Germany, but not the same culture. They value sustainability, high-quality materials, as well as elegant, modern, and sporty designs. The way to an Austrian or Swiss’ heart is through good traditional food and a fun outdoor activity in the mountains!

What is the first thing that comes to mind when thinking about Austrian and Swiss fashion? Probably the traditional Dirndl and Lederhosen. Though they are usually only worn for special celebrations, traditional clothing styles can be found in the Austrian and Swiss fashion scene. Whether it’s on TikTok, YouTube or Instagram, Austria and Switzerland offer a wide and exciting selection of influencers. It should come as no surprise that both countries have a broad range of ski champions, tour experts and outdoor enthusiasts showcasing the stunning scenery of the Alps on their social media channels.

However, the countries have a fine line of differences in their fashion style. Austria’s style is unique as it balances a mix of traditional fashion and modern minimalism as well as elegance with a sporty twist. In this way, the outdoor mountain vibe gets included in their everyday fashion. The country shows a wide spectrum of different styles. Vienna, for example, is dressier and more elegant than other parts of the country, which have a more laid-back and sporty style.

Swiss don’t want to attract too much attention, therefore they might not be at the top of your list when thinking about fashion, but this should change! Swiss have a very elegant and trendy sense of style. Locals usually wear natural and sustainable fabrics to show their roots in the countryside. Swiss people dress practically with many layers to stay warm in the colder Alps. Since outdoor sports are also a big part of the Swiss lifestyle, people usually dress sporty and functional. When visiting the big cities like Zürich or Geneva, you can never be overdressed as the cities’ styles are both elegant and luxurious. But that doesen’t mean you should always go crazy with colors – the Swiss like it neutral.

The media landscape in Austria and Switzerland is quite small. However, Austria and Switzerland offer a great range of online and print fashion, lifestyle and interior magazines. Even though online magazines are gaining a presence in Austria and Switzerland, the emphasis is still on the classic printed magazines. Germany, Austria and Switzerland share most of the largest magazines, which are available in all three countries.

Have a look at some of the Austrian fashion and interior magazines – and editors below.

With sewing as her superpower and a strong dedication to making the fashion scene more eco-friendly, the Norwegian content creator Ingrid Bergtun has become an influential voice within the sustainability sphere.

She is the Co-Founder of Fæbrik, a company consisting of four passionate ‘sewing junkies’ on a mission to inspire the general public to think green into their clothing consumption. Recently, Fæbrik hosted Norway’s very first secondhand festival, which made it clear that Ingrid and the rest of the team are not only here to change, but to revolutionize the established industry format.

Photo credit: Arne Næsset. 

Andrine is the Norwegian Lifestyle Researcher at VOCAST. She has a bachelor’s degree in “Communication and Digital Media” from Aalborg University in Copenhagen. When she’s not working, she enjoys diving into a creative world where fashion and writing are her two biggest passions.

Welcome to the land of Moomins and saunas, where nature, design, and happiness reign supreme. Helsinki, the capital, is home to art and design. The city’s aesthetic pride is evident in every corner, from the architecture to the fashion. With a host of artists, designers, and new studio spaces flooding the city, Helsinki has become a city of new ideas. And let’s not forget about the saunas – a vital part of everyday life for Finns, and an essential way to unwind and relax. With millions of saunas spread throughout the country, you’ll find them in the most unexpected places, from lakeside cabins to trendy urban spas.

If you are looking to conquer the Finnish lifestyle market, there are a few key values and characteristics that you should keep in mind. From a strong sense of national identity to a deep appreciation for nature and design, the Finnish market offers a unique set of opportunities and challenges for brands looking to make their mark.

Finland is home to some iconic brands, such as Marimekko, Iittala, and Artek, that are known worldwide. The Finnish design ethos is characterized by simplicity, minimalism, functionality, and quality. Good craftsmanship is highly valued, and designers create products that are not only visually appealing but also well-made and durable. Finnish design is known for its ability to seamlessly blend practicality, beauty, and function.

Finns deeply appreciate design, and this is reflected in the way they interact with products in their daily lives. Sustainability and a love for nature are also highly valued in Finland. The “Everyman’s rights” law allows people to venture into the wilderness, as long as they respect nature. Finland is home to the world’s largest archipelago, with over 80,000 islands, and nature has had a profound impact on Finnish art, making it an essential aspect of a high-quality life. Moreover, around 70 percent of Finns are willing to pay a premium price for sustainable products, demonstrating a strong commitment to environmental conservation.

If you have ever interacted with a Finnish person, you may have noticed their aversion to small talk. Don’t be mistaken, it’s not because they are uninterested or rude. Good manners are a cornerstone of Finnish culture, where taking others into account and avoiding flashy behavior in favor of diligence are highly valued.

Finnish people also have a self-deprecating sense of humor, often using it to bond with others. Initially, Finnish people may seem reserved, but once they warm up to you, they reveal their sincere, caring, and warm nature. Individualism is highly valued in Finnish society, and so is “sisu.” Sisu is a concept that encompasses perseverance and determination, allowing people to overcome adversities in life. It’s the backbone, drive, and courage that enables one to see things through to the end, and it’s a quality that is deeply admired in Finland.

It’s no secret that the influencer phenomenon has taken the world by storm, and Finland is no exception. In fact, the country boasts a thriving influencer scene, with micro-influencers emerging as prominent figures across social media platforms like Instagram, TikTok, and YouTube.

Finnish influencers often have a multi-channel presence. Many of these influencers have honed their content creation skills over several years, making them experts at crafting engaging and authentic content that resonates with their followers. But it’s not just lifestyle content that Finnish influencers are known for. Many have also taken on the role of social commentators, using their platforms to spread factual information and participate in social debates.

It’s no wonder that so many of their followers see them as sources of vital societal information and insights. In some cases, these influencers have even crossed over into mainstream celebrity status, a testament to their power and influence in contemporary Finnish society.

The media landscape in Finland is small, with a reduced number of fashion magazines available. While digitalization has impacted the number of fashion and lifestyle magazines available, there is still a significant emphasis on traditional print media. Nonetheless, a few large publishing houses, such as Sanoma Media and A-lehdet, own many magazines available, with editors managing multiple publications at once.

Have a look at some of the Finnish fashion and interior magazines – and editors below.

Anna Lohikoski is the Finnish Market Coordinator at VOCAST, responsible for the Finnish Lifestyle and News Media research.

Rains, the renowned rainwear brand, has celebrated its 10th anniversary and is now seen on global runways and in stores. The company has achieved tremendous growth over the past decade and is continuously expanding its range of categories. From promoting rainwear to other lifestyle products, Rains is pushing the boundaries of the industry. We spoke to Alexander Birch, Marketing Project Manager at Rains, about why using a digital showroom and press tools has been a key part of this journey. 

Georgina is the Media Research Manager at VOCAST; responsible for the team creating curated lists and content. She studied Business & Sociology at CBS and is interested in social and environmental issues within the design industry.

Photography is so much more than taking pictures. Whether it’s capturing fashion, telling the story of a particular event, or challenging societal norms and beauty standards, photography can evoke emotions and bring people closer together through shared experiences. Traditionally, fashion photographs could be compared to the still, perfect scenes of a Renaissance painting. Now the story has changed. Fashion photography rather reflects something closer to reality, it has to tell a story. And it is through the representation of this reality that the customer sees himself increasingly aligned with a brand’s values. The role of photography has changed over time, and it is now essential for brands in representing their position as social advocates. 

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Alessia is the Italian Market Researcher at VOCAST, responsible for Italian Fashion and Lifestyle research. Along with her work at VOCAST, she studies Strategic Design, offered by Copenhagen Business School in collaboration with the Danish Royal Academy of Fine Arts. When not working or studying she is passionate about travel, yoga, reading, art, and food.