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How Pinfluencers can benefit from digital showrooms

How Pinfluencers can benefit from digital showrooms

How Pinfluencers can benefit from digital showrooms

Pinterest is a social media platform that most people use as an online vision board. Pinterest is capturing dreams – being used as a tool to plan the future. So why not take part in planning the future? Pinterest offers you the opportunity to meet your customers when they feel inspired and lets you take part in creating an inspirational atmosphere, thus leading to future purchases.  Here is why you should keep Pinterest Influencers, referred to as Pinfluencers, in mind when arranging your digital showroom.

Get familiar with Pinterest

Pinterest is more than just a medium to share photos, videos, and other inspiring content. Its abilities go beyond being a regular social media network. Read along to get insight on why Pinterest stands out in terms of driving traffic and marketing value for individuals but brands especially.

With more than 400 million people visiting Pinterest every month, Pinterest holds a huge potential to increase and drive traffic but also to raise awareness in regards to interesting stories and streams of content. People are on Pinterest to try new things, save new ideas, and often to make their next purchase. Insights show that 85% of the users on Pinterest go to the platform when starting a new project.

Furthermore, the platform attracts mostly female users, as six out of ten pinners are women who are mainly interested in home decor and interior boards. Looking for and finding inspiration is Pinterest’s business model as it offers a huge variety of clickable boards, and its users have more than 200 billion pins saved which account for the credibility of the platform and makes it attractive for marketers and inspiration seekers. With over 28% of marketers using the platform for their business efforts, and 97% of searches on the platform being unbranded, there is a wide area of use for different purposes.

Pinterest is where people browse, discover and buy. Show up at the moment of inspiration, and take your audience from idea to “I did”.

– Pinterest Business

How to use Pinterest as a brand

Distributing your content as a brand on Pinterest is very easily managed. The platform makes it possible to organize content tailored to your needs, including organizing boards in regards to themes, ideas, plans, or types of inspiration. It will be very easy for Pinfluencers and users to click through your boards and share or re-pin their favorites. As a brand, you are also able to make your posts “shoppable”, which means consumers can directly access any product being advertised on any curated board. Furthermore, the platform offers a “live links” function on content which enables you as a brand to drive traffic to your own website or business directly through the curated post. This is especially valuable if you enable clickable links in your content.

Another aspect worth highlighting is that building a community with Pinterest has become easier than it has ever been before. The platform is built upon interaction and is a two-way street. This makes it possible to build long-term relationships with your followers by, for example: following their accounts, commenting on similar content to yours, using the right keywords/hashtags, and matching your presence on Pinterest with all your other social media channels. If you want to step up your game even more, the option to pay for a “Pinterest ads account” will enable you to run ads on the platform, increasing your visibility and engagement rates even more.

People on Pinterest are eager for new ideas, which means they want to hear from you. Content from brands doesn’t interrupt on Pinterest – it inspires.

– Pinterest Business

The benefits of working with Pinfluencers

Pinterest is a social media platform designed for commerce, making it the go-to place for consumers in the mood for shopping – or for those looking for inspiration. This makes Pinterest the ideal place for consumers to get to know your brand. Pinterest as a marketing tool isn’t solely targeted towards brands directly. Collaborations with Pinfluencers can be the easiest way to access large followings on Pinterest. Consumers are inspired by their favorite Pinfluencers and are seeking their platforms to find inspiration for their next purchase. For that reason, Pinfluencers can be a valuable asset for your brand – making your products visible on the ultimate go-to platform for inspiration.

When working with a Pinfluencer, there are various ways to go about it. The first option presents itself as a mere partnership between the brand and the Pinfluencer, resulting in the Pinfluencer sharing imagery and pictures from your brand portfolio/image bank thus redirecting traffic towards your brand and creating buzz. The second option incorporates the special delivery of imagery, directly created for you as the brand from the Pinfluencer. We are talking about content that has been solely created for the sake of promoting a specific product/service of your brand. A paid partnership that is being followed by many more creative ventures like this can create a satisfying relationship between both parties.

The world of marketing is changing, and creating a lasting impression as a brand is more important than ever before. Therefore, Pinterest offers a unique opportunity for lifestyle and fashion – brands to align with visual worlds that mirror their own aesthetics. Effects such as driving traffic of like-minded people and potential new brand enthusiasts can occur.

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How can Pinfluencers benefit from digital showrooms?

Digital Showrooms can be a helpful tool for Pinfluencers. That is why it is important to keep your imagery updated and easily accessible. Pinfluencers are browsing through aesthetically pleasing imagery every day, so they expect your digital showroom and platforms to be beautiful – this is the first step in being an attractive collaborating partner to a Pinfluencer. They make a living on aesthetics and of course, only wish to develop their boards with beautiful imagery. The digital showroom is a ticket for the Pinfluencer to get direct access to professional pictures and content for their boards. Uploading the pictures from your image banks to Pinterest makes it even more convenient for the Pinfluencers to pin your pictures and add them to their own boards. So if you really wish to get the attention of Pinfluencers, be on Pinterest, be visible and keep on uploading.

Pinterest Predicts

Every year Pinterest creates its predictions for the upcoming year. It is not the typical “trend” report, rather a “not-yet-trending” report. Take a look at their interesting predictions for 2021, in regards to Fashion, Beauty, and Home, right here;

Fashion Predictions

Athflow - Athflow is the new Athleisure

“When athleisure meets elegance—that’s athflow. Flowy pants, casual jumpsuits, and oversized outfits will replace athletic clothes as the new go-to loungewear. Athflow is professional enough for the “office,” stretchy enough for the yoga mat, and comfy enough for the couch”

Cocoon Swoon - Cocooning is the new Layering

“Blankets as a fashion statement? Oh yes. Pinners will turn to shawls, puffers, and slouchy socks in 2021—no matter the weather. Let’s make cozy comfort part of every season”

Up clothes and personal - make it is the new work it

“Make it your own. Gen Z will take personalization to the next level with DIY everything, from painted-on denim to custom crewneck sweatshirts”

Home Predictions

Vibey Lights - Neon hue is the new you

“Neon rooms will get the spotlight treatment—especially from Gen Z. Pinners will reinvent their bedrooms with bright, color-drenched lighting for majorly moody looks. LED lighting is a 2021 vibe”

Dish is out - Shelfies are the new gallery walls

“Calling it now: kitchen shelves will be the new favorite corner of the house in 2021. People will collect and invest in eye-catching dinnerware, from colored glassware to handmade clay plates”

Japandi aesthetic - Japandi is the new modern

“Every decor lover just swooned. Japanese design meets Scandinavian minimalism in this rising home decor trend. Sleek lines, neutral color schemes, and calming setups will be on the radars of Pinners everywhere”

More door - Cloffice is the new home office

“Say goodbye to open floor plans. Pinners are getting creative with closed doors. In 2021 we’ll all learn what a “cloffice” is. Even when doors aren’t available, people will find new ways to create some personal space”

Beauty Predictions

Skinimalism - Skinimalism is the new glow up

“It’s the end of the caked-on makeup look. Pinners will embrace slow beauty and let their natural skin texture shine through. This new “effortlessly chic” routine is simple and sustainable”

Indie beauty - Cheeky is the new chic

“Take it from Gen Z: indie isn’t what it used to be. Their version is defined by bold-colored crop tops, baggy jeans, and emoji-inspired makeup and nails. When it comes to beauty, 2021 will be about feelin’ cute”

Poppin' protective styles - Low-maintenance is the new high heat

“Pinners will get creative with braiding techniques that are protective, low-maintenance, and glamorous. Beyond the braids, style mavens will add their own personal touch with beads or colorful highlights”

Rainbrows - Defiant brows the new defined brows

“Brush up your brow game. In 2021, people will embrace bold brows and experiment with statement-making styles. Nothing is too out-of-the-brow this year”

To get access to the curated lists of Pinfluencers and more;

   
Image: Unsplash

References: Pinterest

Sarah is the Lifestyle Researcher for the Danish market at VOCAST. She is very passionate about the fashion industry and along with her work at VOCAST she studies Communication at Copenhagen Business School.

Kevin is the German Lifestyle Researcher at VOCAST. He has a degree in Fashion Journalism and Media, which makes him an expert in all things fashion and lifestyle. While he currently undergoes his second education in Marketing & Communication Design, he also established a strong interest in Social Media and Communication Strategy.

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Vogue Scandinavia

Vogue Scandinavia

Vogue Scandinavia

This August, the highly anticipated Vogue Scandinavia was launched. Comprising a whole region, the edition covers the Nordic countries of Norway, Sweden, Denmark, Finland and Iceland. The magazine aims to be an emblem of modern Nordic fashion, combining elements from all the Nordic countries to highlight the characteristics of their unique fashion. 

Vogue is with its vast history and global impact considered a worldwide fashion authority. The power of Vogue and the impact of being featured in a Vogue magazine has acquainted the magazine a status of a guiding star for readers and brands to follow. Therefore, the launch of Vogue Scandinavia marks a significant moment in the Scandinavian fashion history.

The 28th edition of Vogue: Vogue Scandinavia

In June 2020 the launch of Vogue Scandinavia was officially announced. With the ever increasing impact of Scandinavia as a fashion destination, the new edition was met with excitement – it serves as a natural addition to the catalogue of different Vogues. The magazine emphasises the role of Scandinavian fashion on an international level.

By publishing Vogue Scandinavia in English, the magazine isn’t only made easy accessible for the Nordic countries, but worldwide. In addition to representing key features of Scandinavian fashion, the magazine takes a political stand on concerns and values of the Nordic region.

Vogue: a fashion history 

Vogue Magazine originates from America, where the first ever edition saw the light in 1892. Since 1909, the magazines have been part of Condé Nast Publishers. Vogues first international edition, British Vogue, was launched in 1916, and marked the beginning of what would become a global fashion powerhouse. Today, Vogue is published in a total of 19 languages, targeting a massive worldwide audience. The launch of Vogue Scandinavia marks the magazines’ 26th international edition.

With its long history and establishment, Vogue Magazine has heavily influenced the development of the fashion magazine industry. Furthermore, its impact on fashion trends remains prevalent to this day. In 2009, The New York Times named Vogue “high fashion’s bible”.

Vogue Scandinavia ethos: Sustainability on the front page

Vogue Scandinavia aims to cover fashion in a sustainable matter. Its Editor-in-Chief, Martina Bonnier, has been working actively with sustainable fashion for the past 20 years – and has made sure that environmental matters are a key pillar in the launch of Vogue, being carbon neutral from day one. This represents the love and care of nature that is apparent across the Nordics. According to Bonnier, it is this common link of nature that binds Nordic people together. This is reflected in the first issue of Vogue Scandinavia, and will remain a central theme in upcoming issues.

 

“Our goal is to give back more than we consume, to become carbon negative throughout our whole value chain”

– Mariann Jacobsson, Vogue Scandinavia’s Head of Sustainability.

 

 

The fashion industry is notorious for its environmental footprint; Vogue Scandinavia is hence putting a heavy emphasis on how one can lead a more modern and sustainable fashion consumption. This is not only represented through the content of the magazine, but in all levels of the production chain. Vogue Scandinavia is transparent in their sustainable processes, from how the paper of the magazine is locally sourced and produced in the Finnish woods, to how they have cut out plastic wrapping and gone for a more environmentally-safe wood fibre packaging.

To further minimise waste and be more sustainable, Vogue Scandinavia will be the first edition of Vogue not to be sold in physical shops. Its 6 yearly issues are exclusively to be bought on the online Vogue Scandinavia platform. With the publishing industry becoming more digitalised, Vogue Scandinavia solely being represented online utilises the advantages of online platforms. Vogue Scandinavia aims to serve its readers as a three-dimensional experience consisting of look, smell and sound; scented paper and digitally sourced sound.

 

“We hope to inspire our stakeholders, industry colleagues, and our loyal readers to make small changes for good. A small step made by many people creates a movement, and we are proud to be leading this movement in our industry.”

– Mariann Jacobsson, Vogue Scandinavia’s Head of Sustainability.
 

Meet the Editors

Martina Bonnier

Martina Bonnier is the Editor-in-Chief at Vogue Scandinavia.

 

 

Konca Aykan

Konca Aykan is the Fashion Director at Vogue Scandinavia.

 

 

Allyson Shiffman

Allyson Shiffman is the Senior Fashion Writer at Vogue Scandinavia.

 

 

Josefin Forsberg

Josefin Forsberg is the Junior Fashion Writer at Vogue Scandinavia.

 

 

Camilla Larsson

Camilla Larsson is the Fashion Editor at Vogue Scandinavia.

 

 

Rawdah Mohamed

Rawdah Mohamed is the Norwegian Fashion Editor at Vogue Scandinavia.

 

 

Sophia Roe

Sophia Roe is the Danish Fashion Editor at Vogue Scandinavia.

 

 

Natalie Setterwall

Natalie Setterwall is the Digital Editor at Vogue Scandinavia.

 

 

Celine Aagaard

Celine Aagaard is the Sustainability Expert at Vogue Scandinavia.

 

 

Asa Steinars

Asa Steinars is the Nature Expert at Vogue Scandinavia.

 

 

Gucci Westman

Gucci Westman is the Beauty Expert at Vogue Scandinavia.

 

 

Marianne Theodorsen

Marianne Theodorsen is the Handbag Expert at Vogue Scandinavia.

 

 

Kristian Haagen

Kristian Haagen is the Watch Expert at Vogue Scandinavia.

 

 

Sandra Hagelstam

Sandra Hagelstam is the Shoe Expert at Vogue Scandinavia.

 

 

Mikko Puttonen

Mikko Puttonen is the Gender Fluidity Expert at Vogue Scandinavia.

 

 

Mona M Ali

Mona M Ali is the Diversity & Inclusion Editor at Vogue Scandinavia.

 

 

Tom Pattinson

Tom Pattinson is the Editorial Manager at Vogue Scandinavia.

 

 

Jennifer Nilsson

Jennifer Nilsson is the Social & Commercial Media Editor at Vogue Scandinavia.

 

 

Rebecka Thorén

Rebecka Thorén is the Assistant to the Editor-in-Chief at Vogue Scandinavia.

 

 

How to reach the Editors

The editorial of Vogue Scandinavia is a wide variety of Editors and Experts, all prominent contacts within the Scandinavian fashion industry. VOCAST have gathered consent from the entire editorial and created a list solely dedicated to Vogue Scandinavia.

 

If you wish to subscribe to our Vogue Scandinavia list, please contact us here:

Sarah is the Lifestyle Researcher for the Danish market at VOCAST. She is very passionate about the fashion industry and along with her work at VOCAST she studies Communication at Copenhagen Business School.

Sara is the Norwegian Market Coordinator at VOCAST, responsible for Norwegian fashion and lifestyle research. When not at VOCAST, she studies Brand and Communications at Copenhagen Business School. Besides work and studies, she is a travel, music, and movie enthusiast.

 

Josefine is the Swedish Market Coordinator, responsible for the fashion and lifestyle research and coordination within the Swedish market. Alongside her work, at VOCAST she is finishing her studies in Communication Design & Media in Copenhagen.

 

 

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Belgium: Why and how to conquer the lifestyle market

Belgium: Why and how to conquer the lifestyle market

Belgium: Why and how to conquer the lifestyle market

Belgium: The country of chocolate, fries, and … fashion. Maybe not as tasty, but surely more than tasteful. Martin Margiela, Dries Van Noten, Raf Simons, and Ann Demeulemeester are just a few of the big names who rose to fame from the country’s main cities Antwerp and Brussels. Interior design doesn’t need to hide in the fashion industry’s shadow though. Belgians tend to love building and decorating their homes. Now you only need to localize your contacts and link them to the right language … A quick guide on how to navigate this little, but extremely diverse and interesting country.

The Antwerp Six

Being such a small country, Belgium has still managed to put its stamp on the international fashion scene. Martin Margiela was a pioneer who rose to fame from Antwerp and you probably have heard of Raf Simons who’s been the creative director of Calvin Klein, Dior, and now Prada. Then names like Ann Demeulemeester and Dries Van Noten probably also ring a bell: Part of the Antwerp Six, highly influential graduates from Antwerp’s Royal Academy of Fine Arts.

Although Antwerp remains the Belgian fashion capital, the country’s actual capital definitely played and continues to play an important role in the country’s fashion history as a bustling city with creative ateliers and boutiques in the presence of inspiring artists like the surrealist René Magritte.

The popularity of Belgian fashion doesn’t reflect as much on its interior design. However, the saying goes that Belgians have a brick in their stomach’, pointing to their desire to build their own homes.

Needless to say that there is an audience for home interior products. According to a Santander market analysis, Belgians spend more than 6% of their household budget on their homes in the form of furnishings and maintenance, which is more than what they spend on fashion which trails behind with around 4%. Moreover, the report states that there’s a growing market for gastronomy, gardening, and home decoration and maintenance (1).

However, Belgium is a patchwork of languages, cultures, preferences, and attitudes, so it is hard to present a single, clear-cut profile and approach. Instead, we present you with some things to bear in mind when figuring out who you want to reach out to and from which locality in the country you’d best do this.

Highlights

1. Choose your language: Belgium has three official languages: Dutch, French, and German – but with Brussels being the capital of Europe, it’s not unlikely to catch some English there too.

Flanders, the northern and Dutch-speaking part of the country, has the biggest population (58%), Wallonia, the southern part, is less populated (31%) and is mainly French-speaking with a small German-speaking community in the east. Finally, the capital region Brussels (which is located in Flanders) has 11% of the population, and communication in the city tends to be in both main languages (Dutch and French).

The main cities are Antwerp and Brussels. Depending on which community they’re from, Belgians’ will have different preferences and habits – with Flemish people leaning closer to The Netherlands than the Walloons, and the latter being closer to the French landscape than the northern citizens.

Most websites catering to the Belgian market have both French and Dutch versions, which is very important. Belgians often shop and explore across the border, also virtually with about 40% of online sales originating abroad, mainly in The Netherlands, France, and Germany (2).

2. Build trust: As opposed to their neighbors in The Netherlands, Belgians are less direct, more formal, and reserved. They prefer to listen and take their time to build a more personal relationship with business partners before making a deal. Take this into account when reaching out to Belgian press or customers: They will appreciate an informal register as long as you’re not making too many spelling mistakes and you stick to business rather than superficial chit-chat.

3. Sustainability: Belgians are very climate-conscious. They love to support their local vendors and consume organic, fresh, traceable products. When you talk to them about your sustainable product or service, fun and fluff won’t cut it. Be sure to get your facts and terminology straight.

 

Familiarize with the Belgian media landscape

Included in VOCAST’s Belgium curated lists

Fashion media landscape

Home Inteior media landscape

Influencers

Compared to The Netherlands where social media penetration is very high at 88%, Belgium is growing and has more room for growth at 76% (3). The most popular platform is still Facebook with more than 81% users, followed by YouTube at 80%. Then Instagram has over 53% users, while Pinterest has about 30%.

TikTok grew massively: from barely 9% of the internet users on the platform in 2020 to 21,4% in 2021 (3). Although e-commerce is growing in Belgium, Santander notes that 25% of Belgian internet users have adblocks, which actually is as high as 47% for the younger population. As Santander writes in its report, Belgians are more likely to learn about products and services through social media and actively look for those.

Julie Vanlommel

Julie Vanlommel is a Belgian stylist and fashion influencer based in Antwerp.

Paulien Riemis

Paulien Riemis is the fashion influencer and writer of the blog Polienne. She’s based in Antwerp.

Florence Windey

Florence Windey is a Belgian influencer and radio personality hosting videos and shows for the channel StuBru.

Justine Kegels

Justine Kegels is an interior architect, designer, photographer, creative director, and model from Antwerp.

Patricia Goijens

Patricia Goijens is an interior photographer and stylist from Antwerp.

Elien Jansen

Elien Jansen is a fashion, travel, and lifestyle photographer and influencer based in Hasselt, Belgium.

 

Publishing houses

Belgian titles and channels are controlled by just a few large media houses. In Flanders these are DPG Media, Mediahuis and Roularta. The latter also holds French-speaking titles. In Wallonia Groupe Rossel is a major player.

There are the Dutch (VRT) and French-speaking (RTBF) public television and radio channels too, and in Wallonia, people tend to tap into French channels as well.

 

Meet some of the editors

Martyna Majchrzak

Martyna Majchrzak is the Editor in Chief for the Belgian culinary magazine Culinaire Ambiance. She is a micro-influencer sharing content about interior design, fashion and gastronomy. Based in Antwerp.

Marie Guérin

Marie Guérin is the Editor in Chief of Elle Belgique. 

Ruth Goossens

Ruth Goossens is the Editor in Chief of the Belgian lifestyle magazine Knack Weekend and its French edition Le Vif Weekend. 

Judith Hendrickx

Judith Hendrickx is the Head of Lifestyle for the Belgian lifestyle magazine Flair. She writes about interior, food and lifestyle. 

Mare Hotterbeekx

Mare Hotterbeekx is the digital coordinator for fashion and lifestyle magazine Knack Weekend. 

Amélie Rombauts

Amélie Rombauts is a design and architecture editor for the Belgian lifestyle magazine Knack Weekend. 

To get access to the Belgian curated lists of these Magazines, Influencers, Architects, Editors-in-chief, Editors, and more:

(1) https://santandertrade.com/en/portal/analyse-markets/belgium/reaching-the-consumers
(2) https://santandertrade.com/en/portal/analyse-markets/belgium/distributing-a-product
(3) https://www.xavierdegraux.be/sociale-netwerken-belgie-statistieken-2021

   

Wided is the Lifestyle Researcher for the Belgian and Dutch markets at VOCAST. She’s a Belgian editor and author with a background in journalism. In London, she established a career in digital marketing for fashion and interior design brands. When she’s not working or studying for her Master’s, you’ll find her in front of a canvas, paintbrushes in hand.

 

 

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The Netherlands: Why and how to conquer the lifestyle market

The Netherlands: Why and how to conquer the lifestyle market

The Netherlands: Why and how to conquer the lifestyle market

Dutch Design is the national pride of The Netherlands and the subject of international praise. It is the umbrella term for the country’s design æsthetics and its popularity explains why VOCAST offers insights into the versatile market with a wide array of (niche) relevant contact segments. Dutch Design covers interior design and art, but The Netherlands are also important players in the global fashion scene. Now how should you best engage with this market of which the residents are characterized by their authenticity and direct attitude? A quick, clear guide to Dutch (Design) thinking.

Dutch Design

Dutch Design is more than just a reference to its country of origin. The term covers Dutch interior design and art æsthetics and is known for being innovative, minimalistic, experimental, quirky, and humorous.

When it comes to innovation, sustainability has come to take up a bigger role. After all, Dutch design is characterized by offering more than just a practical purpose: it tells a story. Great contemporary examples of furniture and interior design brands carrying out the Dutch spirit are Studio HENK, Home Stock, Zuiver, and Moooi.

But the country leaves a mark on the fashion world too. Think of Daily Paper which is one of the most influential streetwear brands of the moment. Great designers like Iris van Herpen and Viktor & Rolf paved the way.

Moreover, Dutch brands like Oilily, G-Star, and Scotch & Soda became part of the mainstream. In fact, according to Creative Holland, the Dutch fashion industry employs more than 20.000 people and covers a consumer market of around 10 billion euros. The country counts more than 20.000 physical stores and customers get their hands on their favorite designs through online channels more than ever too (1).

Yet, there isn’t one ultimate Dutch fashion identity, Maaike Feitsma argued in her 2014 research. It is always changing and developing, moving between the stereotype of functionality, simplicity in line with the Dutch adversity for showing off, and the seemingly opposing bright, colorful, and expressive style (2).

Despite the mix of both overlapping and contradicting styles, there are elements that connect and characterize the Dutch and their design. Bearing those in mind, we proceed with a little guide to Dutch communication.

How to engage

The Netherlands topped the global 2020 EF English Proficiency Index (3) which means that the Dutch are the best non-native English speakers, they also have a long and rich history in international trade and love online shopping in foreign webshops (4).

But this doesn’t mean you can kick up your feet and let the magic happen. If you want to conquer the Dutch market (and hearts), you’ll have to embrace the Dutch attitude and answer their need for authenticity and directness:

1. Honesty is key

The Dutch are known to be very direct and appreciate it when others make themselves clear in simple terms too. So in your messaging targeting The Netherlands, be sure to simply get to the point, no fluff. When emailing your Dutch contacts, you can address them informally as the informal register is gaining popularity.

Only if your customer base is older or you know they prefer a formal approach, you can choose for that (5). Moreover, the Dutch don’t show off, nor do they like it when others do. Don’t take yourself too seriously, add a touch of humor as long as the communication stays straightforward. People don’t tend to invest in luxury items to show how wealthy they are, it is more a matter of taste and self-expression. Be sure to focus on the latter with an authentic, honest story and you’ll have loyal customers in return.

2. Be on time

When it comes to managing their time, Dutch people are very strict. They rarely work overtime and they like to plan social gatherings weeks in advance. Because about a third of the Dutch start their day by checking their emails, this is a great way to get in touch. However, if you want to invite someone to an event and actually want them to show up, make sure to ask them largely ahead of time so they can make space for you in their calendar – people aren’t too keen on canceling plans last minute (5).

3. Stand for something

The Netherlands is the second-largest agricultural exporter in the world, which means sustainability is quite naturally on their mind. However, figures show that the Dutch are lagging behind globally when it comes to making sustainable choices – simply because they don’t necessarily want to pay more for it than for other products and services (5).

Because it’s nonetheless an important matter to the Dutch, you can focus eg. on the packaging. Pwc’s March 2021 Global Consumer Insights Pulse Survey’s section on sustainability, shows the highest commitment of the Dutch when it comes to intentionally buying items with eco-friendly or less packaging (38%) and buying items from companies conscious and supportive of protecting the environment (35%) (6).

This reminds us of the importance of a brand’s narrative in The Netherlands.

 

Familiarize with the Dutch media landscape

Included in VOCAST’s Dutch curated lists

Fashion media landscape

Home Interior media landscape

Influencers

With the rise in online shopping comes the growing relevance of influencer marketing. Even before the pandemic, some influencers grew out to become true celebrities, think of eg. the Dutch-Iranian beauty entrepreneur, presenter, and fashion blogger Anna Nooshin (near 1 million followers), or YouTube make-up star NikkieTutorials (14.7 million followers).

Lockdowns and social distancing definitely also helped the social network TikTok reach amazing heights. According to Emerce, in The Netherlands, it went from 2 million to 4.5 million users in the past year alone (7). If you want to find out more on how to reach a broader audience and include more of Gen Z, read our TikTok feature and explore our curated TikTok lists.

When communicating with a Dutch audience on social media, it’s important to keep the previously mentioned pointers in mind. Unfiltered content is a big win in The Netherlands. Think of influencer Rianne Meijer, now part of Zalando’s Activists of Optimism campaign. She’s a great example of Dutch authenticity mixed with a good dose of fun with her Instagram vs. reality content.

A general development, again quite driven by Gen Z voices, is the use of their social platforms to bring positive change, communicating and doing something meaningful (7). As previously mentioned, as a brand you can stand out if you stand for something and you can connect with influencers who relate to your message and ideas.

Despite being a bit behind on the global sustainability movement, The Netherlands does have some influencers with a climate-conscious voice, whom you can find in our niche curated lists too. For eg., Nina Pierson shares authentic content about motherhood.

Negin Mirsalehi

Negin Mirsalehi is one of the most successful Dutch influencers and became an equally successful entrepreneur as she launched her own haircare brand Gisou, based on honey, in 2015. She even made it into Forbes’ 30 under 30.

Rianne Meijer

Rianne Meijer is a Dutch model with a passion for photography, traveling, and making video content along the way.

Vivian Hoorn

Vivian Hoorn is a visual storyteller based in Amsterdam. She’s a fashion and lifestyle photographer and creative director.

Maartje Diepstraten

Maartje Diepstraten is the Dutch creative mastermind behind Barts Boekje (‘Bart’s Guide’, the former being a nickname given to her by her father). The blog has developed several categories ranging from kids guides to travel and (green) interior – all within the lifestyle and travel field.

 

Andrea de Groot

Andrea de Groot is a content creator and the founder of interior blog LivingHip.

 

Rachel van Sas

Rachel van Sas is a Dutch influencer living in Amsterdam. She has a big passion for interior design which she shares on her social channels.

 

 

Publishing houses

The Dutch media landscape is dominated by five big players: the Dutch public broadcaster NPO, DPG Media which used to be De Persgroep, and since April 2020 also owns Sanoma Media, Talpa Network, Mediahuis, and RTL Group. These large companies own most of the Dutch media brands, including the most popular news services NU.nl, NOS, AD, De Telegraaf, and RTL Nieuws (8).

However, only two of them – the Belgian Mediahuis and DPG Media – hold more than 85% of the print market, while three players hold around 75% of the radio and television markets.

 

Meet some of the editors

Evelien Reich

Evelien Reich is the Editor in Chief of the Dutch ELLE Decoration and ELLE à Table NL. She’s also been a stylist for several decades working for Quote, ELLE Eten, ELLE Decoration, Red, and FD Persoonlijk.

Mary Hessing

Mary Hessing is art director and editor at WOTH Wonderful Things magazine. She previously worked for the women’s lifestyle magazine Libelle and was the Editor in Chief of both More Than Classic and Eigen Huis & Interieur. Next to interior design, she’s worked in fashion organising shows, books and events. 

Suzanne Arbeid

Suzanne Arbeid is based in Amsterdam and coordinates the specials for the Dutch lifestyle magazine Margriet. She was previously the deputy Editor in Chief of Grazia Netherlands. 

Monique van Loon

Monique van Loon is a Dutch author and food critic living in Amsterdam. She reviews restaurants for Het Parool, writes for the Dutch ELLE Decoration and was formerly co-founder of Culy.nl, Editor in Chief of Girlscene.nl and an editor for various Dutch titles.

Stephanie Broek

Stephanie Broek is a Dutch fashion journalist, writer, consultant and influencer, with a love for sustainability. She was formerly the Fashion Features Editor at Glamour NL. 

To get access to the Dutch curated lists of these Magazines, Influencers, Architects, Editors-in-chief, Editors, and more:

(1) https://www.creativeholland.com/nl/fashion-en-textiel
(2) https://nederlands.ruhosting.nl/wat-is-typisch-nederlands-aan-nederlandse-mode-promotie/
(3) https://www.ef.com/wwen/epi/
(4) https://www.wordbank.com/us/blog/market-insights/dutch-consumer-behavior/
(5) https://www.wordbank.com/us/blog/market-insights/dutch-consumer-behavior/
(6) https://www.pwc.com/gx/en/industries/consumer-markets/consumer-insights-survey.html
(7) https://www.emerce.nl/achtergrond/influencer-marketing-2021-7-belangrijkste-trends
(8) https://www.consultancy.nl/nieuws/24543/de-grootste-mediabedrijven-van-nederland-en-ter-wereld

   

Wided is the Lifestyle Researcher for the Belgian and Dutch markets at VOCAST. She’s a Belgian editor and author with a background in journalism. In London, she established a career in digital marketing for fashion and interior design brands. When she’s not working or studying for her Master’s, you’ll find her in front of a canvas, paintbrushes in hand.

 

 

 

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The Norwegian lifestyle market – get acquainted

The Norwegian lifestyle market – get acquainted

The Norwegian lifestyle market – get acquainted

Norway is one of the selected markets coordinated by VOCAST. On our platform, you can find curated lists within fashion, home interior, and lifestyle to help you conquer the Norwegian market. Here are which tendencies and traditions currently shape the consumption patterns in the Nordic country:

A growing market

Although the Norwegian market is smaller than its Scandinavian neighbors Sweden and Denmark, the country has a significant impact across lifestyle markets. As the capital, the biggest city, and business center, Oslo naturally serves as the country’s fashion and interior central. Oslo has been reported by Vogue to be a fastly growing style destination, and its fashion week, Oslo Runway has gathered the attention of a large international fashion audience.

As more and more acknowledged, recognizable brands emerge, and with Scandinavian design in the spotlight, we can only expect to see more of Norway as a fashion destination. Additionally, as part of the Scandinavian region, Norway has well-established traditions when it comes to home interior. The nation is home to several design classics, for instance, Brattrud’s Scandia chair, that remain prevalent to this day.

Norwegians are avid spenders on fashion and home interior

Norwegians are avid shoppers and spend a large amount of their income on updating their wardrobes. They also invest in their home environments: Norwegians are world-leading when it comes to home renovations and improvements.

This is both due to a large homeownership ratio and a nationwide interest in interior design. Within recent years, certain new and notable consumption tendencies have emerged. Norwegian consumers are becoming increasingly aware of the environmental footprint of their choices, leading many to value sustainable materials and brands more than before.

We can thus see a slight shift away from the traditional mass consumption of fast fashion, to an increasing desire to invest in pieces that will last season after season. Norwegians have an increasing interest in knowing where the products they buy are sourced, and the story and vision behind them. Brands can thus benefit from having a transparent communication of vision and values.

Traditions persist

Moreover, being a country deeply rooted in outdoor nature traditions, Norwegians appreciate functionality and durability, both in their clothing and home goods. This is needed to tackle the Nordic climate and maintain flexibility to complete everyday life duties.

The more functional and purposeful a piece of clothing is, the more likely it is to be worn again and again. As reuse and repurpose of clothing is ever-growing, this will be a growing tendency within the market. This is reflected in the large amount of highly valued sportswear brands rooted in Norway.

Familiarize with the Norwegian media landscape

Included in VOCAST’s Norwegian curated lists

 

Well-established influencers

Compared to its modest population, Norway has an established influencer scene. Norwegians are generally savvy with technology and digital media; digital influencers have therefore had a prominent role in the media landscape for over a decade.

Nowadays, most influencers have shifted from the traditional blog platform, which previously was the go-to channel, to mainly focus on Instagram. Here, the scene is rich and boasts a large selection of voices with significant reach and influence.

Among the younger and more newly established forces, TikTok has become the platform from which the largest audience is gained. Ultimately, the Norwegian influencer landscape is certainly one to keep an eye on many profiles that have a large, international following while still maintaining a solid footing and influence over the Norwegian lifestyle market.

This is exemplified through the model, influencer, and vocal advocate Rawdah Mohamed, who has used her platform to establish herself in the fashion industry while simultaneously speaking her mind. She was in 2021 appointed the prestigious position as the Norwegian Fashion Editor at Vogue Scandinavia, making her one of the most powerful profiles in the Norwegian fashion industry.

Annabel Rosendahl

Annabel Rosendahl has an established name in the Norwegian fashion landscape. A street style photography favorite, she frequents Fashion Weeks all over the world. She has a dynamic style, mixing bold patterns and colors with classic silhouettes.

Anniken Jørgensen

Anniken Jørgensen, also known as Annijor, has been one of Norway’s most impactful influencers for years. With her large audience, Anniken has established herself as a prominent fashionista, entrepreneur and trendsetter.

 

Renate Larsen Lorentzen

Renate Larsen Lorentzen, known under her handle @casachicks, has amassed a solid following on her Instagram, with which she shares daily home improvement inspiration. Also an interior stylist, she uses her expertise to showcase how to upgrade one’s home.

 

Inger-Lise Lillerovde

Inger-Lise Lillerovde is a renowned interior designer, stylist and influencer. Her home captures what one can categorize as quentessential Norwegian: a sleek, minimalist residence surrounded by astonishing nature.

 

Connections are key

The Norwegian lifestyle media landscape is small and interrelated. Many of the biggest magazines are owned by a few, large publishing houses. Therefore, if you get in touch with one editor, the road is short to become acquainted with more. Some editors manage numerous magazines at once and are therefore heavily connected contacts worth keeping an eye on.

Additionally, the Norwegian publishing sector is eminently connected with those of Sweden and Denmark. This is evident through publications like the newly established Vogue Scandinavia, which is scheduled to launch in August 2021.

Fashion Magazines

The fashion media landscape is currently characterized by a few, large print publications, including Costume and ELLE. You can also find a selection of online magazines offering daily fashion news. Find these and more in our curated lists.

Home Interior Magazines

You can find several home interior magazines with significant reach and readership. Browse our overview to find magazines focusing on designing your home, cabin, garden, and more.

Meet some of the editors

Kine B. Hartz

Kine B. Hartz is a leading figure in the Norwegian fashion media landscape. As the Editor-in-Chief of the country’s biggest fashion magazine, Costume, she has a solid impact on the industry.

 

Rawdah Mohamed

Rawdah Mohamed is an established influencer and model, and is from fall 2021 set to be Vogue Scandinavia’s Norwegian Fashion Editor. She is regarded as one of the Norwegian fashion industry’s most powerful profiles, and has captured the attention from a worldwide audience.

 

Cecilie Jørgensen

Cecilie Jørgensen is the Editor-in-Chief of the Norwegian home interior magazine BO BEDRE.

 

Kriss Daatland

Kriss Daatland is the Editor-in-Chief of Bonytt, Norway’s biggest home interior magazine.

 

 

To get access to the Norwegian curated lists of these Magazines, Influencers, Stylists, Editors-in-chief, Editors, and more

   

Sara is the Norwegian Market Coordinator at VOCAST, responsible for Norwegian fashion and lifestyle research. When not at VOCAST, she studies Brand and Communications at Copenhagen Business School. Besides work and studies, she is a travel, music and movie enthusiast.

 

 

 

 

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