How do fashion brands become known today? – a buyer’s perspective

Thank you for partaking in our webinar on Wednesday 20/04/2022 where we defined the new brand journey and gathered best practices from expert fashion buyers, Kevin Kafesu, Head of Strategic Buying and Communication at Norse Projects, and Hannes Wellander, Menswear Buyer at Strøm, on how to navigate a fragmented media and digital landscape.

If you missed it, or simply want to review it, then follow the link below. You can find the breakdown of Kevin and Hannes’ professional input by going through the timestamps (also available on the video):

Part 1: Buying situation then and now

00:30: Introduction
04:35: How did the internet change brand discovery?
10:37: Kevin and Hannes’s examples of great brand discovery during the pandemic
21:14: What do brands need to do to grab the attention of buyers?

Part 2: Post-sales

25:37: What are the best ways a brand can contribute to their partnership with retailers post-sales?
31:07: What type of content do buyers and retailers need from brands?
36:42 and 40:57: Examples of successful content activation

42:50: Q&A

Watch via the link below:



Meet our experts


Hannes Wellander – Menswear Buyer at Strøm

Originally from Sweden, Hannes has been working as a menswear buyer for several independent multibrand stores in Copenhagen for the past 15 years, including Pede & Stoffer, Goods, and now STRØM.



Kevin Kafesu – Head of Buying at Norse Projects

Kevin is the Head of strategic Buying and Communication at Norse Projects. He worked for brands including renowned knitwear brands Andersen-Andersen and Wood Wood, both in a Retail and Marketing capacity.