Sweden: Why and how to conquer the lifestyle market
Why is the land of lagom, Abba, Acne Studios, and Ikea interesting for your brand? And how do you conquer the lifestyle market? Even though Sweden is a small country, it is known for its strong business climate, global competitiveness, and commitment to innovation. The country is also ranked as the fourth most competitive economy in Europe (1). With great traditions in craftsmanship, and connection to nature the Swedes are spoiled with durable materials, quality design and have high expectations of brands and products. So, you can definitely say Sweden is a rich design and fashion nation!
At the same time, Sweden has a great fascination for what’s happening internationally. It is a very well-traveled and educated nation that frequently brings influences and lifestyles from around the globe into their everyday lives. But, there are a few important things to know about the market. Here is why and how you should go about conquering the Swedish Lifestyle Market:
Sustainability is a given not a trend
Several brands, both within the fashion and interior sector have implemented circular business models like rental services, re-using old collections, or promoting second-hand ownership. This is something the Swedish lifestyle audience welcomes with open arms and goes in line with the overarching values in the lifestyle market like sustainability, quality, and tech innovation.
“Nordic consumers, especially the Swedish ones, are incredibly digitally savvy which makes Sweden the perfect test market both for online and more sophisticated services”
/ Kenneth Melchior, Director Northern Europe at Zalando
(1) Sources: Statistics from Statista, 2020, and the Nordic Council of Ministers 2021
Get acquainted with the Swedish media landscape
Fashion Media Landscape
Home Interior Media Landscape
A prominent influencer scene
Print and Online Publications
Have a look at some of the Swedish fashion and interior magazines below.
ELLE, Damernas värld, and STYLEBY are all commercial magazines with an online presence that are published monthly. Vogue Scandinavia, with its HQ in Stockholm, is planned to launch in August 2021.
Home Interior Magazines
Sweden has a wide range of titles from commercial magazines like Sköna hem, Residence, and Nya Rum to smaller niche magazines focusing on outdoor exterior or retro design. Find the magazines on our curated lists alongside many others.
The more edgy publications are produced on a much smaller scale but with just as much impact! They also do a great job fusing fashion and interior together with technology and innovation.
Meet some of the editors
As the Editor-in-Chief for both Damernas Värld and STYLEBY Magazine, Jonna Bergh is a key player when it comes to Swedish fashion publications.
Columbine Smille is the Fashion Director at STYLEBY Magazine, freelance creative consultant and member of the Advisory Board at Swedish Fashion Council.
As Editor-in-Chief at ELLE Decoration and ELLE Cia Jansson is equally important within the home interior and fashion industry. There aren’t many editors with her experience within lifestyle publishing.
Jesper Tillberg is the Editor-in-Chief at PLAZA Interiör, one of the most popular interior magazines in Sweden. Currently, he is also the temporary EIC at PLAZA Magazine, a well-known lifestyle magazine.
To get access to the Swedish curated lists of these Magazines, Influencers, Architects, Editors-in-chiefs, Editors, and more
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