This year’s Christmas gift
Every year in Sweden, Handelns Utredningsinstitut (HUI) announces “this year’s Christmas gift” (“Julklappar” in Swedish). This year, the vintage or recycled garment won the title!
HUI is a research company owned by the trade association “Svensk Handel”. Handelns Utredningsinstitut researches, analyzes, and investigates trade and tourism.
The recycled garment won the title because it has attracted a lot of interest during the year.
As the environment has been an important topic this year among consumers, media and news, we believe that the rise of a more circular economy is the reason for this year’s Christmas gift.
- The product has gained a new interest during the year.
- It has generated a high sales value or sold in large numbers.
- The product represents the time we live in.
The motivation for this year’s Christmas gift 2018:
The recycled garment reflects the Swedish consumers’ interest in new sustainable alternatives. Together with the growth of platforms to shop vintage, second-hand or upcycled garments, an era of new business models and innovations is born. The consumers’ demand and interest in driving chance make ethics and sustainability a must-have for the long-term survival in fashion trade.
The recycled garment or the second hand/vintage garment fits all three. As a result of a consumer mind shift, people say that brands with no future and sustainable thinking, won’t last the five years ahead.
As much as “The Christmas gift of the year” influences the Swedish consumer a lot, not everyone will make it their first choice. Nevertheless, this is a big step for our industry. Shopping vintage or recycled products needs this recognition to grow and become the first choice in consumer’s heart.
As a result of a consumer mind shift, people say that brands with no future and sustainable thinking, won’t last the five years ahead.
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