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  • Otso Laakkonen

Clothing market trends in Finland 2023 - Top 48 biggest and fastest growing categories online

We've analyzed the internet to bring you the latest insights on what clothing Finns are shopping.

Dive into the fascinating world of Finnish fashion with our in-depth analysis of the top 48 biggest and fastest-growing clothing categories in Finland for 2023.

Which clothing categories have the highest demand 2023? (January-August)

Most popular clothing categories in Finland 2023
Most popular clothing categories in Finland 2023

Topping the list with search volumes so far 2023 of 359,200 are "paljasjalkakengät" or barefoot shoes, showcasing the rising popularity of minimalist and natural footwear.

Following closely are party dresses, or "juhlamekot," with 228,900 searches and general attire "mekot" with 205,100.

The demand for backpacks ("reput") also made significant waves in the digital market with 161,600 searches.

Notably, summer dresses, bikinis, swimsuits, and linen dresses secured their positions on the top ten list, reflecting a heightened interest in seasonal and comfortable wear.

Lastly, more traditional categories like shoes and rain boots remained prevalent, despite the growing niche trends.

These figures serve as pivotal data for business owners, fashion enthusiasts, and market strategists as it reveals valuable insights on preferences, buying behaviour, and potential fashion trends bound to shape Finland's clothing industry in 2023.

Which of the biggest clothing categories are growing fastest 2023? (January-August)

Fastest growing clothing categories in Finland 2023
Fastest growing clothing categories in Finland 2023

The clothing categories that recorded the fastest growth in the Finnish market in 2023 offer a unique insight into emerging consumer preferences.

Leading the way was 'olkalaukut' or shoulder bags, which saw an impressive growth of 32.88%.

Standing not too far behind were 'reisitaskuhousut' or cargo pants, with a substantial increase of 31.28%, and tights, which grew by 29.58%.

Shorts and sandals experienced healthy growth rates of 28.40% and 26.05% respectively, signalling a possible shift towards relaxed and comfortable fashion.

The trend for athleisure also seems to be on the rise with training clothes growing by 25.85%.

Interestingly, traditional footwear like rain boots and barefoot shoes also saw a significant surge, pushing up their demand. Also noteworthy is the growth of college pants and woolen coats.

Which of the biggest clothing categories have been growing the fastest 2020-2022?

Fastest growing clothing categories in Finland 2020-2022
Fastest growing clothing categories in Finland 2020-2022

The biggest clothing categories' growth pattern from 2020 to 2022 gives us a clear picture of prevailing trends in Finland from a longer time period.

Leading the fronts are 'paljasjalkakengät' or barefoot shoes, with an astonishing growth of 273.88%.

'Kuomakengät', less known to global audiences, recorded substantial growth of 242.85%. Men's winter shoes witnessed huge popularity, with 169.09% growth. While women's dresses and winter shoes demand grew by 133.97% and 127.54%, respectively.

An 88.39% rise in summer dresses and approximately 80% growth in men's suits speaks to ongoing interest in seasonal and men’s formal wear.

'Olkalaukut' or shoulder bags also saw significant growth, emerging as favorites among accessory categories.

Which of the biggest clothing categories have been declining the fastest 2020-2022?

Declining clothing categories in Finalnd 2020-2022
Declining clothing categories in Finalnd 2020-2022

The decline in certain clothing categories between 2020 and 2022 presents a unique perspective into changing consumer tastes in Finland.

The decline was led by 'lasten vaatteet' or children's clothes, experiencing a significant drop of -25.59%.

The categories of baby clothes and bathrobes saw a downward trend of around 15%-17%, possibly due to demographic shifts or changes in consumer purchasing behavior.

More surprisingly, popular categories like 'collegehousut' or college pants, 'vaelluskengät' or hiking shoes, and women's clothes also saw declines.

On the lower end, the decrease in demand for strings and rain boots was marginal, signaling potentially temporary shifts in consumer preferences.

Barefoot shoes, shoulder bags, thigh pocket pants & tights on the rise. Why?

growth through trends
growth through trends

In 2023, the Finnish market noticed a remarkable surge in demand for interesting items like barefoot shoes, shoulder bags, thigh pocket pants, and tights.

A few reasons could be attributed to this. The trend for barefoot shoes, also known as 'paljasjalkakengät', aligns with the global trend towards minimalist, eco-friendly, and health-oriented lifestyle. Shoulder bags or 'olkalaukut', already a practical fashion staple, are now considered an essential accessory.

Their popularity might be fuelled by new designs and materials entering the market. Cargo pants, or 'reisitaskuhousut', could be gaining favor due to their practicality, comfort, and edgy style. Lastly, the surge in tights, also known as 'sukkahousut', can be attributed to their versatility and the rising trend in athleisure wear.

They are suitable for both exercising and casual outings. A blend of utility, comfort, and style could be the major influences driving the rise of these categories in the Finnish clothing market.

Rubber boots trending: Rainy weather, new trend or both?

With 'kumisaappaat' or rubber boots charting notable search volumes and growth rate in 2023, it's safe to say that they are making a stylish comeback in the Finnish market.

Is it the rainy weather in Finland fueling this trend, or a newly emerging fashion statement, or maybe even both?

From a practical standpoint, given the long, often unpredictable rain showers in Finland, rubber boots have always been a necessity.

However, in recent years, they are evolving from merely practical gear to stylish accessories gracing fashion runways and street style alike, thanks to innovative designs and vibrant color options.

It is no surprise that people are trading their regular shoes for chic and comfortable rubber boots.

Furthermore, the rising trend of incorporating elements of outdoor gear into everyday fashion might also be contributing to the surge in popularity of rubber boots.

Why are baby clothes and children's clothes in a downward trend?

The declining demand for 'vauvan vaatteet' or baby clothes and 'lasten vaatteet' or children's clothes in Finland's online clothing market can be seen as reflecting various societal trends and changes.

One possible explanation for this downward trend could be a decrease in birth rates, which is a common trend in many developed countries due to societal and economic factors.

This obviously reduces the need for baby and children’s clothes, directly affecting search volumes and online sales.

Furthermore, secondhand clothing and swapping platforms, as well as clothes borrowing, have gained a considerable boost in recent years, mainly driven by environmental awareness and cost-saving measures among consumers.

This growing trend sees parents opting for used clothes for their children rather than buying new ones, which may subsequently lead to a reduced demand in these categories.

Demand for high heels and party dresses in decline 2023. Strong growth in previous years. Are the after covid parties over?

demand for high heels
demand for high heels

Demand for high heels and party dresses in Finland witnessed a decline in 2023, challenging their strong growth trajectory in the preceding years. Is this a sign that the era of post-covid parties and social gatherings is winding down?

One plausible explanation could be that following an extended period of social distancing and lockdowns, people had been eager to socialise and dress up, leading to an inflated demand for party wear.

However, as the novelty of unrestricted social events diminishes, and people settle back into their pre-pandemic routines, this heightened demand may have begun to stabilize, resulting in lower search volumes.

How can Maire help you to capitalize fluctuating demand?

Maire, an AI-based market research and monetization platform, can be pivotal in providing valuable insights to help you profit from the fluctuating clothing market in Finland.

It can offer real-time data on popular and emerging fashion trends, enabling you to stay ahead of the curve and respond swiftly to market changes.

Maire's platform dives into the consumer's mind, analyzing search volumes, growth rates, and decline of various categories.

By promptly identifying the categories that have the highest demand, are growing fastest, or are experiencing a decline, Maire can help you prioritize your inventory and marketing efforts.

Moreover, understanding the 'why' behind these trends can assist in creating a line of products that meet consumers' evolving needs and preferences.

It also allows you to predict upcoming trends, shaping a proactive and dynamic business strategy. Instead of following the market changes, become the one who leads with Maire, your partner in making efficient and smart business decisions.

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