The impact of culture on women's wear : Finnish market

Abstract

This study investigates the impact of Finnish cultural values specifically sustainability, minimalism, and functionality on consumer preferences for casual ladies' wear and the implications for Sri Lankan garment manufacturers entering the Finnish market. The research addresses the challenges faced by Sri Lankan producers in adapting to the highly ethical and minimalist expectations of Finnish consumers. Using a mixed-methods approach, the study combined quantitative data from 200 Finnish consumers with qualitative insights from interviews with 20 industry professionals, including designers and retailers.

The results reveal that Finnish consumers prioritize eco-friendly, durable, and functional clothing, with sustainability being a critical factor influencing purchasing decisions. Regression analysis shows that sustainability (β = 0.42), minimalism (β = 0.32), and comfort (β = 0.47) significantly affect consumer behavior. Qualitative findings highlight that successful market penetration for Sri Lankan manufacturers requires aligning production processes with Finnish cultural norms, including the use of sustainable materials and minimalist designs. Strategic recommendations include adopting digital platforms for market entry and utilizing AI for personalized consumer experiences. This research provides actionable insights for Sri Lankan garment manufacturers seeking to optimize their market presence in Finland.