What is Swiss buyers’ fashion choice?

By Sasha Fedorenko May 31, 2019 - 1:16 pm

Switzerland unites a range of cultures. Fashion sellers who wish to expand into Switzerland must learn the local differences and similarities of the multicultural environment. This also means understanding the uniqueness of the wishes of Swiss buyers, says a new report by Zalando’s styling service Zalon.

The report examined the influence of cultural differences on the consumer behaviour of men and women in the German and French-speaking parts of Switzerland.

Fashion is my middle name

According to the analysis, there are some differences in fashion interest according to each region in Switzerland. In the French part of Switzerland, the interest in fashion is higher (30%) compared to the German part (14%). The Swiss-French customer seems to be more interested in shopping for fashion (52%) than their Swiss-German counterparts (39%).

It’s is a matter of style preference

There are similarities in style preferences in all age groups regarding their favourite outfits. However, they differ from region to region. For example, women in the Swiss-German part prefer sporty-elegant outfits while women in the French part prefer urban styles.

For men, we noticed similar style preferences related to different age groups. For example, Swiss-German men older than 30 prefer sporty-elegant styles, while men between 20-30 years go for casual outfits. In the French part of Switzerland, men under 30 show interest in urban styles while men above 30 tend to prefer more natural and sporty-elegant outfits.

Swiss buyers

My favourite colours are

Neutral and minimalist colours are among the favourites of Swiss people of all ages and genders. Women prefer grey, black and light blue, while men prefer black, grey and dark blue. Bright colous, on the other hand, are rarely chosen. Less popular colours include orange, red and gold. Basic colours that can be easily combined are also desirable.

From premium to sports brands

Women from both parts of Switzerland have similar brand preferences. For example, women above 30 prefer Esprit, Only, COMMA and Levi’s. Younger women from 20-30 years old prefer sporty brands like Nike Sportswear, Adidas Originals, ONLY or Levi’s.

There are differences in age and region among men. German-Swiss men opt for Boss, Tommy Hilfiger, Jack & Jones or Nike sportswear. Men from French-speaking Switzerland tend to go for Boss, Adidas Originals, Nike sportswear or Jack & Jones.

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