What practices have been followed by Lindex to make it a nature friendly brand?
For us, sustainable fashion is more than just organic cotton and recycled materials; it means that we work with the entire chain from raw materials to using and recycling of garments and materials. We are continually working to make it easier for our design and purchasing department to obtain products with minimal environmental impact. Not least, it is about designing fashion in a sustainable manner. In the process of developing sustainable fashion it is important to respect our environment in all parts and in the end, be sure to reduce the overall environmental impact.
What has been the effect of recession to the apparel industry? Do you see a brighter future ahead?
For a lot of companies the recession has been tuff. Still there is a lot of fashion consumed and we should of course be amongst the ones that the customers choose first.
What is the challenge faced by the apparel industry so far?
An inherent aspect of the fashion industry is the products' short life span and their trend-dependent, the seasonality of sales and susceptibility to changes in the weather conditions. Responsible management of the supply chain is important for the Lindex brand to maintain customer confidence in us and also the general economic situation in our different markets, obviously affects consumers' purchasing behavior and is one of the challenges for us.
I think one of the reasons why we have been so successful at Lindex is our strong mission: to offer inspiring, affordable fashions, and also that our range covers both fashion concept in; women’s wear, lingerie, children's wear and cosmetics, this gives us given us more pillars to stand on in the challenge faced by the apparel industry.
Do you plan to enter the Indian market?
There is a lot of interest around our brand so also out of India. At the moment we are committed in other projects so an expansion to India is not imminent.
Lindex has in recent years been in a very expansive period. The stores have doubled and we have opened in new countries as Russia, Czech Republic, Slovakia, the Middle East and Bosnia-Herzegovina. We have managed to create a strong concept that has been attractive to women in many countries and we look forward to enter new fashion markets in the future. As an expansive fashion chain, we always look for new opportunities and follows developments in many markets.
What sentiments govern the apparel and fashion industry?
For me - Fashion is fun! Fashion should be inspiring; it should also be simple and easily accessible, such as through e-commerce. We want to simplify for today's woman, through which she can find both garments with high fashion as well as timeless favorites for themselves and for their children. Fashion should also be inspiring and we have fashion for all occasions - for everyday, work and party. Price value in fashion allows you to treat yourself to even more fashion and have a lot more fun!