– Can you possibly predict which materials and colours will appeal to us in the future?
It comes down to a combination of research and experience. On the one hand, we visit trend fairs with insights from all over the world and pick up the latest word from other experts. On the other hand, we have our theoretical background and brand knowledge, which is always the foundation of our choices. We feel that we know our customers well, says Berit.
Every year, they choose a line-up of new colours that are used in photos, brochures, exhibitions, on trade fairs and in retail stores around the world. Nothing is left to chance. And often, the choices are influenced by variables far outside the fashion world.