Abstract

The world of fashion is often associated with being trendy and being able to spend a good amount of money in purchasing clothes, shoes and accessories that are «in». The pre-teens, teenagers and yuppies are the main target group. But buying habits are slowly but surely changing, at least in the Northem European countries, and specifically in Finland. The focus is not on quantity but on quality: long-lasting materials and timeless design pieces. And ethics. Though a lot of young people are still prey to cheap, seasonal anires and fashion items, newgeneration designen are anracting clients towards intelligent consumerism: buying for quality and based on values.