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The popularity of supermarket fashion seems to be slowing down the emergence of Chinese ultra-fast fashion for now

According to the Finnish Commerce Federation's study "Muotikauppa ultrapikamuodin aikakaudella" (Fashion trade in the era of ultra-fast fashion)*, the Finnish consumer market for clothing has developed more slowly than that of other Nordic countries. Slow growth will continue in the coming years, as the ageing population, low economic growth and purchasing power limit development. On the other hand, the popularity of ultra-fast fashion is increasing volumes in the consumer market. Supermarkets are some of the most popular clothing retailers in Finland, and the popularity of supermarket fashion can slow down the emergence of fast fashion somewhat. Currently, almost a third of online purchasers of clothing also return their orders.

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