week 15, post 2, folk meets fashion

On many occasions, a call on folk traditions were observed in modern Swedish fashion at stores such as H&M. Another prime example is this dress on display at Jane Mars that has a folk inspiration and even has a traditional julbock situated next to it. It can be argued that the julbock is there for the purposes of decorating the store for the Christmas holiday, but it is very interesting that it matches the dress and could be seen as a subtle creative tactic of the dresses marketing position. By using this traditional theme, they could be marketing this dress to a more middle age or older crowd that appreciates the connection more so than the younger crowd would. The julbock is most likely there to stress the vintage and traditional yet fashionable aspect of the outfit. I find this very 'Swedish' because they are reusing the idea of strongly rooted traditions that are still celebrated in Sweden to turn it around into a fashion statement. It seems that many themes are recycled over again throughout Sweden's history because they are still relevant and appreciated today, but just need to be addressed to fit the new market and current trends. Sweden in general tends to have more of an appreciation and a wider creativity when it comes to fashion, with more unique ideas being popular and experimented with. Therefore, I am not sure how this idea would work in the United States, but it can be linked to the recent hype of the 'vintage' look that many stores such as Urban Outfitters have sprung off of.

This Urban Outfitters clothing suggestion can be seen as a revamped 'traditional' style, especially the denim shirt. Each of the items can be considered very modest and traditional but together within the Urban Outfitters marketing position uphold to the revival of traditional and vintage style. This is similar to what Jane Mars was doing with their folk style dress, but happens more subtly and has nothing to do with American tradition. I think the nationalistic approach can be very successful for a company and perhaps if some American fashion recalled on Victorian times or Colonial times, many would appreciate it and celebrate it.

week 15, post 1, packaging and nationalism

Amidst many products at the grocery stores in Sweden, there were some that were notably celebratory of being from their homeland. Knäckebröd is a great example of this, and its packaging reflects the authentic Swedish background of its history. This staple food item lasts a long time, packs and ships easily, is low in price, and dates back all the way to the Viking era. Being a historical, economical, and established local product encompasses several aspects that Swedes look for when choosing what to purchase- whether it is in the food category or not. The knäckebröd area of the store was one of the easiest places to know that I was buying 'Swedish' food when tourists like me were trying to locate authentic food to try. The branding strategy behind the knäckebröd marketing lies within its physical packaging and naming. By naming the products with Swedish towns and putting nationally recognizable images such as dalahasten on them, it becomes an edible souvenir and a way to celebrate Swedish culture. This occurs in America, less frequently by country but more popularly by geographic location. 

312 bottled beer uses the Chicago phone dialing area code in its brand name and label to present itself as an authentic Chicago product. Also on its label is the highly recognizable Chicago skyline so that even a person who has no knowledge that 312 is the Chicago area code can recognize its geographical importance. The same can be said for several other beer brands across America, with the notable difference between the instance of Swedish nationalism and American being that American packaging focuses on a smaller geographical area rather than covering the entire country. With that observance, a trend can be seen between smaller countries and larger countries when it comes to marketing and there is a clear difference in their tactics.

week 14, post 3, the carton

The legacy of the Swedish milk carton was unbeknownst to me until I visited the National Museum in Stockholm where I learned that the carton was much more than just way to deliver dairy to the people of Sweden. I was aware that this was much different from the plastic gallon with a handle commonly seen in the States, but I thought this was just a European trend and a way of being environmentally friendly. It turns out that the carton was designed by a Swedish company called Tetra Pak. Tetra Pak's website provides history about the company, with its first bit of information being about the company's foundation, stating that in 1943, 'Development begins on creating a package for milk that requires a minimum of material whilst providing maximum hygiene.' The principles ring a bell with the rest with past studies I have done with advertising and Sweden, particularly around the time of the Stockholm exhibition of 1930. The Stockholm Exhibition introduced design in a clever way to Swedes and international visitors through model living arrangements. The ideals of the exhibition were simplicity, functionality, and minimalism. Despite occurring a decade later, this carton holds up to those ideals of the exhibition and interestingly enough is still in stores today. Although I found opening it confusing and struggled many times with the functionality of the carton, it is a smart solution to the challenging problem of keeping unpasteurized milk  shippable to the people of Sweden. The milk is not able to be closed again after opening, and there is no way to carry it home without a bag, but the rest of its elements prove to be successful enough to keep the design as it is. The fact that it is Sweden's own design may have consumers less likely to complain about it or suggest changes. The company's great success as an international provider of packaging is most likely something most Swede's are proud to know when they purchase the materials. 

week 14, post 2, MQ

The holiday advertisement for the clothing store MQ pictured above fits in with most of the themes I have found already occurring in Swedish advertising- a quality approach to marketing over a low price approach. The interesting swing on this particular ad is that it is marketing the Christmas holiday in a stronger way that most other stores bothered to. In Sweden, as mentioned earlier, Christmas and other fall holidays that are celebrated in the States are not marketed as heavily. The most notable difference was a lack of seasonal packaging, seasonal sales, and seasonal flavors of food. Overall, Christmas seemed less 'kitsch' and had more of a creative way to get customers in the spirit,  this advertisement specifically being a prevalent physical example. This was an exception to this observation, yet it still manages to make Christmas shopping less of a materialistic and overbearing endeavor. With this idea, a smaller number of articles are bought yet cost more, with the positive outcome being that they last longer and help the environment. Although the advertisement does use the holiday as a way to raise sales, it still holds up to the environmentally friendly and functional aspect of the Swedish advertising trends I have previously seen.

week 14, post 1, handicraft amidst name brand

In the busy shopping center of Uppsala around the holidays, it is just as easy to run into name brand stores like Dinsko and MQ as it is to find homemade Swedish handicraft, jams, and candies. The mix creates a very unique environment among shoppers with the appreciation of mass produced and international goods just as much as home made and local. By placing local products for consumers to buy among big names, the consumer changes and is a lot different from what I am used to back in the States. Consumers in the States find themselves trusting name brands more because of their wide availability and consistency. Local farmers markets and craft fairs are popular, but only among certain target markets and ages. It can be said that going to a farmers market or a craft show is more of a hobby or special interest than it is a common spending trend among consumers. The popularity of local goods in Sweden can link back to the demand for high quality rather than low prices. The stores in Sweden as well as the local stands follow the same idea that buying a few very well made, durable items that last longer is better in the long run than purchasing a lot of cheap items that will need replacement in a couple of years. Although the local handicraft stand operates significantly different than the Dinkso across the street, they are all working together for a more efficient market. 

week 13, post 3, Cloetta brand

There is no doubt that the Cloetta brand has a strong presence in this country. The brand without a doubt has the majority of the market share in Sweden, judging by its large store displays and number of other products they have introduced. Cloetta's most famous candy is Kex Choklad, and without a doubt is a favorite among Swedes. On an average day, one can see many people snacking on a Kex bar as well as many Kex bar wrappers dominating the litter on the streets. Given the fact that the Swedish people are fans of their own candy says a lot about the company and its relationship to their market. Cloetta is a national symbol, especially considering their recent decision to market products in relation to the royal wedding over the summer. Special boxed chocolates and chocolate bars were introduced in favor of the royal wedding of Princess Victoria. After reading more about the brands involved in the royal wedding, I have learned that 8 Swedish brands were part of LOVE Stockholm 2010,  present at festivities related to the royal wedding. By putting themselves in front of tourists, local Stockholm citizens, and Swedish people who have come for the royal festivities, Cloetta serves as a nationalistic brand for the country of Sweden. By hyping up very national events like the royal wedding and showing a presence, Cloetta shows its conjunction with the politics and the government of Sweden. For that reason, I believe the people of Sweden enjoy a company that is highly involved with their country and therefore support it. This could relate to brands that involve themselves with American sports teams or big nationally televised events. However, Cloetta is doing something a little different by 'supporting' the royal wedding rather than 'sponsoring' directly. I find this tactic a little more creative and more invested in Sweden than the drive of greed.

week 13, post 2, Max

Max's latest burger special has much to say about Swedish advertising and its relationship with America. There is no doubt that Max, the Swedish hamburger restaurant, was based off the same ideas of McDonald's. By using advertisements that feature American fast food traits, the restaurant becomes part of the same playing ground as the McDonald's brand in the eyes of its consumers. It isn't just the fact that Max is selling American style burgers to a Swedish market, they are also doing more in this advertisement. The props used in the photograph are interesting and give a consumer a distinct idea about what eating 'American-style' really means. The props are themed to fit in places like L.A or Miami with a palm plant, high fashion sunglasses, and of course- car keys. The colors and style of the props have a feminine touch, perhaps to reach a different crowd. I have observed many groups of teenage boys eating at Max, so this might be their attempt to reach into the female market with their specialty burgers. The idea of eating like an American according to Max is all about living large. I am not sure how successful this campaign is for the Swedish restaurant considering the previously studied traits within the Swedish market of simplicity and resourcefulness. The idea of living large under the palm trees driving a fancy car with your shades on might be short lived for this market. However, if Max is considered an occasional treat to Swedish consumers, perhaps the idea of luxury sounds nice on a rare occasion.