1. Your gender: Male Female Other
2. Your age group: 18-25 years old 26-40 years old 41-55 years old 56-65 years old
3. Your Job： Student Education / Research Healthcare / Health IT / Technology Finance / Business Art / Design Retail / Service Industry Manufacturing / Engineering Government / Non-profit Organization Freelancer Retired Other (please specify: __________)
4. Your Daily Commuting / Travel Method： Walking / Bicycle Public Transportation Private Car Mixed Mode Other
5. Your Nordic country of residence: Sweden Denmark Norway Finland Iceland
6. How often do you purchase winter coats (including wool coats) annually? 1 time or less 2-3 times 4-5 times More than 5 times
7. Please rate the following statements based on your actual beliefs and behaviors (1 = Strongly Disagree, 5 = Strongly Agree).
I prioritize purchasing clothing made from environmentally friendly materials.
I pay attention to clothing brands' environmental production concepts and processes
Compared to regular products, I am willing to pay a small premium for low-carbon, environmentally friendly clothing.
I tend to choose biodegradable, environmentally friendly clothing products.
A clothing brand's environmental social responsibility influences my purchasing decisions.
I identify with the concept of "slow fashion" (buying durable, classic styles instead of fast fashion).
I prefer to support local or small artisan brands.
8. What quality information do you value most when purchasing a wool coat? (Select all that apply) Material source (e.g., wool origin, eco-certifications) Craftsmanship details (hand-stitching, artisan story) Durability and warmth retention performance Quality certifications (e.g., Nordic RWS, GRS labels) Material traceability and test data After-sales service (e.g., free cleaning, repairs)
9. Which description of "hand-stitched craftsmanship" appeals to you more? Emphasizes "stitched by hand, stitch by stitch, certified artisan skills" Simply states "uses traditional hand-stitching techniques" No special mention
10. Are you willing to pay a higher price for the "hand-stitched" workmanship? Very willing Willing Neutral Unwilling Very unwilling
11. What is an acceptable price range for a "hand-stitched wool coat"? 2000-4000 SEK 4001-6000 SEK 6001-8000 SEK Above 8000 SEK
12. Which wool coat design style do you prefer? Nordic minimalist (clean lines, natural colors, practical and comfortable) Classic retro (traditional cuts, vintage elements like horn buttons) Trendy fashion (monogram elements, personalized design) Other (please specify: )
13. Which is more important to you regarding a coat: "comfort" or "aesthetic design"? Comfort is far more important than design Comfort is slightly more important than design Equally important Design is slightly more important than comfort Design is far more important than comfort
14. Please rank the following coat design elements in order of preference (Select all that apply) Color matching (e.g., soft, neutral tones) Pattern/Cut (e.g., loose/fitted) Decorative details (e.g., buttons, pockets, belts) Fabric texture Functional design (e.g., windproof, waterproof, detachable lining)
15. Which type of brand culture story appeals to you more?(Select all that apply) Environmental sustainability (e.g., zero-carbon production, biodegradable materials) Artisan spirit and traditional craftsmanship heritage Social responsibility and fair trade No distinct cultural story, more focused on the product itself Other (please specify: )
16. Are you more inclined to purchase brands that align with your personal values (e.g., environmental protection, slow living)? Very inclined Inclined Neutral Not inclined Very not inclined
17. Do you think the combination of "Chinese craftsmanship" and "Nordic design" enhances product appeal? Very appealing Appealing Neutral Unappealing Very unappealing
18. Through which channels do you usually learn about new clothing brands? (Select all that apply) Social media (e.g., Instagram, Facebook, TikTok) E-commerce platforms (e.g., Zalando, Boozt, Amazon) Physical stores or concept/buyer's shops Recommendations from friends or family Fashion blogs or media reviews Brand official website or email newsletter
19. When a new brand enters the Nordic market, what methods do you think best enhance its credibility? (Select all that apply) Obtaining local quality/environmental certifications Endorsements by celebrities or fashion bloggers User reviews and word-of-mouth Media coverage or awards Transparent production and brand story Collaborations with local designers/brands
20. Where do you most frequently purchase winter coats? Brand Store Department stores Online e-commerce platforms Second-hand/vintage stores Other
21. Based on your overall impression of the "hand-stitched wool coat" category, please answer the following questions (1 = Strongly Disagree, 5 = Strongly Agree).
I am willing to try purchasing a product from a new hand-stitched brand.
I would recommend this brand to others.
If the brand's design matches my aesthetic, I would consider purchasing it
If the brand emphasizes environmental protection and sustainability, my purchase intention increases.
I am willing to pay a reasonable premium for high-quality hand-stitched craftsmanship.
22. How much time do you usually spend researching brand information before purchasing clothing? Less than 5 minutes 5-15 minutes 15-30 minutes More than 30 minutes
23. Are you willing to try on the product online or at an offline experience store before deciding to purchase? Very willing Willing Neutral Unwilling Very unwilling
24. What other characteristics do you think an ideal hand-stitched wool coat brand should possess?
25.Do you have any other suggestions for hand-stitched wool coats entering the Nordic market?