The ASFB Triangle is a foundational framework that defines and guides the strategic vision of the Association of Swedish Fashion Brands. It encompasses three core pillars:

‍

Identity and Design

A brand's ability to create innovative and memorable designs and their ability to communicate and convey a distinct identity. Members who excel in this category have a clear and consistent aesthetic vision that differentiates them from other brands and creates strong bonds with their customers.

‍

Sustainability and Ethics

In this category, a brand's commitment and progress towards sustainability and environmental responsibility throughout the production chain are assessed. Members who excel in this area demonstrate a commitment to reducing their environmental impact through the use of sustainable materials, energy-efficient processes, and responsible work principles, contributing to a more sustainable and fair fashion industry.

‍

Commercial Success and Collaboration

This category evaluates the brand's financial health and business success. Members who are positively assessed in this category demonstrate a stable and sound business model, which includes profitability, growth, and good management of financial resources. This creates a platform for long-term sustainability and growth for both the brand and the association as a whole.

‍

"Brands that excel in two out of three categories, or all three, within the framework of their relative size, may be considered for recruitment as members. Membership within the ASFB can then be regarded as a confirmation of the brand's performance within the category.”
– John-Jamal Gille, Project Director
Association of Swedish Fashion Brands

‍

Importance to the Future of Swedish Fashion

‍

The ASFB Triangle is not just a strategic model; it is a visionary blueprint for the future of Swedish fashion. Here's how it propels the industry forward:

• Sustaining Leadership: By continually prioritizing innovation, the ASFB ensures that Swedish fashion maintains its leadership position on the global stage. This attracts talent, investment, and international acclaim.
• Promoting Responsibility: In an era where consumers are increasingly conscious of their environmental and ethical impact, the ASFB's commitment to sustainability and ethics aligns with market demands, fostering trust and loyalty among consumers.
• Enhancing Competitiveness: Through strategic commercial support and collaboration, the ASFB equips member brands with the tools and resources needed to thrive in a competitive global market. This comprehensive support network drives economic growth and ensures long-term success.

‍

Guiding the Path Forward

The ASFB Triangle serves as a compass, directing the efforts of the Association and its members towards a sustainable, innovative, and commercially successful future. By balancing creativity with responsibility and fostering collaboration, the ASFB not only promotes the economic interests of its members but also sets a benchmark for the global fashion industry.

This integrated approach ensures that Swedish fashion is well-positioned to adapt to future challenges, meet consumer expectations, and continue its tradition of excellence and innovation. The ASFB Triangle is more than a framework; it is a commitment to a future where Swedish fashion leads with integrity, creativity, and sustainability.

‍

For more info regarding The ASFB Triangle: press@asfb.se