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10.4239C14.667 10.4239 14.5901 10.4389 14.5006 10.4563L14.4668 10.4626C14.2862 10.4989 13.9831 10.5596 13.5042 10.5596C12.2636 10.5596 12.1176 10.349 12.0783 9.37285H14.4503C14.9976 9.37285 15.2418 9.15664 15.2418 8.67213C15.2418 7.64237 15.0266 6.27171 13.165 6.27171C11.5931 6.27171 10.8919 7.12946 10.8919 9.05247C10.8919 10.9297 11.5452 11.6281 13.3016 11.6281C14.0318 11.6281 14.6097 11.5152 14.8366 11.4111C14.9811 11.3495 15.1138 11.2572 15.1138 11V10.8122C15.113 10.5699 14.9748 10.4239 14.7432 10.4239Z" fill="currentColor"></path><path d="M12.0846 8.41359C12.1301 7.57715 12.4701 7.20312 13.1831 7.20312H13.1838C13.8614 7.20312 14.1661 7.56532 14.1975 8.41202L12.0846 8.41359Z" fill="currentColor"></path><path d="M31.4197 13.2932H25.348L23.7136 18.0002H20.0957L26.4898 0.198242H30.7749L37.0436 18.0002H33.1032L31.4197 13.2932ZM28.4689 3.60924L26.1405 10.5302H30.6719L28.4689 3.60924Z" fill="currentColor"></path><path d="M49.178 18L45.1885 11.925H42.4616V18H38.9421V0.621C38.9421 0.621 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aria-label="Lisää artikkeleita aiheesta Muoti" class="aw-l7odld jXfkxq">Muoti</a></div><h1 class="sc-aXZVg cZXpWU yle__article__heading yle__article__heading--1">Puolalainen pikamuotiketju epäili, kannattaako Suomeen edes tulla – nyt sitä suorastaan anellaan avaamaan liikkeitä</h1><p class="aw-1gybjub aw-5vja16 jxdWmn eeXVLF yle__article__paragraph">Viime vuosina Suomeen saapuneet ulkomaiset pikamuotiketjut laajentavat vauhdilla. Samaan aikaan moni kotimainen merkki on kertonut ahdingostaan.</p><div class="aw-e30oo3 blLbha"></div><figure class="aw-u5oz0a clzEhy yle__article__figure"><script type="application/ld+json">{"@id":"74-20072659","@context":"https://web.archive.org/web/20240219055245/https://schema.org","video":{"@type":"VideoObject","description":"Ystävykset Ronja Petro (vas) ja Sanda Sievänen kiertelevät usein Pasilan Tripla-ostoskeskuksen vaatekaupoissa. Pikamuotiliikkeistä tarttuu usein jotain mukaan, mutta kalliimpia hankintoja harkitaan pitkään. Video: Antti Kolppo / Yle","name":"Puolalaiset vaateketjut vetävät nuoria ostoskeskuksiin","thumbnailUrl":"https://web.archive.org/web/20240219055245/https://images.cdn.yle.fi/image/upload/ar_1.0,c_fill,g_faces,h_767,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/39-42973859c268d07fd2f","uploadDate":"2024-01-25T17:26:37+02:00"}}</script><div class="aw-1a00tic gdpqjP"></div><figcaption class="aw-kr26k0 iEoONW"><span>Ystävykset Ronja Petro (vas) ja Sanda Sievänen kiertelevät usein Pasilan Tripla-ostoskeskuksen vaatekaupoissa. Pikamuotiliikkeistä tarttuu usein jotain mukaan, mutta kalliimpia hankintoja harkitaan pitkään. Video: Antti Kolppo / Yle</span></figcaption></figure><div class="aw-1wk2icm iaIVgA"><div class="aw-qww0lc eFtfQt"><div class="aw-x5rn7a iKNQRH"><span class="aw-z7z0zi hEWAhM">Lena Nelskylä</span></div></div></div><div class="aw-1hwlbbb iumvhG"><div class="aw-64d2lh cPAYLb"><div class="aw-kzjed4 dgiUVP yle__article__date"><time class="aw-lsqctp jPSFYl yle__article__date--published" datetime="2024-02-19T07:05:05+02:00">7:05</time></div></div><a href="https://web.archive.org/web/20240219055245/https://yle.onelink.me/46xJ/07zyq6zz?deep_link_sub1=74-20072659" class="aw-pqa0kd GtYAc">Avaa Yle-sovelluksessa<svg width="24" height="24" viewbox="0 0 24 24" fill="none" aria-hidden="true"><path d="M15 2a1 1 0 1 0 0 2h3.586l-9.293 9.293a1 1 0 1 0 1.414 1.414L20 5.414V9a1 1 0 1 0 2 0V3a1 1 0 0 0-1-1h-6ZM5 7a1 1 0 0 0-1 1v11a1 1 0 0 0 1 1h11a1 1 0 0 0 1-1v-6a1 1 0 0 1 2 0v6a3 3 0 0 1-3 3H5a3 3 0 0 1-3-3V8a3 3 0 0 1 3-3h6a1 1 0 1 1 0 2H5Z" fill="currentColor"></path></svg></a><div class="aw-itub5i eehAxh"><div><button aria-label="Jaa artikkeli" aria-disabled="false" id="share-menu-button" aria-haspopup="true" class="Buttonstyles__ButtonBase-sc-17sr1bx-0 Buttonstyles__ButtonText-sc-17sr1bx-3 jrqhnK kvhUhF"><span class="Buttonstyles__iconSize-sc-17sr1bx-4 Buttonstyles__IconWrapper-sc-17sr1bx-6 cazOWd dPcqZv yds-button__icon"><svg width="24" height="24" viewbox="0 0 24 24" fill="none" aria-hidden="true" class="aw-wi5224 fZrvxl"><path fill-rule="evenodd" clip-rule="evenodd" d="M12.43 3.078a1 1 0 0 1 1.087.207l8.182 8a1 1 0 0 1 0 1.43l-8.182 8a1 1 0 0 1-1.7-.715v-3.855h-.008c-1.968.029-3.972.988-5.827 2.417L3.61 20.389a1 1 0 0 1-1.592-.981l.5-2.597.014-.062c.23-.883.58-1.911.986-2.865.4-.94.88-1.876 1.387-2.532.964-1.246 2.07-2.138 3.405-2.709 1.057-.45 2.219-.684 3.508-.76V4a1 1 0 0 1 .612-.922Zm1.388 3.298v3.48h-1c-1.529 0-2.727.202-3.722.627-.984.42-1.826 1.081-2.609 2.093-.351.454-.753 1.206-1.129 2.09a19.46 19.46 0 0 0-.874 2.525l.277-.213c2.023-1.559 4.445-2.798 7.028-2.833h2.029v3.479L19.57 12l-5.752-5.624Z" fill="currentColor"></path></svg></span><span class="Buttonstyles__TextWrapper-sc-17sr1bx-7 WDnuQ yds-button__text">Jaa</span></button></div></div></div></header><section class="yle__article__content"><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">”Avajaiset toisensa jälkeen me valloitamme Suomen”, LPP Finland hehkuttaa Instagram-tilillään. Kakkua on saatu tarjoilla urakalla, sillä puolalainen vaateyritys avasi viime vuonna Suomeen peräti uutta 18 liikettä.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">– Ajattelemme, että nyt tai ei koskaan! Viime vuonna oli ensimmäinen mahdollinen aika laajentua korona-ajan jälkeen, LPP Finlandin toimitusjohtaja <strong class="aw-ak79eh hgoSon yle__article__strong">Seija Leppihalme</strong> sanoo.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Ennen <a class="aw-iao6s4 drtaeR yle__article__link" href="https://web.archive.org/web/20240219055245/https://www.is.fi/menaiset/tyyli/art-2000006280520.html" role="link">Pasilan Triplaan vuonna 2019 avattuja</a> yhtiön ensimmäisiä Suomen myymälöitä, moni ei ollut edes kuullut Reserved, CROPP, Sinsay, House ja Mohito -merkeistä. Nyt yhtiön liikkeitä on Suomessa 24. Yhtiön suunnitelmissa on, että vuosikymmenen loppuun mennessä luku kaksinkertaistuu.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Leppihalme kertoo, että yhtiön pääkonttorilla Puolan Gdanskissa oli alkuun paljon epäilyksiä siitä, kannattaako korkeiden kustannusten Suomeen tulla ja sopivatko yhtiön brändien tuotteet ylipäänsä pohjoismaiseen tyyliin ja makuun.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">– Nyt joudun itse jopa vähän toppuuttelemaan, että etenemme maltilla laajentumisen suhteen, Leppihalme sanoo.</p><figure class="aw-u5oz0a crkERF yle__article__figure"><script type="application/ld+json">{"@id":"74-20072659","@context":"https://web.archive.org/web/20240219055245/https://schema.org","image":{"@type":"ImageObject","description":"Edullinen Sinsay on puolalaisen LLP Groupin nopeiten kasvava brändi. Uusin Sinsay-liike avataan Itis-kauppakeskukseen Helsinkiin helmikuun lopulla.","copyrightHolder":"Antti Kolppo / Yle","url":"https://web.archive.org/web/20240219055245/https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_511,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/39-123243265b0fa98af36b","keywords":"pikamuoti,alennusmyynti,hinnanalennus (alennus),vaatteet,tekstiili- ja vaatetusteollisuus,pukeutuminen,vaateliikkeet,vaateteollisuus,Vaatemallistot,Vaatekappaleet ja asusteet,vaatetus,Cropp,Sinsay,Triplan kauppakeskus"}}</script><div class="aw-1a00tic xFA-da"><div class="aw-1qvmjke bKIcxT"><div class="aw-1njknqq euollB"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcset="https://web.archive.org/web/20240219055245im_/https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_511,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1706102815/39-123243265b0fa98af36b 2x, https://web.archive.org/web/20240219055245im_/https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_511,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1706102815/39-123243265b0fa98af36b 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcset="https://web.archive.org/web/20240219055245im_/https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_424,w_636/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1706102815/39-123243265b0fa98af36b 2x, https://web.archive.org/web/20240219055245im_/https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_424,w_636/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1706102815/39-123243265b0fa98af36b 1x"/><img alt="Aleenuksessa olevia tuotteita Sinsayn myymälässä Helsingissä kauppakeskus Triplassa." src="https://web.archive.org/web/20240219055245im_/https://images.cdn.yle.fi/image/upload/c_crop,h_3256,w_5789,x_0,y_108/ar_1.7777777777777777,c_fill,g_faces,h_431,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1706102815/39-123243265b0fa98af36b" class="aw-1l9m598 bTKagC"/></picture></div><div class="aw-45s348 glxCAO"><button aria-disabled="false" class="Buttonstyles__ButtonBase-sc-17sr1bx-0 Buttonstyles__ButtonSecondary-sc-17sr1bx-2 blJlbw iLYbQX"><span class="Buttonstyles__TextWrapper-sc-17sr1bx-7 kWJvkV yds-button__content">Avaa kuvien katselu</span></button></div></div></div><figcaption class="aw-kr26k0 iEoONW"><span>Edullinen Sinsay on puolalaisen LLP Groupin nopeiten kasvava brändi. Uusin Sinsay-liike avataan Itis-kauppakeskukseen Helsinkiin helmikuun lopulla.</span><span> Kuva: Antti Kolppo / Yle</span></figcaption></figure><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Etenkin yhtiön nuorimman ja edullisimman brändin Sinsayn kysyntä on Leppihalmeen mukaan valtava. Brändin huokeat hinnat houkuttelevat varsinkin teinejä ja nuoria perheitä, jotka ostavat sieltä edullisia lastenvaatteita.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Ostosten keskimääräinen kertasumma on liikesalaisuus, mutta Leppihalme kertoo, että asiakas tuo keskimäärin Sinsayn kassalle kerralla 5–15 tuotetta. Mukana on vaatteiden lisäksi usein myös asusteita, kosmetiikkaa ja sisustustarvikkeita.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Leppihalmeen mukaan Sinsayn liikkeitä suorastaan mangutaan ostoskeskuksiin. Toiveikkaita yhteydenottoja tulee hänelle viikoittain.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">– Koronan myötä avautui tyhjiä liiketiloja, ja meitä alettiin lähestyä todella aggressiivisesti. Ostoskeskuksissa on huomattu, että brändeillämme on asiakasvirtaa lisäävä vaikutus, Leppihalme sanoo.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Tänä vuonna puolalaisyhtiö keskittyykin nimenomaan kasvattamaan Suomessa Sinsay-verkostoaan avaamalla 5–6 uutta liikettä.</p><h2 class="sc-gEvEer kGTkjt yle__article__heading yle__article__heading--2">Sosiaalinen paine ajaa nuoret vaateostoksille</h2><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Ostoskeskuksia on pitkään avattu sillä logiikalla, että niissä jokin tietty houkutteleva ankkurimerkki ja samat vakiintuneet toimijat ympäri Suomen. Leppihalme uskoo, että puolalaisliikkeiden räjähdysmäinen suosio kertoo siitä, että tuttu kaava on alkanut käydä kuluttajien mielestä tylsäksi.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">– Sehän on vähän niin kuin copy-paste. Nyt toivotaan, että ostoskeskuksiin tulisi lisää merkkejä, jotka toisivat uutta tarjontaa.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph"><strong class="aw-ak79eh hgoSon yle__article__strong">Katso videolta, mitä 19-vuotias helsinkiläinen Martta Rämö on mieltä pikamuodista:</strong></p><figure class="aw-u5oz0a crkERF yle__article__figure"><script type="application/ld+json">{"@id":"74-20072659","@context":"https://web.archive.org/web/20240219055245/https://schema.org","video":{"@type":"VideoObject","description":"Martta Rämö kertoo kiertelevänsä vaatekaupoissa useita kertoja viikossa, mutta hankkivansa paljon vaatteita myös netistä. Video: Antti Kolppo / Yle","name":"Vaatekaupoissa pyöriminen on monelle ajanvietettä","thumbnailUrl":"https://web.archive.org/web/20240219055245/https://images.cdn.yle.fi/image/upload/ar_1.0,c_fill,g_faces,h_767,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/39-42973859c268d07fd2f","uploadDate":"2024-01-25T17:04:23+02:00"}}</script><div class="aw-1a00tic gdpqjP"></div><figcaption class="aw-kr26k0 iEoONW"><span>Martta Rämö kertoo kiertelevänsä vaatekaupoissa useita kertoja viikossa, mutta hankkivansa paljon vaatteita myös netistä. Video: Antti Kolppo / Yle</span></figcaption></figure><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Leppihalme kertoo kauppakeskuksien tekemistä asiakaskyselyistä, joissa toivotuimpien kärjessä on usein Sinsay, tanskalainen kosmetiikkatuotteita ja muuta pientavaraa myyvä <a class="aw-iao6s4 drtaeR yle__article__link" href="https://web.archive.org/web/20240219055245/https://yle.fi/a/74-20028578" role="link">Normal</a> ja irlantilainen vaatejätti Primark, joka toimii Suomessa tällä hetkellä vain verkkokauppana.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">– Nuorilla ei ole paljon rahaa käytettävissään, mutta halu ja paine ostaa asioita on todella suuri, markkinoinnin dosentti <strong class="aw-ak79eh hgoSon yle__article__strong">Essi Pöyry</strong> Helsingin yliopistosta sanoo.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Edullisten merkkien rantautuminen Suomeen kertoo Pöyryn mukaan siitä, että muotikaupan alalla on käynnissä eräänlainen uudelleenjärjestäytyminen. H&M:n ja Zaran kaltaiset mammutit eivät ole enää kasvuvaiheessa ja karsivat nettikaupan yleistyessä myymälöidensä määrää. Se luo tilaa uusille merkeille, jotka ovat eri vaiheessa elinkaartaan ja vasta hakevat tunnettuuttaan kuluttajien keskuudessa.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">– Nämä uudet tulokkaat voivat näyttää kasvulukujen ansiosta todella suurilta, mutta ne ovat vielä lilliputteja verrattuna alan suuriin toimijoihin, Pöyry muistuttaa.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Puolalaisliikkeiden lisäksi saksalaisen pikamuotijätin New Yorkerin ja ruotsalaisen, ”muodin Ikeaksi” kutsutun Lager 157 -ketjun tuotteet ovat viime vuosien aikana löytäneet paikkansa suomalaisten vaatekaapeista. Vuonna 2012 Suomeen rantautuneella New Yorkerilla on jo 21 liikettä ympäri maan. Lager 157:n vaatteita myydään kymmenellä paikkakunnalla.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Tulokasketjujen LLP Finlandin, New Yorkerin ja Lager 157:n yhteenlaskettu liikevaihto Suomessa oli vuonna 2022 noin 77 miljoonaa euroa. Se on kaksi miljoonaa vähemmän kuin tuolloin Lindexillä ja reilu puolet H&M:n liikevaihdosta, joka oli 134 miljoonaa euroa vuonna 2022.</p><figure class="aw-u5oz0a crkERF yle__article__figure"><script type="application/ld+json">{"@id":"74-20072659","@context":"https://web.archive.org/web/20240219055245/https://schema.org","image":{"@type":"ImageObject","description":"CROPP-merkki on LLP:n brändeistä urbaanein. Sen tuotteisiin on haettu inspiraatiota pop- ja hiphop-kulttuureista.","copyrightHolder":"Antti Kolppo / Yle","url":"https://web.archive.org/web/20240219055245/https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_511,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/39-123243765b0fa9c1052e","keywords":"pikamuoti,alennusmyynti,hinnanalennus (alennus),vaatteet,tekstiili- ja vaatetusteollisuus,pukeutuminen,vaateliikkeet,vaateteollisuus,Vaatemallistot,Vaatekappaleet ja asusteet,vaatetus,Cropp,Sinsay,Triplan kauppakeskus"}}</script><div class="aw-1a00tic xFA-da"><div class="aw-1qvmjke bKIcxT"><div class="aw-1njknqq euollB"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcset="https://web.archive.org/web/20240219055245im_/https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_511,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1706102841/39-123243765b0fa9c1052e 2x, https://web.archive.org/web/20240219055245im_/https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_511,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1706102841/39-123243765b0fa9c1052e 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcset="https://web.archive.org/web/20240219055245im_/https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_424,w_636/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1706102841/39-123243765b0fa9c1052e 2x, https://web.archive.org/web/20240219055245im_/https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_424,w_636/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1706102841/39-123243765b0fa9c1052e 1x"/><img alt="Kenkiä ja vaatteita Cropp myymälässä Helsingissä kauppakeskus Triplassa." src="https://web.archive.org/web/20240219055245im_/https://images.cdn.yle.fi/image/upload/c_crop,h_3321,w_5904,x_0,y_443/ar_1.7777777777777777,c_fill,g_faces,h_431,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1706102841/39-123243765b0fa9c1052e" class="aw-1l9m598 bTKagC"/></picture></div><div class="aw-45s348 glxCAO"><button aria-disabled="false" class="Buttonstyles__ButtonBase-sc-17sr1bx-0 Buttonstyles__ButtonSecondary-sc-17sr1bx-2 blJlbw iLYbQX"><span class="Buttonstyles__TextWrapper-sc-17sr1bx-7 kWJvkV yds-button__content">Avaa kuvien katselu</span></button></div></div></div><figcaption class="aw-kr26k0 iEoONW"><span>CROPP-merkki on LLP:n brändeistä urbaanein. Sen tuotteisiin on haettu inspiraatiota pop- ja hiphop-kulttuureista.</span><span> Kuva: Antti Kolppo / Yle</span></figcaption></figure><h2 class="sc-gEvEer kGTkjt yle__article__heading yle__article__heading--2">Halpa hinta menee usein ympäristötietoisuuden edelle</h2><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Edullista pikamuotia myyvät ulkomaiset yritykset raivaavat itselleen tilaa Suomen markkinoilla samaan aikaan, kun yhä useampi <a class="aw-iao6s4 drtaeR yle__article__link" href="https://web.archive.org/web/20240219055245/https://yle.fi/a/74-20031900" role="link">kotimainen vastuullisena pidetty vaateyritys </a>on kertonut talousvaikeuksistaan.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Pöyryn mielestä on kurjaa, että kaatuneet yritykset ovat olleet vastuullisia tekijöitä, mutta hän muistuttaa, että niiden ahdingon syitä ei voi kaataa kuluttajien niskaan.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">– Kuluttaminen ei ole hyväntekeväisyyttä. Kannattava yritystoiminta ei voi perustua ajatukselle, että kuluttajat ostaisivat tukeakseen jotain yritystä.</p><figure class="aw-u5oz0a crkERF yle__article__figure"><script type="application/ld+json">{"@id":"74-20072659","@context":"https://web.archive.org/web/20240219055245/https://schema.org","image":{"@type":"ImageObject","description":"Sinsayn liikkeessä kauppakeskus Redissä valikoimat vaihtuvat tiuhaan. Iso osa myynnistä tulee myös lastenvaatteista.","copyrightHolder":"Antti Kolppo / Yle","url":"https://web.archive.org/web/20240219055245/https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_511,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/39-123244565b0faa1787b0","keywords":"pikamuoti,alennusmyynti,hinnanalennus (alennus),vaatteet,tekstiili- ja vaatetusteollisuus,pukeutuminen,vaateliikkeet,vaateteollisuus,Vaatemallistot,Vaatekappaleet ja asusteet,vaatetus,Cropp,Sinsay,Triplan kauppakeskus"}}</script><div class="aw-1a00tic xFA-da"><div class="aw-1qvmjke bKIcxT"><div class="aw-1njknqq euollB"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcset="https://web.archive.org/web/20240219055245im_/https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_511,w_767/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1706102876/39-123244565b0faa1787b0 2x, https://web.archive.org/web/20240219055245im_/https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_511,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1706102876/39-123244565b0faa1787b0 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcset="https://web.archive.org/web/20240219055245im_/https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_424,w_636/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1706102876/39-123244565b0faa1787b0 2x, https://web.archive.org/web/20240219055245im_/https://images.cdn.yle.fi/image/upload/ar_1.5,c_fill,g_faces,h_424,w_636/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1706102876/39-123244565b0faa1787b0 1x"/><img alt="11,99€ hintaisia farkkuja Sinsayn myymälässä Helsingissä kauppakeskus Triplassa." src="https://web.archive.org/web/20240219055245im_/https://images.cdn.yle.fi/image/upload/c_crop,h_3307,w_5880,x_0,y_359/ar_1.7777777777777777,c_fill,g_faces,h_431,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1706102876/39-123244565b0faa1787b0" class="aw-1l9m598 bTKagC"/></picture></div><div class="aw-45s348 glxCAO"><button aria-disabled="false" class="Buttonstyles__ButtonBase-sc-17sr1bx-0 Buttonstyles__ButtonSecondary-sc-17sr1bx-2 blJlbw iLYbQX"><span class="Buttonstyles__TextWrapper-sc-17sr1bx-7 kWJvkV yds-button__content">Avaa kuvien katselu</span></button></div></div></div><figcaption class="aw-kr26k0 iEoONW"><span>Sinsayn liikkeessä kauppakeskus Redissä valikoimat vaihtuvat tiuhaan. Iso osa myynnistä tulee myös lastenvaatteista.</span><span> Kuva: Antti Kolppo / Yle</span></figcaption></figure><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Pöyryn mukaan pikamuotia myyvästä kaupasta t-paidan voi saada viidellä eurolla, mutta kestävästi tuotetun merkin vastaava tuote voi maksaa 65 euroa. Se on ihan eri tasolla kuin mihin nuoret ovat valmiita tai kykeneviä käyttämään rahaa.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">– On myytti, että kaikki nuoret olisivat nykyään kovin ympäristötietoisia. Ympäristöarvot ovat monelle sinänsä tärkeitä, mutta kun puhutaan jostain tietystä ostoksesta, arvot on helppo sivuuttaa.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Vaate- ja tekstiiliteollisuus tuottaa <a class="aw-iao6s4 drtaeR yle__article__link" href="https://web.archive.org/web/20240219055245/https://wwf.fi/earthhour/ideat/opi-lisaa-siita-miten-pikamuoti-kuormittaa-ymparistoa/" role="link">noin 4–10 prosenttia globaaleista ilmastopäästöistä</a>. Maailmassa syntyy vuosittain 92 miljoonaa tonnia tekstiilijätettä.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Puolalaisketjun myymättä jääneet vaatteet lähetetään takaisin Puolaan, jossa ne lahjoitetaan kansalaisjärjestöjen tarpeisiin.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">– Teemme joka vuosi kaikkemme varmistaaksemme, että myymättä jääneiden tuotteiden määrä olisi mahdollisimman pieni, Leppihalme sanoo.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Pöyryn mielestä on epäreilua vertailla aikuisten ja teinien vaateostosten vastuullisuutta. Nuoren garderobi kun ei ole vielä valmis, ja kasvaessaan hän tarvitsee säännöllisesti uusia vaatteita. Myös tarve kuulua joukkoon ja olla cool on suuri.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">– Siksi tällaiset omalle kukkarolle sopivat ketjut ovat houkuttelevia. 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Brändin huokeat hinnat houkuttelevat varsinkin teinejä ja nuoria perheitä, jotka ostavat sieltä edullisia lastenvaatteita.","type":"text"},{"text":"Ostosten keskimääräinen kertasumma on liikesalaisuus, mutta Leppihalme kertoo, että asiakas tuo keskimäärin Sinsayn kassalle kerralla 5–15 tuotetta. Mukana on vaatteiden lisäksi usein myös asusteita, kosmetiikkaa ja sisustustarvikkeita.","type":"text"},{"text":"Leppihalmeen mukaan Sinsayn liikkeitä suorastaan mangutaan ostoskeskuksiin. Toiveikkaita yhteydenottoja tulee hänelle viikoittain.","type":"text"},{"text":"– Koronan myötä avautui tyhjiä liiketiloja, ja meitä alettiin lähestyä todella aggressiivisesti. Ostoskeskuksissa on huomattu, että brändeillämme on asiakasvirtaa lisäävä vaikutus, Leppihalme sanoo.","type":"text"},{"text":"Tänä vuonna puolalaisyhtiö keskittyykin nimenomaan kasvattamaan Suomessa Sinsay-verkostoaan avaamalla 5–6 uutta liikettä.","type":"text"},{"text":"Sosiaalinen paine ajaa nuoret vaateostoksille","level":2,"type":"heading"},{"text":"Ostoskeskuksia on pitkään avattu sillä logiikalla, että niissä jokin tietty houkutteleva ankkurimerkki ja samat vakiintuneet toimijat ympäri Suomen. Leppihalme uskoo, että puolalaisliikkeiden räjähdysmäinen suosio kertoo siitä, että tuttu kaava on alkanut käydä kuluttajien mielestä tylsäksi.","type":"text"},{"text":"– Sehän on vähän niin kuin copy-paste. Nyt toivotaan, että ostoskeskuksiin tulisi lisää merkkejä, jotka toisivat uutta tarjontaa.","type":"text"},{"text":"**Katso videolta, mitä 19-vuotias helsinkiläinen Martta Rämö on mieltä pikamuodista:**","type":"text"},{"playbackBehaviour":"autoplay","caption":"Martta Rämö kertoo kiertelevänsä vaatekaupoissa useita kertoja viikossa, mutta hankkivansa paljon vaatteita myös netistä. Video: Antti Kolppo \u002F Yle","type":"video","id":"1-67827358","programResponse":{"series":{"title":{"main":{"swe":"Yle Helsingin videot","fin":"Yle Helsingin videot"}},"image":{"cover":{"fin":{"type":"Image","id":"13-1-50836323-1622613609304","version":1708101613}},"main":{"fin":{"type":"Image","id":"13-1-50836323-1622613609303","version":1708101613}}}},"publications":[{"tags":["archive"],"service":{"type":"Service","id":"yle-areena"},"publisher":{"type":"Service","id":"yle-areena"},"startTime":"2024-01-25T17:04:23+02:00","geoRestriction":"None","type":"Publication","id":"4-67827359","kind":"Ondemand","protectionLevel":{"key":"none","type":"ContentProtectionPolicy","id":"22-0"},"media":{"videoTrack":{"format":"HD","aspectRatio":"1:1","type":"VideoTrack","duration":"PT74S"},"captionTracks":[{"type":"CaptionTrack","language":"fin","kind":"hardOfHearing"}],"downloadable":false,"type":"Video","duration":"PT74S","id":"67-3ff6cb8941da4c3c8a2a8c1fb7200d10","available":true}}],"title":{"main":{"fin":"Vaatekaupoissa pyöriminen on monelle ajanvietettä"}},"id":"1-67827358","image":{"main":{"fin":{"type":"Image","id":"39-123244065b0fa9ea737b","version":1707121836}}}}},{"text":"Leppihalme kertoo kauppakeskuksien tekemistä asiakaskyselyistä, joissa toivotuimpien kärjessä on usein Sinsay, tanskalainen kosmetiikkatuotteita ja muuta pientavaraa myyvä [Normal](https:\u002F\u002Fyle.fi\u002Fa\u002F74-20028578) ja irlantilainen vaatejätti Primark, joka toimii Suomessa tällä hetkellä vain verkkokauppana.","type":"text"},{"text":"– Nuorilla ei ole paljon rahaa käytettävissään, mutta halu ja paine ostaa asioita on todella suuri, markkinoinnin dosentti **Essi Pöyry** Helsingin yliopistosta sanoo.","type":"text"},{"text":"Edullisten merkkien rantautuminen Suomeen kertoo Pöyryn mukaan siitä, että muotikaupan alalla on käynnissä eräänlainen uudelleenjärjestäytyminen. H&M:n ja Zaran kaltaiset mammutit eivät ole enää kasvuvaiheessa ja karsivat nettikaupan yleistyessä myymälöidensä määrää. Se luo tilaa uusille merkeille, jotka ovat eri vaiheessa elinkaartaan ja vasta hakevat tunnettuuttaan kuluttajien keskuudessa.","type":"text"},{"text":"– Nämä uudet tulokkaat voivat näyttää kasvulukujen ansiosta todella suurilta, mutta ne ovat vielä lilliputteja verrattuna alan suuriin toimijoihin, Pöyry muistuttaa.","type":"text"},{"text":"Puolalaisliikkeiden lisäksi saksalaisen pikamuotijätin New Yorkerin ja ruotsalaisen, ”muodin Ikeaksi” kutsutun Lager 157 -ketjun tuotteet ovat viime vuosien aikana löytäneet paikkansa suomalaisten vaatekaapeista. Vuonna 2012 Suomeen rantautuneella New Yorkerilla on jo 21 liikettä ympäri maan. Lager 157:n vaatteita myydään kymmenellä paikkakunnalla.","type":"text"},{"text":"Tulokasketjujen LLP Finlandin, New Yorkerin ja Lager 157:n yhteenlaskettu liikevaihto Suomessa oli vuonna 2022 noin 77 miljoonaa euroa. Se on kaksi miljoonaa vähemmän kuin tuolloin Lindexillä ja reilu puolet H&M:n liikevaihdosta, joka oli 134 miljoonaa euroa vuonna 2022.","type":"text"},{"displayStyle":"normal","alt":"Kenkiä ja vaatteita Cropp myymälässä Helsingissä kauppakeskus Triplassa.","source":"Antti Kolppo \u002F Yle","aspect":1.5,"caption":"CROPP-merkki on LLP:n brändeistä urbaanein. 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Kannattava yritystoiminta ei voi perustua ajatukselle, että kuluttajat ostaisivat tukeakseen jotain yritystä.","type":"text"},{"displayStyle":"normal","alt":"11,99€ hintaisia farkkuja Sinsayn myymälässä Helsingissä kauppakeskus Triplassa.","source":"Antti Kolppo \u002F Yle","aspect":1.5,"caption":"Sinsayn liikkeessä kauppakeskus Redissä valikoimat vaihtuvat tiuhaan. Iso osa myynnistä tulee myös lastenvaatteista.","id":"39-123244565b0faa1787b0","type":"image","alts":[{"language":"fin","value":"11,99€ hintaisia farkkuja Sinsayn myymälässä Helsingissä kauppakeskus Triplassa."}],"blurhash":"L8CPS80~zU5k}mk=RRNb0d=ZOs-C","tags":[{"label":[{"language":"eng","value":"Fast fashion"},{"language":"fin","value":"pikamuoti"},{"language":"swe","value":"fast fashion"}],"extId":"18-141285"},{"label":[{"language":"eng","value":"Clearance Sale"},{"language":"fin","value":"alennusmyynti"},{"language":"swe","value":"realisation"}],"extId":"18-3174"},{"label":[{"language":"eng","value":"Lower Prices"},{"language":"fin","value":"hinnanalennus (alennus)"},{"language":"swe","value":"prissänkning"}],"extId":"18-7956"},{"label":[{"language":"fin","value":"vaatteet"},{"language":"swe","value":"kläder"}],"extId":"18-205602"},{"label":[{"language":"eng","value":"Textile and Clothing Industry & Manufacture of Wearing Apparel"},{"language":"fin","value":"tekstiili- ja vaatetusteollisuus"},{"language":"swe","value":"textil- och konfektionsindustri"}],"extId":"18-3276"},{"label":[{"language":"fin","value":"pukeutuminen"},{"language":"swe","value":"klädsel"}],"extId":"18-214452"},{"label":[{"language":"eng","value":"vaateliikkeet"},{"language":"fin","value":"vaateliikkeet"},{"language":"swe","value":"klädaffärer"}],"extId":"18-210989"},{"label":[{"language":"fin","value":"vaateteollisuus"},{"language":"swe","value":"konfektionsindustri"}],"extId":"18-204187"},{"label":[{"language":"eng","value":"Clothing Line Collections"},{"language":"fin","value":"Vaatemallistot"},{"language":"swe","value":"Kläderkollektion"}],"extId":"18-48027"},{"label":[{"language":"eng","value":"Garments, Shoes and Accessories"},{"language":"fin","value":"Vaatekappaleet ja asusteet"},{"language":"swe","value":"Klädesplagg och accessoarer"}],"extId":"18-281336"},{"label":[{"language":"fin","value":"vaatetus"}],"extId":"18-261869"},{"label":[{"language":"eng","value":"Cropp"},{"language":"fin","value":"Cropp"},{"language":"swe","value":"Cropp"}],"extId":"18-357141"},{"label":[{"language":"eng","value":"Sinsay"},{"language":"fin","value":"Sinsay"},{"language":"swe","value":"Sinsay"}],"extId":"18-357142"},{"label":[{"language":"eng","value":"Mall of Tripla"},{"language":"fin","value":"Triplan kauppakeskus"},{"language":"swe","value":"Mall of Tripla"}],"extId":"18-243105"}],"copyright":[{"language":"und","value":"Antti Kolppo \u002F Yle"}],"crops":[{"name":"16:9","aspect":1.78,"coordinates":{"x":0,"y":359,"width":5880,"height":3307}},{"name":"2:3","aspect":0.67,"coordinates":{"x":481,"y":0,"width":2612,"height":3919}},{"name":"1:1","aspect":1,"coordinates":{"x":1441,"y":0,"width":3919,"height":3919}}],"height":3920,"licence":{"id":"6","name":[{"language":"und","value":"Yle"}],"properties":[]},"version":"1706102876","width":5880,"recommendedFormat":"jpg"},{"text":"Pöyryn mukaan pikamuotia myyvästä kaupasta t-paidan voi saada viidellä eurolla, mutta kestävästi tuotetun merkin vastaava tuote voi maksaa 65 euroa. Se on ihan eri tasolla kuin mihin nuoret ovat valmiita tai kykeneviä käyttämään rahaa.","type":"text"},{"text":"– On myytti, että kaikki nuoret olisivat nykyään kovin ympäristötietoisia. Ympäristöarvot ovat monelle sinänsä tärkeitä, mutta kun puhutaan jostain tietystä ostoksesta, arvot on helppo sivuuttaa.","type":"text"},{"text":"Vaate- ja tekstiiliteollisuus tuottaa [noin 4–10 prosenttia globaaleista ilmastopäästöistä](https:\u002F\u002Fwwf.fi\u002Fearthhour\u002Fideat\u002Fopi-lisaa-siita-miten-pikamuoti-kuormittaa-ymparistoa\u002F). Maailmassa syntyy vuosittain 92 miljoonaa tonnia tekstiilijätettä.","type":"text"},{"text":"Puolalaisketjun myymättä jääneet vaatteet lähetetään takaisin Puolaan, jossa ne lahjoitetaan kansalaisjärjestöjen tarpeisiin.","type":"text"},{"text":"– Teemme joka vuosi kaikkemme varmistaaksemme, että myymättä jääneiden tuotteiden määrä olisi mahdollisimman pieni, Leppihalme sanoo.","type":"text"},{"text":"Pöyryn mielestä on epäreilua vertailla aikuisten ja teinien vaateostosten vastuullisuutta. Nuoren garderobi kun ei ole vielä valmis, ja kasvaessaan hän tarvitsee säännöllisesti uusia vaatteita. Myös tarve kuulua joukkoon ja olla cool on suuri.","type":"text"},{"text":"– Siksi tällaiset omalle kukkarolle sopivat ketjut ovat houkuttelevia. Niissä on tuotteita, joita muutkin ostavat ja mitä nuoret näkevät somessa, dosentti summaa.","type":"text"},{"type":"links","links":[{"external":{"url":"https:\u002F\u002Fweb.archive.org\u002Fweb\u002F20240219055245\u002Fhttps:\u002F\u002Fyle.fi\u002Fa\u002F3-11037469"},"internal":{"id":"3-11037469"},"title":"Pikamuoti on kasvattanut vaatejätteen määrää: \"Siinä vastuullisuus lentää romukoppaan\" – testaa, tiedätkö pikamuodin vaikutukset","datePublished":"2019-10-30T07:30:00+0200","subject":{"description":{"fi":"Pikamuoti (engl. fast fashion) on muodin, erityisesti vaatetus- ja asusteteollisuuden, nouseva haara, johon liittyvät halvat hinnat, jatkuvat uutuudet sekä nopea tavaran kierto. Varastoja ei käytännössä ole, vaan tuotteet siirtyvät tehtailta suoraan myymälöihin.","sv":"Fast fashion är ett segment för modekedjor där man har låga priser, konstanta nyheter och hög omsättningshastighet.\nSvenska modeföretag som ingår i denna grupp är bland andra Gina Tricot, H&M och KappAhl. Det företag som mest förknippas med fast fashion är det spanska modeföretaget Zara. Produktionstiden för ett plagg har där pressats till två veckor från ritbordet till butiken.","en":"Fast fashion is a contemporary term used by fashion retailers to express that designs move from catwalk quickly in order to capture current fashion trends. Fast fashion clothing collections are based on the most recent fashion trends presented at Fashion Week in both the spring and the autumn of every year. Emphasis is on optimizing certain aspects of the supply chain in order for these trends to be designed and manufactured quickly and inexpensively to allow the mainstream consumer to buy current clothing styles at a lower price. This philosophy of quick manufacturing at an affordable price is used in large retailers such as H&M, Zara, Peacocks, and Topshop. It particularly came to the fore during the vogue for \"boho chic\" in the mid-2000s.\nThis has developed from a product-driven concept based on a manufacturing model referred to as \"quick response\" developed in the U.S. in the 1980s and moved to a market-based model of \"fast fashion\" in the late 1990s and first part of the 21st cent","ru":null,"se":null},"exactMatch":["leiki:focus100k_na_411782","freebase:\u002Fm\u002F04y5l_6","wikidata:Q3231404"],"updated":"2019-03-05T12:00:33+02:00","alternativeIds":["18-112661","18-74635"],"title":{"fi":"pikamuoti","sv":"fast fashion","en":"Fast fashion","ru":null,"se":null},"types":["Concept"],"id":"18-141285","contentHits":105},"headline":{"image":{"recommendedFormat":"jpg","aspect":1.7781753540039062,"alt":"Reservedin liike kauppakeskus Triplassa","caption":"LPP Group avasi viisi liikettä Mall of Triplaan. Reservedin mallistot vaihtuvat parin viikon välein. 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