Professional Event
13. May 2026
This event will be held in German.
“Mehr Shein als Sein?”Between Aspiration and Purchasing Behavior – Perspectives on Sustainable Fashion in Switzerland
Where is the Swiss fashion industry heading? What motivates people to buy certain things, and through which mechanisms are consumer decisions shaped today?
The fashion market is highly fragmented and characterized by steadily growing consumption as well as ever-faster trend cycles that are becoming increasingly difficult to keep track of. Ultra-fast fashion is gaining market share both globally and regionally, while the secondhand market is also expanding. The negative impacts of the fashion industry on the environment and society are widely known, yet consumption patterns are changing only slowly.
How is the Swiss fashion industry responding to these contradictory developments? What drives Swiss consumers? And how can circular and sustainable labels position themselves and thrive within this complex environment?
With this professional event, we aim to provide orientation and contextualize current trends. In a conversation between representatives from different perspectives and market segments, we will explore the current dynamics shaping the industry.
Moderator
Nadine Jürgensen, lawyer, entrepreneur, and journalistPresentation
Prof. Dr. Claude Messner, Head of the Consumer Behavior & Behavior Change Division at the Institute of Marketing and Management, University of BernPaneldiskussion
Prof. Dr. Claude MessnerMichéle Roten, journalist and co-owner of The New New
Sebastian Lanz, owner of Revolve