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Well-educated people who live primarily in big cities.
Fashion-conscious people who think it is important to be well-dressed and attractive.
Early adopters.
Pay more for quality, stylish design and strong brands.
Risk takers who are open to change and new ideas.
Care about having a nice home, often looking for inspiration for their home.
Careerists with a stressful lifestyle who find the internet makes their lives easier.
Empathetic people who give to charity, are environmentally friendly and believe that Sweden should accept refugees.
Art and culture enthusiasts.