[dirtyaura]

Funny, in Finland Swedes are seen as great marketers that are both able to create world-wide brands and fast to adapt to trends. From giants like H&M, IKEA to Swedish pop music (Abba, Roxette, Europe, Robyn...) and clothing (Nudie, COS, Fifth Avenue, Cheap Mondays...)

[sheraz]

That's my point. They are fast to adapt to existing trends -- not create them.