Implications of the cultural dimensions analysis:

When opening the store the Swedish employees should be able to participate in planning and decision making. They should always be treated in an equal manner. Giving strict orders is not the right way to manage Swedish employees. The vendors are in an extremely important place in conveying the brand image. Therefore it’s important that they are happy in their job and feel positively about the company they work for. Because the current staff of NOMO are young, relaxed and informal the interaction should be easy. Finland’s scores in Power distance are close to Sweden’s too. The suitability of low hierarchy is also supported by the low score on the masculinity-femininity index.

Sweden is an individualistic society, which suits perfectly for NOMO. The customer can tune her own jeans just the way she likes them and they are made to fit her alone. With NOMO jeans the customer can highlight the unique me. NOMO is a celebration for individuality.

Although Swedes are individualistic they are also a highly feminist nation. This means that a person shouldn’t try to lift oneself above the others and one shouldn’t be too noticeable. This is also convenient for NOMO as the brand is stylish, but still down to earth, not luxurious. The product as such, jeans, is something for (almost) everybody.  In a feminist society “caring for others” is one of the dominant values. NOMO doesn't discriminate, it makes you perfect jeans no matter shape or size you are. NOMO treats people equally (contrary to some fashion brands who only manufacture to skinny people), which is important in a feminine society.

Sweden has quite low score for uncertainty avoidance. This might be good, because when buying NOMO jeans the final outcome is not visible at the moment of purchase, and therefore there is a little excitement involved. In a country with low preference of uncertainty avoidance innovation is not seen as threatening. This is a good thing, as buying jeans at a NOMO store will be a new kind of experience.

Sweden is a short-term orientation culture meaning that they may have “strong social pressure for keep up with the Joneses” and they have “relatively small propensity to save”. If NOMO manages to catch the attention of some, soon the rest will follow. They have to launch the custom-made jeans as “the next new thing”. Swedes are maybe also not too stingy to invest in quality jeans the 136 €.