Danish Fashion Going Global - Spandet And Partners

DANISH FASHION GOING GLOBAL 19
4. The Business Potential
The global fashion industry’s size is enormous.
The purpose of the book is to make it last for more than a year. Exact figures and
annual statistics are not in focus. Relevant statistics are available from, among
others, Statistics Denmark and Dansk Fashion and Textile.
The international fashion scene is a world of global structural developments and
enormous branding budgets, circumstances which Danish fashion brands seldom
have the power to change or influence—unless Denmark aspires even further to
innovation including committed leadership, consolidation, cooperation,
conceptualization, capital structures, and controlled creativity.
Some examples of the international and national key players (with financial figures
being in DKK and using 2009 or 2010 figures for illustration) are the following:
LVMH Moet Hennessy Louis Vuitton (DKK 150 Bio.), Prada (DKK 30 Bio.),
Polo Ralph Lauren (DKK 27 Bio.), and Gucci (DKK 20 Bio.). If you add up these 4
players, you get approximately half of Denmark’s entire worldwide exports in all
industries which are mainly machinery and instruments, meat and meat products,
dairy products, fish, pharmaceuticals, fashion apparel, furniture, windmills, Christmas
trees, potted plants, mink and fox skin, salt, and various specialty niche products.
One single player, Polo Ralph Lauren, represents the same revenues as the total
exports of Danish fashion.
Denmark: Bestseller (DKK 13.6 Bio., excluding their significant activities in China),
Kopenhagen Fur (DKK 7 Bio.), Pandora Jewelry (DKK 6.7 Bio.), ECCO (DKK 6.1
Bio.), Kwintet (top-to-toe work wear) (DKK 5 Bio.), IC Companys (DKK 3.5 Bio.), and
BTX Group (DKK 2.1 Bio).
In Europe alone the size of the market is around 2.500 billion DKK with a low level of
accuracy. Some of the values are retail values, others are wholesale values, and
some values are not even included if the European operation is outside EU (take
Bestseller China as an example). Of the 2.500 billion DKK, Scandinavia constitutes
approximately 5% (DKK 125 Bio.) and Denmark approximately 30% of the
Scandinavian figure (DKK 40 Bio.). The figure illustrates how small Denmark is and
the enormous potential for local Danish labels if they succeed penetrating into, for
instance, Germany.