Danish Fashion Going Global - Spandet And Partners

DANISH FASHION GOING GLOBAL 24
The potential of further increase of export of Danish fashion is enormous, and the
opportunities are far from exploited.
The political support focuses on the opportunities on Danish fashion, but it also raises
the question of whether the labels are actually able to exploit the potential.
Whereas Danish fashion has many opportunities for continued growth, it is also
expected to face many challenges in the years ahead.
The threats and opportunities come internally and externally.
Like most industries all over the world, the Danish fashion industry operates under
new market conditions since the financial crisis. The financial crises have led to a
significant consolidation of the Danish fashion industry and have introduced new
rules of the game for one of the biggest export industries in Denmark.
Apart from a few examples like Bestseller, Pandora, and ECCO, many brands are not
utilizing their potential through innovative, international strategies, the 6 Cs supported
by proper implementation.
The overall condition for success in a globalized world is the same as in the “good old
days”—delivery of excellent products, at the right price, at the right time, at the right
place, in the right quantity, and with the right marketing and branding.
Strategies could and should also today be centered on Porter’s 5 forces just like the
marketing mix of the 4 Ps should always be thoroughly analyzed.
However, Danish fashion has to prepare not only for the changed market conditions.
Danish fashion has to think more in depth in terms of innovation and branding.