Danish Fashion Going Global - Spandet And Partners

DANISH FASHION GOING GLOBAL 32
Still, exporting Danish fashion would likely not be possible for the major players if it
were not for the smaller innovation-driven businesses. The innovative designer pool
is to a great extent the faces and names causing the great national and international
hype and visibility of Danish fashion through fashion shows, events, and editorials.
In addition, the trend-driven businesses acquire their inspiration from trends brought
forward by the innovation-driven companies (Danish as well as international) and
often also profit from the design staff in the creative segment.
The labels can be split into the following 3 categories:
11.1. Trend driven
During the industrial rise many farms and barns in the provinces of Denmark were
refurbished and turned into small businesses. Especially in Jutland (Herning, Brande,
and Ikast), the textile and fashion industry bloomed with exports growing during the
sixties. Still today, Jutland is the home of many of the big trend-driven fashion
companies.
Trend-driven brands hold the vast majority of Danish fashion exports. This is mainly
attributable to the brands of fashion groups Bestseller, BTX Group, and DK
Company, which are trend driven.
The trend-driven companies first and foremost consider themselves to be trading
people. Trend forecasting and finding inspirations in international design are
important tools in defining their looks and designs. This group of labels varies widely
from low to mid- and top-level prices, however, never luxury price range.
11.2. Innovation driven
Innovation-driven designers on the international scene can be divided into two
groups: the new and upcoming designers with individual and exclusive styles and the
more established brands. The international recognition of the innovation-driven
designers have been a fantastic marketing vehicle for Danish fashion internationally.
11.3. New, upcoming, and individual
The few Danish upcoming innovation-driven designers on the global market are often
quite international in their outlook and less known on the home market. Designers
such as Jens Laugesen and Peter Jensen are based in London and New York,
educated in London, and are showing in London and New York. They aim at
international consumers with accumulated prices. A few upcoming designers,
however, have returned to home and are today based in Denmark—aiming at both
domestic and international markets. These include brands such as Stine Goya,
WoodWood, Wackerhaus, and Henrik Vibskov.