Danish Fashion Going Global - Spandet And Partners

DANISH FASHION GOING GLOBAL 33
11.4. Established innovation driven
The more established innovation-driven brands on the international market include
Pandora, Julie Sandlau, Designers Remix Collection, Day Birger et Mikkelsen,
Bruuns Bazaar, By Malene Birger, Baum und Pferdgarten, Stella Nova, Mads
Nørgaard, Munthe plus Simonsen, Rützou, and Norlie. These brands strive to keep
the balance between individual design identities and the accessibility in design
required to reach a broader customer segment.
Middle-segment labels like these might not make the big headlines with their fashion
design. Nonetheless, they reach out to a broad audience with their accessible
designs which at the same time bear a strong design identity.
Copenhagen is the fashion capital of the innovation-driven fashion companies. These
labels often have prestigious domiciles in creative environments, always striving to
develop their image and their brand value among trend spotters and the right
endorsers.
First and foremost the innovation-driven businesses consider themselves to be
designers with an emphasis on innovative interpretations of times and trends with a
strong individual profile. The design lines vary from mid- to high-scale prices,
however, still affordable and seldom the absolute luxury price range.
Even though inspiration is also found in current trends and international fashion, and
even though these labels design for the same consumers at the same prices, they
have heterogeneous and very strong brand profiles enabling the (Danish) consumer
to instantly recognize the one from the other.
11.5. Luxury innovation driven
Moreover, a small handful of high-scale luxury brands, extremely designer- and
innovation-driven are as close as Denmark gets to ready-to-wear or prêt-à-porter
fashion in international terms.
These brands all have strong international profiles directed at the international
market. Most of the designers behind the brands are educated abroad and therefore
part of an international rather than strictly Danish design tradition.
The more established luxury innovation-driven brands on the international market
include Designers Remix, Line & Jo, NOIR, Peter Jensen, Heartmade, Julie Sandlau,
Marianne Dulong, and Georg Jensen.