Danish Fashion Going Global - Spandet And Partners

DANISH FASHION GOING GLOBAL 66
shifting from being retailers buying apparel to becoming landlords of an attractive
department store shopping mall offering high frequency at high rental costs.
The wholesale distribution is under pressure from vertical chains and centralized
buying cooperations and have lost significant market share the past 10 years.
In the consolidated countries such as Germany and the UK it is next to impossible to
find a multibrand retailer in a good location in the medium- and big cities.
The web has taken over some 20% of the apparel sales within the past 10 years and
is the only sales channel not losing momentum.
In between strong multibrand players are introducing both online and offline
shopping.
In new retail economies such as Russia and China there is no cross over between
price and concepts which means that there is hardly multibrand shops as we see it in
Europe or in the United States.
The consequent requirement for the brand is retail competence to get secure the
good locations and obtain the branding effect through the stores. So how do you
become a brand without retail or franchise? How do you get that competence without
industrial platforms and without commercial brands with focus on design and good
quality?
The majority of the fashion revenues are neither in well-known and hyped multibrand
stores, nor in concept shops and shop in shops. The majority of revenues are with
super markets.
An overview and elaboration of segmentation, marketing and positioning is available
in the following chapters.