Danish Fashion Going Global - Spandet And Partners

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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.
DANISH FASHION GOING GLOBAL 67 21. Strategic Segmentation and Target Marketing Segmentation and target marketing starts with the consumer and defining who you design for. The trend leaders, the consumers following the trend or the late adopters, the +42 sizes, teenagers, etc. Trend Leading Trend Following Late Adopters
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Danish Fashion Going Global Henrik
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Table of Contents DANISH FASHION GO
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Page 87 and 88: Birger Christensen (1869) Georg Jen
Page 89 and 90: Big Platforms IC Companys DANISH FA
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Page 99 and 100: Georg Jensen DANISH FASHION GOING G
Page 101 and 102: Pilgrim Pilgrim can be found at Cop
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Page 105: Henrik Spandet-Møller Danish Fashi
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Danish Fashion Going Global - Spandet And Partners

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