Danish Fashion Going Global - Spandet And Partners

DANISH FASHION GOING GLOBAL 8
3. Countdown
The 6 Cs
The concept of the book is based on the 6 Cs. The 6 Cs illustrate and structure the
opportunities and challenges for Danish fashion. The 6 Cs serve as a framework to
structure innovation and prepare effective strategies for Danish fashion going global.
1. Committed leadership
2. Consolidation
3. Cooperation
4. Conceptualization
5. Capital
6. Controlled creativity
The 6 Cs are summarized in to the following 6 key messages:
1. Committed Leadership
The Danish fashion and lifestyle industry needs committed leadership, process
thinking, and an international mind-set as we see it in our industry-focused
neighboring countries Germany and Sweden.
Few Danish labels can be defined as brands, and few are truly international; even
less are truly global and represented in, for instance, the United States or China.
The majority of Danish fashion labels (small and medium sized) have the majority of
their revenues in Denmark, and their export markets are typically markets near
Denmark such as Sweden, Norway, Germany, Holland, and a few other European
countries.
Less than 10 Danish international brand houses with visible leadership control the
creative processes in a strategic direction and thereby also control more than 90% of
the export business. The managements and the brands in those companies know
how to lead and appreciate the value of working with a professional board and
demanding investors. They have seen the potential in the global markets and know
that there must be a balance between design profile, commerciality, creativity, and
planning.
Most of these brand houses are engaged in market-driven and trend-driven brands.
In contrast most of the communication to the outside world from the representatives
of Danish fashion is focused on innovation-driven and designer-driven fashion.