Copenhagen: Successful re-launch

The economic framework conditions for the Danish fashion industry were far from ideal when the Copenhagen Fashion Week got underway last week. According to the latest figures released by the association “Dansk Mode & Textil”, industry

sales decreased by 4 per cent during the first four months of the year. These days, the domestic retail industry is the greatest concern. Experts of the association fear that up to one thousand specialty stores might be forced to close within two years because of the Danish customers’ current reluctance to spend. What’s more, export sales which are a crucial income factor for Danish companies also decreased by nearly 3 per cent recently.

Yet, there was no sense of a crisis at the shows in the Danish capital. This is all the more striking as two of the most prominent events lined up with completely new concepts. They were designed to stand the test of the adverse economic climate – and they delivered.

The new show 'Vision' took the greatest chance. The organisers decided to combine their two previous platforms, CHP Vision which specialised in Scandinavian fashion brands and Terminal-2 in which predominantly international denim and street wear labels were represented, to one single show. It successfully premiered in the halls of 'Lokomotivværkstedet': A total of 17‘838 visitors attended Vision. "A great result", according to the organisers. Their new concept - aimed at reflecting the changed needs of the retail industry as fashion, footwear and accessories suppliers were pooled into thematic areas - predominantly attracted buyers from northern Europe, which accounted for 87 per cent of visitors. "We believe the large increase in Nordic buyers is a result of the merger and a new marketing strategy at Vision", CEO Peter Fenger Selchau explained.

CIFF has also been remodelled. It is predominantly a venue for domestic mainstream clothing brands. Kristian W. Andersen has taken the reins of the show last year to lead the event into the future with the introduction of fresh ideas. The change was instantly palpable at Bella Centre thanks to the show’s new visual appearance: after the re-launch it now features a modern logo, a clearly structured, neatly arranged concept and new segments.

The result was remarkable: the organisers counted 30‘000 visitors – considerably more than last summer. And they were all impressed by the innovations. "We are absolutely delighted by the overwhelmingly positive response to the new CIFF!", Andersen said. "Our new structure and showroom space has enabled us to attract exciting new brands to CIFF and we’re really excited to see an increasing number of international buyers and press at CIFF this season." His conclusion about the premiere was fittingly euphoric: "We couldn’t be prouder!"

But not only the re-invented shows celebrated a great success. Gallery, where predominantly designer-oriented labels are presented, was also able to maintain its course of growth: with 340 brands, the show managed to attract a record number of exhibitors. 12’045 visitors, a figure never reached before, found their way to the Forum. Compared to February, the number of visitors rose by 5 per cent and by a whopping 10 per cent compared to last summer. CEO Christian Gregersen was not only elated about the mere figures, but also about the quality of the represented buyers: ”The most important thing is not the number of exhibiting brands, but the increasing number of high calibre Scandinavian and international fashion buyers that have visited Gallery this year."

From our correspondent

Photo: Vision