Most of the discounted sales on the Internet are old money, in order to deal with the backlog of inventory. As a result, the obvious difference between the main merchandise sold in the physical store and the network flagship store created a kind of "well water does not make rivers and rivers" harmonious situation, and even some complementary feeling.
Affected by many factors such as the market and the government, more and more fashion apparel companies in Denmark are focusing on global development strategies. In particular, many companies have focused their attention on China, which has a large consumption potential. In December 2012, Danish Crown Prince Frederick and Crown Prince Mary made a special trip to China to participate in events to promote Danish brand and culture, with a focus on Danish design brands and fashion shows. In Denmark, there is also merger and reorganization of the industry. More and more fashion brands will be concentrated in a few big fashion group companies. The appearance of these big fashion groups will also allow them to enter the global market including China. Get ready.
Denmark's fashion industry to develop new markets
In China, Only and Jack & Jones stores across the country are affecting Chinese consumers, and the two branded homes in Copenhagen, the Danish capital, are growing into par with the Paris, London, Milan and New York. The capital. Today, twice a year Copenhagen Fashion Week is the largest fashion event in Northern Europe, attracting professionals from all over the world.
On the “2013 Copenhagen Autumn/Winter Apparel Week†held from January 30th to February 3rd 2013, the most notable was the famous “punk godmother†and the famous British designer Vivienne Westwood for the first time. New season's work under the umbrella of Anglomania, released in Copenhagen. “Denmark is not only a kingdom rich in fairy tales, but also a global leader in fashion design and creative industries, with many world-renowned fashion brands and design masters.†Denmark’s ambassador to China Ju Desheng told reporters. It is understood that Denmark is a country famous for its design. In recent years, the Danish garment industry is gradually gaining international recognition.
Denmark, which is located in the north of Europe, always adheres to the design concept of fusion aesthetics and functionalism. Ula Skadgett, export consultant of the Danish Textile and Apparel Association, once commented: “In Denmark, we are able to design and manufacture functional and stylish clothing that suits a modern lifestyle. This is true fashion.â€
"Compared to Italian and French clothing, Denmark is taking a casual and elegant style line, rather than pursuing noble luxury. The works of Danish designers uphold the concept of creating quality and stylish life for the middle-class consumer groups." A familiar The Danish Chinese fashion people commented on this.
In fact, over the past decade or so, the Danish government and the clothing industry have introduced various measures to promote and support the development of the local apparel industry. A series of clothing expositions, fashion shows, and design awards have made the world pay attention to Danish fashion, which is also an important factor in the success of the Danish garment industry.
However, due to the economic downturn in Europe, the value of the Danish garment industry declined slightly in 2012. According to the latest statistics of the Danish Textile and Clothing Association, in 2012, the Danish clothing industry’s operating income was US$6.83 billion, a decrease of 3.7%, and the proportion of clothing exports as a percentage of total sales was also reduced from approximately 80% to 60%. The major export markets are the European Union. The decline is even greater.
However, Danish Minister of Economy and Home Affairs Margaret Weistag is optimistic about the development of the apparel industry. She said: "Although the apparel industry as a whole has experienced a recession in the economic crisis, there are still many signs of benign development. The Danish garment industry focuses on sustainable development, high quality and diversity, and has a good outlook."
In order to open up new growth points, the Danish garment industry has turned its sights to Asian countries such as China and has been actively expanding into emerging markets. At this year's Copenhagen Autumn/Winter Apparel Week, many Chinese fashion designers and apparel buyers and media representatives were invited to attend. The Danish side hopes to help Danish and Nordic fashion brands to attract more Chinese consumers and tap the huge potential of the Chinese market.
The three Danish clothing companies Bestseller, BTX and ICCompany occupy about 75% of Danish textile and apparel industry exports. There are more than 40 brands under the three major groups. Two-thirds of the brands have export business.
However, more Danish garment enterprises are small and medium-sized enterprises. Nevertheless, these small and medium-sized garment enterprises have a wide range of innovative models and consumer markets. Danish clothing brands value individual design, and many brands strive to maintain a certain degree of artistry while designing. They appear to be “not so commercial and full of personalityâ€.
Danish Clothing Brand's China Strategy
“We are seeing more and more Danish clothing brands interested in the Chinese market and want to enter the Chinese market. However, there is a problem that has affected Danish designers’ confidence in entering the market. This issue is China’s intellectual property issue.†A Chinese businessman who has been engaged in the import of Danish clothing for a long time told reporters.
However, the speed of entry into China of Danish clothing fashion brands is accelerating. For example, Rosemunde entered China in 2012 and has changed the traditional channels. He has taken the online sales route directly and has stores in Tmall. It is understood that Rosemunde's partner in China is Beijing Wei Xuan Xuan Fashion Co., Ltd., which was founded in Denmark in 2004. It mainly operates silk and cotton tops and promotes healthy dress. At present, Wei Hao Xuan is the brand operator of Rosemunde and Bruuns bazaas in Greater China.
Earlier entry into China was attributed to the aforementioned Only and Bestseller, the parent company of the Jack & Jones brand. The company opened its first Only clothing store in Xidan, Beijing, in September 1996. It just started to introduce products directly from overseas, and it was sold without any design changes. Sales volume was not good.
The Zhizhuang clothing company soon discovered that Only's position at the time was only the niche market. At that time, internationally renowned mass fashion groups such as Uniqlo and Zara had not yet entered China. The company promptly revised its market positioning and targeted target consumers in urban young men and women between the ages of 20 and 35. At the same time, the production and processing links of all apparels sold in China are outsourced to domestic manufacturers. In this way, the price can fully reflect the positioning of mid-range brands.
"Even if you have the best products, it would be useless without a large sales network." The founder of China, Dan Fei, commented on the brand channels. They even think that the store is the best "spokesperson" for brand image. At present, we have opened thousands of sales outlets in more than 300 cities in China.
In the strategy of opening stores, there is a characteristic of the "Cool" store. For example, if you want to enter a shopping mall in a city, you will negotiate with the channel merchants with the identity of its four brands. In 2009, the rise of online merchants led to the creation of an online shop at Tmall. Their strategy was "online and offline, new synchronization, and old models are not synchronized."
Most of the discounted sales on the Internet are old money, in order to deal with the backlog of inventory. As a result, the obvious difference between the main merchandise sold in the physical store and the network flagship store created a kind of "well water does not make rivers and rivers" harmonious situation, and even some complementary feeling.
However, some companies with their own capabilities are also actively introducing Danish brands. For example, Lai Ying Fang, which has established a network of sales channels covering the entire country, introduced Claire.dk, a mid-to-high-end children's clothing brand under the Claire Group, to mainland China in 2010.
Denmark's fashion industry to develop new markets
In China, Only and Jack & Jones stores across the country are affecting Chinese consumers, and the two branded homes in Copenhagen, the Danish capital, are growing into par with the Paris, London, Milan and New York. The capital. Today, twice a year Copenhagen Fashion Week is the largest fashion event in Northern Europe, attracting professionals from all over the world.
On the “2013 Copenhagen Autumn/Winter Apparel Week†held from January 30th to February 3rd 2013, the most notable was the famous “punk godmother†and the famous British designer Vivienne Westwood for the first time. New season's work under the umbrella of Anglomania, released in Copenhagen. “Denmark is not only a kingdom rich in fairy tales, but also a global leader in fashion design and creative industries, with many world-renowned fashion brands and design masters.†Denmark’s ambassador to China Ju Desheng told reporters. It is understood that Denmark is a country famous for its design. In recent years, the Danish garment industry is gradually gaining international recognition.
Denmark, which is located in the north of Europe, always adheres to the design concept of fusion aesthetics and functionalism. Ula Skadgett, export consultant of the Danish Textile and Apparel Association, once commented: “In Denmark, we are able to design and manufacture functional and stylish clothing that suits a modern lifestyle. This is true fashion.â€
"Compared to Italian and French clothing, Denmark is taking a casual and elegant style line, rather than pursuing noble luxury. The works of Danish designers uphold the concept of creating quality and stylish life for the middle-class consumer groups." A familiar The Danish Chinese fashion people commented on this.
In fact, over the past decade or so, the Danish government and the clothing industry have introduced various measures to promote and support the development of the local apparel industry. A series of clothing expositions, fashion shows, and design awards have made the world pay attention to Danish fashion, which is also an important factor in the success of the Danish garment industry.
However, due to the economic downturn in Europe, the value of the Danish garment industry declined slightly in 2012. According to the latest statistics of the Danish Textile and Clothing Association, in 2012, the Danish clothing industry’s operating income was US$6.83 billion, a decrease of 3.7%, and the proportion of clothing exports as a percentage of total sales was also reduced from approximately 80% to 60%. The major export markets are the European Union. The decline is even greater.
However, Danish Minister of Economy and Home Affairs Margaret Weistag is optimistic about the development of the apparel industry. She said: "Although the apparel industry as a whole has experienced a recession in the economic crisis, there are still many signs of benign development. The Danish garment industry focuses on sustainable development, high quality and diversity, and has a good outlook."
In order to open up new growth points, the Danish garment industry has turned its sights to Asian countries such as China and has been actively expanding into emerging markets. At this year's Copenhagen Autumn/Winter Apparel Week, many Chinese fashion designers and apparel buyers and media representatives were invited to attend. The Danish side hopes to help Danish and Nordic fashion brands to attract more Chinese consumers and tap the huge potential of the Chinese market.
The three Danish clothing companies Bestseller, BTX and ICCompany occupy about 75% of Danish textile and apparel industry exports. There are more than 40 brands under the three major groups. Two-thirds of the brands have export business.
However, more Danish garment enterprises are small and medium-sized enterprises. Nevertheless, these small and medium-sized garment enterprises have a wide range of innovative models and consumer markets. Danish clothing brands value individual design, and many brands strive to maintain a certain degree of artistry while designing. They appear to be “not so commercial and full of personalityâ€.
Danish Clothing Brand's China Strategy
“We are seeing more and more Danish clothing brands interested in the Chinese market and want to enter the Chinese market. However, there is a problem that has affected Danish designers’ confidence in entering the market. This issue is China’s intellectual property issue.†A Chinese businessman who has been engaged in the import of Danish clothing for a long time told reporters.
However, the speed of entry into China of Danish clothing fashion brands is accelerating. For example, Rosemunde entered China in 2012 and has changed the traditional channels. He has taken the online sales route directly and has stores in Tmall. It is understood that Rosemunde's partner in China is Beijing Wei Xuan Xuan Fashion Co., Ltd., which was founded in Denmark in 2004. It mainly operates silk and cotton tops and promotes healthy dress. At present, Wei Hao Xuan is the brand operator of Rosemunde and Bruuns bazaas in Greater China.
Earlier entry into China was attributed to the aforementioned Only and Bestseller, the parent company of the Jack & Jones brand. The company opened its first Only clothing store in Xidan, Beijing, in September 1996. It just started to introduce products directly from overseas, and it was sold without any design changes. Sales volume was not good.
The Zhizhuang clothing company soon discovered that Only's position at the time was only the niche market. At that time, internationally renowned mass fashion groups such as Uniqlo and Zara had not yet entered China. The company promptly revised its market positioning and targeted target consumers in urban young men and women between the ages of 20 and 35. At the same time, the production and processing links of all apparels sold in China are outsourced to domestic manufacturers. In this way, the price can fully reflect the positioning of mid-range brands.
"Even if you have the best products, it would be useless without a large sales network." The founder of China, Dan Fei, commented on the brand channels. They even think that the store is the best "spokesperson" for brand image. At present, we have opened thousands of sales outlets in more than 300 cities in China.
In the strategy of opening stores, there is a characteristic of the "Cool" store. For example, if you want to enter a shopping mall in a city, you will negotiate with the channel merchants with the identity of its four brands. In 2009, the rise of online merchants led to the creation of an online shop at Tmall. Their strategy was "online and offline, new synchronization, and old models are not synchronized."
Most of the discounted sales on the Internet are old money, in order to deal with the backlog of inventory. As a result, the obvious difference between the main merchandise sold in the physical store and the network flagship store created a kind of "well water does not make rivers and rivers" harmonious situation, and even some complementary feeling.
However, some companies with their own capabilities are also actively introducing Danish brands. For example, Lai Ying Fang, which has established a network of sales channels covering the entire country, introduced Claire.dk, a mid-to-high-end children's clothing brand under the Claire Group, to mainland China in 2010.
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