Dansk Fashion and Textile and Copenhagen’s four major fashion fairs, CIFF, Gallery, CPH Vision and Terminal-2, have agreed to a closer cooperation. The focus is on attracting even more Danish and foreign buyers, thereby securing and strengthening Copenhagen’s position as Northern Europe’s leading fashion metropolis.
At Copenhagen Fashion Week, held during the first week of February, visitors will already be able to see the effects of the intensified cooperation between the four fairs and the industry organisation, Dansk Fashion and Textile.
One of the major initiatives is the establishment of shuttle service between all of the fairs. Thirty shuttle vehicles will transport buyers and international journalists between the four fairs and guides will assist visitors at each fair. In addition, visitors will enjoy free admission to CIFF on Sunday, 6 February, and in cooperation with Formland a bus will run between Copenhagen and Herning.
“This cooperation allows us to be more ambitious. Copenhagen has enormous potential and the strengthened cooperation gives us the opportunity to realise this potential. We are sending a signal to the world that Copenhagen is THE PLACE when it comes to the combination of fashion and business,” says Peter Fenger Selchau, Managing Director of CPH Vision and Terminal-2.
Another important initiative involves bringing in some of the most important European buyers, which not only contributes to improving Copenhagen Fashion Week’s reputation abroad, but also generates increased international interest in the Scandinavian fashion brands. These activities are being supported until February by the Branding Denmark Fund, which is contributing to a major international advertising campaign to attract the attention of international buyers towards Denmark.
“International awareness of Copenhagen Fashion Week is extremely important. This includes both international media and international buyers. It is fantastic that we now have this opportunity to show on an international stage why Copenhagen Scandinavia’s undisputed fashion capital,” says Gallery CEO, Christian Gregersen.
The extensive work during fashion week in August 2010 resulted in increased media coverage of Copenhagen Fashion Week. Invited buyers expressed great enthusiasm about Copenhagen and the professionalism they experienced during their visit.
Even though the funding from the Branding Denmark fund will run out after the fashion week in February, the partners are not tempering their ambitions. To maintain the positive development, they are already working on new initiatives aimed towards fashion week in August 2011 and beyond.
A common website is under construction, which will serve as the central portal for buyers, common admission tickets and locating strategic partners who can contribute to raising the bar even higher.
“We will certainly continue our efforts to make the overall experience even better. We must make it as easy as possible to be a guest during Copenhagen Fashion Week. Buyers shouldn’t have to concentrate on practical and logistics issues. Instead, they should focus on the most important thing – placing orders and enjoying their stay in Copenhagen,” says Jesper Åndahl, Sales and Marketing Director at Bella Center.
The clear ambition of the cooperation is to ensure that these initiatives and efforts benefit the entire fashion industry: “The overall goal is clearly to strengthen the fashion industry as a whole. If we can attract more buyers to the fairs, more orders will be placed with the Scandinavian brands and they will receive greater exposure abroad, which generates increased focus on Scandinavian fashion and thus attracts even more buyers to Copenhagen Fashion Week. So our efforts are aimed at creating a positive spiral,” says Kasper Eis, Director of Development at Dansk Fashion and Textile.
Copenhagen Fashion Week will be officially opened by Minister of Economic and Business Affairs, Brian Mikkelsen Wednesday, 2 February at 10:00 a.m. in Bella Center.
The four fairs and Dansk Fashion and Textile are holding a joint press conference on Friday, 4 February at 12:30 p.m. at Nimb. Registration via firstname.lastname@example.org.
Source: Dansk Fashion and Textile
Image source: (Clockwise from top left) Velour, Rika, Gardenia, Soulland, Noodles, Rascals.