Dansk Mode & Textil to develop Copenhagen Fashion Week
22 Jun '10
5 min read
This is the first time a partnership of this magnitude has been set up between the key players of Copenhagen Fashion Week and it has so far had been extremely positive. In collaboration they will be responsible for general commercial activities during fashion week, including advertising, website, liaison with buyers, travel and accommodation services, shuttle services, airport stand, joint ticket services for all fairs, etc
“It is time for us to admit that we've reached a point where we need to develop the success Copenhagen has experienced for the past 10 years even further, and this is only possible through commitment and collaboration between the main forces in Scandinavia,” says Peter Fenger Selchau, CEO of CPH Vision and Terminal-2. He continues: “Unlike Paris Fashion Week, the success of Copenhagen – the number of visiting buyers and press – is based on its commercial platform from the Scandinavian brands and the fairs in Copenhagen. Without this aspect we would have a fashion week resembling Oslo or Stockholm.”
The new partnership is non-profit. This means that any profit will not be shared by the participating organisations, but be dedicated exclusively to the onward development of Copenhagen Fashion Week.
“We need to focus on and nurture the unique advantages and differences that Copenhagen and Copenhagen Fashion Week have instead of putting so much effort into constantly comparing ourselves to Paris or London”, says Sales- and marketing director Jesper Åndahl from Bella Center/CIFF. He adds:
“I am very proud of this newly established partnership and the opportunities it will bring.”
“The primary area we need to focus on in this partnership is how to bring more buyers to Copenhagen Fashion Week – and to ensure that they have a professional and memorable experience here. The international buyer should not only be subject to greater marketing pressures, but should also have a user-friendly website at their disposal to guide and support them in their decision about whether to go to Copenhagen – and which brands to visit. Finally, buyers should be ensured the best possible support and service in Denmark during Copenhagen Fashion Week so that time at the fairs is spent productively – and so buyers go home and recommend Copenhagen Fashion Week to their colleagues," states Executive Director Kasper Eis of Dansk Mode & Textil.
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