Artikel/article
DANISH FASHION INDUSTRY SETS
OUT TO WOO GERMANS
Danish fashion brands are popular as ever in the German market, but the export success
varies widely among the different states.
Generally, Danish fashion is far more popular in the northern part of Germany than it is
in the southern part, and now the Danish trade organization, Dansk Fashion & Textile,
encourages Danish clothing exporters to do a bigger effort to strengthen their export
endeavours to Southern German regions.
BY HELLE MATHIESEN
Just north of the German border lies Den-
ish ashion wear, while Danish brands are
f
together. The sales of Danish fashion could
There is a long tradition of textile trade be-
Denmark, and traditionally, Danish com-
in the Northern states, says Michael Hill-
mark. The small Nordic neighbouring coun-
try is a major supplier of fashion items to
Germany’s 81 million-strong population.
tween Denmark and Germany, and in spite
of the financial crisis, the Danish clothing
export to Germany has risen from €658
million in 2010 to €873 million in 2014.
That equates to every German spending
€11 a year on Danish clothing.
Much of the export volume, however, comes
from and around the larger German cities,
says Michael Hillmose, head of international
affairs at Dansk Fashion & Textile, and the
Danish trade organization would like to see
more German fashion buyers show interest
in the Danish brands; especially those
c
oming from smaller cities.
Apart from the difference in sales coming
Southern Germany in sight
from small and large German cities, ichael
M
Hillmose also points to a difference in
sales coming from Northern and Southern
G
ermany. Especially the states Schleswig-
Holstein and Niedersachsen just south of
the Danish border are big takers of Dan-
26 / ISSUE NO 02 JUNE 2015 / MODEBRANCHEN.
struggling in many other parts of Germany.
- The culture and climate in the northern
part of Germany is very similar to that of
panies have close relations in Northern
Germany. Also, the geographical distance
to the given market has a tremendous im-
pact on sales. The states Bayern and Baden-
Württemberg in Southern Germany are
more orientated towards Southern urope,
E
and the geographical distance from Denmark to, say, Munich is relatively high as
well. Here, sales of Danish clothing only
amounts to a fourth of what is sold in the
two Northern German states, says Michael
Hillmose, who find it unfortunate that
D
anish fashion companies have a harder
time selling their products in Southern
G
ermany given the huge buying power
and unrealized potential of the Southern
G
erman states and big cities.
Every state in Germany is roughly the size
Differences in style and climate
of Denmark.
- Many states, especially Bayern, even have
more buying power than all of Denmark put
potentially face a 50 per cent increase in
Germany, if the Southern states bought as
much Danish designed clothes as they do
mose, who points to differences in style
as a possible explanation. What sells well
in the North doesn’t necessarily appeal to
consumers in the South.
- Both the collection itself – and the way the
items are presented – should also be adapt-
ed to regional conditions. Typically, Danish
companies learn where their collections
are doing well from trying different states
out before settling into an area, Michael
Hillmose explains.
During Berlin Fashion Week on 7-10 July
2015, Danish brands are well represented
at the city’s fashion fairs, and according
to the trade organization, it’s a perfect op-
portunity for international fashion buyers
to get acquainted with the Danish brands.
This recommendation is hereby passed on.