modebranchen.NU NU International no. 01 2019 | Page 49

Article
BY HELLE MATHIESEN
In the development of the fashion fair, CIFF in Copen-
hagen continues to set strong focus on internationa-
lization. The team behind CIFF sees the trade fair as
a department store with a number of specific fashion
and lifestyle universes targeting different segments.
- We are seeing an increase in the number of interna-
tional guests season after season, and our focus is to
make CIFF even sharper when it comes to segmenta-
tion and international orientation. We consider Scan-
dinavia our home market, and to many Nordic buyers
it is a regular routine to attend Copenhagen Fashion
Week each season. In Copenhagen, the Scandinavian
buyers meet a very large selection of brands, and the
level of inspiration is simply much higher than at
their national fairs. We see the same development for
fashion buyers in the German-speaking nations, says
C I F F
Photo credit: Adam Katz Sinding
for Copenhagen Fashion Week
Co-director Mads Marthinsen Petersen, adding that
another focus area is sustainable fashion.
A community
- CIFF is more than a trade fair, it is a community and
a unique platform where we merge fashion, lifestyle,
urban life and cultural aspects, Mads Marthinsen Pe-
tersen states, stressing that CIFF is proud to coope-
rate with important Nordic exhibitors as for instance
Blender Agency, Holzweiler, Freudian Kicks Agency,
Na-Kd and Iben.
- I personally spoke to Iben on the last day of CIFF
in August, where Harrod's had visited her booth and
made a large order. She was of course very pleased,
says CIFF's Co-Director.
One of the focus areas of CIFF is to give buyers with
solid purchasing power an extra push by allocating
more money to the "guest management" area.
- In short, we strive to give our international guests
the very best service prior to and during CIFF. The
CIFF team is expanded and this is - among other
things - to take even better care of our guest, says
Mads Marthinsen Petersen.
MODEBRANCHEN.
| ISSUE NO 01 JANUARY 2019 | 49