Professional Documents
Culture Documents
Table of content
Introduction to Danish market Targets Competitors retail (2 pages) Competitors design How to Increase Visibility on The Danish market: Internet How to Increase Visibility on The Danish market: Professional links Exemplary campaigns on Twitter and blogs Gaining customer trust Increasing customer interest Ethics in the business
The Danish fashion market is very competitive, there are many players (international and national) and all of them sell their products online and in a traditional way (boutiques),
The economical crisis has stopped the market growth (in 2010, the fashion market was very stable), customers are not spending as much money on clothes as two or three years ago, Danish customers are very IT savvy: they know how to shop online, how to look for bargains; they are not very loyal and will always look for better offers, Danes are very fashion orientated and proud of their native designers and clothes makers. Danish brands are on the raise and are being introduced in overseas stores, Culture, art, social equality and ecology are extremely important to Danish citizens. Fashion companies are involved in many charity and ecological projects, helping to create jobs in developing countries or protecting the environment, Although majority of Danes speak and understand English, they are very attached to their own language and they prefer to read the news and browse websites written in Danish, Danish customers are mostly using Google when looking for online clothing and bargains.
Targets
Men and women between the age of 18 to 45, Women with kids or those shopping for their families, College educated (graduates and professionals) - 70% of Danish people have higher education, Interested in fashion, music and art, Tech savvy, with good Internet skills and time to look for a bargain, Ecologically aware, Sport playing, Support charities and social equality, Proud to be Danish with an interest in national products and brands, Come from medium city
COMPETITORS - Retail
BESTSELLER - http://www.bestseller.com Brands: Jack and Jones, Junarose, Mamalicious, Name IT, OCI Object Collectors Item, Only, Outfitters Nation, Pieces, Selected, Vero Moda and Villa Clothes. Net turnover: EUR 2,446 million (5% increase) Result before tax: EUR 161 million (48% decrease) Total equity: EUR 994 million Number of employees: More than 15,000 (hereof 3,300 in Denmark) Number of chain stores: More than 3,000 (hereof 300 in Denmark) Markets: Most of Europe, the Middle East, Canada, India and globally via e-commerce. More than 3,000 chain stores across 38 markets worldwide Sold in approx. 12,000 multi-brand and department stores in 53 markets worldwide BTX GROUP - http://www.btx-group.com Brands: Brandtex, Jensen, Imitz, Ciso and Signature. previously called Brandtex, celebrated its 75th anniversary in 2010. Today, the company has approximately 175 employees and a turnover around 17,6 millions.
DK COMPANY - www.dkcompany.com DK has 17 brands including Kaffe, Creamie, Gestuz, Occupied, Studio, Karen by Simonsen and Kn & Mn. In 2012, they have bought several brands from BTX group including b.Young, Fransa, Ichi, FQ1924, Dranella and Gestuz. They also bought Retail Norway division with approx. 150 shops. All brands have turnover of DKK 1.4 billion and approx. 450 employees. More information can be found here: http://www.dkcompany.com/Press/Pressrelease.aspx?PID=276&Action=1&NewsId=27 Most of their brands have separate websites and online shops like: http://www.kaffe-clothing.com/
HUMMEL INTERNATIONAL Sport & Leisure www.hummel.net. Hummel produces sport clothing, accessories and footwear. They have their official stores in 15 European countries and export to nearly 40 countries around the globe. The company has very strong presence online and sponsors more than 30 international and national teams. More information can be found here: https://docs.google.com/file/d/0B0DtbfTfJsE4YlJ4UXdvNV80RnM/edit?usp=drive_web
Competitors - Designer
http://www.bonaparte.dk Established in Denmark in 1987, BONA PARTE has online stores for all Scandinavian countries, UK, Switzerland Holland and Germany. They have 60 millions of revenue and target mostly business minded women between the age of 20 to 45. They are subsidiary of Puccini Group. www.miinto.com A very successful start-up by Mike Radoor and Konrad Kierklo, MIINTO took the Danish fashion world by storm. Founded in 2009, the company is present in 5 countries and has 15.000 brands in their catalogue. Their online sales went up 388% between 2011 and 2012. Surprisingly the company withdrew their presence from UK and Irish market in April 2013. http://madsnorgaard.dk MADS NRGAARD designer clothes are available in more than 400 online and traditional stores in 20 different countries, including Japan, Europe and America. His clothes are very popular among successful men and women between 25 and 50. Mads is the co-founder of Danish Fashion Institute. www.rutzou.com - RTZOU by Susanne Rtzou is extremely popular indie brand among Danish designers. The company has offices in Denmark, Sweden, Norway, United Kingdom, France, Spain and Greece. In addition, the clothes are sold in USA, Germany, Italy, Belgium, Russia and Japan. Today the company has reached a two digit million turnover. Other designers worth mentioning are: Baum und Pferdgarten, Ivan Grundahl, www.noir.dk (brand by Peter Ingerwersen), www.katvig.dk/ (children clothing) and http://bruunsbazaar.dk,
http://www.muntheplussimonsen.com Established in 1994, MUNTHER PLUS SIMONSEN is a family business sells original designs by Naja Munthe and Karen Simonsen. The company hires 40 people and sells clothes in 150 countries thanks to their website store. They are very popular among women about 2545 years of age.
http://www.day.dk - DAY BIRGER ET MIKKELSEN is creation of popular designer Keld Mikkelsen. The company opened its door is 1999 and since then is available in over 25 countries and in nearly 1000 online and traditional boutiques. The company has three brands: Day, 2nd Day and Day Home. Day is a subsidiary of www.Net-a-porter.com http://www.bymalenebirger.com/ - MALENE BIRGER is another famous Danish designer, former partner of Keld Mikkelsen. Her online store is available in 14 countries and she targets young, professional females between 20 and 40 years old. Companys annual revenue is estimated at 30 million Euros.
Twitter hashtages: #TrendSetters #FashionFact #BloggingDenmark #DanishDesign #DanishFashion #DannishApparel #Apparel #DenmarkB2B #Denmark
Blogs:
http://stellamagblog.blogspot.com/ - Stella Magazie http://www.stellamag.net/ http://scandinavtoday.blogspot.com - Cultural and Culinary blog about Scandinavia http://danskmagazine.com - Dansk Magazine http://fashionforum.dk/ - Fashion Forum
Point to Point campaign (points awarded to customer upon registration, for every purchase or bringing new customers for the business), Points can be exchanged for vouchers, clothes and accessories, given to charity or given as a gift to other people (friends, family members), Badges for clients (newbie, collector, star etc) awarded to people for various tasks like writing reviews on Facebook, blog mentions, reviews on third party websites, Achievements (for example collect all items from a series), Profiles - clients can write a short bio, add a picture. All achievements, badges and points collected would be display there for other people to see.
2. Competitions: Competitions: find a lost item in the store a pair of trousers in dress section. Send us a screenshot to be awarded (first person to do that wins), Write a rhyming poem about our newest stock to win a desired item. Poems will be used in campaign and posted on Facebook, Create a campaign using pictures from our lookbook or catalogue, Send us picture of your stylization and win fan of the week title Different competitions for every page (smaller ones) or multiplatform ones that require people to gather information from all sources (Investigations with clue gathering). 3.Constant updates on all platforms: Twitter, Facebook, Pinterest, Flickr, mobile phones etc. Creation of mobile phone games etc. 4.Replying to complain within 24-48 hours and keeping the word. If the complain has not been answered by that time award the people for the inconvenience or having to wait.
Support of http://www.cleanclothes.org,
Asking their customers to buy clothes from the store and they will be donated to families who has lost everything (items are especially reduced to encourage clients to buy), Special seasonal sales with % of income going to charities chosen by customers, End of lines and unclaimed items donated to charity shops or Clothes libraries like http://resecond.com/