Fashion in the Danish Experience Economy
- Challenges for Growth
This report details the growth of the Danish fashion field during the last ten years that has created beneficial spill-over effects to other Danish experience fields such as advertising, styling, media and event organizing.
Two major growth paths for fashion entrepreneurs are (1) building on identity design to grow into international luxury fashion house or (2) lowering ambition and migrating into commercial market. Attracting the right investors and building strong organizational capability respectively enable firms to cross the chasms of growth. Most of Danish firms follow the second path.
Specific key challenges of fashion entrepreneurs are (1) accessing new international distribution channels, (2) global sourcing for good quality, flexibility and in-time delivery, and (3) building a clear branding strategy.
Stronger integration and more networking among supporting institutions would strenghten the industry evolution and better exploit Denmark's position as a fashion country.
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