09 Aug. 2011
SHOW REPORT: COPENHAGEN FASHION FAIRSFrom August 3-7, 2011, the Danish capital hosted Northern Europe’s largest fashion event, Copenhagen Fashion Week, featuring several fashion shows and four tradeshows, including CPH Vision, Terminal-2, Gallery and CIFF, all running simultaneously. Scheduled with more than 39 shows, mainly focusing on Danish design brands such as Stine Goya, By Malene Birger, Designers Remix or Henrik Vibskov, the line-up also included shows of international labels such as Stockholm trio Minimarket or German brand Hugo Boss who showed for the first time in Copenhagen. One of the most well-attended shows was Bruuns Bazaar, who presented its first collection and refreshingly clean, minimalistic styles created by its new Head Designer and former COS Creative Director, Rebekka Bay. The catwalk presentations were complemented by several trade show concepts mainly running from August 4-6, 2011.
Terminal 2, located in a 9,000sqm former maintenance building of the Danish railway attracted brands from the denim and streetwear segment, while CPH Vision rather provided a platform for contemporary, feminine fashion brands in its familiar historical Oksnehallen in the heart of the city. In general, the attendance of both fairs was quite satisfying as was the quality of visitors. Still, most exhibitors wished for a larger international audience and more traffic. The big show in Berlin and the earlier timing might be one reason for less visitors.
“Terminal-2 is more quiet than ever which in my opinion has to do with the fact that the tradeshow takes place one week earlier than before. People are on holiday or traveling. We miss lots of international buyers“, Jakob Mastek, Sales Manager at Converse Scandinavia, reports. “Copenhagen rather attracts people from Norway, Denmark, Finland, Sweden or Iceland. The fair tends to be very local these days, compared to one year ago - with way more European and Asian customers. Even all the Danish buyers haven’t travelled down here - there has to be taken some action. We could get more attention, better traffic and attract more buyers to come to Copenhagen if the fairs would be under one roof. Terminal-2 is yet a good meeting point for us to pick up talks we’ve had at other fairs before or to make appointments“, Albin Johansson, Sales Representative in Sweden for Adidas Group, adds.
Even though traffic has been slow, Copenhagen is an important platform to reach out to the Scandinavian market and customers: “It is very inspiring, to have a tradeshow within the local market. It keeps us in closer touch with the Scandinavian customers and to know about their preferences, retail habits etc. The fair has a really nice feel but it needs to attract more traffic as it had before“, Katy Turner, International Marketing Executive at Bench, says. Johnny Sarnes, Sales Representative Nudie Jeans, adds: “We’ve been here for the second time as we did only focus on Bread & Butter many years before. Denim is not just a brand it’s something forever – because of that, it is important, to have a relationship with the customers. Meeting them here at the fair or by appointment is very effective.“
Quite a few brands such as Plomo o Plata, who exhibited at CPH Vision the first time, preferred to be part of the brand list of Gallery: “It is very difficult to get a spot at Gallery as they’re fully booked quickly. CPH Vision wasn’t a highlight so far“, Sebastian Daus of Daus Modevertrieb and Sales Representative of Plomo o Plata reports.
Simultaneously happening tradeshow Gallery at Forum Copenhagen reported a record number of more than 300 brands, ten catwalk shows and about 10,900 visitors. Again, Gallery has showed a strong selection of design-driven brands in Scandinavia. So far, Gallery has presented brands such as Day Birger Mikkelsen, By Malene Birger, Tiger of Sweden, NN07 or Peter Jensen. Among new exhibitors this August were Puma Black Station, Chloe, Henrik Vibskov, Brooks Brothers, Lee (VF Group), Universal Work, Steven Alan, Fred Perry, Original Penguin, Kudo and Stine Ladefoged. “Gallery has been expanding every time since the very beginning five years ago. You can experience the leading Scandinavian designers under the same roof,” says Gallery founder and CEO, Christian Gregersen. The next edition of Gallery will take place from February 2-4, 2012, and Christian Gregersen is already expecting an even stronger list of design-driven exhibitors: “I have had meetings the last days with new unique leading brands and designers about attending Gallery next time. It looks very promising.”
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