danish market overview

7/27/2019 Danish Market Overview

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Table of content

Introduction to Danish market

Targets

Competitorsretail (2 pages)

Competitorsdesign

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


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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


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COMPETITORS - Retail BESTSELLER- http://www.bestseller.com

Brands: Jack and Jones, Junarose, Mamalicious, Name IT, OCIObject Collectors Item, Only, Outfitters Nation,

Pieces, Selected, Vero Moda and Villa Clothes. Net turnover: EUR 2,446 million (5% increase) Result before tax: EUR161 million (48% decrease)Total equity: EUR 994 millionNumber 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 storesacross 38 markets worldwideSold 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 in2010. Today, the company has approximately 175 employees and a turnover around17,6 millions.

DK COMPANY - www.dkcompany.comDK 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 andapprox. 450 employees.More information can be found here: http://www.dkcompany.com/Press/Press-release.aspx?PID=276&Action=1&NewsId=27Most of their brands have separate websites and online shops like:

http://www.kaffe-clothing.com/

HUMMEL INTERNATIONAL Sport & Leisurewww.hummel.net.Hummel produces sport clothing, accessories and footwear. They have their official stores in 15 European countriesand 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
http://www.bestseller.com/http://www.btx-group.com/http://www.dkcompany.com/http://www.dkcompany.com/Press/Press-release.aspx?PID=276&Action=1&NewsId=27http://www.dkcompany.com/Press/Press-release.aspx?PID=276&Action=1&NewsId=27http://www.kaffe-clothing.com/http://www.hummel.net/https://docs.google.com/file/d/0B0DtbfTfJsE4YlJ4UXdvNV80RnM/edit?usp=drive_webhttps://docs.google.com/file/d/0B0DtbfTfJsE4YlJ4UXdvNV80RnM/edit?usp=drive_webhttp://www.hummel.net/http://www.kaffe-clothing.com/http://www.kaffe-clothing.com/http://www.kaffe-clothing.com/http://www.dkcompany.com/Press/Press-release.aspx?PID=276&Action=1&NewsId=27http://www.dkcompany.com/Press/Press-release.aspx?PID=276&Action=1&NewsId=27http://www.dkcompany.com/Press/Press-release.aspx?PID=276&Action=1&NewsId=27http://www.dkcompany.com/http://www.btx-group.com/http://www.btx-group.com/http://www.btx-group.com/http://www.bestseller.com/


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Competitors - Designer

http://www.bonaparte.dkEstablished in Denmarkin 1987, BONA PARTE has online stores for allScandinavian countries, UK, Switzerland Holland

and Germany. They have 60 millions of revenue andtarget mostly business minded women between theage of 20 to 45. They are subsidiary of Puccini Group.

http://www.muntheplussimonsen.comEstablishedin 1994, MUNTHER PLUS SIMONSEN is a familybusiness sells original designs by Naja Munthe andKaren Simonsen. The company hires 40 people andsells clothes in 150 countries thanks to their websitestore. They are very popular among women about 25-45 years of age.

http://www.day.dk- DAY BIRGER ETMIKKELSEN is creation of popular designer KeldMikkelsen. The company opened its door is 1999 andsince then is available in over 25 countries and innearly 1000 online and traditional boutiques. Thecompany has three brands: Day, 2nd Day and DayHome. Day is a subsidiary ofwww.Net-a-porter.com

http://www.bymalenebirger.com/ - MALENE

BIRGERis another famous Danish designer, formerpartner of Keld Mikkelsen. Her online store isavailable in 14 countries and she targets young,professional females between 20 and 40 years old.Companys annual revenue is estimated at 30 millionEuros.

www.miinto.comA very successful start-up by MikeRadoor and Konrad Kierklo, MIINTO took theDanish fashion world by storm. Founded in 2009, the

company is present in 5 countries and has 15.000brands in their catalogue. Their online sales went up388% between 2011 and 2012. Surprisingly thecompany withdrew their presence from UK and Irishmarket in April 2013.

http://madsnorgaard.dkMADS NRGAARDdesigner clothes are available in more than 400 onlineand traditional stores in 20 different countries,including Japan, Europe and America. His clothes

are very popular among successful men and womenbetween 25 and 50. Mads is the co-founder of DanishFashion Institute.

www.rutzou.com - RTZOU by Susanne Rtzou isextremely popular indie brand among Danishdesigners. The company has offices in Denmark,Sweden, Norway, United Kingdom, France, Spainand Greece. In addition, the clothes are sold in USA,Germany, Italy, Belgium, Russia and Japan. Todaythe company has reached a two digit million

turnover.

Other designers worth mentioning are: Baum undPferdgarten, Ivan Grundahl,www.noir.dk(brand byPeter Ingerwersen), www.katvig.dk/ (childrenclothing)and http://bruunsbazaar.dk,
http://www.bonaparte.dk/http://www.muntheplussimonsen.com/http://www.day.dk/http://www.net-a-porter.com/http://www.bymalenebirger.com/http://www.miinto.com/http://madsnorgaard.dk/http://www.rutzou.com/http://www.noir.dk/http://www.katvig.dk/http://bruunsbazaar.dk/http://bruunsbazaar.dk/http://www.katvig.dk/http://www.noir.dk/http://www.rutzou.com/http://madsnorgaard.dk/http://www.miinto.com/http://www.bymalenebirger.com/http://www.net-a-porter.com/http://www.net-a-porter.com/http://www.net-a-porter.com/http://www.net-a-porter.com/http://www.net-a-porter.com/http://www.day.dk/http://www.muntheplussimonsen.com/http://www.muntheplussimonsen.com/http://www.bonaparte.dk/


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How to Increase Visibility on Danish

market: Professional links

Establishing co-operation with Dansk Fashion and Textile (trade association for Danish textile andclothing companies): www.dmogt.dk/en/Topmenu/welcome.aspx,

Establishing links with Danish Chamber of Commerce (www.danskerhverv.dk/) and Danish FashionInstitute (http://danishfashioninstitute.ch/),

Exhibiting our brands at Danish Fashion shows like CPH Vision (www.cphvision.dk), CopenhagenInternational Fashion Fair (http://ciff.dk) and Kreative Dage (http://www.kreativedage.dk),

Campaigns on LinkedIn, job adverts, tips from HR, recruitment news for candidates, joiningprofessional groups dedicated to fashion, online shops, e-commerce (for example Fashion Retailers orFashion Group International). We can also monitor our competitors and their key people (CEO, HR,marketing executives),

Professional co-operation with the biggest Danish fashion bloggers. We could provide clothing for theirphoto shoots or freebies in exchange for reviews, sponsor competitions with gift vouchers, promote theirblogs in exchange for sponsored articles. List of popular blogs can be found here:http://www.bloglovin.com/en/blogs/1/0/dk

Establishing co-operation with B2B International and Danish companies likehttp://www.fibre2fashion.com
http://www.dmogt.dk/en/Topmenu/welcome.aspxhttp://www.danskerhverv.dk/http://danishfashioninstitute.ch/http://www.biztradeshows.com/trade-events/cph-vision.htmlhttp://www.cphvision.dk/http://ciff.dk/http://www.kreativedage.dk/http://www.linkedin.com/groups?home=&gid=85217&trk=anet_ug_hmhttp://www.bloglovin.com/en/blogs/1/0/dkhttp://www.fibre2fashion.com/http://www.fibre2fashion.com/http://www.bloglovin.com/en/blogs/1/0/dkhttp://www.linkedin.com/groups?home=&gid=85217&trk=anet_ug_hmhttp://www.kreativedage.dk/http://ciff.dk/http://www.cphvision.dk/http://www.biztradeshows.com/trade-events/cph-vision.htmlhttp://danishfashioninstitute.ch/http://www.danskerhverv.dk/http://www.dmogt.dk/en/Topmenu/welcome.aspx


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Exemplary campaigns on Twitterand blogsTwitter friends and retweets from:

https://twitter.com/CIFF_DK - CopenhagenInternational Fashion Fair

https://twitter.com/fibre2fashion - Fibre 2Fashion B2B textile portal

https://twitter.com/GoVisitDenmark - VisitDenmark portal

https://twitter.com/scandinavtoday - Allthings Scandinavia blog https://twitter.com/VisitCopenhagen - Visit

Copenhagen portal https://twitter.com/denmarkdotdk - Denmark

official twitter page https://twitter.com/CopenhagenDaily - Daily

tweets from Capital https://twitter.com/DAFI_dk - Danish

Fashion Institute https://twitter.com/denmarked -

Denmark.Net portal https://twitter.com/cphpost - Copenhagen

Post - only English newspaper

Twitter hashtages:

#TrendSetters #FashionFact#BloggingDenmark #DanishDesign#DanishFashion #DannishApparel#Apparel #DenmarkB2B #Denmark

Blogs:

http://stellamagblog.blogspot.com/ - StellaMagaziehttp://www.stellamag.net/

http://scandinavtoday.blogspot.com - Culturaland Culinary blog about Scandinaviahttp://danskmagazine.com - Dansk Magazinehttp://fashionforum.dk/ - Fashion Forum
https://twitter.com/CIFF_DKhttps://twitter.com/fibre2fashionhttps://twitter.com/GoVisitDenmarkhttps://twitter.com/scandinavtodayhttps://twitter.com/VisitCopenhagenhttps://twitter.com/denmarkdotdkhttps://twitter.com/CopenhagenDailyhttps://twitter.com/DAFI_dkhttps://twitter.com/denmarkedhttps://twitter.com/cphposthttp://stellamagblog.blogspot.com/http://www.stellamag.net/http://scandinavtoday.blogspot.com/http://danskmagazine.com/http://fashionforum.dk/http://fashionforum.dk/http://danskmagazine.com/http://scandinavtoday.blogspot.com/http://www.stellamag.net/http://stellamagblog.blogspot.com/https://twitter.com/cphposthttps://twitter.com/denmarkedhttps://twitter.com/DAFI_dkhttps://twitter.com/CopenhagenDailyhttps://twitter.com/denmarkdotdkhttps://twitter.com/VisitCopenhagenhttps://twitter.com/scandinavtodayhttps://twitter.com/GoVisitDenmarkhttps://twitter.com/fibre2fashionhttps://twitter.com/CIFF_DK


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Gaining customer trust

Become members of Nord Fair (http://nord-fair.dk), Danish Chamber of Commerce, Dansk Fashion andTextile and other recognized authorities on Danish Market,

Establish close links with Danish designers and introduce their brands to the store,

Become a member of Trusted Shops -http://www.trustedshops.dkor www.trustedshops.eu,

Receive International Standard Certification for Online Shops (CIW and Webshop CIWB) - www.iscow.org,

Encourage our clients to give us positive feedback on websites like Epinions.com or BizRate and monitor the

reviews for any bad publicity. If negative comments would be posted, immediately contact the client and tryto resolve the issue (within 24 hour for example is possible),

Receive third partys certifications like http://www.bbb.org/us/bbb-online-business/ orhttp://www.truste.com/,

Become a Google SEO/SEM, Adwords partner and place the certification on website,

Enrol in Googles Trusted Store campaign: http://www.google.com/trustedstores/merchants/success-stories.html,

Receive certification from partners or manufactures of IT security programs we use to secure the onlinetransactions, for example from companies like: http://www.symantec.com/verisign/ssl-certificates orhttp://www.thawte.com

Allow users to use several payment options like PayPal, VISA, Mastercard, American Express or

www.Skrill.com - receive certifications from these companies as well
http://nord-fair.dk/http://www.trustedshops.dk/http://www.trustedshops.eu/http://www.iscow.org/http://www.bbb.org/us/bbb-online-business/http://www.truste.com/http://www.google.com/trustedstores/merchants/success-stories.htmlhttp://www.google.com/trustedstores/merchants/success-stories.htmlhttp://www.symantec.com/verisign/ssl-certificateshttp://www.thawte.com/http://www.skrill.com/http://www.skrill.com/http://www.thawte.com/http://www.symantec.com/verisign/ssl-certificateshttp://www.symantec.com/verisign/ssl-certificateshttp://www.symantec.com/verisign/ssl-certificateshttp://www.google.com/trustedstores/merchants/success-stories.htmlhttp://www.google.com/trustedstores/merchants/success-stories.htmlhttp://www.google.com/trustedstores/merchants/success-stories.htmlhttp://www.truste.com/http://www.bbb.org/us/bbb-online-business/http://www.bbb.org/us/bbb-online-business/http://www.bbb.org/us/bbb-online-business/http://www.bbb.org/us/bbb-online-business/http://www.bbb.org/us/bbb-online-business/http://www.iscow.org/http://www.trustedshops.eu/http://www.trustedshops.dk/http://nord-fair.dk/http://nord-fair.dk/http://nord-fair.dk/


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Increasing customers interest1. Strong Affiliate program: 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 togather information from all sources (Investigations with clue gathering).

3.Constant updates on all platforms: Twitter, Facebook, Pinterest, Flickr, mobile phones etc. Creation ofmobile phone games etc.

4.Replying to complain within 24-48 hours and keeping the word. If the complain has not been answeredby that timeaward the people for the inconvenience or having to wait.

5. Fair approach to clients and giving them honest information.


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Ethics in the business Danish companies are heavily

involved in charity and support ofjustice in the world. Smallbusinesses usually donate to localcharities while medium and bigcompanies (especially in the fashionindustry) are trying to make a

change in the developing countries.

Each company has a section ontheir website dedicated to charityand interacts with their customers,giving them ideas how to protectthe environment or how to re-usethe goods.

Their initiatives include:

Providing customers with information how andwhere the clothes have been made,

Working with Ministry of Foreign Affairs(DANIDA program) to create jobs, offer honestpayment to workers and prevent childrenexploitation - http://um.dk/en/danida-en/activities/business/,

Support ofhttp://www.cleanclothes.org,

Asking their customers to buy clothes from thestore and they will be donated to families whohas lost everything (items are especially reducedto encourage clients to buy),

Special seasonal sales with % of income going tocharities chosen by customers,

End of lines and unclaimed items donated tocharity shops or Clothes libraries likehttp://resecond.com/
http://um.dk/en/danida-en/activities/business/http://um.dk/en/danida-en/activities/business/http://www.cleanclothes.org/http://resecond.com/http://resecond.com/http://www.cleanclothes.org/http://um.dk/en/danida-en/activities/business/http://um.dk/en/danida-en/activities/business/http://um.dk/en/danida-en/activities/business/


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