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There is a trend of modernity that runs throughout all the collections

Posted Jun 08 2013 10:07am

Scandinavian brands are looking to export because trendy concept stores in their domestic markets are reaching saturation.
"We must focus on international buyers, it is the only way for Danish brands to grow," said Christian Gregersen, organizer of Gallery, the budding boutique trade show that boasted some 80 Scandinavian premium brands such as Noir, Filippa K, Acne Jeans, Whyred and Wonhundred.
Organizers noted an increasing number of international buyers visiting the shows, who lauded the labels on display for their selection of high-quality styles and affordability, despite a strong euro and overall sluggish retail markets.
"Today our customers are well traveled and well educated and can buy anywhere in the world, so we approach our selection from a global nomad point of view and Scandinavian brands have that worldly appeal," said Takashimaya's Conover, adding she's increasing her buying budget by as much as 12 percent.
To meet the growing demand for Scandinavian styles, Takashimaya, which launched an e-commerce site takashimayany.com in late August, hosted a storewide event in New York to present a range of Danish fashion and design last month in the presence of Crown Prince Frederik and Crown Princess Mary of Denmark.
"There is a trend of modernity that runs throughout all the collections, it's very architectural without being too structural," said Andrew Mandell, a buyer at Takashimaya, who placed "substantial" orders with Iceland's Steinunn, Denmark's Trine Kryger Simonsen and Bitte Kai Rand. "Very well made clothes and good price points," he noted.
"Price points are more accessible," agreed Eric Atkines, buyer for Polite Society, a 3,000-square-foot, Seattle-based concept store focusing on new international brands. "We are reaching out to small shows to find designer quality lines that can sit next to established designer brands."  yanzic0608.
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