Area of Biz Excellence... January 2007
DANISH TEXTILE AND CLOTHING Looking for New Materials in Clothing? Looking for world leading textiles? Looking for Europe’s most competitive textile industry? Have a look at Denmark!
The keywords for the Danish textile and clothing industry are design, quality and flexibility. Labour intensive processing is a feature of this industry that either has disappeared or has been relocated to low-cost production zones abroad. Instead, companies are focusing on functions closely related to markets such as a market talent for trend picking amidst the evolution of fashion. The survival instinct and strategy of companies has therefore been reflected in the manufacture of high quality products, innovative products and in picking emerging new markets, where a high price level may be sustained. Further strategic moves include investments in R&D, design, market research.
Moreover, Denmark has a first-class research and development environment with excellent relations between the private and the public sector. Many foreign companies benefit from this by establishing their research and development activities in Denmark or by using research competences from Danish companies.
Danish capabilities
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A long and proud design tradition World leading quality textile producers and products Copenhagen Studio is A Unique European Centre for Innovation in applying fur and Textiles Highest productivity within textile production in the OECD and EU countries A highly developed and supportive network of knowledge institutions Most global textile industry in the OECD
DANISH TEXTILE AND CLOTHING
Coping With Globalisation
Today, Danish textile companies are aware that their sector is very much part of what has been defined as a move towards the ‘experience society’. Here goods are traded not only on the basis of consumer needs and objective factors, but also on the basis of consumer perceptions of goods and their underlying values, and on their association with a particular identity. The competitiveness of the textile industry will depend on a combination of new skills encompassing a mixture of: • • • •
Quality management in distributed value chains. Design, prototyping and simulations with the use of ICT. Logistics management in distributed value chains. Ability to identify and manage strategic relationships.
As more and more functions are outsourced, the Danish and European evidence also point to emerging new skills, which are currently not yet part of the curriculum in the European textile sector, but areas where Denmark has taken a lead due to its early steps in outsourcing; • Brand management, brand valuation, brand creation. • Trend spotting, trend analyses, trend drivers. • Exploitation of innovations in different technology domains (pervasive computing, materials science, environmentally friendly technologies). The Danish textile and clothing industry holds a particular competitive advantage within exploitation of innovation in different technology domains. This is so because Denmark has a very strong position within pervasive computing and environmentally friendly technologies and this has allowed for crossfertilisation with the textile and clothing industry. Not surprisingly, Denmark is at the forefront as regards smart and intelligent textiles using new materials. T-shirts with solar cells which can recharge your mobile phone, or sports-wear measuring pulse, temperature etc – or wearable electronics are examples of how Danes are embracing the possibilities offered by combining new technologies and traditional clothing.
Whether your company considers to relocate, consolidate, set up new production facilities, is on the lookout for new R&D partners or other strategic business solutions in Europe, Invest in Denmark is a good place to begin. We provide customised information and services free of charge and in full confidentiality.
Invest in Denmark 2, Asiatisk Plads DK-1448 Copenhagen K Tel. +45 33 92 11 16 Fax +45 33 92 07 17
> www.investindk.com The information stated in this fact sheet may contain errors or omissions. Invest in Denmark and our co-operation partners disclaim any and all liability for any loss or damage caused by such errors or omissions.