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Danish fashion selling like hot cakes abroad

Christian Wenande
August 9th, 2017


This article is more than 7 years old.

2017 is looking like a banner year so far for the industry

Plenty to be happy about (photo: CPH Fashion Week)

With Copenhagen Fashion Week in full swing this week, some fantastic news has filtered through for Danish designers.

The export of Danish fashion is smoking hot at the moment and is expected to reach a record 29 billion kroner for 2017.

“We can already see the figures for the first quarter, and it looks like 2017 will become a record year,” Thomas Klausen, the head of trade association Danish Fashion & Textile, told DR Nyheder.

“Danish companies are good at making quality creative design for competitive prices. And Danish designers just have something unique. We have a Scandinavian cut that they are crazy about abroad. And we are strong businessmen, which makes us good at selling our products.”

READ MORE: Brexit fallout beginning to hit Danish fashion exports to the UK

Brexit blues
According to a report by the auditor firm Deloitte, Danish clothing exports increased by 17.6 percent from 2013 to 2016.

The biggest market by far for Danish fashion exports is Germany – growth increased by 8 percent from 2015 to 2016 – and things are also improving in a number of other markets such as Italy, France and Belgium.

However, in the key UK market, things have slowed down and Klausen contended that the Brexit issue is a central reason for the stagnation.


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A survey carried out by Megafon for TV2 has found that 71 percent of parents have handed over children to daycare in spite of them being sick.

Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

“I think it is absolutely crazy. It simply cannot be that a child goes to school sick and plays with lots of other children. Then we are faced with the fact that they will infect the whole institution,” said FOLA chair Signe Nielsen.

Pill pushers
At the Børnehuset daycare institution in Silkeborg a meeting was called where parents were implored not to bring their sick children to school.

At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

“We occasionally have children who that they have had a pill for breakfast,” said headteacher Susanne Bødker. “You might think that it is a Panodil more than a vitamin pill, if it is a child who has just been sick, for example.”

Parents sick and tired
Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”