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CIFF sees strong start for its new guise

The Copenhagen International Fashion Fair (CIFF) kicked off to a strong start, with exhibitors reporting that they were happy with both footfall and this season’s improved layout.

As reported in February CIFF, which is Northern Europe’s largest fashion trade show, is in the process of repositioning the 40,000sqft trade show, adding a more comprehensive mix of contemporary, premium and designer brands.

The result is a diverse offer that now includes the likes of London Collections: Men designer Astrid Anderson, mainstream womenswear label Dranella and young fashion menswear brand Anerkjendt.

The most premium area, the crystal hall has been enlarged and relocated from its lobby position for the autumn 13 edition to occupy a significant area of the main entrance hall, while the Style Setters contemporary area occupies the remaining floor space.

This new approach found favour with Holly McNally, international sales manager for womenswear brand Mayla.

“CIFF has done a really good job of launching a new contemporary zone,” she said. “The show has gone through some rapid changes but all for the best. It’s getting much better.”

McNally also noted she had seen buyers from House of Fraser and others from as far away as Japan, while Drapers spotted a varied selection of buyers, from representatives of Oki-Ni to Rhona Blades, co-owner of Jules B. 

The upbeat mood was reflected by Fleming Warrer Jensen, sales manager for both Blend She and Ichi brands for DK Company, who said, “We’ve had a strong day. It’s slowed down this afternoon but up until 2pm it was very busy.”

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