Copenhagen, 2014 is the year of the official Danish Chinese culture year with Copenhagen and Beijing being sister cities. China’s 25 leading fashion and news media are visiting Copenhagen Fashion Week for the biggest Chinese fashion event ever made in Europe.
The event is launched with a Chinese New Year celebration, which is brought together by the two fashion fairs CIFF and Gallery together with leading Danish companies – including ECCO.
In the ECCO flagship store, Copenhagen, the many visitors from China were welcomed by the ECCO staff who invited them to go touch, feel and experience ECCO products. The Chinese fashion editors and bloggers notes that ECCO is a premium fashion forward brand with high quality products.
ECCO has invested more than DKK750M in China and since 2005 ECCO has increased the number of shops in China from 142 to more than 700 – located in more than 200 cities.
ECCO was among the first Danish brands to make an entrance on the Chinese market. The journey began 15 years ago in Beijing with the opening of the first ECCO store. Today, ECCO is sold in every single province in the country and con-sidered a clear market leader in the premium segment. ECCO is present with both production and sales, and thus, every fourth ECCO employee is Chinese.
According to the organisers behind the Chinese New Year in Copenhagen, the Chinese consumers expect good comfort, style, quality as well as durability and they will have the opportunity to discover how Scandinavian design meets these expectations as Copenhagen Fashion Week is launched from 29 January to 2 February.
More than 350 million pairs of ECCO shoes have walked the earth since 1963, when Karl Toosbuy founded the company in Denmark. ECCO is one of the few major shoe manufacturers in the world to own and manage every step of the shoemaking process – from leather production through manufacturing in its own factories and all the way to its stores. ECCO’s Scandinavian design philosophy, “The shoe must follow the foot”, is guiding the company. ECCO creates high-comfort, functional, stylish shoes and timeless bags, accessories, small leather goods and shoe care products. Still family owned, ECCO is headquartered in Denmark and employs more than 19,500 people of 57 nationalities worldwide. ECCO products can be found in the 1,100 ECCO stores and 14,000 other sales locations in 85 countries.