Table of Contents
- Key Highlights:
- Introduction
- A Supermarket-Inspired Experience
- The Role of CIFF in Brand Internationalization
- Tech Integration for Enhanced Business Strategies
- Dominance of Womenswear
- A Shifting Landscape in Menswear
- Brand Relaunches Reflect Market Dynamics
- Supporting Emerging Labels: A Cultural Commitment
- The Future of Childrenswear at CIFF
- The Evolving Nature of Fashion Trade Shows
- FAQ
Key Highlights:
- The 66th Copenhagen International Fashion Fair (CIFF) adopted a “supermarket” theme to enhance engagement and storytelling for brands and retailers.
- Women's fashion dominated the event, with exhibitors leveraging CIFF as a vital platform for international reach amid ongoing market uncertainties.
- CIFF embraced new concepts like direct sales on the floor and expanded support for emerging brands, reflecting a commitment to innovation within the fashion industry.
Introduction
Fashion trade shows traditionally serve as crucial intersections for brands and buyers, facilitating commerce and trend-setting. The 66th edition of the Copenhagen International Fashion Fair (CIFF) was no exception, held from January 27 to 29, 2026, at the Bella Center. This year's fair introduced innovative concepts and experiential environments designed to connect brands with retailers and consumers in meaningful ways. Under the theme “CIFF Super,” the event showcased a blend of creativity and commerce, demonstrating the evolving landscape of fashion trade shows in a world grappling with economic uncertainties.
By inviting attendees into a supermarket-inspired setting, CIFF aimed to reshape perceptions around product displays and storytelling, making the experience more relatable. As the fair highlighted global trends, local particularities, and the push for sustainability, it stood as a testament to the fashion industry's resilience and adaptability.
A Supermarket-Inspired Experience
Upon entering CIFF, buyers encountered a curated supermarket-like environment, marked by racks of generic products and carefully selected background music. This concept aimed to create a narrative context for brands, as explained by CIFF Director Sofie Dolva. The approach intended to evoke familiarity and relatability, emphasizing the importance of storytelling in connecting visitors with the collections on display.
Dolva articulated that the intent was not merely to showcase products but to facilitate a new mode of experiencing fashion: “It’s about storytelling and giving visitors a new way to experience collections.” This innovative thematic presentation marked a departure from traditional setups, allowing brands to contextualize their offerings within a space that resonated with everyday life.
Despite typically lower attendance at winter editions compared to summer, this year's event saw a growth in international reach, particularly with visitors hailing from the Middle East, Eastern Europe, and a resurgence from the Swedish market. This increase validated the fair's global relevance and posed an opportunity for brands, especially Danish labels, to solidify their footing in international markets.
The Role of CIFF in Brand Internationalization
The importance of CIFF for Danish brands seeking international expansion cannot be overstated. According to Thomas, CEO of DM&T, the Danish fashion market is small, necessitating a global approach. “The fair serves as a springboard for global relevance while maintaining strong local and Nordic focus,” he remarked. Building resilience against uncertainties like inflation and logistical challenges, brands are increasingly seeking creative and effective platforms like CIFF to expand their outreach.
To further enhance the exhibition experience, CIFF introduced several concepts aimed at engaging visitors beyond mere viewing. Among these initiatives was a direct sales opportunity facilitated by Italian retailer 10 Corso Como, which allowed attendees to purchase products on-site. This transformation of trade shows into more dynamic retail environments underscores a shift towards integrated commerce, where experiential interactions are prioritized.
Tech Integration for Enhanced Business Strategies
A significant new addition to this year’s CIFF was the TechCreate area, dedicated to tech solutions that empower brands and retailers. By collaborating with Delogue, CIFF curated a selection of digital tools and services designed to streamline business operations. The fair aimed to demystify technological advancements, assisting brands in navigating an overwhelming array of options.
Dolva noted that fashion brands often face difficulty in grasping tech solutions, which can be complex and varied. Therefore, CIFF’s approach aimed to collate effective solutions and present them in understandable terms, allowing businesses to optimize their operations more efficiently, thus freeing them to focus on their growth strategy.
Dominance of Womenswear
Womenswear continues to reign supreme at CIFF, occupying 60 to 70 percent of the exhibition floor. This season, established Danish brands brought stability, generating consistent traffic. Retailers found this format beneficial, offering a chance to preview collections before engaging in other international markets where larger accounts typically await.
For instance, US label Rails utilized CIFF to unveil a collection more tailored to European aesthetics, emphasizing Scandinavian tastes with softer suiting styles. The importance of strategic stand placements further elevated their presence, aligning them with brands of similar price points and avoiding any misalignment with lower-tier offerings.
Positive affirmations emerged from exhibitors within CIFF Village, where brands maintain ongoing showrooms. Martin Gaden of Marc Cain reported increased engagement from Scandinavian markets, emphasizing the effectiveness of personalized showroom relationships over more traditional trade fair orders.
A Shifting Landscape in Menswear
Conversely, the menswear segment of CIFF experienced fewer activations, a trend noted by several exhibitors. Dolva observed that challenges within the category have prompted the fair to enhance matchmaking initiatives and introduce engaging experiences, such as food vendors and live music, to breathe life into the menswear exhibitions.
Notable was the return of Woodbird, which presented a restaurant concept alongside its fashion offerings, showcasing a successful blend of cultural and branding strategies. Other brands like Alpha Industries and K-Way focused their efforts on reinforcing their presence in the Nordic market. Strategic rebranding and a more premium positioning enabled these brands to maximize their visibility and establish lasting connections with a discerning audience.
For Dutch denim label Kuyichi, the late timing of CIFF presented another opportunity: re-engagement with buyers ready to allocate their remaining budgets. Sales contact Chris Konings emphasized the potential of re-establishing the brand within the Scandinavian market, targeting conscientious consumers and advancing their presence post-market exit.
Brand Relaunches Reflect Market Dynamics
CIFF also acted as a launchpad for many brands looking to refresh their identities and appeal. For instance, Danish label Selected debuted a new retail concept aimed at courting German markets, while Scotch & Soda adopted a heritage-oriented approach, reintroducing nostalgic elements to captivate Nordic buyers. The emphasis on qualitative interactions during the fair underscored a broader strategy focused on nurturing relationships over sheer foot traffic.
The enthusiasm surrounding denim was palpable as brands like Juicy Couture and Guess Jeans showcased new collections catering to Gen Z consumers, highlighting market penetration and innovative product features like on-site customization through laser printing. Meanwhile, Hunter promoted a rainwear line that combined practicality with a fashion-forward narrative, targeting its largest market outside the UK.
These activities at CIFF reiterated the event's role as a fundamental venue for revealing new collections and facilitating valuable encounters between brands and potential buyers.
Supporting Emerging Labels: A Cultural Commitment
Recognizing a rising demand for emerging brands, CIFF expanded its offerings in the NewTalent area, introducing CIFF Editions for smaller Nordic labels needing extra support. This strategy reflected a commitment to fostering local talent, providing an accessible platform for upcoming designers who don't yet have the capital to invest in extensive exhibition setups.
Dolva’s initiative aimed to cultivate commercial potential while also addressing the challenges surrounding trust-building between established retailers and new brands. Collaboration with Copenhagen Fashion Week helped ensure that artistic aspirations align with sound business foundations, creating a holistic support system for emerging talent.
Nurturing Entrepreneurial Spirits
Founders of emerging brands have expressed gratitude for their CIFF experiences. For instance, the brand OpéraSport has recognized the importance of participation in the fair as it provides the credibility needed for market penetration. Their strategy focused on on-ground sales and establishing relationships, particularly in key regions, allowing them to build on existing demand rather than pursuing aggressive growth in unexplored territories.
The CIFF experience proved pivotal, as many founders noted that the exposure gained could propel them into new markets and allow deeper engagement with their intended consumer demographics.
The Future of Childrenswear at CIFF
Despite recent revamps, the childrenswear segment faced notable challenges, notably during the Kids 2.0 initiative. Brands like Tom Tailor generated some international interest, yet overall participation and engagement remained limited. This has raised questions about the sustainability of the children’s category at CIFF moving forward.
Dolva expressed concerns over whether the effort required to sustain this segment would yield an adequate return, hinting at a potential pivot toward categories with stronger growth potential, particularly within the realms of beauty and technical wear.
Promising Developments in Technical Wear
Technical wear emerges as an area of opportunity alongside ongoing interest in casual sportswear, particularly as consumer trends increasingly reflect health and wellness pursuits. Brands like Goldbergh utilized this opportunity by returning to CIFF, aiming to carve out a niche for their offerings within a competitive landscape.
By focusing on their casual collection while engaging prospective new buyers, technical and performance-oriented labels have managed to establish connections essential for growth in current market conditions.
The Evolving Nature of Fashion Trade Shows
In an era marked by transformation within the global trade fair landscape, CIFF has emerged as an essential platform for brands seeking visibility and networking opportunities. By prioritizing creativity, community engagement, and innovative commerce strategies, CIFF reflects a broader shift toward multifaceted experiences that benefit both exhibitors and visitors alike.
Sofie Dolva encapsulated this sentiment, asserting that CIFF is more than just a buying platform; it stands as a beacon for inspiration and a catalyst for future creativity. She stressed the importance of ensuring that brands leave with clear action items, feeling empowered to expand their reach both locally and globally.
Moving beyond mere transaction-based interactions, the fair emphasizes a holistic approach where storytelling, engagement, and experiential learning converge, forming the foundation for a future that promises dynamic growth within the fashion industry.
FAQ
What was the theme for CIFF 2026? The theme was “CIFF Super,” focusing on creating a relatable, supermarket-like experience for attendees.
How did the event support emerging brands? CIFF introduced CIFF Editions to cater to small-scale Nordic labels, providing support through reduced fees and guidance on business strategies.
What challenges did the childrenswear segment face? Despite some interest, overall engagement in the childrenswear section was limited, leading to uncertainty about its future at CIFF.
How did menswear perform compared to womenswear? Womenswear dominated the exhibition space while menswear faced quieter engagement and necessitated more targeted strategies for connection.
What innovations were introduced at CIFF 2026? Notable innovations included direct sales opportunities on the trade floor, tech integration via TechCreate, and experiential elements to enhance visitor engagement.
