Changing value chain strategies of Danish clothing and fashion companies, 1970-2013

Over the last four decades, the clothing industry has seen one of the most radical, global transformations of any industry, and Western European clothing companies have been put under strain. To the surprise of industry observers and academics, however, Denmark continues to hold expansive and profitable companies within this industry. Both the trade itself and industry observers see the present success of Danish fashion as the result of Danish pioneering in international outsourcing. The article challenges the commonly told story, arguing that the present success should be seen as the result of new companies entering the sector rather than the transformation of old ones. The article demonstrates that value chain strategies are constantly in the making and successful ones rarely remain competitive for long