{"id":157,"date":"2017-02-05T17:01:12","date_gmt":"2017-02-05T15:01:12","guid":{"rendered":"https:\/\/blog.hamk.fi\/gfb1\/?p=157"},"modified":"2017-02-05T17:16:50","modified_gmt":"2017-02-05T15:16:50","slug":"copenhagen-fashion-feek-ciff-with-aino-and-flare","status":"publish","type":"post","link":"https:\/\/blog.hamk.fi\/gfb\/copenhagen-fashion-feek-ciff-with-aino-and-flare\/","title":{"rendered":"Copenhagen Fashion Week: CIFF with A\u00efno and Flare"},"content":{"rendered":"<p>CIFF, Copenhagen Internatiol Fashion Fair, is the leading fashion\u00a0fair\u00a0in the northern Europe. After making its debut in 1993, the fair has grown significantly\u00a0and now\u00a0also includes\u00a0CIFF KIDS, CIFF RAVEN and CIFF SHOES among others. The fair keeps growing each year, having gained even more brands\u00a0compared to 2016.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-158 size-full\" src=\"https:\/\/blog.hamk.fi\/gfb1\/wp-content\/uploads\/sites\/23\/2017\/02\/0IMG_0028.jpg\" width=\"800\" height=\"533\" srcset=\"https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2017\/02\/0IMG_0028.jpg 800w, https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2017\/02\/0IMG_0028-300x200.jpg 300w, https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2017\/02\/0IMG_0028-768x512.jpg 768w, https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2017\/02\/0IMG_0028-252x167.jpg 252w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>Among the\u00a050,000 sqm of the CIFF hall and the labyrinth of hundreds amazing fashion brands, you can find a stand of A\u00efno.<\/p>\n<p>A\u00efno has been over 25 years\u00a0in business of making colorful and lively fashion for women. A\u00efno&#8217;s unique clothes are a combination of high quality materials and\u00a0Finnish\u00a0design that lasts over changing fashion seasons.\u00a0Their main products\u00a0consists\u00a0of jackets and tunics made to fit different\u00a0body\u00a0types, aimed for ladies in their\u00a035&#8217;s-45&#8217;s. While the\u00a0given approximate age range,\u00a0the prices that fit\u00a0well made\u00a0garments and\u00a0the appeal of\u00a0vividly colored clothing might make\u00a0A\u00efno&#8217;s target group seem relatively narrow, A\u00efno has\u00a0kept it&#8217;s place in the fashion\u00a0business in Finland\u00a0as well as in the international market. For example, A\u00efno&#8217;s websites are not only available in Finnish and English but also in Japanese.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-159 size-full\" src=\"https:\/\/blog.hamk.fi\/gfb1\/wp-content\/uploads\/sites\/23\/2017\/02\/0IMG_0047.jpg\" width=\"800\" height=\"533\" srcset=\"https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2017\/02\/0IMG_0047.jpg 800w, https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2017\/02\/0IMG_0047-300x200.jpg 300w, https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2017\/02\/0IMG_0047-768x512.jpg 768w, https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2017\/02\/0IMG_0047-252x167.jpg 252w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>How then does a\u00a0Finnish\u00a0fashion brand make itself noticed internationally? Vesa Poutiainen, CEO of A\u00efno, had answers to this question. To make it in the fashion business, were it\u00a0national or international, you need to have a good product and a good story to go with it. You also\u00a0need to be active and brave. If you try to run your business by sitting in some\u00a0Finnish\u00a0forest, no one will find you &#8211; you need to make yourself heard and seen, he describes.\u00a0Taking continuously part in the different fashion fairs in different countries is one of the\u00a0ways to make you more\u00a0visible &#8211; even those who are not buying something from you today see you and your products, making it easier to spread the information of your brand even further.\u00a0In fashion fairs you will get to\u00a0find and meet global buyers as well as\u00a0other business partners. Poutiainen nods to a direction of a\u00a0Danish\u00a0fashion brand, LauRie, with whom A\u00efno has been working for many years. Since A\u00efno has made its business in jackets and tunics, this\u00a0Danish\u00a0brand making\u00a0pants is a perfect partner: with sharing ideas and for example co-operating in product\u00a0photo\u00a0shoots\u00a0they are able to offer their mutual customers even better and more complete outfits. Vesa Poutiainen further presses the importance of contacts. Working alone could be hard, but with the right partners you may gain\u00a0new ideas, reach wider audience and much more.<\/p>\n<p>When you have found your audience,\u00a0it&#8217;s also important to\u00a0keep\u00a0them interested.\u00a0A\u00efno has been\u00a0having its clearly recognizable style for many years. How do they keep in touch with their customers?\u00a0According to Vesa Poutiainen there are many ways to\u00a0do that. A\u00efno has not changed\u00a0its\u00a0main idea, staying true to its loyal customers. The visits, the\u00a0invitations to visit, keeping in contact\u00a0through\u00a0emails and phone calls are an important part of running\u00a0a\u00a0business. A\u00efno arranges customer evenings, small\u00a0fashion shows and publishes Aino Media magazine 3-5 times a year to keep the customers well informed. Attending the fashion fairs is also a valuable part of keeping in contact with your retailers.<\/p>\n<p>Flare Trading, another long running\u00a0Finnish\u00a0fashion brand,\u00a0shares A\u00efno&#8217;s\u00a0belief\u00a0in the importance of fashion fairs. The fairs are a great place to meet the old important customers as well as the new ones. Even today, the first day of CIFF 2017, Flare has forged new and\u00a0promising international contacts,\u00a0reveals Flare&#8217;s Larri Aaltonen with a wide, satisfied\u00a0smile.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-160 size-full\" src=\"https:\/\/blog.hamk.fi\/gfb1\/wp-content\/uploads\/sites\/23\/2017\/02\/0IMG_0055.jpg\" width=\"800\" height=\"533\" srcset=\"https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2017\/02\/0IMG_0055.jpg 800w, https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2017\/02\/0IMG_0055-300x200.jpg 300w, https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2017\/02\/0IMG_0055-768x512.jpg 768w, https:\/\/blog.hamk.fi\/gfb\/wp-content\/uploads\/sites\/23\/2017\/02\/0IMG_0055-252x167.jpg 252w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/p>\n<p>Family owned Flare Trading was founded back in 1993 and its main focus is in women&#8217;s jackets. Flare Trading&#8217;s garments\u00a0are known for their classic design, comfortable fitting and the high quality materials used in making them. While keeping the bestselling favorites in the\u00a0catalog,\u00a0Flare also\u00a0offers new designs for each season and different collections for the day and evening wear. Finding the new retailers and keeping the\u00a0old, reliable ones\u00a0is very important to Flare Trading, who themselves only sell their collections directly to retailers, to be then sold in small and medium sized shops around the world. Larri Aaltonen\u00a0explains\u00a0this to be a very carefully considered decision, made according to Flare&#8217;s ideals. They wish their customers to have a chance to see and feel\u00a0their products up close, instead of just experiencing the garments through the monitors.<\/p>\n<p>How does a small brand grow and compete in\u00a0as huge\u00a0industry as\u00a0the global fashion industry? Flare has created its place in the business by making its own path: creating its brand and designs to go with it, but also, and emphasizingly, offering the best possible quality. A small company can&#8217;t compete with prices, so the quality is a very important aspect, advices Larri Aaltonen.\u00a0He also\u00a0encourages to\u00a0aim for success and to try and be a bit better than the others.\u00a0There is also something else you need, if you wish to make it in the\u00a0fashion business. Larri Aaltonen\u00a0summarized it with a happy glimmer in his eyes: &#8220;Fashion is an insane business. If you don&#8217;t love it, you won&#8217;t make it. Fashion is a lifestyle.&#8221;<\/p>\n<p>&nbsp;<\/p>\n<p>References:<\/p>\n<p><a href=\"http:\/\/www.copenhagenfashionweek.com\/trade-fair\/ciff\">Copenhagen Fashion Week<\/a><\/p>\n<p><a href=\"http:\/\/ciff.dk\/\">CIFF<\/a><\/p>\n<p><a href=\"http:\/\/www.aino.net\/fi\">A\u00efno<\/a><\/p>\n<p><a href=\"http:\/\/www.flare.fi\/\">Flare<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>CIFF, Copenhagen Internatiol Fashion Fair, is the leading fashion\u00a0fair\u00a0in the northern Europe. After making its debut in 1993, the fair has grown significantly\u00a0and now\u00a0also includes\u00a0CIFF KIDS, CIFF RAVEN and CIFF SHOES among others. The fair keeps growing each year, having gained even more brands\u00a0compared to 2016. Among the\u00a050,000 sqm of the CIFF hall and the<span class=\"read-more\"><a href=\"https:\/\/blog.hamk.fi\/gfb\/copenhagen-fashion-feek-ciff-with-aino-and-flare\/\" title=\"Read More\">More<\/a><\/span><\/p>\n","protected":false},"author":90,"featured_media":158,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[22,1],"tags":[44,42,46,43,45],"class_list":{"0":"post-157","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-international-fashion-branding-and-marketing","8":"category-yleinen","9":"tag-aino","10":"tag-ciff","11":"tag-copenhagen","12":"tag-fashion-week","13":"tag-flare-trading"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Copenhagen Fashion Week: CIFF with A\u00efno and Flare - Global Fashion Business<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.hamk.fi\/gfb\/copenhagen-fashion-feek-ciff-with-aino-and-flare\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Copenhagen Fashion Week: CIFF with A\u00efno and Flare - Global Fashion Business\" \/>\n<meta property=\"og:description\" content=\"CIFF, Copenhagen Internatiol Fashion Fair, is the leading fashion\u00a0fair\u00a0in the northern Europe. 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