The story of Denmark’s rise to national prestige in the
furniture industry started at the personalization of the product. The
marketing, the narrative of the product, the branding, and the economic planning.
In its inception, Denmark didn’t have much of a market for furniture designs.
The country worked together in small cooperative agreements to create a quality
product. Denmark tried to expand the market by partnering with organizations, magazines,
advertisement campaigns, to drive the appeal of the product before exporting.
Denmark provided its product from domestic to international.
In its early stages, automation was a key factor in production. The success of
Danish design can be attributed to the governments initiative to give money and
promotion of designers and support for craftsmanship and training. During the
Post WWII there were new markets emerging, thus giving the perfect opportunity
for Danish excellence.
Designed by Hans J. Wagner
Aesthetic and quality would be extremely high. The mid
century modern furniture also was a campaign to create a better Denmark. The
success was aided by a reduction of national trade barriers and a flexible
market. With the growth of the market and success of Danish design, the
prestige of the brand was created. Now, the next objective was to elevate the
population to the level of design. Denmark had created a market in its own
borders, but they wanted to export and expand to the world market. By targeting
specific customers and producing an aesthetically visual design, and providing
an intelligent marketing campaign by placing these designs in exhibits,
academic journals, the national aesthetic of Denmark has grown into their
worldly-known, and respected brand.
Question
Does Urban
Outfitters do this as well? By targeting specific customers, are they following
a similar marketing method?
References
Author(s): Per H. Hansen
2. http://www.pbs.org/wgbh/roadshow/tips/chairs.html
2. http://www.pbs.org/wgbh/roadshow/tips/chairs.html
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