Words Sofie Ringtved Jensen
Strategy & brand director Kasper Staalsø on Boozt’s first season as main partner of Copenhagen Fashion Week, on forging long-sighted, collective strategies, and on wanting to support the Nordic fashion scene.
Back in the end of December, it was announced that the online shop Boozt.com is the new official main partner of Copenhagen Fashion Week, running from January 1, 2018. Now, Boozt is ready for its first fashion week as main partner — one they look forward to very much.
“We look forward to taking an active part in fashion week, supporting some of the key fashion week initiatives, like Opening Dinner and The CFW New Talent Scene, which we see as very important, ” says Kasper Staalsø, strategy & brand director of Boozt, adding:
“We have always supported and taken part in Copenhagen Fashion Week, but this season we look forward to playing an official role, contributing wherever we can.”
“The Nordic region has for a long time been adept at hatching new design talents, and we want to contribute to the develoment of these brands. For this reason, The CFW New Talent Scene will be a competition this season, its winner receiving a mentoring process with Boozt, which includes coaching to help them reach their potential,” he continues.
Since the partnership began so recently, the collaboration between Boozt and Copenhagen Fashion Week won’t make the biggest changes this season. But should not suggest that ambitions are not high. Far from it.
“After fashion week, we will sit down and work out a long-term strategy for the next three years,” says Staalsø, who explains that two agenda items in particular will be important for the partnership. One is to develop ideas for how to expand fashion week, so that its mood, ambitions, and industry cohesion spreads to other parts of the year, to the benefit of brands and organizers.
“We need to figure out how to support the brands and fashion week both during those two weeks annually when it takes place, but also in the other parts of the calendar,” he says.
The other aim the two partners will work on for the next three years is knowledge sharing. In particular, how to develop Copenhagen Fashion Week’s existing platforms and create new formats by using Boozt’s extensive data-based insights on consumers.
For Staalsø, it is about using respective strengths to stand together even stronger.
“Copenhagen Fashion Week offers an unique and well-functioning platform, and we have access to actionable knowledge on brands and consumers, and together we need to figure out how best to convey those assets to the benefit of the Nordic fashion scene as a whole,” he says, adding:
“What is important for us now is giving back to the brands we work with, doing so by supporting one of the things most important to them, namely fashion week,” he explains, noting that CFW represents one of the most important gathering points for Nordic fashion, the reason they have chosen to prioritize it.
“Our goal is not to change a platform that already works. That is not why we are in. But we can’t exclude the possibility that we will try new things, or that new opportunities will arise. We are excited to see how things develop,” he says.