It is easy to understand why Philippine retail leader Ben Chan immediately liked Vero Moda when he discovered it on trips to Denmark and China in 2012.
Having taken countless routes to the most relevant brands in the world market, Chan has that ability to spot bestsellers. At first sight, he saw that Vero Moda was fashionable and affordable. It also had relatable ambassadors. Traits so similar to his own Bench brand, which just happened to be founded in the same year — 1987.
There is also the appeal of the country of origin. “The Danish people are very cultured. All aspects of their culture are booming — arts, design, cuisine. There is a strong and growing awareness for Scandinavian aesthetics, understated elegance and attention to details. Danish designs are quiet yet functional.”
Bryan Lim and Ben Chan(left) at the awesome Bestseller building in Aarhus. Vero Moda’s Maggie Sham,Cansu Kobal and Jigeesha Krefft (right)
Vero Moda was launched 30 years ago by Troels Holch Povlsen and his wife Merete to fulfill the need for quality, on-trend clothing at affordable prices. Their son Anders Holch Povlsen is the current CEO, taking care of Vero Moda and some 20 others under their umbrella company called Bestseller. Indeed, bestsellers they have become, making Anders the second wealthiest billionaire in Denmark. Today, Vero Moda is one of Europe’s largest clothing brands for young women. It is found in 72 shops in Denmark (with a population of only 5.7 M), 66 in India, 76 in Holland, 240 in Germany and 2,200 in China. Three years after getting the franchise to distribute the brand in Manila, Chan has opened six shops in the Philippines.
Visiting their beautiful building in Aahrus, we were awed by its architecture and interiors, and even more so by the warmth, sincerity and efficiency of the Vero Moda team. Giving us an overview of the brand were Rasmus Skousen, photographer and creative director (“Vero Moda appeals to self-confident women who are cool, romantic and sophisticated.”), denim specialist Rune Gade (“Jeans are the backbone of your wardrobe.”), marketing expert Jane Tovgaard (“We are a global brand and we need to support all countries.”), Gry Klinke and Sanne Larsen for digital content and social media (“It is important that target buyers see the clothes on real people…and it is important to post one IG story per day.”), and international retail manager Christian Luneberg (“It’s all about small stories.”) and accessories girl Ozlem Ozkan (“Different stuff for different folks.”)
Fast fashion is leading the fashion industry towards the shift to the digital era. “Fast fashion, although quick to change trends every so often, has mastered the craft of producing clothing with acceptable quality and good designs, which is very apt for millennials and the general market,” says Chan.”Going digital has been the most instantaneous way to reach most of our market. “ Chan agrees that couture clients are now mixing their wardrobe with fast fashion brands. And that certain couture brands are now going more colorful and wilder, and lowering their prices, too.
Vero Moda is the 32 nd brand in Chan’s trove of lifestyle brands under his Suyen Corporation. Vero Moda has been warmly received by the Philippine market. Looks like Chan will have more reasons to revisit his favorite Tivoli Garden, Nyhavn canal stop and the Louisiana Museum in Denmark.