Podcast: How Ganni leveraged biotech and deadstock for market presence

In this episode, international fashion reporter Zofia Zwieglinska and fashion editor Natalie Salmon examine Copenhagen Fashion Week's ongoing transition from a regional Scandinavian showcase into an influential international trade hub. The hosts dissect the commercial playbook behind Ganni’s global expansion, evaluating how the brand leveraged material innovations (such as biotech alternatives and deadstock upcycling) alongside community-driven marketing to establish its market presence.

The conversation also provides critical B2B analysis on the structural challenges regional fashion weeks face as flagship indie brands scale up and migrate their runway presentations to major capitals like Paris—delivering essential reading for brand strategists, retail buyers, and fashion trade analysts on FashionUnited.