Vocast enables lifestyle brands to present digital content and marketing materials in an aesthetically appealing and individually tailored manner - and to communicate them in a targeted manner to relevant stakeholders. The Danish software tool is already being used successfully by 400 brands worldwide, including Ganni, Versace, WoodWood, Samsøe Samsøe, Rituals, Allude, Hay, &tradition and Menu.

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The Danish content sharing platform identifies editors, stylists and other high-reach personalities in all relevant markets - and supports brands in individually preparing their own content and marketing assets and communicating them in a controlled manner. This is based on three pillars with which Vocast has revolutionized and perfected digital content marketing:

‍A digital showroom enables brands to present their collections visually. Based on the image and video database, cutouts, lookbook images and video material can be presented and shared in a clear and aesthetically appealing way

A mailing program also offers brands the opportunity to create and send customized press releases and newsletter formats in no time.

And curated contact lists contain lists of nationally and internationally important influencers, editors and other industry-relevant stakeholders.

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Vocast not only enables direct contact, but also offers individual contact recommendations thanks to the categorized lists. All three functions are analytical and enable all users to view and evaluate valuable data in real time. Vocast currently serves its international customers from its headquarters in Copenhagen and other locations in Milan, Stockholm and Berlin.‍

Vocast has been an official partner of the Fashion Council Germany since March 2022.

FCG: You cover the entire spectrum of digital PR & marketing services, from services related to digital showroom, email marketing, influencer network and reach intelligence. What do you see as Vocast's competitive advantage?

Jens Hamborg Koefoed: We help fashion brands take control of their brand communication, gain international reach and consolidate all behavioral data from editors, stylists and retailers. Very few brands can afford a PR agency in every market. On the one hand, small/medium brands need to automate parts of their communication to achieve international reach. On the other hand, they still need to create a high-quality experience for everyone who comes into contact with them. We help them do just that.

FCG: Having a strong digital presence is a must for every (fashion) company these days. What would you recommend to brands that are just starting out and perhaps can't afford a digital tool or PR agency?

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JHK: It all starts with content. Without images, a brand has no identity. Then Instagram is a good first step that anyone can take. We see some brands where all their reach and new customers come from Instagram. The key point, however, is when you don't just rely on your own profile, but also create content that you share with the press and your customers. This gives you access to all the profiles, and that will increase your reach exponentially. You still need the traditional press, but the Instagram/Facebook accounts of major customers are a huge marketing potential that we open up for our customers in addition to traditional PR.

FCG: As a big player in Scandinavia, you also manage Copenhagen and Stockholm Fashion Week, both of which recently took place in hybrid formats. How do you assess the development of the last two years towards more digital show formats? Will physical shows perhaps even become less important in the future, or perhaps just the opposite?

JHK: We help our partners to strengthen their events. If nothing happens, there is nothing to reinforce. Physical encounters between people will never go out of style. That is a given. We have been doing a "digital catwalk" with Copenhagen Fashion Week since long before Covid-19 because we wanted to improve the experience for the editors and buyers who participated, but also to make the digital experience accessible to everyone who did not have the privilege of coming to Copenhagen. Hybrid is here to stay. Digitalization is a great addition and reinforcement of the physical events. But making everything purely digital seems pointless to me - but maybe I'm just old, haha. But we should all remember that the goal of handling as many processes as possible digitally is an important factor in reducing the carbon footprint of our industry.

FCG: As a digital pioneer, you spend a lot of time looking at technological trends. Where do you think the fashion industry will be in five years?

JHK: In my experience, things always change more slowly in the mainstream than we predict. Big companies that have a lot of resources cling to old business models to make money for as long as possible. We have about 20 years of experience with social media and a bit longer with the WWW, but in most major countries magazines are still alive and reasonably profitable. Virtual reality has been hyped for about 50 years, but it's still not mainstream. And there's often a pendulum effect when people are involved. I expect most people will want to see people and travel again after their lockdown. But overall, we're hopefully moving towards a more sustainable future, and digital processes will outperform analog processes where it makes sense.‍

FCG: You are currently expanding strongly across Europe. Why is the German market particularly interesting for you and what makes this market special?

JHK: My experience with Germans so far is that they are very structured and rational people. In Denmark, Germans have a reputation for being analogue and lagging behind in digital development, but so far this image has been overshadowed. Almost everyone we show our product to immediately understands our vision and how they should use it. Our product creates value when used correctly. We have been welcomed with open arms and as a new market entrant it is a pleasure to be taken seriously and to know that people are true to their word. We are very persistent and our main philosophy is to create long-term value for our customers and I feel that the Germans appreciate this. Unlike most software companies, we do not work with an exit strategy. We are here to build a company with a set of values ​​and consistency to continue to innovate 100 years from now.

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FCG: Many brands are increasingly focusing on D2C and social media (Instagram, TikTok and co.). How do you assess the development towards "consumer first"?

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JHK: I think the future belongs to original, sustainable, creative brands. In this part of the world, nobody needs everyday items anymore. In other words: we don't dress to stay warm. Originality and innovation come more from smaller companies, and they can't have stores all over the world. Fashion is superficial, but also very deep. Since the first people started putting feathers in their clothes, we have been communicating through the way we dress, and I don't think we want to make such personal decisions exclusively through digital commerce. It is a personal interpersonal experience to talk to a good salesperson in a store and get advice and have a positive conversation. People like to be around other people

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We would like to thank Jens Hamborg Koefoed for the interview.