DAY Birger et Mikkelsen is the brainchild of Keld Mikkelsen, whose founding vision was to capture a chic silhouette and combine it with details inspired by his world travels. Since the brand’s launch in 1997, the higher purpose has consistently been to create versatile fashion that aims to showcase the contemporary aesthetic of the everyday.
The brand has grown to become a flagship of Danish fashion. When they first implemented Delogue PLM in 2013, the same brand was managing two sub-labels, DAY ET and 2nd DAY, now separate. DAY Birger et Mikkelsen needed Delogue to keep track of the different collections and gain a clear overview of the production process.
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Collection planning and lack of efficiency have been the two biggest struggles for DAY Birger et Mikkelsen. They realized that precise and easy communication with both suppliers and internal teams needed to be enhanced to improve time to market. Former Brand Director Therese Niko Bush explains the overall improvement she found in the company when implementing Delogue PLM.
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DAY Birger et Mikkelsen was interested in a tool to accommodate the challenges they were facing to keep growing and improve their collection development and traceability throughout the supply chain. Bush, who was juggling different collections for different labels at the time, shares the downsides of growing so fast.