Specialized in Sportswear—Transformations of the Generic Knitwear Industry in Post-War Denmark

Abstract

This paper addresses the process of specialization within the textile and fashion industry. The cases originate from the region of Central Jutland where a geographical cluster of textile industries developed on the foundation of generic knitwear manufacturers. The post-war period was characterized by increased diversity in production. Specialization in general is a change of focus based on existing capacities and motivators. Being located in a cluster plays a vital role in terms of a shared understanding of the challenges for the industry. However, the process must be viewed within its historical context. The fast development in the concepts of fashions and personal style in the 1950s and 1960s forced companies to choose between target groups. Specialization in sportswear depended on social networks. The owners’ own interests and participation in sports resulted in personal knowledge and knowing the right people in the world of sports. These personal contacts helped in building up business relations and developing new products. Furthermore, the appearance of sportswear manufacturers in the post-war period coincided with the rise of mass communications.

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