Some items are reminiscent of last season’s fashion while others are new, so careful evaluation is needed to confirm current trends. Ayako also consults with the designers in Tokyo and her two assistants, one trend designer and a camera man. Extremely attentive to people and fashion, both assistants frequent sidewalk cafes to watch people and TV shows. Meetings are also held to discuss popular items that the majority of people are wearing and styles from past seasons.
“Team members come from different age groups, so we exchange ideas and take a fair vote in selecting trendy items. A large amount of pictures, samples and research is required,” Ayako affirmed.
Summer 2010 trend
As global economic recovery may not be sustainable, price will be the key factor in determining buying decisions next year. Consumers will also continue to mix different fabric types and weight, such as adding a piece of denim to woven material or t-shirt. This style looks very good and allows the wearer to add own personal touches.
Casual wear and a wide range of imports will pre-dominate. Faced with stiff competition from cheaper brands such as American Eagle, Abercrombie & Fitch’s revenues have declined by about 36% compared to 2008. Challenged by numerous foreign and EU brands that are entering Japan, Uniqlo has launched a new line featuring interesting colors, priced at about US$10 apiece.
“Previously focused on basic clothes like Gap, Uniqlo is thinking about design now - and many, many colors. Having secured with Jil Sander’s contract, Uniqlo will make very cheap but well designed clothes in the segment as H&M. With US$5billion business volume, Uniqlo has become a market leader. Its flagship store in Hong Kong featuring a designer’s collection attracted a long queue of buyers on the opening day,” added Ayako’s team member.
Many new functional products made of cotton and other fibers are also in trend. Japanese demand for functional products was quite large in the 1980s; they were also very popular in the USA 5-6 years ago. Today, quick dry and easy care functions are very important characteristics geared towards customer’s comfort and easy care. Eco friendly concept is difficult to connect with business but some people are making a fortune from ‘green marketing.’ Major producers are concerned with product life cycle and the quality of eco-friendly garment may not withstand repeated washing and drying. While sustainability is an important issue, Ayako’s team prefers to limit this concept to natural fibers and dyes, which can really help to alleviate allergy.
Japanese youths hooked on fashion
Deep-pocketed Japanese teenagers have become avid followers of fashion. Internet information, local pop stars and charismatic models who present fashion products in magazines and TV shows also play an important part in promoting brand awareness.
“Japanese youths can identify with ‘the girl next door’ who wears affordable local brands such as Tokyo Girls collection. Independent-minded youths also like to mix and match brands, accessories and trendy items.”
Regarding possible marketing of Thai fashion brands in Japan, Ms. Ayako noted that Japan’s fashion market is already saturated with local and foreign brands. High quality garments from China selling at very cheap price have secured a status in Japan. Thai brands that want to go to Japan need to offer a distinct selling point and something very special, such as the famous Thai silk with really good designs.
To reduce dependence on OEM in China, Japanese buyers are shifting to new production bases in Vietnam, Cambodia, Laos and Bangladesh, taking into account suppliers’ reliability, techniques and attention to details. Uniqlo has selected one Thai supplier, Leewiwat, which has acquired Japanese technology.
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