Japanese fashion, despite its lack of recognition on the global stage, has the potential to position itself in the fashion market. Tokyo Fashion Week, held from October 17th to 23rd, 2016, struggled to attract major fashion brands and saw a significantly lower number of visitors compared to New York Fashion Week. Even local fashion houses like Kenzo have chosen to showcase their collections in Paris rather than participate in Tokyo Fashion Week.
However, Japanese fashion holds immense opportunities that remain untapped. Renowned Turkish designer Umit Benan believes that Tokyo is home to the most creative stylists and designers in the world. The quality of Japanese fabric is considered to be among the best, second only to Italian fabric. Japanese craftsmanship also stands out for its boldness and flexibility, with designers unafraid to mix different materials and create innovative designs.
Despite the fame of prestigious Japanese fashion houses, Japanese fashion shows struggle with the absence of big names and fall behind other international shows. Additionally, no Japanese fashion brand has yet adopted the “See now, buy now” strategy embraced by renowned luxury houses. This lack of innovation puts Japanese fashion at a disadvantage, facing fierce competition from Asian fashion houses in China and South Korea.
In order to compete with fashion powerhouses like Paris, Milan, London, and New York, Japanese fashion must reinvent itself. This self-examination would involve a shift in mindset and more opportunities for emerging designers to showcase their talent. Japanese fashion needs to embrace new strategies and adapt to the changing demands of the global fashion industry.
Useful links:
1. Global Fashion Industry Statistics
2. The Business of Fashion
