January 5th, 2010 - Volume 16

JAPAN FASHION PRODUCT NEWS

 JAPAN-FPO
 

JAPAN FASHION PRODUCT NEWS Volume 16 - Index

Japan Modelist Associate held a seminar at Bunka Fashion College

Japan Modelist Associate (JNMA) is an association of apparel companies and technical experts such as patterners and sewing professionals, which was established in 2001 and has organized workshops and training sessions since then.
A chairperson of the association is Susumu Inarida who is also a professor at Bunka Fashion Graduate University. A vice-chairman is Norimitsu Shibayama who received the highest award at International Association of Clothing Designers and Executives. Associates members include JAPAN-FPO members who are leading sewing professionals in Japan such as Masahiro Shiraishi of Fashion Shiraishi, Takayuki Ishikura of Atelier Ishikura.
JNMA held a seminar on November 28th, 2009 under the theme of "Knitwear: A lie in common-sense". A lecturer was Mr. Masanori Nishikawa who is a CEO of MAREY Inc. and also an instructor of Bunka Fashion College. More than 200 audiences from the garment industry attended the seminar. Mr. Nishikawa prepared many fashion magazines for showing examples of knitwear which had wrinkles around a bust and which did not have. He explained that it was possible to make a beautiful bust silhouette knitwear without bust darts if you understood basics of fabric like warp line etc.

The Japan Society for Fashion Business held a national convention

The Japan Society for Fashion Business is a relativity new society established in 1993. On November 28th, it held a national convention at Bunka Women's University and had a panel discussion titled "Change! Future of fashion industry and new role of The Japan Society for Fashion Business", organized by Mr. Yoshiyuki Okamoto, a board member of this society and a professor of Hosei University Graduate School. 28 workshops were presented in the convention in total.

Sugino Fashion College held a seminar "Study about Fashion strength in Japan"

The sixth seminar of "Study about Fashion strength in Japan", which is sponsored by Sugino Gakuen and co-sponsored by Senken Shinbun, was held on December 9th at Sugino Fashion College under the theme of "Manufacturing in zero-growth age: possibility of sustainable clothes".
It started with a keynote report by Professor Akira Oda of Sugino Fashion College, and then three guest speakers delivered opinions. A master of ceremony was Mr. Katsuto Tai, a chief editor of Yomiuri Style Magazine, and guest speakers were Mr. Akira Miura, a member of editorial board of WWD Japan, Mr. Michiaki Asaba, a journalist, and Ms. Yoshiko Ikoma a fashion journalist.
Three guests made various remarks about present status of Japan: "Consumer confidence in Japan has dropped since 90's, so economic recovery is difficult", "Products with plot are accepted. Even though a market for organic fabric is still small now, it is growing rapidly", "Spending trend is off from goods, we should find out what we can do in this trend".

FISMA Exhibition was held in Tokyo Big Sight

Shima Seiki
JUKI
PEGASUS
HITACHI

Fashion Industry System Machine & Attachment Exhibition Tokyo, which showcases sewing machines and apparel CAD systems, was held at Tokyo Big Sight on December 2nd and 3rd.
Apparel manufacturing in Japan has been declining since 90's due to shifting to overseas manufacturing, and it has shrunk by one third up to now. Even though this year's exhibition was downsized since FISMA aims at domestic market, the venue was full with people including fashion school students.
As for CAD systems, Toray ACS Inc. released 3D apparel CAD system, "NEXA Magic II" from CREA COMP Series.
Shima Seiki MFG Ltd. gave a demonstration of "P-CAM" that provides a complete production system from layout to cutting of textiles when it is combined with SDS-ONE. This system employs 3D simulation technology, which visualizes 3D images from 2D patterns to simulate a real shape. Shima Seiki also showcased two types of cutting machines: single-ply high-speed cutting machines with a circular knife, and multi-ply fabric cutting machines. "P-CAM" is a single-ply cutting machine and it handles pattern match useful for fabrics like waffle pattern.
In respect to sewing machines, a major company JUKI Corporation exhibited improved versions of products such as its leading product DDL-9000 series, an automatic serging sewing machine ASN-690 that is domestically diffused, and an automatic edge control seamer that is for joining two pieces of materials. Those machines were improved aiming to countries where labor-cost is rising.
Strong in knitwear, PEGASUS Sewing Machine MFG Co., Ltd. displayed FS700P series with minute-quantity lubrication that is an improved version of 4-needle flat seamer sewing machines. It also displayed DPA (Digital Process Analysis system) which uses video images and is useful for operating improvement and handing down of techniques.
For the Japanese market needle inspections are extremely important. Many factories introduce an X-ray screening machine in addition to a general magnetic induction system. HITACHI's MOS series can recognize metal objects by a material identification function. Also, in the manufacturing of shoes, exposed nails causes problems. Products with metal accessories cannot go through a magnetic induction inspector, so an X-ray type will be useful for these products.

JAPAN FASHION WEEK in TOKYO 2010S/S
TOKYO COLLECTION WEEK (19-24 OCT. 2009)
NEWS REPORT

Garcon Shinois
October 19th, 2009 at Ebisu Garden Place

Garcon Shinois's exhibition by the designer Shin featured "Cremona" in this season. The show began calmly at The Garden Room at Ebisu with a BGM of piano and violin classical music. For both men's and women's, the collections are mainly beige or monotone suits and pants with simple silhouettes. The creations made by inspiration from classical music have a quality handmade feel.

Garcon Shinois

SOMARTA
October 20th, 2009 at Tokyo Midtown Hall A

A piano and a big screen were set on the stage in the room. Since the designer, Tamae Hirokawa, was inspired by Paul Marie Verlaine's poem, "le paysage dans le cadre des portieres" this time, scenery from a train window were projected on the screen. Along with a live performance by a female vocalist, the models with calm look wearing floriated hats displayed the creations of soft materials and texture.

SOMARTA

Gut's Dynamite Cabarets
October 23rd, 2009 at Tokyo Midtown Hall A

Lightened by mirror balls and effect spotlights with BGM of disco music in 80s, the exhibition hall was full of audience's expectations for surprise before the show started. Then sexy disco kings and queens showed up wearing gunmetal and black leather jackets and metallic boxer pants. The audience burst out laughing at the models' performances of walking into the auditorium seating. On top of that, the middle-aged and older audiences and press people erupted into cheers and applause when the super model in 80s Paris Collection, Hideka, appeared. The show was ended with a disco party both the designers and the models got together. That seemed to represent the real nature of Gut's Dynamite Cabarets. The show brought back 80s, the liveliest age in Japan, and blew away a stagnant mood.

Gut's Dynamite Cabarets

Hot news ranking of Japan's fashion -November 16 to December 15-

UNIQLO's success seems never-ending. A huge campaign celebrating the company's 60th anniversary ended more successfully than the opening of "+J" by Jil Sander.
The second top news was that Tiffany & Co. cut a price right before the Christmas season. Normally the winter holiday season is luxury brands' monopoly; however those brands tend to drop the prices lately, affected by Fast fashion trends.
Top news for members of the apparel industry was the news of "Venus Fort" ranked at 9th. Even though Venus Fort is located in Tokyo's 23 wards, it was rather quiet as a shopping mall before a makeover. It might change a stereotype of "Outlet mall = suburb" if this renewal of Venus Fort makes a success.

#1. Reduction-sale which is worth a total of a billion + Sweet bun + Milk = UNIQLO's 60th anniversary campaign!?

FAST RETAILING CO., LTD., owner of UNIQLO, held the 60th anniversary campaign from November 21th to December 31th 2009. This unprecedented huge campaign offered many unique events such as bargain-sale, special presents, and "lucky cards" which were lottery cards worth a total of a billion. The former company of FAST RETAILING, Men's Shop Ogori Shoji, was founded in 1949 in Ube City, Yamaguchi. Also, this year is the 25th anniversary of the establishment of UNIQLO brand. For celebrating these two anniversaries, various special events were offered at UNIQLO, G.U., CABIN (zazie, enracine).

#2. Tiffany & Co. cut a price of most items by 5%

A jewelry brand, Tiffany & Co. announced that it cut a price by an average of 5% from November 20th, 2009. Reflecting yen appreciation against the US dollar, Tiffany & Co. had made a downward revision of pricing of a wide range of products so that the prices became more accessible. It already cut a price in Japan by about 6% in November 2008, and by an average of 9% in February 11th, 2009. This time's price revision also reflected the recent tendency of the strong yen, and prices of most items in every jewelry category deployed in Japan like fashion, fine, and bridal will get reduced by 5% on average. This price reduction is applied to shoppers at all shops in Japan and the official online store. A CEO at Tiffany & Co. Japan Inc., Michael C. Christ, said "Tiffany & Co. adjusts prices according to exchange rate and production cost to offer fair values to our customers. This price revision will be a well-timed opportunity for customers who shop for the holiday season."

#3. Popular brand in NY "ALEXANDER WANG" launched menswear

NY brand "ALEXANDER WANG" launched men's T-shirt line, "T by Alexander Wang" from Spring-Summer 2010."T by Alexander Wang" is the brand's first menswear line. It is a men's version of "T Collection" for women that was released in 2008, and the collection features a taste like ALEXANDER WANG's daily wear. He designs T Collection with a concept of adaptable wardrobe which means having functionality and easiness like a T-shirt.

#4. UNDER COVER decided to open the brand's first Japanese online shop in ZOZO!

#5. CROSS COMPANY Co., Ltd. acquired a stake of 67% in THOM BROWNE and is going to launch a Japan office

#6. The number of copies of Fashion magazine "sweet" achieved a million! "Japan Fashion Award" was held by the big three fashion magazines

#7. Abercrombie & Fitch opens in Fukuoka! The second shop after Ginza will open

#8. [Column] "Diffusion Line" is more like a mainstream now. Why is it so popular?

#9. The first outlet mall in Tokyo's 23 wards, "Venus Fort" changes Odaiba area

Introducing a newly-built outlet which is the first in Tokyo's metropolitan area, "Venus Fort" in Odaiba reopened on December 11th. This facility was reborn as a hybrid mall including a large variety of shops of clothes, cosmetics, and childhood products and so on.
Odaiba, surrounded by the sea and being close to the center of Tokyo, is like an urban resort. "Venus Fort" is superior compared to other outlet malls because of its convenience and the richness of tourist sites around. In addition, "Venus Fort" pays the biggest attention to tourists from other Asian countries which make up 10 to 15% of the customers. It is located in convenient 15 minutes distance from Haneda Airport by car, and a buying motivation of tourists are higher than other customers because they shop in limited time. It could expect more customers if Haneda Airport becomes an international airport. For response to customers from Asian countries, "Venus Fort" prepared a system for accepting "Ginren card" which is a mainstream card in China.
19 shops out of all 49 shops in the third floor (outlet floor) are first-timers to open an outlet store, and all of them are active for branding. In this outlet floor, there is a lineup of trendy shops especially conscious of "Tokyo Fashion" from Shibuya and Harajuku. During "Venus Fort reborn! Opening Fair" from December 11th to 18th, every shop offered various benefits and limited items, and special sales were held too. Checking the official website before you visit is a must because it was also renewed.
"Venus Fort" was opened in 1999 as a theme-park style shopping mall for women. Its original contract was valid for 10 years and supposed to expire this year. With the decision of extension of the contract, it was renewed to try the reconstruction of the business by adding a new outlet mall of Mori Building Co., Ltd. which has plenty of experience in management of commerce facilities.

#10. DIOR HOMME's denim jeans are introduced to "Petite Taille" line.