Economic Downturn, Japan Fashion Week Forced Pformation

Note:

(Japan Fahion Week in Tokyo) 2011 spring and summer series was held in from October 18th to 22nd, and more than 40 brands participated in T release.

In the five day fashion week, some

Some of them have come to prominence, some of which have been broadcast live on the Internet or even on the big screen in downtown Tokyo.

But unlike previous years, some of Japan's most famous ones.

In particular

Have chosen to

Move abroad, and only a few brands are chosen.

Official venue in Tokyo.

The total number of spectators who participated in the fashion week fell from 17774 last season to 15311 this year. The organizing committee attributed the reason to "many brands chose smaller venues".

Note:

For example, a brand popular in Japan recently.

and

They chose static exhibitions instead of spending a lot of money on T shows.

and

Quit the fashion week.

On the other hand, the Japanese Fashion Week continues to foster the tenet of young and avant garde designers, presenting a more populist feeling this time.

Organizers are trying to broaden their horizons, instead of focusing on high-end luxury brands, and shift some of their attention to Japan's unique and vibrant street fashion.

The main brand of Shibuya 109 department store

(both shops are priced at moderate prices in the Shibuya 109 building of the Japanese parity fashion department), and even the highly commercialized brand "Tokyo girl" has joined for the first time.

。

"In order to make Japanese fashion week more distinctive and strong, we have gathered more unknown young designer brands to join, and they have a continuous stream of inspiration in street costumes," said Nobuyuki Ota, chairman of the Japan fashion week project committee. "Compared with other cities, the younger trend dress is more important in Tokyo."

Note:

It can be said that since 2005 "

"Japan's Fashion Week" has been renamed "Japan Fashion Week", and the important activities of the Japanese apparel industry are undergoing a pition and pformation period.

The Organizing Committee of fashion week will increasingly tighten its budget to pay for the travel expenses of its buyers. It will no longer pay the news reports of Tokyo's major news agencies as they used to do.

This decision is bound to affect the quality of news reports in fashion week.

The Japanese government's Ministry of industry and commerce, which has been supporting the event, has reduced its financial support in this season, and there are rumors that it will withdraw from fashion week in the next session.

That's exactly the case.

The US IMG Fashion has been entrusted with full responsibility for its sponsorship and operation rights.

The Japanese government invested a total of 335 million yen (about 27 million 300 thousand yuan) to finance the current and next fashion week, which is 2/3 lower than the total amount applied in Japan fashion week.

Ota predicts that the actual output of this fashion week will be basically the same as that of last spring and summer.

Note:

However, the economic downturn has also had a positive impact on the local fashion brands in Japan.

In the past ten years, businesses have been feeling the decline. The mall operators are concerned about Japanese brands. After all, European brands are more expensive.

As a result, department stores began to dig for moderately priced and uniquely designed products.

The eleventh Japanese fashion week was held in from October 15th to 24th. Besides the Tokyo series, which was held from 18 to 22, there was also a static exhibition.

From the overall trend, Japanese fashion designers show more elegance and sweetness in the process of blending the trend culture between the East and the West.

It is a popular element of the season, and it is worth mentioning that the umbrella has become a new ornament that has appeared frequently in many showcases.