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Fashion and the evolving sports industry
Once upon a time, Western fashion brands had to register locally in Japan before landing in the Japanese market. When we searched for the name of a fashion brand, it turned out to be a Japanese corporation such as OO Japan Ltd.
These days, the online world is booming, and it's almost time to get out of human hands.
But branding and marketing in the fashion industry can only be done humanely.
For example, Apparel brands use online only as one of the tools and, in fact, Fashion industries still need to visit and keep track of what's going on in stores to analyze the actual market.
If we categorize in the fashion industries, street fashion, used clothing, sports brand, and Korean fashion have been added. I read fashion blogs, and one thing that stands out is the collaboration between sports brands and celebrities. Why is it selling like hotcakes despite the high price?
Can collaboration sell anything?
Once upon a time, the fashion brands the Hilton family wore sold mega hits in Japan.
But I've never heard of any fashion collaborations with the Hilton family that have sold well.
It sells like hotcakes as a collaboration product because it has to be a "hero or heroine" with a narrow target audience.
The Hilton sisters were what we now call fashion influencers.
Influencers
A long time ago, a fashion magazine only had a close-up of a product rented by a fashion stylist and the product sold.
There was a difference of more than 50% between the sales of similar shoe models published in magazines and those that were not. It was also a tiny frame. And with the product and price at the end of the feature page rather than the large spread. But the difference in sales was still very different.
Until recently, for what was said to sell,
Fashion brand x Celebrity collaboration x Influencer = Gross sales
This worked for the clothing investment generation / the so-called social media generation.
Now, however, this is no longer the case. A more efficient method is placing banners in the head section of the pages of online shops such as Lady's Fashion and Kids Fashion nowadays. Attention is beginning to be paid to a win-win method that can simultaneously promote and sell products while attracting customers to its site. The brand pays competitive online stores to advertise its brand is the shortcut to launching the brand.
For outdoor fashion, it's easier to distribute brands to the web where the target image is narrowed down to one, such as camping shops and knowledge pages from bloggers. Closing for motherhood is also very efficient to prompt to online shops and parenting blogs for mommy's world.
Why go so far in fashion branding with a competing, possibly rival, fashion-related online shop?
This is related to the rising cost of Ad on fashion media.
Rising media costs
Land on the Japanese market rather than overseas, there is much contact with publishers or fashion media in Japan, and the media cost is slightly higher than five years ago.
Online information gathering has become more common in our lives than information gathering on printed paper.
International customers are always surprised to hear about the media cost in Japan, but it is undoubtedly expensive. In Europe and the United States, the price is around 1 million yen even for some famous media, such as those beyond DR 90. When it comes to the Japanese market, customers are often surprised because there is one more zero, feeling like this comes out of the blue.
For foreign fashion brands expects, look for a minimum line of DR 25 + from Japanese media, a so-called guest post with a free press, or a maximum of 50,000 yen could be invested for the Ad the brand —and most overseas brands aiming for a DR of 50 or higher spend around 300,000.
However, Japanese fashion media's prices range from 300,000 yen to 1 million yen. When this exceeds DR 70, many places double that.
Tips to keep prices down
To land a fashion brand in Japan online rather than overseas, everyone tends to hire staff who are fluent in Japanese at first. However, this will not improve business performance because Japan is a particular market with different manners, behaiviour, and communication methods from the West. If you settle on the Japanese market, you have to be a native before you can deal with it. Your company needs to own a person with more profound knowledge of the Japanese market.
On the other hand, landing a fashion brand from Japan to the West is not the same.
Japanese and overseas fashion
In a direct way of speaking, it's completely different. Sales should change. This includes the climate and culture of each country, and the collaboration between sports manufacturers and players is a hot sell overseas.
When I visited Japan the other day, I was surprised to learn that a pair of sports shoes, which are sold for about 60,000 yen in the West, are sold for about 20,000 yen in the Japanese market.
It crossed my mind for a moment that if this was the time when online shops started going mainstream, I could have sold online as a parallel import ・・・.
Why? Because it's a viable business online.
It's no exaggeration to say that fashion can't survive online.
For manufacturers who want to go overseas now and land their brands in Western countries / Japanese Markets, why don't you contact online shops related to fashion at the finish line? By doing so, we can carry a fashion business that leads ahead, such as meeting via online a person in charge which can also communicate local fashion trends.