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Japan'S Men'S Wear Brand Exports Expanded

2009/2/27 0:00:00 101

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For the Japanese apparel industry, the environment in the first two months of 2009 is not optimistic. The global recession, the appreciation of the yen, and the decline in consumer confidence......

News that can be called "good news" is few and far between.

However, in this unfavorable environment, the export of Japanese men's wear brands is showing an expanding trend.

A lot of Japanese men's wear brands have appeared in the men's wear Expo Pitti Immagine Uomo held in Italy, and some achievements have been made.

However, men's clothing in uncertain circumstances also needs to be tested by the market.

　　海外參展男裝企業明顯增加

It is worth noting that many of the Japanese enterprises attending the Italy men's wear Expo are overseas for the first time to participate in the comprehensive Clothing Fair. The number of overseas exhibitors in Japan's men's wear enterprises is increasing year by year.

Cheng he is a tie production company. Recently it launched a new brand "Ane Stylished&Level" brand menswear accessories with East Asian Company, the main leather jewelry company. This is also the first time that Cheng and the company have gone overseas to participate in the exhibition.

To open up the European market, Junichi Hachimaki, a Japanese designer who lived in France, hired and hired the design director of the new brand.

Junichi Hachimaki has been a leading designer of Ferragamo, Gucci and other top brands and enjoys high prestige in the industry.

Cheng and responsible for the production of neckties, leather jewelry production is responsible for the completion of East Asian Company.

"Export is an important issue for the company in the next few years and needs long-term and arduous efforts," Cheng and general manager Tian Tian Sheng said.

In order to open up overseas markets, we need to take a solid first step. "

The direct effect of the Pitti Immagine Uomo Exhibition on enterprises is that they have established contacts with some famous exhibition halls in the locals and are negotiating for details.

FAT, a brand launched by KYU Tokyo 7 years ago, has become one of the most popular casual men's brands in Japan.

7 years after the establishment of the brand, FAT participated in the Pitti Immagine Uomo exhibition, and the first time the brand went abroad.

According to the introduction, FAT brand has also received overseas orders many times, but the company will reject it all.

The reason why they chose to participate in the exhibition is because the head of the company believes that "FAT has established a leading position in the Japanese market, and the time is ripe to launch export business".

Misaki Sato Juri, director and director of clothing department of KYU Tokyo, said that the company plans to expand its overseas market in 3 years and form a certain export scale within 5 years. Therefore, this overseas exhibition is a crucial step for the company.

　　用設計和技術克服日元升值

Many of the Japanese men's clothing enterprises participating in the Pitti Immagine Uomo exhibition have received overseas orders.

Some business executives said that consumers in the world are paying more and more attention to Japanese brand clothing.

Balance is a new leisure wear production enterprise with its headquarters in Okayama county.

With the help of NF consulting and ZACCA international, the company chose PittiImmagineUomo for the first time overseas exhibitors, and the products were mostly denim made in Okayama.

During the exhibition, the company has received orders from 5 enterprises, and many orders are being implemented.

ZACCA international has provided the product exhibition hall for Balance. The person in charge said: "new brands can receive so many orders for the first time to participate in Pitti Immagine Uomo.

This shows that the design and production technology of Japanese men's clothing has occupied a certain position in the world. Although the appreciation of the yen will have some negative effects on Japanese clothing exports, this effect is not big. "

　　謀求穩定的國際市場地位

In addition to the emerging enterprises, some men's clothing enterprises that carry out export business under the background of low yen exchange rate have achieved good results.

At this Pitti Immagine Uomo exhibition, United Arrows launched Kamoshita United Arrows brand menswear, adding 5 new customers and wholesalers to 25.

Since last year, Ai Nedko J, which has been engaged in export business, has received orders from European countries such as Germany and Italy, and the number of overseas wholesalers has also shown an increasing trend.

Since 1980s, Japanese men's clothing has been increasingly concerned by the European market.

However, Japan's men's clothing enterprises are not satisfied with the status of such a close look. Instead, they hope to actively participate in global competition and seek a stable position in the international market.

　　商業模式創新成為關鍵

Of course, Japanese men's clothing enterprises still need to make more efforts to develop overseas markets. How to overcome the impact of yen appreciation is an important task before the garment enterprises, because the exchange rate changes not only affect the balance of payments, but also affect the competitiveness of related commodities in overseas markets.

According to Ai Nedko J, the retail prices of major commodities in the European market are around 70 euros, and 2009 new products in autumn and winter also plan to maintain this price level.

However, if the yen continues to run high against the euro, the retail price will lose if it does not mention 90 euros, and the result of the price increase will inevitably affect the competitiveness of the products.

Takizawa Shige, director of STYLECRAEATIONS company, the men's clothing manufacturer who has participated in the Pitti Immagine Uomo Exhibition for the 7 time, believes that the appreciation of the Japanese yen is a great test for Japanese men's clothing enterprises and will become the touchstone for Japanese clothing to be based on the international market.

By the end of last year, STYLECRAEATIONS's overseas export business still made profits after deducting the cost of exhibitors, but this year, "because many professional buyers did not come to the exhibition, they used e-mail, telephone and other ways to contact them. The income and expenditure situation is still unknown."

However, Takizawa believes that the Japanese men's clothing has established a relatively stable position in the international market.

In the future, how to maintain profitability under the background of world economic recession will become the key to challenge the international market to become the export of Japanese garment enterprises in the future.

Takizawa pointed out: "the quality of Japanese men's clothing has been recognized by the world, and it is necessary to make bold innovations in business mode in the future."

And business model innovation should get rid of the existing wholesale mode, carry out diversified business models including OEM processing, and strengthen the ability to deal with risks.

Editor in chief: Xu Qiyun

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