Aftershocks In Japanese Fashion Industry

But as expected, foreign buyers did not give any positive feedback, because Fukushima, 140 miles away from Tokyo, is shrouded in the most serious nuclear radiation crisis since the Chernobyl nuclear leak. Aftershocks continue, and Tokyo residents are also in panic.

　　
The supplier's brand concentrated in the Northeast seismic area is suffering from a serious production crisis. Anrealage designer Morinaga Kunihiko "Usually, overseas buyers are only willing to place orders if they want to see the spot. Now that they are not coming, our next season's sales will definitely drop. "

　　
It took two weeks for Sen Yong to get in touch with the brand in the tannin cloth factory in kimsam city. There were no casualties, but factories and goods were damaged. He is now trying to find a workshop that can produce samples.

　　
   Fashion week in Japan Takao Tobari, the director of the organizing committee, said differently: "there are many textile enterprises in the northeast region where the tsunami hit, especially the weaving and knitting factories." (Zhang Longfu) Originally, about 40 brands were ready to appear in the Japanese Fashion Week this season, but 1/3 of their production shops collapsed in the disaster, so they could not deliver the samples on time. To make matters worse, the government's electricity saving commands and aftershocks are always threatening factory safety. "

　　
    N. Hoolywood Fortunately, the production crisis has been avoided. But Daisuke, the designer's tail flower, is going to bring the autumn series. New York Fashion Week The exhibition is ahead of schedule. In the face of the unpredictable future, he sighed, "I really don't know what to say at this point. The damage caused by this natural disaster to Japan can not be eliminated in just a few years. Over the past few days, I have been watching the news about earthquakes, electricity and nuclear radiation around the world.

　　
Hollywood West boutique H. Lorenzo Boss and buyer Lorenzo Hadar After the news of the earthquake, she cancelled her trip to Japan. "We dare not go to Japan," he said. You know, Japanese designers don't like to run around the world, so it's hard for us to see this season. Japanese Fashion 。 Buyers have diverted to France and Italy. Lorenzo can only get orders from Japanese brands with photographs, and expresses concern about the arrival of freight in Japan. "I am afraid that there is a gap between physical objects and photos, so I dare not make a big order." I can't take risks without checking the goods personally. For insurance purposes, I want to buy less. "

　　
Although some Japanese brands have already won international fame, most of them are rooted in the local market. In the next few weeks, there will be fierce fighting. In response to the government's call for electricity saving, shops will have to cut short their business hours or even go out of business. But there are signs that consumption is getting warmer.

　　
Tokyo Apparel Retailing The amount dropped by 70% in a week after the earthquake. Chairman of SYC fashion group, Japan Fashion Week Organizing Committee Miyake Masahiko (Masahiko Miyake) However, consumption is rebounding. He said: "by the end of March, Tokyo's fashion retailing had returned to 80% of its normal level, and sales in April 2nd and 3rd were almost the same as in previous years."

　　
Tokyo fashion forecasting agency Five by Fifty surveyed the consumption habits of 500 Japanese consumers in the post earthquake era. 52% of the consumers in the Guandong region, with Tokyo as their core, reduced their spending on fashion, while 46% maintained their original consumption habits. While in Osaka, Kobe and Kyoto, Kansai has only 28% of the consumers to reduce their spending on fashion, and 69% of consumers will not change their consumption structure. This interesting phenomenon reflects the huge consumption habits of Japan and the West.

　　
Japanese brands are also facing the problem of the loss of overseas tourists. Tourists from China or other parts of Asia have always been the source of Ginza's popularity. You can't see them now. A spokesman for Japan's National Tourism Administration said the latest passenger traffic figures were only in February, when the earthquake and tsunami did not happen. The data in March are being collected.

　　
Whether the radiation crisis will impact Japan's large and small fashion brands is unknown. On the one hand, several market researchers in China say consumers are "skeptical" about Japanese goods. The Japanese Fashion Week spokesman gave the news that foreign buyers were still placing orders as a counter.

　　
    Comme des Garcons and N. Hoolywood They said they had not received the request to cancel the order. Skin care industry, Shiseido and Jia Nabao The radiation crisis did not affect the sale of skin care products. Lei Xiaoshan, general manager of Shanghai China market research group, said that after investigation, Chinese consumers had "great fear" of Japanese imports. He said, "I think the relevant departments may conduct radiation tests on Japanese goods at the request of consumers. Chinese consumers believe that the Japanese government has underestimated the devastating nature of the disaster, and the two is that Japanese brands will sell inferior goods to the Chinese market.

　　
It happens that there is a similar case, Five by Fifty Reported that South Korean consumers called for strengthening the detection of cosmetic ingredients in Japan (especially whitening ingredients), while Chinese consumers were more worried about imported Japanese food.

　　
Some Japanese fashion houses have noticed changes in consumer psychology and ensured that their products are absolutely safe and harmless. It is worth noting that the textile industry in Japan is concentrated in the western region which is only a hundred miles away from Fukushima nuclear power station.

　　
The women's clothing received Yamamoto Teruji's letter from a German retailer in March 23rd. In the letter, the designer thanked the customers for their support for the brand in this crisis. The letter said, "there is no need to worry about radioactive elements on clothing. Our production line is far away from Fukushima, and it is sealed and transported. It will not contact with air." Yamamoto Teruji declined to comment on this matter.

　　
HoriyoshiIII It's a Japanese tattoo workshop. CEO Steve Suk It is said that some overseas boutiques have cancelled the tattoo pattern orders, for fear that the bilateral customs will check the Japanese goods in the next few months. "First of all, our goods are produced in the south of Tokyo," he said. Secondly, in order to ensure safety, we will use radiation equipment to screen the commodities. The news has been publicized to consumers.

　　
Fashion retailer I.T has just arrived. A Bathing Ape The spokesman said their customers did not express concerns about nuclear radiation. At the beginning of this month, I.T new store opened, and 25000 square feet of shopping space included. Comme des Garcons, G.V.G.V., Hysteric Glamour, Ne-net and Phenomenon Waiting for Japanese brands.

　　
    H. Lorenzo Lorenzo Hadar did not take the threat of nuclear radiation to heart. "Customers who like Japanese brands will continue to like them will not change," he said.

　　
Meanwhile, Barneys department store in New York also said that the disaster did not affect the sales of Japanese fashion brands. "Japanese fashion is selling well in Barneys, and we will try our best to support Japanese fashion industry and designers," said Daniella Vitale, executive vice president and sales director of Barneys.com and ladies' wear department. Recently, Barneys employees voluntarily donated money to the disaster area in Japan, and the company released relevant disaster relief policies on schedule. The disaster also affects the marketing strategy of Barneys: the company will work with jewellery designer Irene Neuwirth to undertake the CFDA Fashion &Friends for Japan disaster relief auction, including a fashion shopping trip, accompanied by Barneys Doonan, chief executive officer Simon Doonan.