Japanese Fashion Promotion Agencies Begin To Target The Middle East Market

For the Japanese apparel industry, it is imperative to expand overseas markets to offset the shrinking domestic demand. Compared with European and American enterprises, Japanese brands are stationed in the Middle East relatively late, so the whole industry needs upgrading. Brand influence And so on.

Harvey Nikos (Harvey Nichols), a senior British department store in Riyadh, has opened stores selling clothing and daily necessities designed by Japanese designers since late 2012. It has gathered more than 10 Japanese brands, such as "TsumoriChisato" and "SOMARTA", which are more fashionable than other 2 brands. Japan's fashion week promotion agency director Yamazaki Kenji said the strategy for the Middle East market was first to introduce the most popular fashions in Japan to enhance the popularity of Japanese brands in department stores' long-term customers and affluent female customers, and then gradually make Japanese brands accepted by ordinary consumers through channels such as local media.

　　 Japan JETRO expects that the number of Japanese brands in shopping malls in the Middle East will increase by about 3 in 2011 ~2013. The Japanese Fashion Week promotion agency also plans to host a reception for local commercial facilities operators during the store operation. The intention is to promote Japanese enterprises' increasing presence of commercial facilities by publicizing the charm of Japanese brands.

At present, the "ZARA" Inditex group and Gap company are large and large. Clothing chain Manufacturers have been stationed in the Middle East. Japanese businesses in the Middle East are limited to some companies, such as the good plan company, which is operating in Turkey. In the new shop plan, the Japanese Fashion Week promotion agency will actively take advantage of the budget of the Japanese Ministry of economic and trade province's "cool Japan strategy".