Fashion News in Tokyo: Fred Segal to Consolidate in Japan
Hiroshi Saito and Michel Lebon
Modern Tokyo Times
Fred Segal opened its first flagship store in Japan last year and now it appears that 2014/2015 will be based on consolidating this hip brand. Indeed, the power of American fashion can be felt deeply within the backstreets of Harajuku despite this vibrant district in Tokyo being internationally famous for kawaii culture. Similarly, other major fashion districts in Tokyo like Ikebukuro are known to have areas whereby American street style fashion can be found. Likewise, the bustling district of Namba in Osaka is blessed with multiple fashion styles. This applies to elegant styles, Japanese street vibes, American street fashion, independent designs and so forth.
Therefore, the influence of American street fashion and adorable boutiques like Tracy Reese continue to impact on the Japanese fashion scene. Fred Segal therefore can easily market its famous brand image within mega cities in Japan and throughout the nation once consolidation takes place.
It now appears that the stepping stone taken in 2013 in relation to the first flagship store opening in Japan will now be proceeded by expansion throughout 2014 and following on into 2015. Mark Syler and Mitsubishi fashion areas related to manufacturing enabled a smooth transition into the Japanese market. This was essential because the fashion sector is extremely complex in Japan therefore strong links within the nation are essential for the vast majority of companies that enter the Japanese market to a major degree.
Initially when entering the Japanese market to a substantial degree then the main headquarters in America still maintained its control over vetting. It remains to be seen if this reality will gradually be loosened based on the growing size of this brand within Japan. Likewise, it will be interesting to note the impact of Japanese internal fashion vibes on the future styles of Fred Segal within its core base of business in America.
Retail Facility Business stated during the initial venture in 2013 that “Sandow and Mark Styler Co. Ltd have formed a long term partnership to launch iconic retail lifestyle brand Fred Segal in Japan starting in 2013….a subsidiary of Mitsubishi Corp., will manufacture Fred Segal-branded product for distribution in the Japanese market. This deal marks the first time in more than 50 years that the Fred Segal name has been used outside of its original Los Angeles locations.”
Sandow also made it clear that the Japanese market was a prime factor in growing the Fred Segal brand outside its core business area. Also, it must be stated that the Japanese fashion sector is internationally famous because of the sheer size of this powerful area within the general economy. Therefore, despite the economy being mainly negative to minor growth during the last two decades in Japan, it is equally true that major exquisite international brands have still grown and obtained high profits. More recently, international fast fashion companies are also making major inroads within the fashion vibes of Japan.
Sandow stated: “Part of our strategy was to expand the Fred Segal brand internationally. The Japanese level of sophistication when it comes to fashion/lifestyle brands, coupled with their understanding and appreciation for the authenticity and appeal of Fred Segal, made us focus on this market first.”
Therefore, for fashion and lifestyle lovers who simply adore Fred Segal then 2014 and 2015 should witness important consolidation in Japan.
Lee Jay Walker provided support to both main writers
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