Tommy Hilfigher has collaborated with an event company in opening a beach house in Shonan area from July 15 to August 31. The Shonan area is close to Tokyo city and is a popular beach spot for the metropolitan population.
The beach house is interesting not only in that Tommy Hilfigher is involved in the opening, but because of the overall collaboration this event has brought together.
The beach house consists of a caf /restaurant, rental of showers, parasols, beach chairs, towels and all service asked for on the beach. But the caf /restaurant is produced by a popular producer of caf s in the fashionable area of Tokyo.
The architecture of the splendid beach house is designed also by a popular architect who had designed a Hotel in Tokyo. The uniform of the staff, umbrellas and goods are of course brought by Tommy Hilfigher Japan.
What is interesting about this collaboration is not because Tommy Hilfigher supported an opening of a beach house but the power of collaboration in Japan especially in the fashion industry. Naming a few is an easy task, Yohji Yamamoto with Adidas (Y3),Fred Perry with Comme Des Garcon, Beams with Disney Sea, and the list goes on and on.
The uniqueness and branded with a premier is a successful marketing strategy especially in Japan. The ambition for individual to be special is not something that is limited to Japan obviously but is a strategy used often and is a strategy that the consumers love.
The exclusivity, the allowance for high prices, and the media attention are all merits of collaborations. Still, these gifts do not come easily. Here are the tips: The brand matching will have to meet in terms of targets and even if it does not blend easily, the product itself must have both inputs and yet balanced. Secondly, the volume of the collaborated item has to be not too small where people cannot purchase the item at all, and cannot be too large; otherwise, the added value of exclusivity just wears off.
Lastly, the brands itself must have an established brand image and brand awareness. A no name with a big name will not work, but when 2 well known brands work together, the result is phenomenal.
Japan s fashion industry is constantly looking for new ideas, new mixtures that could create something that will rock the industry. The ideas stop nowhere with fashion producers collaborating with cell-phone makers, fashion designers collaborating with cars, watches, restaurants, clubs, and etc. Whatever the idea is, the merit is large. Being able to collaborate with one another is a mark of success as it is a start of an expansion in the brand identity.
The beach house is interesting not only in that Tommy Hilfigher is involved in the opening, but because of the overall collaboration this event has brought together.
The beach house consists of a caf /restaurant, rental of showers, parasols, beach chairs, towels and all service asked for on the beach. But the caf /restaurant is produced by a popular producer of caf s in the fashionable area of Tokyo.
The architecture of the splendid beach house is designed also by a popular architect who had designed a Hotel in Tokyo. The uniform of the staff, umbrellas and goods are of course brought by Tommy Hilfigher Japan.
What is interesting about this collaboration is not because Tommy Hilfigher supported an opening of a beach house but the power of collaboration in Japan especially in the fashion industry. Naming a few is an easy task, Yohji Yamamoto with Adidas (Y3),Fred Perry with Comme Des Garcon, Beams with Disney Sea, and the list goes on and on.
The uniqueness and branded with a premier is a successful marketing strategy especially in Japan. The ambition for individual to be special is not something that is limited to Japan obviously but is a strategy used often and is a strategy that the consumers love.
The exclusivity, the allowance for high prices, and the media attention are all merits of collaborations. Still, these gifts do not come easily. Here are the tips: The brand matching will have to meet in terms of targets and even if it does not blend easily, the product itself must have both inputs and yet balanced. Secondly, the volume of the collaborated item has to be not too small where people cannot purchase the item at all, and cannot be too large; otherwise, the added value of exclusivity just wears off.
Lastly, the brands itself must have an established brand image and brand awareness. A no name with a big name will not work, but when 2 well known brands work together, the result is phenomenal.
Japan s fashion industry is constantly looking for new ideas, new mixtures that could create something that will rock the industry. The ideas stop nowhere with fashion producers collaborating with cell-phone makers, fashion designers collaborating with cars, watches, restaurants, clubs, and etc. Whatever the idea is, the merit is large. Being able to collaborate with one another is a mark of success as it is a start of an expansion in the brand identity.
