[KITA News] Korean fashion brands earning greater popularity in Japan with gearing up their presence in Japan

             

Korean fashion brands earning greater popularity in Japan with gearing up their presence in Japan

 

Andar, Mardi Mercredi opened pop-up shops in Japan to engage with local customers

 

An expansion of business activities by Korean fashion brands in Japan continued into the second half of this year. As K-pop and Korean TV series produced by Netflix are becoming increasingly popular in Japan, Korean fashion brands are also benefiting from this trend since an increasing number of people from the younger generation are becoming eager to experience Korean products and culture. In a response to harness the benefits of such enthusiasm, Korean fashion brands are aggressively responding to an expansion of demand by opening pop-up shops in Japan or by fully engaging in the development of local online platforms. According to the information released by the fashion industry on October 6, Andar - a brand specializing in athleisure wear - will open a pop-up shop at Marui department store in Yurakucho until October 13. The company will showcase its “Relair Series” garments - a new line of products that has been launched after four years of research - and also offer its steady seller item “Air cooling signature leggings.”

As a company making inroads into the Japanese market in full swing by opening pop-up shops in Japan, Andar conducted test marketing activities earlier at Rakuten - the largest open market platform in Japan. Within a year of launching products at Rakuten, the company was ranked number one in terms of daily sales in “Yoga & Pilates wear” and pants category over multiple occasions. Andar also managed to have its products listed as popular items in various categories, including top wear, pants, jackets & coats and home training equipment categories. As Korean fashion brand items are seeing a greater increase in popularity in Japan, Korean fashion platforms - mainly those aimed at discovering and nurturing new brands - are projected to engage in a consistent move to open pop-up shops.

Last year, Musinsa - a popular online e-commerce fashion platform - opened a pop-up shop showcasing Mardi Mercredi products at a department store in Japan, which resulted in an achievement Mardi Mercredi posting its highest daily sales performance. By being inspired by such success, Brandi opened its first pop-up shop in Shibuya - a downtown area in Tokyo - and engaged with local customers. Brandi offered 200 types of items at the pop-up shop, which were popular at “Brandi Japan” - an online service launched in October last year. Some of its top popular items were completely sold out.

Brandi exerted additional efforts to further expand the presence of Korean fashion in Japan. Brandi signed a business agreement with Patra - a Japanese start-up offering fashion platforms - and moved forward to promote fashion items in Japan that are designed in the Dongdaemun Fashion Town area. Patra is a sales platform designed for Japanese Internet celebrities to promote and sell fashion items to Japanese Z generation female customers that are designed in this area. The platform currently has approximately two million followers. Brandi plans to make an aggressive move to promote Korean fashion to Japanese consumers through robust business partnership with Patra.

[This news is provided by Newsis]

By - KITA.Net (http://kita.org/about/newsView.do?id=&no=2740&searchWrd=&pageIndex=1)