Where do we see fashion in 2007? Are people becoming more fashionable? We believe that fashion enables people to become a part of a culture and differentiate themselves regardless of the color of their skin and background...or identify themselves with a particular group. In the world of globalization we are able to dress in a Danish yacht fashion in Tokyo, Japan. Global Trade is making this all possible and promotes diversification in cultures all around the world. In this project, a group of consultants from Grenoble Graduate School of Business will be analyzing the Japanese market in order to extend the market of the Red/Green brand. The fashion culture will be analysed and segmented in order to better position the Red/Green brand in Japan. Entrance strategy, competition, location, advertising, and other factors will also be reviewed in order to make the transition to the Japanese market possible and successful. Research based on media, personal experience, internet statistics and definitions will all be used in order to support our position on entering the Japanese market.
[...] Appendix Business rules in Japan Some more key features are to be regarded as important ones (These should be referred to if we want to do business with the Japanese people) Be always on time. This is a way to show that you respect your Japanese partners. Make phone calls and do not send a typical letter in order to communicate. The personal and by person contact is by far most important in Japan. Respect always the elderly people as it is known that the Japanese are devoted to Confucianism. [...]
[...] 6 Different steps to be followed in order to enter the Japanese market 7 Gather information 7 Evaluate competition 7 Define the best strategy to enter the market 7 Implement the strategy 9 Distribution in Japan 9 The necesssity of product modifications 9 Advertising 10 Conclusion 12 Appendix Custom Tariffs Schedule in Japan 13 Appendix Girls and boys wearing the uniform of Wako Hokusai Highschool, Saitama, Tokyo (in class and playing fireworks during the week end) 14 Appendix Fashion at university 15 Appendix Yukata 22 Appendix Business rules in Japan 22 Appendix Business rules in Japan 23 Appendix Distribution Channels for Imported Apparels in Japan described by Jetro 24 Appendix Shopping neighbourhoods in Tokyo 25 Appendix Famous japanse fashion magazine 26 Appendix Japanese people wearing RedGreen clothes 28 Why is Japan a good market? [...]
[...] For indication, they were up to 52.06 million yen in 1998 for Hermès million yen for Chanel and 37.04 million yen for Louis Vuitton[25]. So we shall expect to devote a high budget to advertising. PR and event sponsoring are also very important and should be considered in our strategy. Conclusion Where do we think it will go, what option do we have? What will happen in our mind and where do we predict the brand going in the Japanese market, will this lead to other markets opening up for us in Asian Markets? [...]
[...] At the heart of it is Wako Department Store[21] which is considered to be the most exclusive department store in Japan and is famous for its foreign luxury goods. There are many luxury shops in the nearby, for instance in Namiki street where Gucci, Swarovski or Coach are The necesssity of product modifications First, it is vital for the RedGreen clothes to keep the same design because it is part of the values of the firm. Indeed, as quoted on the website www.redgreen.dk, business foundation is based on giving customers quality safety through design”. [...]
[...] However, although the activity is predicted to slow down moderately in 2007, consumption will progress, particularly for luxury goods. Indeed, in “Life's little luxuries”, David Kilburn states “Even in the depths of recession, Japanese consumers still have the yen to spend on luxury”. Jean Louis Dumas representing Hermès, adds “Even though the economy overall may be in difficulty, consumers still appreciate quality and have the money to spend on products that bring value to their lives.” Japanese seek authentic products, produced abroad, which bring a certain social recognition to them, a membership in particular. [...]
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