Reference Models Based on Kimono de Ginza

Topics: Kimono, Malcolm Gladwell, Japan Pages: 5 (1457 words) Published: July 19, 2013
we need a mini contents page here and the reason we will be using these case study/ reference models Case study: Kimono de Ginza
Kimono de Ginza, or “wearing kimono in Ginza”, is a monthly event held on the second Saturday of every month. These enthusiasts will meet once a month on the Ginza, an exclusive shopping district in Tokyo, to go for a walk in the vicinity in their kimonos. The meeting is then concluded by a joint evening meal in a Japanese pub. The main aim of this activity is to allow young Japanese to tap on this opportunity to seek advice from their elders on how to wear a kimono and the appropriate kimonos for different occasions. Parallels

“The kimono is said to be dying, to be utterly too cumbersome for modern life, to be as elegantly anachronistic as the conservative old ladies or geisha who wear it,” (American anthropologist Liza Dalbyin in Kimono: fashioning culture). Similarly, the interest for traditional goods and services in Singapore, such as woven rattan furniture, has died down in recent years. A sharp decline in demand for both cases has serious implications for related businesses. Quoted from Mr Shigenobu Ono, owner of Nagoya black dyeing shop for formal kimonos, “the question is how to get the younger apprentices in our guild up to scratch”. He notes that even his own son decided to forsake the trade for a career in Western fashion. However, the success of Japanese culture can be seen through the comeback of kimono through its reinvention by the indigenous people. Contrary to the strict dress codes imposed at formal gatherings and on festive occasions, many relish the non-ceremonial style of kimono or the idea of being able to wear kimono more casually. Young Japanese also look to kimono as an expression of fashion statement with the emergence of colourful socks and decorative collars. Explaining its successes using learning models

The tipping point by Malcolm Gladwell
The influence of Kimono de Ginza can be explained by Gladwell. Gladwell identifies three key factors that determine whether a particular trend will “tip” into wide-scale popularity. These are namely the Law of the Few, the Stickiness Factor and the Power of Context. I. Law of the Few

Connectors MavensSalesmenWider community
Connectors are individuals with extensive social networks. Acting as social glue, they help to spread message, engender connections and bring the world together. Kimono de Ginza relies on these people to attract interested public and expand its influence. For example, a similar gathering known as “Kimono de Vancouver” has been started for those who live in the West and who maintain interest in kimonos. Mavens act as data banks as they love to share information with other consumers by helping them make informed decisions. They are represented by the older participants of Kimono de Ginza who are eager to share their knowledge on kimonos. Salesmen refer to charismatic people who can effectively persuade others to make certain buying decisions. The Japanese kimono group has no lack of such aficionados who fervently profess their love for kimonos through various means. II. The Stickiness Factor

This is defined as a special feature that makes the phenomenon memorable by creating an impact and compelling people to act. The unconventional appeal of Kimono de Ginza relies on its flexibility to allow for individualism to shine through. It revives and reinvents a tradition while rejecting the undesirable restrictions. Furthermore, doing away with memberships allow for creative experimentation of identities beyond daily responsibilities. III. The Power of Context

The growing global movement to retain local traditions amidst the perceived threat of modernisation provides an ideal backdrop for Kimono de Ginza to prosper. It works by leveraging on the balance between a nostalgic yearn for traditional experiences and a desire to shake off stifling restrictions. The nostalgic psychology will be explained in...
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