Consider the Impact of Modern Japanese Fashion on Western Fashion.

Consider the impact of modern Japanese fashion on Western fashion. In the fashion field, there has been much discussion revolving of the issue of modern Japanese style influence on Western fashion. Indeed, the Japanese style is becoming more and more popular in Western Counties. Specifically, Rajia (2011) has states that Japanese fashion may be not as popular as some high-end brands in the Western country like Gucci and Louis Vuitton. But Japanese rely on their unique design and marketing strategy attracts many customers, especially young girl and teenager in the Western country. Now days, Japanese fashion has far – reaching effect in Western fashion. In this essay I will concentrate on 3 aspects (design aspect, marketing strategy, aspect and policy aspect) of this issue.

Modern Japanese fashion originated from Western fashion but rose in japan. Koren(1984) states that ‘By the late 1970s, the Western industrialized nations were batting recession, unemployment, and hopelessness. The Japanese were somehow prospering. Vogel (1979) of Harvard wrote a book called Japan as NO.1. Japanese people began to perceive the quality and style of “Western” artifacts. A flurry of west/east graphic image on TV and in the magazines made visible a new coalition of styles. Japan had become a fashionable country. ’. But today, the situation seems changed, more and more Japanese traditional elements and marketing strategy are used by Western brand.

Fashion design is the most critical part in the fashion field. As long as, when customer sees new clothes, firstly, they always consider the design, and then consider other factors. The Western designer is good at using Western elements such as cross symbol in their design. But these designs are had been used for 100 years, which customer Customers feeling aesthetic fatigue. Good designers always keep aware of the needs of customers, and then they get some new ideas inspired by Japan. For example, Rajia (2011) points out that ‘in 2007, John Galliano got his inspiration from Japanese artistic elements for his Dior Handbags collection. This Dior Samourai 1947 Woven bag was released in celebration of Dior’s 60th anniversary. The hand stitched Japanese hair knot and tortoiseshell frame top are super elaborate. Rolled leather handle with twisted tie detailing and gusseted sides add a touch of Asian style. ’. The design has been an enormous success, which enable customer has a brand new sense. In 2012, consumer can almost find Oriental elements in every Western designer’s collection.

Japanese brand is brilliant at marketing strategy. The concept of brand-to-brand collaboration was first put forward by Japan. They combine different brand’s classic design or logo on one product or collection. For example, there are two different brands from different fields (such as cars and jeans, drinks and fashion designer) attempt crossover, and then bring out a unique style. This concept spread quickly to the Western fashion field. According to Saynt(2012), ‘No one can forget Louis Vuitton‘s iconic 2002 collaboration with Takashi Murakami, whose rainbow rendition of the classic LV monogram motif netted some $350 million in sales for the luxury leather label. For its next knockout collabo, Vuitton is revisiting the Land of the Rising Sun with artist and dot enthusiast Yayoi Kusama. The collaboration will available in all 461 of Louis Vuitton’s global stores. ’Another successful collaborate crossover is Comme des Garcons (Japanese brand) with H&M (Swedish brand). According to Alexander (2008), ‘The Japanese fashion brand, Comme des Garçons, one of the most avant garde in the world, is to join forces with the high street chain.’ This collaborate collection allow some customers who can not afford the cost of Comme des Garçons but also wants the Comme des Garçons’s logo and classic design such as dot, unique cutting and so on. These two cases are the best model of commercial collaborate behaviour between Western brand and Japanese brand or designer.

Another aspect of Japanese brand marketing strategy is that people always queue up for their item. The traditional concept of the Western brands is “more produce more sales”, which create maximum profit and cost lots of money for advertising. But Japanese brands are not as famous as some Western big fashion brand, so they need some unusual promotion methods to promote themselves. A Bathing ape (Bape) is a global street brand from Japan that was established in Harajuku(1993). The brand-founder Nigo had an exclusive marketing strategy. According to Nigo(2006) : before the new item release, I produced 30 to 50 shirts a week, selling half and giving half to celebrity. The celebrity will wear that clothing on TV program or TV series. The impacts of celebrity lead to people always queue up for it. Because there are only 20-25 clothes per size, the next day the price on eBay will increase three or four times compared the original price. A famous blogger (celebrities that rock Bape, 2006) points out, in 2000,when Bape went into Western market, NIGO is using the similar strategy to market the brand in USA and UK, but since he now has a lot of money, he can easily pay celebrities (some hip-pop star, athlete) to wear BAPE that expand the influence of Bape in Western market. A Bathing ape never use advertisement to promote their brand, while the marketing methods called “mouth-to-mouth” is an Invisible advertising both less time-consuming and more economical. Currently, almost all Western fashion brands use limited sale as well, especially the crossover item. Also in 2001 Louis Vuitton (LV) gets inspiration from Bape and began to use these marketing strategies. According to Timeline of Louis Vuitton (2008), Marc Jacobs designed a limited-edition line of Louis Vuitton bags that printed graffiti written over the monogram pattern were only available on Louis Vuitton 's V.I.P. list. At the same time, LV carefully uses affection of celebrity, Breaking down their traditional advertising and has been a enormous success. Thus, it can be seen some new marketing strategy from Japan is used by some Western famous fashion brand.

Last part of marketing strategy is that until recently, Japan is a very traditional country in Western people’s impression. But in previous 20 years, due to the impact of Western culture, Japanese young generation becomes more and more creative. In general, clothing retail store only be used by selling clothing. But the new Japanese designer like break the old rules and create a new concept which put some other elements in retail store, such as gallery, exhibition, coffee and library to bring out new shopping experience. Dover street market is a retail store of Comme des Garçons that located in Dover Street, London. KAWAKUBO（2006）states that ‘I want to create a kind of market where various creators from various fields gather together and encounter each other in an ongoing atmosphere of beautiful chaos: the mixing up and coming together of different kindred souls who all share a strong personal vision’.. Dover street market selling all kind of thing that the customer can imagine such as fragrance, home furnishing，coffee, even a car which designed by CDG. These sale methods is enabled CDG’s design into the customers’ daily life, while not only selling clothes .in present, more and more Western brand began to follow these marketing methods which selling the soul of the brand.

Finally, the policy factor also is an essential point. Kawamura (2012) points out that Japanese government attempts promote a variety of culture. Western people can obtain the knowledge of Japanese culture everywhere. During few years, Western people become interest in all things from Japan. More precisely, The Japanese government help Japanese brand have a foothold in Western market and then exert their influence. Besides, Japanese government provides lots of exciting opportunities to their young designer, such as sponsor them to study in Western university, etc. For example, Japanese young designer can point out some Japanese own view that influences Western young designer in the study process.

Nevertheless Japan has excellent fashion sense and talent, but the fashion industry is still quite late comparing with Western and need face so many problems to increase despite the government make lots of efforts. In general, Japanese clothing industry is on the decrease. Rajia (2011) states that ‘In 2010,Japanese clothing industry shrank 1.3 percent, and is expected to post a steeper decline for 2011 as recession-weary consumers and an aging population cut back sharply on spending.’ However, there are some young designers who has ambitions and hopes want to follow the footmark of the pervious Japanese designers like Takashi Murakami and, Rei Kawakubo who already succeed in the fashion field and continue to impress and impact on the Western world and bring out an innovative, creative and unique fashion trend. Count words 1429 words References list

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KOREN, L. (1984). New fashion in Japan. Tokyo: Kodansha international Ltd and Kodansha international/USA Ltd.

Rajia. (2011,March). Japanese fashion’s influence on Western style and trends. Retrieved September 1, 2012,from http://libertynlux.wordpress.com/2011/03/30/japanese-fasions-influence-on-western-style-and-trends/

Saynt, D. (2012, May 23). Louis Vuitton set to collaborate with Japanese artist Yayoi Kusama. Retrieved September 2,2012,from http://fashionindie.com/louis-vuitton-set-to-collaborate-with-japanese-artist-yayoi-kusama/

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KAWAKUBO, R. (2006). About Dover street market. Retrieved September 2, 2012, from
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Kawamura, Y. (2012). Fashioning Japanese subculture. London and New York: www.bergpublishers.com .

Rajia. (2011,march). Japanese fashion’s is influence on Western style and trends. Retrieved September 1, 2012,from http://libertynlux.wordpress.com/2011/03/30/japanese-fasions-influence-on-western-style-and-trends/

References: KOREN, L. (1984). New fashion in Japan. Tokyo: Kodansha international Ltd and Kodansha international/USA Ltd. Rajia. (2011,March). Japanese fashion’s influence on Western style and trends. Retrieved September 1, 2012,from http://libertynlux.wordpress.com/2011/03/30/japanese-fasions-influence-on-western-style-and-trends/ Saynt, D ALEXANDER, H. (2008,Arpril 03). Comme des Garçons for H&M. Retrieved September 2,2012,from http://fashion.telegraph.co.uk/news-features/TMG3364801/Comme-des-Garcons-for-HandM.html Bape heads Timeline of Louis Vuitton. (2008). Retrieved September 2, 2012, from the Louis Vuitton website: http://www.louisvuitton.com/front/#/dispatch KAWAKUBO, R Rajia. (2011,march). Japanese fashion’s is influence on Western style and trends. Retrieved September 1, 2012,from http://libertynlux.wordpress.com/2011/03/30/japanese-fasions-influence-on-western-style-and-trends/