About JFW in TOKYO

｜Background｜Progress of JFW in TOKYO｜Vision｜Programs｜
｜PR activity｜About Fashion Strategy Forum｜

Background

The Japanese fashion industry is in a favorable position which can be characterized by its high-quality of manufacturing and by its large number of consumers who have a discerning eye and strong buying power. However, in the past Tokyo Collections have had difficulty in attracting both domestic and foreign media and buyers because the program was very long, so it was inconvenient for them to visit it. As a result, it could not create many substantial business opportunities.
In 2005, when the Council of Fashion Designers Tokyo (CFD), an organizer of the Tokyo Collection, had its 20th anniversary, a momentum to strengthen the power of Japanese fashion grew among designers and people in the fashion industry.
In order to enrich the Tokyo Collection and encourage both domestic and foreign media and buyers to visit it, the CFD improved its management system, concentrated venues and shortened the length of the programs so that Japanese fashion could gain international recognition.
As a reaction to this, designers, manufacturers and apparel and retail industry in Japan worked together to establish the Fashion Strategy Forum in June, 2005. It launched the Japan Fashion Week in TOKYO (JFW in TOKYO) that organizes textile exhibitions and other fashion events as well as the existing Tokyo Collection.

Progress of JFW in TOKYO

The 1st JFW in TOKYO took place from the end of October to the beginning of November, 2005.
It was organized by the Japanese government and private sector to achieve the following three goals. Firstly, the JFW in TOKYO fundamentally strengthens the Tokyo Collection to increase Tokyo’s reputation to the world, creates many substantial business opportunities and creates a gateway into the world’s fashion industry for up-and-coming designers. Secondly, the JFW in TOKYO develops closer cooperative ties among “Designers” (Creativity), “Manufacturers” (Craftsmanship) and “Apparel and retail industry” (Trading). Thirdly, the JFW in TOKYO boosts Tokyo’s attractiveness by focusing on “town” and collaborating with local communities.
At the 5th JFW in TOKYO (from the end of August to the beginning of September, 2007), the Tokyo Collection Week that each brands present their new collections, the JFW Designers’ Exhibition that provides business opportunities, and the special exhibition by the world’s up-and-coming creators, titled ”New creators met together in Europe” took place. More than 40,000 people visited these events and there was an air of excitement. We strongly feel that we are playing a role in creating a gateway into the world’s fashion industry for young talented designers which is one of the JFW’s goals.
Moreover, we are working on raising general consumer’s interest in fashion as well as holding “Business-to-business” events. At the 5th JFW in TOKYO, we had Tokyo Midtown’s cooperation to broadcast fashion show footage in various places and to hold a fashion show at Tokyo Midtown.
JFW in TOKYO started in 2005 and it will be the 6th this season. The 6th JFW in TOKYO will be held in Roppongi area which has Tokyo Midtown, a new landmark of Tokyo, same as the previous season.

Actual achievements
<The 1st>
Date : Mon, October 31 - Wed, November 9, 2005
Main venue : JFW Tent at Meijijingu Gaien Shoutoku Kinen Kaigakan
• Shortened the length of the programs.
• Set up the main venue (JFW Tent at Meijijingu Gaien Shoutoku Kinen Kaigakan) and
concentrated venues.
• Held “Designer and Textile Joint Exhibition”.

<The 2nd>
Date : Fri, March 17 - Fri, March 24, 2006
Main venue : JFW Tent at Meijijingu Gaien Shoutoku Kinen Kaigakan
• Held the opening event at Prime Minister’s Office
• Shortened the length of the programs

<The 3rd>
Date : Mon, September 4 - Fri, September 8, 2006
Main venue : Tokyo International Forum in Yuraku-cho
• Held the Tokyo Collection ahead of world’s major collections (New York, London, Paris and Milan).
• Invited foreign journalists.

<The 4th>
Date : Mon, March 12 - Tue, March 20, 2007
Main venue : JFW Tent in Nihombashi
• Local communities around the main venue organized fashion events for general consumers.
• Prime Minister Shinzo Abe and Her Imperial Highness Takamadonomiya attended the reception.
• Minister of Economy, Trade and Industry Akira Amari attended fashion show.

<The 5th>
Date : Wed, August 29 - Wed, September 5, 2007
Main venue : Tokyo Midtown
• Got more visibility each time
• Held the exhibition, titled “New creators met together in Europe” as part of the Designer Support Program
• Held the show for general consumers at adjacent commercial facilities of the main venue

Vision

JFW in TOKYO aims to enhance Tokyo as a base of fashion business by achieving the following three goals;

Programs

JFW in TOKYO is composed chiefly of the following events.

• Tokyo Collection Week
• JFW Designers' Exhibition
• Textile Exhibition
• Special events for consumers
• Other related events

Textile Exhibition will not be held during the 6th Japan Fashion Week in TOKYO.
It is scheduled in “JFW JAPAN CREATION”.

• Date : Wed, December 5 - Fri, December 7, 2007 Venue : Tokyo Big Sight East Hall 1, 2, 3
• Date : Wed, April 23 - Fri, April 25, 2008 Venue : Tokyo Big Sight East Hall 1, 2

PR activity

<Overseas PR activity>
JFW is encouraging the visiting of foreign buyers and journalists with the support of Japan External Trade Organization (JETRO)
• Hold a press conference for local media and buyers
• Run ads in foreign fashion magazines (WWD (U.S.A), fashion (Italy) etc...
• Invite important foreign fashion journalists and intellectuals.
• Hold a debriefing session and net-working event.

<Domestic PR activity>
JFW is also encouraging the visiting of domestic buyers and journalists.
• Send JFW’s invitation to national press.
• Inform about JFW for buyers on the web site.
• Run ads in newspapers (general newspapers and national industry newspapers)

About Fashion Strategy Forum

The Fashion Strategy Forum was established in June 2005 by fashion designers, manufacturers and retailers in Japan who share the passion to further the strengthening of the competitive power of the Japanese fashion industry, to encourage its independence and growth, and to further increase Tokyo’s reputation as the “world’s fashion base”.
The Fashion Strategy Forum implements the following programs.

Programs

• Reviewing strategy to further increase Tokyo’s reputation as the “world’s fashion base”.
• Reviewing and creating a method of sending comprehensive information around the world.
• Reviewing and developing a program for the Japan Fashion Week in TOKYO.
• Reviewing the whole concept of human development and support for the fashion industry.
• Reviewing the whole concept of design and fashion competitions.
• Promoting unique Japanese creativity.
• Implementing all necessary programs to achieve the aims above.

Representative
Chairman Akira Baba

Fashion Strategy Forum Secretariat
3F Terasaki 1st. Bldg. 1-10-5, Nihombashi-Muromachi, Chuo-ku, Tokyo
Tel : 03 - 3242 - 8551 Fax : 03 - 3242 - 8552