About JFW in TOKYO

｜Background｜Progress of JFW in TOKYO｜Vision｜Programs｜PR activity｜
｜About Japan Fashion Week Organization｜

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, the COUNCIL OF FASHION DESIGNERS, TOKYO. (CFD), that has organized the Tokyo Collection, had its 20th anniversary. Then, a momentum to improve the Tokyo Collection’s management system and to concentrate venues and shorten the length of the programs grew among designers and people in the fashion industry in order to strengthen the power of Japanese fashion.
As a reaction to this, designers, manufacturers and apparel and retail industry in Japan worked together to establish the Fashion Strategy Forum (the current Japan Fashion Week Organization) in June, 2005.
Under the forum, the Japan Fashion Week in TOKYO (JFW in TOKYO) that organizes textile exhibitions and other fashion events as well as the Tokyo Collection was launched.

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.
In March 2008, the 6th JFW in TOKYO took place in Roppongi area which has Tokyo Midtown, same as the previous season.  In addition to the Tokyo Collection Week where the brands present their new collections and the JFW Designers’ Exhibition (B to B event), we held various special events including fashion shows to introduce apparel company’s brands and leather products in order to attract the consumer public.  Moreover, we had Tokyo Midtown’s cooperation to run the video footage of the collection shows in several places of the building and to display street banners.  During the event, Tokyo Midtown was filled with air of the JFW.  In terms of visitors, the number of foreign media increased by 25% compared to the previous season.  The JFW in TOKYO has been attracting world’s media attention steadily.
The JFW in TOKYO started in Autumn 2005 and it will be the 7th this season. The 7th 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 Meiji Memorial Picture Gallery
• Shortened the length of the programs.
• Set up the main venue (JFW Tent at Meiji Memorial Picture Gallery) and
concentrated venues.
• Held “Designer and Textile Joint Exhibition”.

<The 2nd>
Date : Fri, March 17 - Fri, March 24, 2006
Main venue : JFW Tent at Meiji Memorial Picture Gallery
• 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 the consumer public.
• 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 and became established as the fashion event.
• Held the exhibition, titled “New creators met together in Europe” as part of the Designer Support Program.
• Held the show for the consumer public at adjacent commercial facilities of the main venue.

<The 6th>
Date : Mon, March 10 – Sun, March 16, 2008
Main venue : Tokyo Midtown
• Strengthened collaboration with local communities by holding various special events for the consumer public.
• Drew increasing world attention as the result of the strengthening of transmission of information and increased overseas visitors.

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 the consumer public
• Other related events

Textile Exhibition will not be held during the 7th Japan Fashion Week in TOKYO.
It is scheduled in “JFW JAPAN CREATION” as follows.

• Date : Wed, October 15 – Fri, October 17, 2008   Venue : Tokyo Big Sight  West 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), mood (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 and journalists in advance on the web site.
• Run ads in newspapers (general newspapers and national industry newspapers)

About Japan Fashion Week Organization

“The Fashion Strategy Forum”, who promotes the JFW, was reborn as “The Japan Fashion Week Organization” on April 1st, 2008.
Click here for more information.

Japan Fashion Week Organization
3F, Terasaki 1st. Bldg., 1-10-5 Nihombashi-Muromachi, Chuo-ku, Tokyo
Tel : +81-3 - 3242 – 8551 Fax : +81-3 – 3242 – 8552