To sell in Japan, fashion houses market art of living
- Filed under: Alternative Lifestyle, Fashion, Fashion Week, Fendi, Kiss Bloggs, kissfendi
- Date: Jan 21,2008
In Japan, high fashion is no longer limited to clothing but is becoming an experience in itself, with shoppers seeking a moment of pleasure found on a plate, in a spa or between silk sheets.
In one of the world’s most lucrative but saturated markets for luxury goods, foreign fashion houses are hoping for critical boosts by venturing into new territories such as hotels, restaurants, and health and beauty services.
Italian designers launched the trend in Milan, home to Gucci’s coffee shop, Dolce&Gabbana’s restaurant, Roberto Cavalli’s cafe, Bulgari’s hotel, Versace’s furniture and Armani’s florist.
Now their target is Tokyo.
“Until now, Japanese wanted luxury clothes and items to last for a long time. But recently they’ve want to taste luxuries that are ephemeral — like nice food, cozy spaces or comfortable services,” said Maiko Manji, editor-in-chief of fashion magazine Elle Japan.
“Designers offering lifestyles is a brand new concept here in Japan as there are very few Japanese designers who have opened restaurants or designed things other than clothes. And Japanese jump at whatever’s new,” she said.
The companies are also looking to tap into new fields for growth in Japan, where it is commonplace for even middle-class women to own multiple luxury handbags. /afp.google.com
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