Japanese Lifestyle Brand Concept / From Research to Rationale


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Lifestyle brand concept / first strategy - From the kernel of an idea regarding the allure of ancient Japan as a relevant jumping off point for a modern lifestyle brand - to deep research in the back alleys of Kyoto and Tokyo, this is an overview of where contemporary values meet ancient Japan for a fresh approach to lifestyle and design. Followed up by an article for brandchannel.com - 'fresh brand ideas from ancient japan'.

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Japanese Lifestyle Brand Concept / From Research to Rationale

  1. 1. For Japanese lifestyle brand client
  2. 2. This is Japan
  3. 3. So is this
  4. 4. and this
  5. 5. And of course this
  6. 6. Ancient Traditions, and a most incredible imagination about the future With a unique geography that serves as a constant reminder of the power of nature, along with 250 years of self-imposed isolation that ended just as the industrial revolution was in full swing, Japanese culture is 100% unique in the world.
  7. 7. In 1868, the period of isolation ended. With the floodgates now open and the age of exploration under way, the world was mesmerized at once .
  8. 8. ‘Japonisme’ through the ages
  9. 9. Japanese designers of all genres continue to have their influence in the west
  10. 10. Spirit & Technique What these designers have in common is a superior technique in fabric innovation, cutting, and dying processes. Their customers are savvy in-the-know art connoisseurs Th bi th t l k i Y t Mi k K k b
  11. 11. The same principles, guided by the same spirit, extends to home design, industrial design, and technology design
  12. 12. But for years now, Japanese street style has grabbed headlines When I think of Japan I think of their teenage fashion passion. -Lydia, 32, NYC I think of Manga, cell phones, technology, attention to detail. - Olivier, 29, L.A.
  13. 13. upscale Undercover Comme des Garcons Hanae Mori Issey Miyake Yohji Yamomoto Mandarina Duck ?? Kenzo Eley Kishimoto Tsumori Chisato Muji Multi- Fashion/ Japanese Brands product/Not Niche New & Old Apparel Awareness in the West Dominant Uniqlo Hello Kitty Hysteric Glamour ?? Edwin Onitsuka Tiger Evisu Widely known or Newer Bathing Ape street Less Widely Known or Older
  14. 14. upscale Multi-product, High end to casual - Only Multi- Fashion/ product/Not Niche Muji Apparel Dominant exists in this space. street
  15. 15. upscale The opportunity is in the higher end. Multi- Fashion/ product/Not Niche highest income make up nearly a quarter of all spending – and with The Apparel consumer spending contributing 70 per cent of gross domestic product, the wealthy Dominant have a lot of clout. -The Guardian, UK August 2008 Manufacturers express elation about high-end opportunities in independent specialty retailers but are dubious about the middle and low end -- Crate & Barrel, Restoration Hardware, and Walmart and Target taking up that space. -Casual Living (home design industry report, US) Fashions change, and it appears that quality is finally fighting back over quantity. -Daily Telegraph, 2007 street
  16. 16. The world now has 9.5 M millionaires and 1,125 billionaires, and they demand higher quality goods and services.
  17. 17. THE WORLD Times have changed and priorities are shifting.
  18. 18. Everyone’s gone green Americans are all in favor of saving fuel, as well as the planet.-CNN, article about hybrid cars AND survey by WPP Eight in 10 consumers believe it is important to buy from green companies -Greening Survey, 2008 There’s been a shift in the U.S. collective consciousness -- green is no longer an issue marginalized to fanatical environmentalists; nearly all Americans display green attitudes and behaviors versus a year ago. -WPP, 2007 -The Guardian, ‘08
  19. 19. We dream of escape
  20. 20. Of more time and space
  21. 21. We seek an antidote for cheap commercialism “Is the mass luxury movement dead? It certainly looks that way.” -Business Week, 2008 The ‘look of the hand’ (hand craft) is in demand in the luxury market. -New York Times, 2008 The rich… are looking for unique handcrafted things that can’t immediately be reinterpreted at every level of the marketplace.” -Brand Media Week, 2008 “Custom-made and one-of-kind are rising above the mass-produced.” -Head of Trend Research, JWT global ad agency, 2007
  22. 22. And deeper, more engaged experiences -Luxury Report, World Wildlife Fund, 2007 “Rather than flash… the Consumers shop at stores they like, trust and that they know are going above and beyond to future of luxury will be become better companies. about imparting real -WWD, 2008 meaning into a product.” -Newsweek, 2007 70% say a company's ethical track record is crucial... The new generation “(Consumers) are making smaller purchases are aware of how their life decisions to update their houses…things that mean and consumer habits affect other something.” people. -Guardian survey UK, 2008 -Editor-in-Chief, British Elle Decor 2008
  23. 23. Deeper Japan innovation innovation spirit spirit spirit
  24. 24. Japan is Green Japan is by many measures the world’s most energy-frugal developed nation. -New York Times referring to Japan’s “single-minded dedication to reducing energy use” Superior technology and a national spirit of avoiding waste gives Japan the world’s most energy-efficient structure. -Prime Minister Yasuo Fukuda In 2005, Japan consumed 1/2 as much energy per dollar worth of economic activity as the EU or the US, and 1/8th as much as China and India. - International Energy Agency, Paris
  25. 25. Japan is Technique with Spirit Japan in pop culture is: hectic, technological, fast- paced, artificial. The antidote, the other deeper side of Japan is: magical powers; the spirit; the ‘Chanoyu’ tea ceremony; an emphasis on discipline, tradition, taking ones time; ‘Sho’ inner perfection, and modesty. Kimono are the perfect symbol of Japan’s vibrancy and special Kazari spirit. The kimono: endless prints - endless possibilities
  26. 26. Classic Japanese ‘Kazari’ Presents a World of Opportunity for Interpretation
  27. 27. We’re inspired by some of the biggest retail trends going…
  28. 28. Marimekko licensed to Hotel H&M in 2007. Missoni will Earnings increased 56% opens its n the second quarter of doors in 2008. “the company's Edinburgh, net income in the three Scotland, months through June 2009 surged to $2.75 million.” -BusinessWeek Gap U.K.and Nike both team with Liberty fabrics in 2008. Color + Spirit = us Exciting brands of color Liberty of London launched in 2005 today has annual retail sales '90s minimalism makes way of 5 million pounds, or about $9.8 million. The for a color revolution. brand also wholesales -Toronto Star, 2007 to 100 stores globally, -WWD, 2008
  29. 29. + + Powerful Color + Spirit = us Combinations Philippe Starck + +
  30. 30. Color + Spirit = us ‘People are starving for brands that enhance their spiritual experience, that can serve as a vehicle to connect with other people and the rest of the world. Whether religious or not, they need a product that engages them, has an impact on their well being and happiness.” -Desgrippes Gobé, author Emotional Branding
  31. 31. Color + Spirit = us
  32. 32. Who are we for?
  33. 33. Those who care about the past
  34. 34. And look to the future
  35. 35. She’s 25-55 Affluent or Upwardly Mobile A Self-Starter A Businesswoman or a Leader in the workplace She’s savvy Educated Curious Global Seeking a unique experience She knows who she is and what she wants She is not easily swayed but believes in lifelong learning. She’s the woman of today and of tomorrow
  36. 36. Celebrate a rich history of color
  37. 37. To enter a deeper world of simplicity Perfection from the inside out
  38. 38. Come in!
  39. 39. Product and brand execution goes here