The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
TOKYO, Japan — It's been more than 7 years since my last visit to Tokyo and I don't know why I've stayed away so long.
This week, as shoppers crowded into the shopping districts of Omotesandō, Ginza and Shibuya, a distinctive quirk of Japanese retail underscored once again why the country remains unsurpassed in terms of its level of customer service. As sales assistants packed up purchases in shopping bags, they also carefully wrapped these bags in layers of clear film to protect them from the incessant rain that has kept Tokyo very wet this week.
There are, of course, enough sales associates to stay with you as you shop, attend to your every need and carefully assist you as you weigh your purchasing decisions — without pressure or impatience. Much of this is because Japanese customers are so demanding. I saw one gentleman customer inspecting a pair of cufflinks like one would inspect an old postage stamp — under a magnifying glass!
But it's not just the extraordinary service that makes shopping in the Japanese capital unique. Wherever you go, wherever you shop, you always find the most incredible items, whether that be at the famous select shops like United Arrows and Beams, the bustling vintages stores in Harajuku, or even in the Sankyu and 7-11 convenience stores that dot every street of the city. The high level of quality and curation also extends to food. In Tokyo, you can find the most exquisite Japanese food, of course, but also the best hamburger outside of the States and the best vongole pasta outside of Italy.
ADVERTISEMENT
It's no wonder that Hiroshi Ōnishi, president and chief executive of Japanese department store Isetan, told me during an interview at Decoded Fashion's Tokyo Summit that he has big plans to open stores in Malaysia and Paris this year, with the aim of extending this idea of 'Cool Japan' and the country’s famous customer service to foreign markets. Faced with flat sales and an ageing population at home, Mr Ōnishi needs to look abroad for growth and is also turning to e-commerce to bring the famous Isetan selection to the rest of the world. Imagine if you could experience the best products and curation from Tokyo without taking a long flight.
That is certainly a proposition I would sign up for. This city has got me hooked.
Enjoy our top stories for the week gone by:
Lisa Eldridge's Brushstroke of Genius
How the makeup artist and creative director of Lancôme grew an online fanbase of millions with her candid online beauty tutorials.
Valentino, Dior and a Couture World in Flux
Couture is moving away from the dangers of glorified ready-to-wear and embracing experimentation and invention.
Iris van Herpen's Science Fashion
Iris van Herpen on the weird wonderland of creative possibilities in new technologies from nanorobotics to synthetic biology.
The 'Asian-ification' of Beauty
With unusual ingredients, new science and branding prowess, companies from Korea, China and Japan are challenging the dominance of Western beauty brands.
BoF Exclusive | Navabi Rips Up the Rulebook for E-Commerce
For German plus-size fashion e-tailer Navabi, a "just-in-time" business model means supply always meets demand.
ADVERTISEMENT
Sunglasses Shape Up
Just like in handbags, leaders in the luxury sunglasses market are moving away from logos and embracing the power of unique shapes.
Imran Amed, Founder and Editor-in-Chief
From analysis of the global fashion and beauty industries to career and personal advice, BoF’s founder and CEO, Imran Amed, will be answering your questions on Sunday, February 18, 2024 during London Fashion Week.
The State of Fashion 2024 breaks down the 10 themes that will define the industry in the year ahead.
Imran Amed reviews the most important fashion stories of the year and shares his predictions on what this means for the industry in 2024.
After three days of inspiring talks, guests closed out BoF’s gathering for big thinkers with a black tie gala followed by an intimate performance from Rita Ora — guest starring Billy Porter.