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TOKYO: Designers from around the world often pay homage to Tokyo as the fashion hub of Asia. Many visit the city to get inspiration, but Singapore has gone a step further.
It has teamed up with a Japanese retail outlet to give budding designers an insider's view of the Japanese fashion industry.
Up-and-coming Singapore designers are finding out how to manage a business in Tokyo. It is a skill they will have to learn before March next year when Singapore opens its fashion incubator centre.
In Tokyo for five days, they have met designers and marketing professionals who gave them tips on how to succeed in a tough industry.
Their itinerary included a tour around Bunka Fashion College, which counts world famous designers like Yohji Yamamoto, Tsumori Chisato and Kenzo as alumni.
Alex Yeo, director of Coupe-cousu, said: "I'm really amazed by the effort, dedication and passion that they put into their work. I think that'll show in our brand in the future."
Veliani Sanjaya, designer of Vianiel, said: "I'm very impressed. They create this universe – shop design, packaging, shop assistants dressed in (a certain) way, (in line with) the brand. It's a full package that is convincing to customers."
The young Singapore designers are also visiting a fashion trade show called Rooms. It was started in 2000 and is held twice a year. This time, there are exhibits by 410 domestic and international brands.
Hansel is one of two Singapore brands represented at the show. It has been in Japan for three seasons, has a shop in Osaka and an online presence for Internet shoppers.
The burning question is, how did they manage to break into the Japanese fashion scene?
Jo Soh, creative director, Hansel Productions, said: "Two things come to mind. To produce a very individualistic brand because there are thousands of fashion brands out there. You have to stand out and I think with regard to doing business in Japan, you need a Japanese agent."
A representative of another Singapore label said different business practices make the Japanese market a challenge for designers.
Keith Yap, founder of Individual Expression, said: "It's very hard to see from their facial expressions whether they like this or they don't like this. For them, a 'no' may be a 'yes'; a 'yes' may be... it's a blank on their faces. So it's very, very hard to pick up information like that. I think it's a long learning process."
The young designers are supported by government agency SPRING Singapore and Japanese fashion retailer Parco. This joint programme is set to last for at least three years.
- CNA/so
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