| 回 | 内容 |
| 第1回 | Orientation and overview of the Japanese fashion industry
We will discuss the objectives of the Fashion Industry class. Guide students on the class process and explain what students need to prepare for each class. After that, there will be a lecture about the overall Japanese fashion industry and its structure including textiles, apparel & fashion goods manufacturers, fashion retailers, trading companies, fashion media, and how the entire Japanese industry works.
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| 第2回 | Uniqueness of the Japanese fashion industry and market trends
Lecture on the uniqueness of the Japanese fashion industry including Japanese apparel companies, Japanese select-shops (multi-brand stores) and department stores, the wholesale and concession business, the role of Japanese trading companies and showroom companies, as well as Japanese markups and the pricing system. In addition, we will review what is going on now in the Japanese fashion market, the trends of the market, and Japanese consumer trends.
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| 第3回 | Current situation and issues of large Japanese apparel manufacturers
Lecture will include a history of Japanese apparel makers and how they created their business model in the past. Review their current situation, their issues, and discuss what they are doing now to resolve their challenges. Topics will include Sanyo Shokai and TSI Holdings.
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| 第4回 | Fashion retailing in Japan – Department stores
Lecture on the history of Japanese department stores including Isetan Mitsukoshi, Hankyu Department Store and Daimaru Matsuzakaya, and how they have developed their unique business during the past several decades. Explain their unique business format compared to foreign department stores. Discuss what issues the Japanese department stores are struggling with today and what opportunities they are currently considering for the future.
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| 第5回 | Fashion retailing in Japan – Specialty stores and chain stores
Lecture about Japanese fashion specialty stores and chain stores. Focus on select-shops (multi-brand stores) such as United Arrows and Beams and learn how they created their business model in the last few decades and what kind of new business models they are now trying to develop. As an example of a chain store, analyze and discuss the success of ABC-Mart.
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| 第6回 | Fashion retailing in Japan – Direct channels and E-commerce
Lecture will be about the Japanese direct channel and E-commerce market. Focus on the largest Japanese fashion e-commerce company, ZOZOTOWN. Consider a comparison to international e-commerce companies such as Farfetch, SSENCE and YOOX NET-A-PORTER GROUP. In addition, we will discuss new and emerging Japanese fashion e-commerce site, &mall created by Mitsui Fudosan, as well as the challenges of Amazon Fashion in the Japanese market.
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| 第7回 | Japanese domestic designer brands and imported foreign designer brands
Lecture about the business model of Japanese domestic designer brands and imported designer brands. Discuss the challenges and opportunities foreign fashion designer brands face when breaking into the Japanese market.
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| 第8回 | Current trends and issues in the luxury fashion market in Japan
Lecture about the Japanese luxury fashion market discussing its size, trends and issues. Discuss the strategies of LVMH and Kering in the Japanese market. Topics will include the House of Dior in Ginza and how Gucci is recovering in Japan.
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| 第9回 | Emerging business models and trends in the Japanese fashion industry
Lecture on how Japanese fashion companies have been shifting their apparel businesses over the past several years. Discuss emerging businesses in the fashion industry and how new technology is especially important. Topics that will be discussed include Sazaby League, Bay Crew’s, Stripe International, Mercari, and Komehyo.
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| 第10回 | Japanese consumer behavior in fashion
Lecture on Japanese consumer behavior in fashion, focusing on the millennial generation. Discuss their current interests in fashion and how they consume fashion. Discuss the differences in millennial consumer behavior between Japan and the students’ countries.
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| 第11回 | How overseas designer brands succeed in the Japanese market
Lecture on what are the essentials for overseas designer brands to succeed in Japan and what are the steps they should take to break into the market. Learn about recent successful cases of overseas designer brands entering Japan and discuss why they were successful.
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| 第12回 | Standardization strategy and adaptation strategy
Lecture on the difficulties in the Japanese market and what is needed for overseas fashion companies to succeed. Focus on what fashion brands can globally standardize, and what they need to do to adapt to the Japanese market and Japanese consumer needs.
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| 第13回 | Effective media and tools for communication in Japan
Lecture on how media works in Japan and how brands effectively communicate to their target audience. Discuss frequently used media for fashion brands. Review not only traditional media such as TV, newspapers, magazines, and billboards, but also social net services, digital media and others.
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| 第14回 | Project presentations, review and discussion
Students will work on a project throughout the semester based on a contemporary theme that is important to the fashion industry. During the last two classes, each of the students will present their project to the rest of the class. After student’s presentation, we will review the topic and have an in-depth discussion with their classroom peers.
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| 第15回 | Project presentations, review and discussion
Students will work on a project throughout the semester based on a contemporary theme that is important to the fashion industry. During the last two classes, each of the students will present their project to the rest of the class. After student’s presentation, we will review the topic and have an in-depth discussion with their classroom peers.
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