The making is based on Natural Mind concept from which Thai manufacturers are encouraged to design and create unique products of their own free will.
Mr. Shigeru Furumiya, a marketing expert representing the Japan Textile Importer Association (JTIA), advised on today's Japanese apparel market trend that the most favorite materials in Japan now were not restricted to Cotton 100%. “Tencel yarns, especially those made of multiple materials such as Tencel/Modal are also popular. The reason is that Japan is in a hot and humid zone. Thai manufacturers should therefore be more responsive to the market's requirements. One thing to be highlighted is the high-grade casual wear segment, which concentrates not only on the most current fashion trend, but also the premium quality – discoloration, shrinkage and alteration of shape are among major Japanese consumers' concerns.”
“One of other challenges for entering the Japanese market is that importers tend to offer small order bid opportunities with the same pricing and quality requirements as what they deal with big orders. Moreover, there are several Japanese quality standards to be achieved. Any shipment that does not live up to these standards will not be allowed to be sold in the market. Thai manufacturers therefore should do some experiments, researching intensively before, during and after the production and offering product variety to their target customers. Also, insightful marketing data and trend forecast are highly essential.”
Prof. Tadao Takeuchi, an expert from Bunka Fashion Graduate University, Japan, said: “The Japanese market trend for 2010 and 2011 is inspired by Origin & Natural, featuring a look and feel of lightness and smoothness. Classically decorated items with embroideries or functional add-ons, for example, can be more attractive among Japanese consumers.”
“Despite the economic slowdown, Japanese consumers still demand high quality,” said Prof. Takeuchi.
“One added benefit of this project in relation to the ASEAN–Japan Comprehensive Economic Partnership (AJCEP) is that Thai manufacturers have more opportunities to export their newly developed fabrics to other ASEAN's apparel manufacturing countries, whose finished products will be shipped to Japan under AJCEP. This indirectly helps open new channels for international trade and increase in export value between Thailand and neighboring countries,” commented Srirat Rastapana, Director General of Department of Export Promotion (DEP), Ministry of Commerce.
Fabric and costumes developed by participating manufacturers in the project will be displayed at the Japan Pavilion in BIFF & BIL 2010, ASEAN Integration Textiles – Apparel – Leather to be held during 1-4 April 2010 at Challenger Hall 1-3, IMPACT Muang Thong Thani.
BIFF & BIL 2010 rides on the theme, Look East. This year's event will be a mega showcase of the brilliant fashion capability and specialties of 10 ASEAN nations under the ASEAN INTEGRATION initiative, covering everything from upstream, midstream and downstream industries.
The event will also play host to Asian Designer Congress and Thailand Designer Contest, and be packed with a series of conferences and seminars, 48 fashion shows, ASEAN Pavilion, Japan Pavilion, for instance.
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