Tommy Hilfigher has collaborated with an event company in opening a beach house in Shonan area from July 15 to August 31. The Shonan area is close to Tokyo city and is a popular beach spot for the metropolitan population.
The beach house is interesting not only in that Tommy Hilfigher is involved in the opening, but because of the overall collaboration this event has brought together.
The beach house consists of a café/restaurant, rental of showers, parasols, beach chairs, towels and all service asked for on the beach. But the café/restaurant is produced by a popular producer of café's in the fashionable area of Tokyo.
The architecture of the splendid beach house is designed also by a popular architect who had designed a Hotel in Tokyo. The uniform of the staff, umbrellas and goods are of course brought by Tommy Hilfigher Japan.
What is interesting about this collaboration is not because Tommy Hilfigher supported an opening of a beach house but the power of collaboration in Japan especially in the fashion industry. Naming a few is an easy task, Yohji Yamamoto with Adidas (Y3),Fred Perry with Comme Des Garcon, Beams with Disney Sea, and the list goes on and on.
The uniqueness and branded with a premier is a successful marketing strategy especially in Japan. The ambition for individual to be special is not something that is limited to Japan obviously but is a strategy used often and is a strategy that the consumers love.
marketing@alchempro.com
