Japan channels Great Britain for Wool week

It's Tokyo's turn to take part in Campaign for Wool


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Whilst Tokyo is globally known for having its own sense of style, this year’s Wool Week celebrations saw Japanese shoppers channelling the best of fashion from Great Britain.

Wool Week Japan 2014


For Japan’s Wool Week October 27 to November 3, Tokyo paid homage to the Campaign for Wool’s place of origin, supporting the Shopping is GREAT Britain campaign initiated by the British Embassy in Japan and UK Trade and Investment.

In the centre of the Marunouchi Area, which is home to the stores of many luxury British brands, talk shows and presentations on British fashion, lifestyle, London Collections and wool took place.

100,000 copies of Time Out Tokyo featuring the ‘Shopping is GREAT Britain’ campaign and a shopping map were distributed at the Marunouchi building and shopping centres in Tokyo, outlining participating stores and their wool products so consumers could easily find the latest in British wool fashion. Under the banner of ‘Reachable Luxury’, the Natural, Biodegradable, Renewable message was also illustrated to educate consumers about Merino wool. Some of the brands engaging with Wool Week Japan included Daks, Fred Perry, The Duffer of St George and Mackintosh Philosophy. In addition, 100,000 copies of Time Out Tokyo featuring ‘Shopping is GREAT Britain’ were distributed at the Marunouchi building and shopping centres in Tokyo, outlining participating stores, their wool products and the Natural, Biodegradable, Renewable message. Around the Marubiru building 12 sheep figures took up residence, and woolly window displays were installed for passers-by to see.

“Japan is a key market for the British wool industry and a market of great significance for Great British fashion houses as we see here in Marunouchi and across the nation,” explained Campaign for Wool Chief Operations Officer Peter Ackroyd at the launch of the GREAT Britain campaign at Maru Cube.

Wool Week Japan 2014

Fashion journalist Atsuko Fujioka with a Buyer from Isetan Mitsukoshi leading a talk event titled ‘London Collection is exciting!’

On October 31 a Fashion Night Out event was also held, which saw 13 premium brands partner with the Campaign for Wool, including Vulcanize London, and decorate their store windows with campaign window stickers and distribute point of sales material highlighting the Campaign for Wool’s key messaging. Mackintosh at Beams House Marunouchi opened a pop-up shop, which was also decorated with the Campaign for Wool stickers and relevant point of sale materials.

Iconic department store Isetan Men’s featured fashion brands, from emerging designers to well-established brands, celebrating tradition and innovation in British men’s fashion. A pop-up shop was also open, stocking the best of British men’s fashion available in Japan.

Wool Week Japan 2014

Iconic department store Isetan Men’s was a major supporter of this year’s Wool Week.

A double decker bus advertising the Shopping GREAT Britain campaign was travelling around Tokyo's central shopping districts during Wool Week, with a Campaign for Wool sheep making a guest appearance for one of these days.

Tokyo’s Wool Week 2014 marked the fourth year Japan had taken part in the Campaign for Wool, connecting consumers with premium brands and educating shoppers about wool’s eco-credentials and natural benefits.

Wool Week Japan 2014

Campaign for Wool partner Hackett London displaying its latest Pure New Wool suit styling.

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