LINE, the popular smartphone app, is launching "LINE Collection," a B2B service that connects cutting-edge designers and brands from Japan and abroad with influential buyers and retailers. A presentation was held at Shibuya Hikarie in Tokyo on August 27th. "LINE Collection," which aims to "change the future of fashion through LINE," connects brands that have yet to launch in Japan with Japanese buyers and select shops and other retailers through Bonsai Garage, a wholly owned subsidiary of LINE. The service employs a members-only online ordering system, essentially creating a 24/7 exhibition online. The brands launching in Japan will not only focus on clothing, but will also embrace the entire lifestyle as part of fashion, offering a wide range of products in a variety of categories, including accessories, bags, interior goods, and general merchandise. Items from 53 brands are already being introduced, ranging from New York apparel brands to Israeli and Hong Kong accessory brands and Dutch bag brands, and the site aims to add 10 brands per month in the future, and will also introduce young Japanese designers active overseas and high-end international brands.

Up until now, LINE has been developing B2C and C2C services centered around its free call and free email smartphone app, including the smartphone e-commerce service "LINE MALL," "LINE Gifts" which allows users to send gifts to LINE friends, and "LINE SALE" which allows users to purchase products at discounted prices. Regarding the launch of B2B services, LINE's Senior Executive Officer, Takeshi Shimamura (in charge of Commerce and Media), describes them as "unusual services," but there is a consistent philosophy behind the services LINE offers. "Many people ask me, 'Why is LINE starting a B2B service?' But LINE was originally started with the desire to connect people through the internet. This time, we want to create connections between people and products. We want to further develop our business in this field, and (LINE Collection) is just the first step," he said, discussing future prospects.

Also in attendance that day was Shinji Shuto, CEO of Bonsai Garage. Having previously provided branding consulting to various brands, Shuto explained the current state of the fashion industry, saying, "I believe fashion is a free industry, but when it comes to business, it's closed." Shuto outlined three "openings" for the role of "LINE Collection."

The first is "opening up the market." Many brands still give up on entering the Japanese market due to funding issues and a lack of connections with reliable partners. "LINE Collection" features brands from around the world carefully selected by four experienced buyers, including Shuto, and will be presented online and in dedicated showrooms in Japan. This will offer added value, similar to the experience of seeing items in person at an exhibition, something that cannot be fully conveyed through text or photos alone.

The second is "freedom from inventory risk." Local purchasing previously required large purchases at once, but "LINE Collection" allows for small trial purchases, avoiding inventory risk, a major concern in the rapidly changing fashion market. Shuto passionately stated, "We want to provide an environment that allows for a constantly fresh sales floor."

The third is "open communication." Unlike the average consumer who enjoys shopping on an e-commerce site, businesses inevitably want to see and experience products in person. By providing two exhibitions, online and in the showroom, buyers who visit the showroom can connect live with decision makers in their offices, enabling them to make decisions on the spot without having to take information home with them.

The three "liberations" that will be created by connecting domestic and international reality with virtual reality are likely to have a major impact on the Japanese fashion market in the future. Finally, Shuto revealed the current woes of the fashion market, saying, "It seems like fewer and fewer average consumers are buying special clothes to go to parties or events like in the old days, and when I talk to people in the fashion retail industry, they always say that business is tough." He then passionately added, "I want to create an environment that will give birth to more people who enjoy fashion. That's what we're working hard to achieve."