Francfranc is currently running "Francfranc Christmas 100 GIFTS," a project offering 100 Christmas gifts for the Christmas season. The special website for the items, "100 GIFTS Christmas Story" (http://100gifts.francfranc.com), features an interactive movie starring artist BENI and directed by Daisuke Shimada, who has worked on music videos for Mr.Children. The video has garnered a huge response, with approximately 1,116,500 views on YouTube (as of December 15). Manami Hattori, who oversaw everything from product development to promotion, was responsible for this project. After gaining experience in the fashion industry, she joined BALS, the company that operates Francfranc, in April 2014. He has just begun various initiatives as the company's first creative director. "I've been involved in fashion since I was a student, but as I've gotten older, I've become more interested in lifestyle. My goal is for people to enjoy interior design in the same way they enjoy fashion. Just like how you coordinate the clothes in your closet, I want to propose items that will help people enjoy their interior design and lifestyle, tailored to their individual personalities and ages, so that they can enjoy and feel comfortable in their own space," he says. This project marks Hattori's first full-scale project since taking on this role. "Since last year, we've been promoting Christmas using the brand's original music, but this year we're trying new things, such as streaming a special movie on YouTube and incorporating an interactive movie on our official website. This year's theme is 'The Art of Christmas.' Gifts tell stories, such as the feelings behind giving, the desire to share, and the joy of receiving. We've incorporated these feelings into 100 products," says Hattori. The approximately two-minute movie features all 100 Christmas gifts. This interactive content allows users to click and collect their favorite items, then view and purchase them after viewing.
Hattori's ideas are also being incorporated into the spring/summer collection, which will be released in late January or February next year. "While maintaining Francfranc's pop and colorful image, we focused on creating products that exude a more high-quality feel. By incorporating a modern atmosphere based on black and white, we have created a new image that will please not only customers in their 20s, but also long-time fans in their 30s and 40s," says Hattori.
Under the theme of "Homage to the Earth," the collection will feature approximately 3,000 nature-inspired items. "We select items that fit Francfranc's direction and can be incorporated into interior design based on global trends and consumer preferences. We are always aware of fashion trends, checking collection photos online," says Hattori.
Francfranc's first exhibition was held just last month. "I think the media and developers were able to see a new side of Francfranc," she said, expressing her satisfaction.
Regarding Francfranc's future direction, she said: "While maintaining its current image, we will also propose a new, fashionable and stylish taste for a wide range of women. We will also listen to our fans' opinions and help them create a lifestyle that makes everyday life more enjoyable." With the addition of a creative director, Francfranc has embarked on a new journey. It is a powerful presence that caters to the lifestyles of all women.
"Francfranc Christmas 100 GIFTS" Movie
