In August 2019, Rakuten signed a contract with the Japan Fashion Week Organization (JFWO) to become the title sponsor of Tokyo Fashion Week. Based on this agreement, the first-ever "Rakuten Fashion Week TOKYO 2020 S/S" will be held on October 14th.
Key visual for "Rakuten Fashion Week TOKYO 2020 S/S"
©Japan Fashion Week Organization
A press conference was held on September 17th to announce "Rakuten Fashion," Rakuten's full-scale expansion plan for its fashion business, and the details of its initiatives. The specific goal is to build a new platform in the fashion sector through "Rakuhen BRAND AVENUE," an online shopping site handling high-end fashion brands, and the comprehensive e-commerce mall "Rakuten Ichiba." By leveraging the Rakuten Group's digital assets, the company aims to support fashion businesses in Japan in their digitalization and e-commerce efforts, providing them with one-stop access to digital solutions that streamline everything from product planning and production to sales, thereby contributing to further revitalizing the industry. As a first step, on October 1, the "Rakuhen BRAND AVENUE" website will be renamed "Rakuten Fashion" and its design will be completely redesigned. Currently, the e-commerce site carries over 1,100 brands (as of September 2019). A new page will be added where customers can learn about the origins, concepts, and fashion stories of each brand. Former Ginza editor-in-chief Toshiko Nakajima was appointed to oversee the key visuals for "Rakuten Fashion," while art director and graphic designer Naomi Hirabayashi was appointed. Hiroshi Mikitani, Chairman and CEO of Rakuten, said, "We want to contribute to the entire fashion industry by leveraging the collective strength of the Rakuten Group to further elevate Tokyo Fashion Week, one of the top five fashion weeks in Japan." Regarding sales, he said, "We aim for a round number of 1 trillion yen." When asked about the duration of the partnership with JFWO, he said, "It would be meaningless if it ended in a short period of time, so we want it to continue for at least 10 years." Masahiko Miyake, Chairman of the Japan Fashion Week Organization, also commented, "Tokyo Fashion Week will mark its 29th anniversary, kicking off on October 14th. Our collaboration with Rakuten, which connects with retailers, is perfect for an era in which designers, retailers, and consumers coexist." Going forward, Rakuten Fashion plans to expand its promotion beyond Japan, including through collaborations, social media, and the use of international influencers, with an eye toward global promotion.
Key visual for "Rakuten Fashion Week TOKYO 2020 S/S"©Japan Fashion Week Organization
A press conference was held on September 17th to announce "Rakuten Fashion," Rakuten's full-scale expansion plan for its fashion business, and the details of its initiatives. The specific goal is to build a new platform in the fashion sector through "Rakuhen BRAND AVENUE," an online shopping site handling high-end fashion brands, and the comprehensive e-commerce mall "Rakuten Ichiba." By leveraging the Rakuten Group's digital assets, the company aims to support fashion businesses in Japan in their digitalization and e-commerce efforts, providing them with one-stop access to digital solutions that streamline everything from product planning and production to sales, thereby contributing to further revitalizing the industry. As a first step, on October 1, the "Rakuhen BRAND AVENUE" website will be renamed "Rakuten Fashion" and its design will be completely redesigned. Currently, the e-commerce site carries over 1,100 brands (as of September 2019). A new page will be added where customers can learn about the origins, concepts, and fashion stories of each brand. Former Ginza editor-in-chief Toshiko Nakajima was appointed to oversee the key visuals for "Rakuten Fashion," while art director and graphic designer Naomi Hirabayashi was appointed. Hiroshi Mikitani, Chairman and CEO of Rakuten, said, "We want to contribute to the entire fashion industry by leveraging the collective strength of the Rakuten Group to further elevate Tokyo Fashion Week, one of the top five fashion weeks in Japan." Regarding sales, he said, "We aim for a round number of 1 trillion yen." When asked about the duration of the partnership with JFWO, he said, "It would be meaningless if it ended in a short period of time, so we want it to continue for at least 10 years." Masahiko Miyake, Chairman of the Japan Fashion Week Organization, also commented, "Tokyo Fashion Week will mark its 29th anniversary, kicking off on October 14th. Our collaboration with Rakuten, which connects with retailers, is perfect for an era in which designers, retailers, and consumers coexist." Going forward, Rakuten Fashion plans to expand its promotion beyond Japan, including through collaborations, social media, and the use of international influencers, with an eye toward global promotion.
![[LOOK] Vivienne Westwood 2020 Spring/Summer Collection](https://wrqc9vvfhu8e.global.ssl.fastly.net/api/image/crop/380x380/images/upload/2019/09/87a4208a9cb851b73850f907aeebd1bd.jpg)
