Fashion Business Research Project Harvard Case Solution & Analysis

Fashion Business Research Project Case Study Solution  

Target Consumer:

ISSEY MIYAKE has a loyal customer base. The customers of this brand are mostly people belonging from upper-middle class families who are tech-savvy. The consumers of this brand are predominantly young adults(Writer, 2018). The target market of the brand is summarized below in the table:

Brand Strategy:

ISSEY MIYAKI’s brand strategy is very simple and straightforward:

• Designs of the brand are ground breaking and they recreate the tradition.
• Their story designs are modern and artful.
• They showcase excellent craftsmanship.
• Theyincorporate Japanese element in all of its designs(Tamaki, 2007).
• Merges the tradition into creativity and innovation.

Promotion Strategy:

ISSEY MIYAKI’s promotion strategy is as follows:

• Involved in art related marketing strategies.
• Products are limited edition. So people who really like the designs rush to purchase it.
• Collaboration with other brands.

Justification:

The reason we selected ISSEY MIYAKE’s UK and Japan market for this report is that the brand was originally started in Japan and it has the most stores located in Tokyo. ISSEY MIYAKE is one of the leading luxury brands in Japan and the only other market that it competes with is the UK’s market.

 SECTION B

CHAPTER 3: DISTRIBUTION STRATEGY

ISSEY MIYAKE operates in multiple countries around the world from America to Japan. This report will be focusing on the brands in the UK and Japan Market.

ISSEY MIYAKE UK:

The London store of ISEY MIYAKE is a flagship store. The store contains multiple brands from ISSEY MIYAKE INC. from watches to clothes etc. The store in London is located on the Brook Street in Mayfair, and is designed by “Tokujin Yoshioka”. The building was previously an old bank and the designer kept the old building aesthetic and gave it a modern touch. Except this store, there is another shop of ISSEY MIYAKE in London that only sells men and women clothing items.

                Figure 6: Issey Miyake’s London Flagship Store

Following are the ISSEY MIYAKE’s brands that the stores across the UK sell.

• ISSEY MIYAKE.
• ISSSEY MIYAKE MEN.
• ISSEY MIYAKE PARFUMS.
• ISSYE MIYAKE EYES.
• ISSYE MIYAKE WATCHES.
• BAOBAO BAGS.
• IN-EI.
• HOME PLISSE.
• ISSEY MIYAKE 1325.
• PLEATS PLEASE.

These products are sold in the flagship store and receive a positive response from the customers which indicates that the buying behaviour of the ISSEY MIYAKE’s UK market is that they prefer every product.

The brand opened its store in London in 2018 and according to a report published in the same year the reason to open up a new store in London was the robust health of the brands latest lines(Alexis, 2018). The products and product lines were loved by the people. In the last few seasons, the brand has been mainly working actively with its ‘thematic’ stores for the “Pleats Please” and “Homme Plissé” in the UK.

In UK, ISSEY MIYAKE operates in the following locations(MIYAKE, 2020):

By looking at the number of stores and number product lines available across UK, it is clear that Bao Bao (ISSYE MIYAKI Bags line) is the most common product line available in 4 out of 5 locations in the UK.

ISSEY MISTAKE JAPAN:

Most of the stores of ISEY MIYAKE across Japan are flagship stores. This means almost the entire brands product lines are sold across Japan.\

Figure 7: Issey Miyake’s Tokyo Flagship Store

Following are the ISSEY MIYAKE’s product lines that the stores across Japan sell.

• ISSEY MIYAKE.
• ISSEY MIYAKE MEN.
• ISSEY MIYAKE PARFUMS.
• ISSYE MIYAKE EYES.
• ISSYE MIYAKE WATCHES.
• BAOBAO BAGS.
• IN-EI.
• HOME PLISSE.
• ISSEY MIYAKE 1325.
• ISSEY MIYAKE ME.
• PLEATS PLEASE etc.

In Japan, ISSEY MIYAKE operates in the following locations (MIYAKE, 2020):

By looking at the number of stores and number product lines available across Japan; it is clear that Pleats Please and ISSYE MIYAKI ME are the most common product line available in Japan as it is available at almost every location.

ISSEY MIYAKE Prices in UK and Japan:

To compare the prices of ISSEY MIYAKE products sold across UK and across Japan, we selected the Perfumes line of the brand. We searched the prices of one perfume in both UK’s online store as well as in the Japanese online store, and the result of our research is mentioned below:

Selected Product: “L'EAU D'ISSEY PURE NECTAR EDP SPRAY(Inc, 2020)”

Product Line: Parfums (Perfumes)

Bottle Size: 90 ML

Released in: 2020

Price in Japan: ¥16,390

Price in UK: £41.50

Figure 8: Issey Miyake’s L'EAU D'ISSEY PURE NECTAR Perfume

Price Comparison:

The aforementioned product was available easily on the Online Store in UK and in Japan. Currently 1 Japanese ¥ is equal to 0.0080£.  If we convert the price from ¥ to £ the results will be that the perfume L’eauDissey Pure Nectar costs around 131.58£ which is higher than the price the product is sold in UK which is £41.50. By looking at these results we can conclude that the product prices here in UK are cheaper as compared to the prices of products in Japan.................

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