Lifestyle brand concept / first strategy - From the kernel of an idea regarding the allure of ancient Japan as a relevant jumping off point for a modern lifestyle brand - to deep research in the back alleys of Kyoto and Tokyo, this is an overview of where contemporary values meet ancient Japan for a fresh approach to lifestyle and design. Followed up by an article for brandchannel.com - 'fresh brand ideas from ancient japan'.

1. For Japanese
lifestyle brand
client

2. This is Japan

3. So is this

4. and this

5. And of course this

6. Ancient Traditions,
and a most incredible imagination
about the future
With a unique geography that serves as a constant
reminder of the power of nature,
along with 250 years of self-imposed isolation that ended
just as the industrial revolution was in full swing,
Japanese culture is 100% unique in the world.

7. In 1868, the period of isolation ended.
With the floodgates now open
and the age of exploration
under way, the world was
mesmerized at once .

8. ‘Japonisme’ through the ages

9. Japanese designers of all
genres continue to have their
influence in the west

10. Spirit & Technique
What these designers have in common is a superior technique
in fabric innovation, cutting, and dying processes.
Their customers are savvy in-the-know art connoisseurs
Th bi th t l k i Y t Mi k K k b

11. The same principles, guided by the same spirit,
extends to home design, industrial design, and
technology design

12. But for years now, Japanese
street style has grabbed
headlines
When I think of Japan I think of their teenage fashion passion. -Lydia, 32, NYC
I think of Manga, cell phones, technology, attention to detail. - Olivier, 29, L.A.

13. upscale
Undercover Comme des Garcons
Hanae Mori
Issey Miyake
Yohji Yamomoto
Mandarina
Duck
??
Kenzo
Eley Kishimoto
Tsumori Chisato Muji
Multi-
Fashion/ Japanese Brands product/Not
Niche New & Old Apparel
Awareness in the West Dominant
Uniqlo
Hello Kitty
Hysteric Glamour ??
Edwin
Onitsuka Tiger
Evisu
Widely known or Newer
Bathing Ape street Less Widely Known or Older

14. upscale
Multi-product,
High end to
casual - Only
Multi-
Fashion/ product/Not
Niche Muji Apparel
Dominant
exists in
this
space.
street

15. upscale
The opportunity
is in the higher
end.
Multi-
Fashion/ product/Not
Niche highest income make up nearly a quarter of all spending – and with
The Apparel
consumer spending contributing 70 per cent of gross domestic product, the wealthy
Dominant
have a lot of clout.
-The Guardian, UK August 2008
Manufacturers express elation about high-end opportunities in independent
specialty retailers but are dubious about the middle and low end -- Crate & Barrel,
Restoration Hardware, and Walmart and Target taking up that space.
-Casual Living (home design industry report, US)
Fashions change, and it appears that quality is finally fighting back over
quantity.
-Daily Telegraph, 2007
street

16. The world now has 9.5 M
millionaires and 1,125
billionaires, and they demand
higher quality goods and
services.

17. THE WORLD
Times have changed and
priorities are shifting.

18. Everyone’s gone green
Americans are all in favor of saving fuel, as well as the
planet.-CNN, article about hybrid cars AND survey by WPP
Eight in 10 consumers believe it is important to buy from
green companies
-Greening Survey, 2008
There’s been a shift in the U.S.
collective consciousness -- green is no
longer an issue marginalized to
fanatical environmentalists; nearly all
Americans display green attitudes and
behaviors versus a year ago.
-WPP, 2007
-The Guardian, ‘08

19. We dream of escape

20. Of more time and space

21. We seek an antidote for
cheap commercialism
“Is the mass luxury movement dead? It certainly looks that way.”
-Business Week, 2008
The ‘look of the hand’ (hand craft) is in demand in the luxury market.
-New York Times, 2008
The rich… are looking for unique handcrafted things that can’t immediately
be reinterpreted at every level of the marketplace.”
-Brand Media Week, 2008
“Custom-made and one-of-kind are rising above the mass-produced.”
-Head of Trend Research, JWT global ad agency, 2007

22. And deeper, more engaged
experiences
-Luxury Report, World Wildlife Fund, 2007
“Rather than flash… the Consumers shop at stores they like, trust and that
they know are going above and beyond to
future of luxury will be become better companies.
about imparting real -WWD, 2008
meaning into a product.”
-Newsweek, 2007
70% say a company's ethical track
record is crucial... The new generation
“(Consumers) are making smaller purchases are aware of how their life decisions
to update their houses…things that mean and consumer habits affect other
something.” people.
-Guardian survey UK, 2008
-Editor-in-Chief, British Elle Decor 2008

23. Deeper Japan
innovation
innovation
spirit
spirit
spirit

24. Japan is Green
Japan is by many measures the world’s most
energy-frugal developed nation.
-New York Times referring to Japan’s “single-minded dedication to reducing
energy use”
Superior technology and a national spirit of avoiding
waste gives Japan the world’s most energy-efficient
structure.
-Prime Minister Yasuo Fukuda
In 2005, Japan consumed 1/2 as much energy per
dollar worth of economic activity as the EU or the
US, and 1/8th as much as China and India.
- International Energy Agency, Paris

25. Japan is Technique with Spirit
Japan in pop culture is: hectic, technological, fast-
paced, artificial.
The antidote, the other deeper side of Japan is:
magical powers; the spirit; the ‘Chanoyu’ tea
ceremony; an emphasis on discipline, tradition, taking
ones time; ‘Sho’ inner perfection, and modesty.
Kimono are the perfect symbol of Japan’s vibrancy
and special Kazari spirit.
The kimono: endless prints - endless possibilities

26. Classic Japanese
‘Kazari’ Presents a
World of Opportunity
for Interpretation

27. We’re inspired by some of the
biggest retail trends going…

28. Marimekko licensed to Hotel
H&M in 2007. Missoni will
Earnings increased 56% opens its
n the second quarter of doors in
2008. “the company's Edinburgh,
net income in the three Scotland,
months through June 2009
surged to $2.75 million.”
-BusinessWeek Gap U.K.and Nike both team with Liberty fabrics
in 2008.
Color + Spirit = us
Exciting brands of color
Liberty of London
launched in 2005 today
has annual retail sales
'90s minimalism makes way
of 5 million pounds, or
about $9.8 million. The for a color revolution.
brand also wholesales -Toronto Star, 2007
to 100 stores globally,
-WWD, 2008

29. +
+
Powerful
Color + Spirit = us
Combinations
Philippe Starck +
+

30. Color + Spirit = us
‘People are starving for brands that enhance their spiritual experience, that can serve as a vehicle
to connect with other people and the rest of the world. Whether religious or not, they need a
product that engages them, has an impact on their well being and happiness.”
-Desgrippes Gobé, author Emotional Branding

31. Color + Spirit = us

32. Who are we for?

33. Those who care about the
past

34. And look to the future

35. She’s 25-55
Affluent or Upwardly Mobile
A Self-Starter
A Businesswoman or a Leader in the workplace
She’s savvy
Educated
Curious
Global
Seeking a unique experience
She knows who she is and what she wants
She is not easily swayed but believes in lifelong learning.
She’s the woman of today and of tomorrow

36. Celebrate a rich
history of color

37. To enter a deeper world of
simplicity
Perfection from the inside out

38. Come in!

39. Product and brand execution
goes here