ACTIVITY

2018.1.24

American fashion market’s seminar

On October 25, 2017 KFC and the Organization for Small and Medium Enterprises and Regional Innovation Japan held it's annual seminar.

Ms. Kazuyo Nakano - Aguilera owner and entrepreneur of 317 designs Inc/Kazuyo Nakano New York. was asked to speak.

Born and raised in Kyoto she was able to bring her distinct and cultural influences to her fashion brand expanding her reach into many different US and International markets sinse 1997.

This year her seminar's theme on "how to explore the American Fashion Market" was the first to show us that there is definitive new movement and exploratory changes occuring in the fashion industry.

According to Ms. Nakano- Aguilera there are currently three new trends in international fashion and they are:

1- There has been a gradual change of the consumer's basic motivational function

2- There is a noticeable increase in the use of digital technology

3- There is growth in what is called Corporate Social Responsibility

Aside from three new trends her talk spoke of:

1- The role of "influencer marketing" which is considered one of the most effective and efficient ways to connect and gain credibility with your target market (if done correctly).

2- Introducing of these trends and modalities into your corporate culture in order to accelate your pursuit of international expansion.

Her final thought on the subject of marketing has to do with the use of  storytelling as a tool used to breathe life into your brand as a form of content marketing. Her questions were, what is your brand mission, what is your brand position, what is the brand personality, promise and identity. By identifying and answering these questions it is her belief that smaller companies, start ups etc can push forward past the slumping domestic market into the international scene.