A Web + Mobile Social Media Platform on Fashion for Discovery of Tokyo's up-to-date Fashion Scene in English and Other Languages Planning Sheet v1.30 Handle with Care Gohsuke Takama, Tokyo, Japan, 2008-2009
Initial Inspiration As well as singer Gwen Stefani sung a song "Harajuku Girls" and Paris Hilton went for shopping spree at Shibuya 109, tourists from EU, USA and Asian countries are strutting the streets of fashion spots in Tokyo concentrated in Harajuku, Omotesando and Shibuya area. They may know artist Takashi Murakami collaborated with Louis Vuitton. They've heard about names of fashion spots in Tokyo and names of brands like A Bathing Ape or Hysteric Glamour. Tourists want to make travel plans before coming to Japan. But Google or Yahoo! won't pull up good results in English or European languages for tourists. Most of those results don't explain where to go and what's in-trend now with detailed information. Fashion blogs like FashionTribes or IamFashion keep writing how trend setter Tokyo's fashion scene is like. But famous The Sartorialist hasn't come to Japan yet. Tourists may find kitsch gothic lolita pictures instead. But what tourists look for is the stuff they can wear or apply, not such kitsch stuff for kids. On the street of Harajuku and Shibuya, tourists wander around randomly. They try to find clothing shops, hair salons or nail salons that employ the prize winner of some nail art contest in London. But they possibly stuck at familiar brands like Prada, Dior or D&G. Because they could not find a good Tokyo fashion shopping guide book in English that covers the trendy spots in detail. Hidden treasures are sitting on the shelf of back street shops. Tourists need to get a map and guidebooks in English to get to the location. How can they find treasures without such tools? Mix'n Match is an important element of overwhelmingly detail indulged Tokyo's fashion as Gwen Stefani pointed out in the song. Mix'n Match requires certain degree of know-hows. Number of fashion magazines published in Japan every month exceed 40. Those magazines teach Japanese women and men how to dress, make-up, style hair, and apply nail arts. These know-hows are still hidden wisdoms for fashionistas in the many countries outside of Japan. How can they find these wisdoms?
Concept • Web + Mobile Fashion Social Media Platform that is: • to provide visual content with text in English and other languages on Tokyo's "fashion trend" and "beauty know- how" for the fashion consumers in UK, USA, EU and other countries through the Web and iPhone / Android type mobile devices. (21 Million iPhones sold by May 2009) • to democratize traditional fashion media by providing supportive internet media platform for emerging new fashion designers and international class brands from Tokyo (+other key fashion cities abroad = future idea). • to provide Visual Viral Marketing platform to trigger expansive free flow of discovery between Consumers and Suppliers/Designers on new trends and products. • to provide User Generated, Creative Commons licensed fashion photos and content to use for fashion bloggers world wide = fashion as soft power for communication.
Plan: Web + Mobile Social Media Platform on Fashion from Tokyo in English & Other Languages • Periodical Updates of Fashion Scene for Style Trend Spotting – visuals and articles on real and up-to-date scene of street fashion in Tokyo – visuals and articles on scene of runway shows and private exhibits – visuals and articles on trend of fashion items and goods from Tokyo – visuals with Creative Commons license will be provided for fashion bloggers to induce free flow of use and for affiliated article syndication • Step by Step Visual Instructions on Beauty Technique Know Hows – know-hows of Japanese women's fashion techniques – make-up, hair styling, nail arts • Online Exhibit Space for Emerging Designers and Brands – membership based online showroom pages and blogs for brands • Location Based Fashion Guide for Tourist Shoppers – membership based storefront pages and blogs for individual stores – useful interactive location maps to lead tourists to actual locations
Key Content High Quality Photos = "image is everything" flexible use with Creative Commons license 1. What = style 2. How = technique (CC BY) El Secretario (CC BY) Marshall Flickman (CC BY) whorange (CC BY) whorange (CC BY) whorange (CC BY) gohsuket (CC BY) gohsuket (CC BY) Laura Ribeiro 3. Which = items & brands 4. Where = places (CC BY) gohsuket (CC BY) LuluSmith (CC BY) supersentido (CC BY) bbaunach (CC BY) gohsuket
Key Content • 1. What = Fashion Trend Spotting – to provide periodical update of Tokyo's fashion scene photos from Street, Private Exhibits and Runway shows by contributors – contributing photographers with Digital SLR camera required • 2. How = Beauty Technique Know Hows – to showcase makeup and hair styling technique of Japanese beauty artists step by step on Westerner and various ethnicity models – with Japanese beauty professionals in editorial structure • 3. Which = Fashion Items and Emerging Designers & Brands – to showcase fashion items of range from apparels to accessories – membership based online showrooms and blogs for emerging designers and brands • 4. Where = Location Guide – to provide access information of fashion spots for tourist shoppers – membership based online storefronts for individual shops
Target Users • Types of users: – Designers & Suppliers = emerging fashion brands & individual stores – Active Consumers = fashion bloggers, trend seekers, & early adopters – General Consumers = women & men of 20's to 30's with iPhone/Androids • Primary target = UK, EU, USA, Canada, Australia, English handling countries • Secondary target = Hong Kong, Korea, Taiwan, China
Discovery EcoSystem for Target Users General Active Mediator / Suppliers Designers Consumers Consumers Discovery EcoSystem & Brands Visual Viral Marketing Fashion Bloggers UGM Contributors E-Commerce Affiliates Store Affiliates
Aimed Visual Viral Marketing Coverage: Emerging Designers & Distinctive Brands Fashion Consumer Brands Brands Scenes Traditional Population Intl Jp Media Chanel Dior D&G Gucci Prada Fendi Celebrity Vogue Louis Vuitton Parties Tatler Here Issey Miyake Cavalli MaxMara Fashion Show InStyle Kenzo Luxury Burberry Armani Models ELLE Comme des garcons ¥300,000 Versace Gaultier Rich circles Harper's Yoji Yamamoto (€3,000) Established Yves Saint Laurent Bazaar DKNY ... Brands ¥100,000 YLANG YLANG G.V.G.V. (€1,000) Emerging Designers SOMARTA UNDERCOVER Small Shows Missing Distinctive & Brands mintdesigns Lyricism Private Brands Exhibits Traditional THEATRE PRODUCTS mercibeaucoup Media ¥15,000 DRESSCAMP matohu (€150) Streets Coverage Ne-net h.NAOTO ... Fast Fashion Topshop H&M Cosmopolitan Zara Mango Look Abercrombie Company Uniqlo ¥3,000 & Fitch GAP Glamour (€30) Muji Nylon ... Young Casual Forever21 Primark ... Prices are based on psychological factor
Visual Viral Marketing Flow Content Propagation Fashion Blogs in EU, Oceania & Asia Fashion Blogs in USA & Canada Photo Gallery system Photo Use Photo Use (code embed) (code embed) Embedded Code Embedded Code Link Backs Link Backs
Visual Viral Marketing Flow Interests Induction Article Pages Interests from EU, Oceania & Asia Interests from USA & Canada Fashion Blogs in EU & Asia Fashion Blogs in USA & Canada Content Affiliate Content Affiliate Link Backs Link Backs Photo Gallery system Photo Use Photo Use (code embed) (code embed)
Target Fashion Consumer Audiences Behavior: What they want is not what they actually buy = Styles can be re-created by consumers with locally available products. Fashion Consumer Style Trend Population Ecosystem Celebrity Scenes €$ Established Designers Fashion Shows €$ & Brands €$ Luxury ¥300,000 (€3,000) Established Emerging Designers Brands Target & Distinctive Brands ¥100,000 (€1,000) Traditional Audience Distinctive Target Media Brands inspiration Segment imitate Audience re-create re-create imitate ¥15,000 Segment re-create (€150) Street Scene Fast Fashion Styles can be Fast Fashion re-created by ¥3,000 consumers with Young Casual (€30) locally available Young Casual products. Prices are based on psychological factor
Revenue Source Opportunity: Affiliates "fashion consumers are seekers" Fashion Consumers Sales through Fashion e-Commerce Worldwide Discovery Affiliates Fashion High Fashion / High Fashion / Trend Casual Apparel Spotting Casual Apparel 5 - 12% sales commission Frontsite Beauty Beauty Products Technique Beauty Products Know Hows 5 - 12% sales commission Individual Fashion Items Individual & Goods Brands Brands Mobile site 5 - 12% sales commission Affiliates sites are International Individual Fashion Spots Individual E-commerce, Stores Location Guide Stores not necessary to iPhone / Android Viewer Apps be Japanese sales commission products sites
Revenue Source Opportunity: Advertising "fashion consumers are seekers" Fashion Consumers Ad Flow Advertising Networks Worldwide Fashion Frontsite Trend Spotting High Fashion / High Fashion / Ad Casual Apparel AdCasual Apparel Beauty Technique Ad commission Know Hows Beauty Beauty Ad Products Ad Products Ad commission Fashion Items & Goods Others Life Style Life Style Ad Products Ad Products Advertisers are Ad commission International sites, not necessary to Fashion Spots Mobile site be Japanese Location Guide products Ads iPhone / Android Viewer Apps
Advertising Reach High Fashion Casual Beauty Lifestyle Ad Categories Apparel Products Products Ad Suppliers Others Ad Flow accesses from EU, Oceania & Asia accesses from USA & Canada Ad Flow Ad Flow
Key Players & Fashion Content Flow Contributing Fashion Bloggers Fashion Consumers Photographers Worldwide Worldwide (CC BY) Nicolás García (CC BY) gohsuket Models/ Objects Photo Use Content (code embed) Affiliate Embedded Code Link Backs Style Look Book Frontsite Mobile site Model Releases submit (CC BY) whorange Photographer Portfolio Pages (CC BY) LuluSmith Repository DataBase Access Article Pages Analysis Editorial (CC BY) bbaunach Photo Gallery system
Content Flow • Contributing photographers shoot street fashion, private exhibits or runway photos with model release altogether, then submit to Photo Repository through User Portfolio Pages with Creative Commons (CC) licenses (Attribution only expected) • Photo Gallery System automatically publish submitted photos from Photo Repository with CC license displayed. • Photo Gallery System has functions such as multiple size handling, search, tagging, embed code generation (similar to Flickr, however, Flickr does not allow users commercial use) • Fashion bloggers worldwide and other media can use photos with condition of CC license, either embedding the code or downloading files • Frontsite System picks up photos from Photo Gallery System reflecting interestingness and editorial controls • Editorial team coordinate with fashion bloggers worldwide to affiliate their English (and other language) content to Frontsite and Article Pages
Why providing Creative Commons licensed fashion photos becomes viral marketing? • Creative Commons (CC) give everyone a simple, standardized way to grant copyright permissions to their creative work. CC licenses enable people to easily change their copyright terms from the default of “all rights reserved” to “some rights reserved” (whitehouse.gov deployed CC) • high quality fashion photos in the media are all copyrighted by publishers and fashion photographers tend to insist copyright as well • fashion bloggers who want to write about fashion have high esthetics in design and appearance, thus they want to use high quality photos of couture, fashion items and models who wearing it • bloggers cannot easily get permission from media and photographers while contacts are not easily available • bloggers cannot easily get consent of model release either • in this situation, fashion bloggers often ended up just copy and paste pictures from known media without consents • to provide CC licensed high quality fashion photos can solve these issues and induce free flow of content use
How Tokyo's Fashion Scene interested? There are signs of the interest onto Tokyo's fashion scene is growing world wide. One good example is a French fashion blogger TokyoBanhbao. She actively explores Tokyo Style with the inspirations from Japanese fashion magazines by re-creating coordination with brands she can buy in Europe such as H&M, TopShop, then she post self portraits to her blogs and Flickr.
Why Tokyo's Fashion Scene to start from? • While interest onto Tokyo's fashion is growing in the world wide, lack of information in English and other languages about Tokyo's scene makes it largely hidden and unaccessible from the world, thus, to bridge this gap could have a potential for online media. • over 1200 fashion brands exist in Japan, but lack of information in English and other languages on their web site makes them off the radar • more than 40 monthly fashion magazines published in Japan with high density content, but they only target domestic market inside Japan • foreign visitors to Shibuya, Harajuku, Omotesando and Daikanyama area are increasing, however, lack of shopping information in English and European languages is being found (Chinese & Korean tourists have good travel guide books) – popular places such as Laforet Harajuku and Shibuya109 are not providing web site in English