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Ethical Fashion Initiative Japan - Events and Market Promotion
The project purpose is to enhance the capacity of EFI to generate jobs for disadvantaged communities of artisans in Africa and enable them to generate regular flows of income thus reducing poverty levels. This is carried out by engaging Japanese fashion companies to produce in Africa and by increasing sales through raising awareness of consumers. As such, ITC will host different market promotion events and conferences along with distributors/designers/suppliers and relevant institutions. An important part of this work is led by the EFI Senior PR and Marketing Consultant who has extensive experience in the fashion and luxury industry in Japan. This project proposal aims to describe the activities and budgets required to launch a number of ethical fashion events at the retail level in Tokyo. The event will bring together a large luxury retailer, a fashion brand, consumers, media and the future generation of Japanese fashion designers. The event will be preceded by punctual activities with a chosen retailer who will distribute ethical fashion collections produced through the Ethical Fashion Initiative. These collections will involve international brands and later, Japanese designers and brands. Hence, young Japanese designers will be invited to participate in the event representing an important market perspective. The key to a successful event is the retail partners. The selected organizations/retail partners should be large luxury distributors which can ensure the expansion of the Ethical Fashion Initiative across Japan after the event (follow-up action). The selected partners should host the event, which should take place in a highly visible retail space with substantial traffic, sales and influence. Ideally, the events should take place at flagship stores during the pre-Christmas selling period i.e. the most sought-for and attractive space/period.
Notes/Key results
The intended Beneficiary Countries are listed below.
Trade Information
Project Number JPN/39/014A
Trade Category Trade Promotion Strategy and Implementation
Dates 01/10/2014 - 31/12/2015
Reporting Agency International Trade Centre (ITC)
Implementing Agencies / Countries International Trade Centre (ITC)
South of Sahara unallocated
Cooperating Agencies
Host Country South of Sahara unallocated
Invited Countries
Burkina Faso; Kenya; Mali
E-mail contact / Web Address
itcreg@intracen.org / http://www.intracen.org


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