Kawaii fashion heading to Manila
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W Tokyo is partnering with Manila online shopping company Hallohallo to open a Tokyo Girls Collection (TGC) store in the Philippines.
Set to launch in May, the boutique will be at the Vertis North complex in Quezon City, Manila. In the mall’s Japan Town section, which features Japanese restaurants and retailers, the store will sell kawaii (cuteness) clothing, wigs and accessories targeting teenage girls and women in their 20s. The collection will be curated from up to 20 Japanese fashion brands.
A feature of the 965sqm store will be a runway and stage for events featuring local models.
Hallohallo will run the shop while W Tokyo will choose brands, run promotions and stage events.
W Tokyo will also team with Japanese live-streaming service Showroom to feature events at the store and salespeople introducing products.
“We want to implement a business model combining brick-and-mortar stores and live commerce in Japan as well,” says W Tokyo president Noriyoshi Murakami. The aim is to find success first in the Philippines before tackling Japan, where shopping malls often restrict the type of sales events stores can hold.
Hallohallo has also partnered with Japanese trading house Mitsubishi and Philippine conglomerate Ayala Group to sell Japanese products.
Questions & Answers
Q.Which companies are involved in bringing the Tokyo Girls Collection store to the Philippines?
Which companies are involved in bringing the Tokyo Girls Collection store to the Philippines?
W Tokyo is partnering with Manila online shopping company Hallohallo to open the store. Hallohallo will run the shop, and W Tokyo will select brands and manage promotions and events.
Q.What kind of products will be sold at the new Tokyo Girls Collection store?
What kind of products will be sold at the new Tokyo Girls Collection store?
The store will sell kawaii clothing, wigs, and accessories. These items will be curated from up to 20 Japanese fashion brands and are aimed at teenage girls and women in their 20s.
Q.Why is W Tokyo choosing to launch this combined retail and live commerce model in the Philippines before Japan?
Why is W Tokyo choosing to launch this combined retail and live commerce model in the Philippines before Japan?
W Tokyo aims to find success in the Philippines first. This is because shopping malls in Japan often impose restrictions on the types of sales events stores are permitted to hold.
Q.What special features will the Tokyo Girls Collection store include?
What special features will the Tokyo Girls Collection store include?
The 965sqm store will feature a runway and stage for events, showing local models. W Tokyo will also collaborate with Showroom for live-streaming events and product introductions by salespeople.
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