Fashion
Marimekko Japan has relaunched its popular flagship store in Tokyo.
The Finnish design and fashion retailer’s revamped store, located in a standalone building in the fashionable Omotesando district, is one of the most important Marimekko stores globally given Japan’s status as the company’s second-largest single market after Finland.
Marimekko products have been sold in Japan since the early 1970s, and the past decade has seen the company make significant efforts to develop the brand with its local partner Look Inc.
President and CEO of Marimekko Tiina Alahuhta-Kasko said the flagship, “as the embodiment of our brand,” plays a significant role in the company’s Asia-Pacific growth strategy.
“We believe that our home-inspired store concept reflecting genuine, sustainable and cheerful values will offer an even more fascinating holistic customer experience to both existing and new friends of Marimekko.
“Emotional and experiential stores alongside the availability provided by e-commerce are important factors in building strong brands. Consumers’ loyalty is increasingly based on the values a brand represents. In the fashion and design sector, genuineness, sustainability and timelessness are gaining prominence as consumers’ decision-making criteria in addition to personal self-expression. At Marimekko, we see these trends in consumer behaviour as a natural opportunity to stand out,” she said.
A new store opening scheduled for the end of this month will take the total Marimekko store network in Greater Tokyo to 18. There are currently 37 Marimekko Japan stores, including an online shop.
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