WHO’S NEXT IN THE SIGHTS OF A MAJOR JAPANESE FIRM
We met with Yuko Miyama, a buyer for United Arrows, a Japanese company in charge of over 70 multi-brand stores in Japan, which include childrens, mens and womens ready-to-wear, as well as accessories. The target market is affluent customers between the ages of 30 and 40 and the multi-brand stores offer classic and strong pieces, which are crucial attributes to have on the Japanese market.
Tell us about your experience at Who’s Next.
I have been coming to Who’s Next for 15 years now, it is one of the best places for people in the fashion industry. I come to renew our stocks but also to discover new brands and new trends. Here, there is a good balance between the commercial side of things and creativity. It is getting better and better every year!
Describe Who’s Next in 3 words.
Did you have a favourite or spot any trends?
We really liked the rich and varied range of beachwear. In Japan, swimwear is still in the process of becoming a fashion piece, as such.
What is the main difference between the Japanese and French markets?
In Japan, everyone follows trends. In France, style is more diverse, people are more individualistic which creates diversity.