I went to Fashion World.

Hello.

I went to Fashion World, which was held over three days on October 2, 3, and 4.

There were many seminars at Fashion World.

From among them, I attended a seminar titled, “ BEAMS × Starbucks: What Is the Promotional Strategy That Draws Attention, Learned from a Hot Collaboration? ”

Mr. Kazuyoshi Minamigoe from BEAMS and Mr. Kazufumi Hamada from Starbucks talked in a discussion format about the strategy behind creating collaboration products.

I’ll write about the things that made me go, “Huh, interesting!” during the talk.

First, when considering collaboration products, they apparently thought about colors and materials that would evoke the brand.

I learned that, so as not to disturb the brand’s world too much, they pay attention not only to the logo but also to the colors and materials.

And since it was a collaboration, they also thought about things that had never existed before—things that could only be created through a collaboration.

They said that by giving customers a slight sense of discomfort, the product becomes more likely to catch their eye and make them look twice, sparking interest.

However, even for such bold items that create that sense of discomfort, they are careful about quality, culture, and story.

In fact, they use traditional dyeing techniques from various parts of Japan, and I thought that even if someone bought them out of curiosity, they would be products that never get boring.

Listening to this seminar, I was surprised at how many different angles they consider when creating collaboration products.

I was glad I attended because I was able to learn things I didn’t know.

I hope I can continue to actively attend seminars in the future.