Towel Sommeliers Serve Customers’ Taste : : Branding of Imabari Towel Japan (Part 6)

Apart from launching a sole outlet in Minami Aoyama, the Shikoku Towel Industrial Cooperative Association (STICA) still actively participated oversea trade shows. In 2014, they first joint the London 100%-design trade show. Continue reading →

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Strategic Spot of Outlet for Experiencing Goodness : : Branding of Imabari Towel Japan (Part 5)

Till the point where the subsidization from “Japan Brand Incubation Supporting Programme” was finished, Imabari Towel still did not have a sole outlet in Tokyo. There were only three collaborating outlets – Mitsukoshi department store, official gift shop in The National Art Center and Isetan Shinjuku department store. So what to do next? Continue reading →

The Power of Designed White : : Branding of Imabari Towel Japan (Part 4)

During 2007, you can only find an outlet in Texport Imabari, Imabari-shi Ehime-ken that towels made by members of STICA were sold. There once had a guerrilla outlet in Ginza of Tokyo from 2003 till 2006. STICA could barely operate the outlet because they paid too much attention to the profit. Continue reading →

Brand-mark as Anti-bogusness and Endorsement : : Branding of Imabari Towel Japan (Part 3)

In Mr. Kashiwa Sato’s mind, the “Imabari Towel Japan” mark not only functions as an anti-bogusness, it would be an endorsement of high quality to merchandise. Starting from it’s launch in 2007, a set of identity are required to be applied to every qualified towels made by members of ITIA. Since launching, a member, whom a batch of unqualified towels were affixed “Imabari Towel Japan” identity, was requested to withdraw membership. Continue reading →

Competitive Edge over Low Pricing Towels : : Branding of Imabari Towel Japan (Part 1)

When you google “Imabari”, you will probably find out that the most outstanding recalls about Imabari-shi are shipbuilding and towel manufacturing. These industries became recognized simply because of its geography. Imabari-shi is located at the Seto Inland Sea of Japan, where maritime culture is implanted into the daily life from the beginning of modernism. Naturally, Imabari-shi has developed its maritime connection from shipbuilding to trade port.

Areas around Osaka and Nagoya are better in growing cotton, but the quality is the best. Basically, during Meiji Restoration (1868-1912), cotton is tended to be imported. With a longer history of cotton growing, Osaka is the largest centre of weaving industrial. Continue reading →