Tokyo Knit Fashion Industry Association Press Release (2024.11.15) Tokyo Knit Fashion Industry Association The Tokyo Knit Fashion Industry Association will strengthen the appeal of TOKYO KNIT both domestically and internationally. In FY2024, we will develop linked digital measures centered on promotional videos. The Tokyo Knit Fashion Industry Association (Sumida-ku, Tokyo, Chairman: Takao Fukasawa, hereinafter referred to as “TKF” *1) aims to sustainably revitalize the proud knitting industry originating from Tokyo and connect it to the future. I am working towards a purpose. This year, we will be rolling out the “Project to Strengthen Sales Power Using Digital Technology (TOKYO KNIT Project to Strengthen Sales Power Using Digital Technology)” with the aim of increasing practical benefits and increasing awareness. As the main content, we created a promotional video that increases understanding and empathy for TOKYO KNIT. Based on this, we will foster a common brand image based on the TOKYO KNIT concept, from businesses (to B) to consumers (to C). This video will be positioned as the digital promotion hub for this project and will be used in various
initiatives, including the renewed TOKYO KNIT brand site.
Starting with these videos and brand sites, we will launch a multifaceted initiative, including launching an e-commerce site where you can purchase TOKYO KNIT certified products, collaborating with artists with disabilities, participating in fashion events, and strengthening media promotion. We will implement it.
1 TOKYO KNIT promotional video released 2 TOKYO KNIT brand site renewal 3 Building a TOKYO KNIT certified product EC shop 4 Art collaboration with artists with disabilities
5 Participation in the fashion event “TOKYO FASHION CROSSING 2024” 6 Strengthening promotion and SNS to disseminate
information Measure 1 ■ Release of TOKYO KNIT
promotional video We will produce and release a video that clearly conveys the essence of TOKYO KNIT. TOKYO KNIT’s mission is to share with the world the future of knitwear that can only be created in Tokyo. By visually and audibly appealing to TOKYO KNIT brand-certified products’ “high quality” and “unique technology,” we will not only appeal to current TKF stakeholders, but also to future customers. The aim is to have OEM companies we work with have a common brand image. Through this video, we would like to convey to people around the world that in Sumida Ward, where Japan’s history and beauty coexist, there is TOKYO KNIT, a product of world-class craftsmanship. The video depicts the sincerity and transparency of the craftsmen behind the “manufacturing” process, including interviews with actual factory sites, craftsmen who create the products, and supporters. Furthermore, in the rapidly changing city of Tokyo, we will convey TOKYO KNIT, which is universal yet continues to evolve in various ways.
https://prcdn.freetls.fastly.net/release_image/113335/8/113335-8-1d4e4ae5723107ff42a92d8b9e332aa2-769×352.png Measure 2 ■ Restructuring to enhance brand site and creating opportunities for OEM orders TOKYO KNIT’s brand website will be completely renewed and will function as a digital promotion hub (information receiving and disseminating base). Utilizing promotional videos, we will strengthen branding while gaining understanding and empathy for the TOKYO KNIT brand. Furthermore, by organizing information in an easy-to-understand manner and creating a site that uses a lot of visuals, we will be able to attractively communicate “certified companies” and “certified products,” which will lead to an increase in OEM orders. Made in Japan is highly rated around the world, but the metropolitan Tokyo, which is the birthplace of trends, is also one of the great manufacturing centers. We will also appeal to you. To this end, we will enhance the introduction pages for each certified company and expand information on each company’s strengths and technologies.
https://prcdn.freetls.fastly.net/release_image/113335/8/113335-8-2f1952c20f9daa8b1a80b50f6d64b0b2-770×248.png Measure 3 ■ Full-scale operation of the product certification system and construction of an EC site to strengthen sales capabilities By strengthening the operation of the “TOKYO KNIT Brand Certification System *2” and improving the technical and product development capabilities of the entire TOKYO KNIT brand, products of higher quality will be produced. We will also create an environment where consumers can know who made the product, just like with food, and where they can purchase the product knowing the quality of the technology and the story behind the product. We believe that this will provide important information from the perspective of traceability, which has become an issue in recent years. In addition, by carefully explaining the “Product Certification System” and “Purpose of the Certification System and Certification Standards,” we will help consumers understand what kind of brand “TOKYO KNIT” is and motivate them to purchase our products. It also leads to attachment. Measure 4 ■ Collaboration with artists with disabilities We will further step up the collaboration project of “Artists with Disabilities x TOKYO KNIT” that started in 2023. In recent years, the activities of artists with disabilities have attracted attention, and they have come to be recognized as a genre of art. When you encounter a rich and pure talent, you will be moved and want to know more about the artist. Through dialogue with them, you learn about their disabilities, learn about their humanity, and even become their fans. Disabilities are not something special, they are a part of everyday life, and we want to enjoy and consider them as a society as a whole, aiming for an “inclusive society” where everyone can be themselves. With this in mind, this collaboration started. Products with a focus on materials and quality, produced by the collaboration of certified companies with high technology and artists full of imagination, have a unique appeal. This year, we will start the “Next Generation Creator Project,” in which young designers learning fashion and children with disabilities will create works together through workshops. In 2023, the event will feature the works of disabled artists Mika Kamijo and Eiichi Shibata, and will be held on Friday, February 16, 2024, and will feature works by six certified companies participating in the collaboration. It was unveiled at “TOKYO LOVE KNIT”. Generation Z influencers wear the pieces as models. It appeared on the runway as a unique piece of clothing that was different from the charm of the original drawing.
https://prcdn.freetls.fastly.net/release_image/113335/8/113335-8-87707d446eeabff915b29e37c9ac0e1b-522×348.png Measure 5 ■ Participation in the fashion event “TOKYO FASHION CROSSING 2024” TOKYO FASHION CROSSING 2024, a fashion event in which anyone can participate, will be held on Saturday, November 23, 2024, with the aim of creating a momentum to enjoy fashion and apparel and revitalizing the industry. We will be participating in the celebration > 12:30-16:00 @ Shinjuku Sumitomo Building Triangle Square). ( https://tokyofashioncrossing.com/ ) TOKYO LOVE KNIT (2024) is a culmination event of a project to revitalize the knitting industry with Gen Z as the starting point, which was developed in 2023 by TKF certified companies that passed the examination under the TOKYO KNIT Brand Certification System*2. February 16 @Shibuya) Among the collaboration items with art by people with disabilities that were unveiled, as well as the “Quality Collection” (February 22 and 23, 2023 @ Shibuya) developed in 2022 with a focus on the quality and technical capabilities of TKF certified companies with the theme of sustainability. Several items are on sale. Unveiled at a runway event In addition, a TOKYO KNIT booth will be set up at the venue to display these items.
https://prcdn.freetls.fastly.net/release_image/113335/8/113335-8-83642eec48c070d53a319a02157e05e8-1920×917.jpg Measure 6 ■ Strengthen promotion to disseminate TOKYO KNIT brand information In order to continuously disseminate information about TOKYO KNIT’s appeal, trajectory, and messages for the future, we will utilize many media and platforms, both online and offline, to develop multifaceted promotions. In addition to expanding TOKYO KNIT’s official SNS, we will communicate the appeal and strengths of “TOKYO KNIT” through other media. [Official SNS] Instagram：
https://www.instagram.com/tokyoknit/ Facebook：
https://www.facebook.com/tokyoknit YouTube：
https://www.youtube.com/channel/UCkVWslTXUqqk6Pui6yUA9vA
https://prcdn.freetls.fastly.net/release_image/113335/8/113335-8-a5b6a336c16167e7fc0604398d57deef-1250×832.png *This project will be implemented by the Tokyo Metropolitan Federation of Small and Medium Enterprise Associations in 2024. This project is being undertaken by a consortium of the TKF Union and JR East Planning Co., Ltd. as part of the project. ■About TOKYO KNIT Our mission is to share with the world the future of knitwear that can only be created in Tokyo. TOKYO KNIT is a new manufacturing platform for knitted fashion manufacturers operating mainly in the Honjo area of Sumida Ward in eastern Tokyo, aiming for the next generation of fashion industry. The history of Tokyo’s knitting industry dates back to the Edo period. Japan, which was in a state of isolation, had to rely on domestic production for many of its necessary supplies, and during the period of peace that came with the end of the Sengoku period, samurai were forced to throw away their swords and take up new jobs. I did. The samurai who lived in the eastern part of Edo began to make stockinette products such as socks and underwear by hand, and this gradually evolved, and with the Meiji era’s industrial promotion policy, this area became the birthplace of the knitting industry. is. After the war, Tokyo became the center of fashion culture, with many designers setting up ateliers and the number of distributors and retailers rapidly increasing. Furthermore, from the 1970s onwards, designs originating in Tokyo began to be highly acclaimed around the world, and Tokyo’s knitwear makers became involved in a wide range of creations, from casual to high fashion. Tokyo’s knitting industry is rooted in reliable technical capabilities based on history and experience, as well as a flexible philosophy that supports the unique creativity of Tokyo fashion, which continues to inspire the world. ( https://www.tokyoknit.jp/ ) ■Tokyo Knit Fashion Industry Association (※1) For the purpose of improving, developing, stabilizing, and rationalizing the management of small and medium-sized enterprises engaged in the manufacturing industry of knitted fabrics and products, in 1948, under the Small and Medium Enterprise Cooperative Association Act, the organization was officially established as a corporation. Inaugurated. In 1986, the organization was renamed the Tokyo Knit Fashion Industry Association (TKF), and currently has approximately 170 member companies. ( https://www.tkf.or.jp/ ) ◾TOKYO KNIT brand certification system (※2) Tokyo Knit Fashion Industry Association (TKF), with the theme of “branding technology,” selects companies that meet certain certification standards from among its member companies through a certification review committee (chairman: Seiichi Mizuno) made up of experts. ) has been certified as a “TOKYO KNIT” brand certified company. Currently, 35 companies are certified. Furthermore, from last year, we started a product system that certifies products produced and sold by certified companies that meet certain standards. For more information, please visit the brand site ( https://www.tokyoknit.jp/ ) Please refer to
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