Learning from Market Identification of Japanese Fashion Designers: A Beacon of Hope for Sustained Traditional Textile Production

Abstract

ITAA Annual Conference ProceedingsJapan's textile heritage, a vibrant testament to its rich material culture, is a fabric treasure trove and a crucial element in the fashion industry. These textiles, a product of generations of human wisdom and tradition, serve as a testament to the past and a gift for the future. Crafted by intricate networks of individuals, each contributing their unique skills in fiber, spinning, weaving, dyeing, and embroidery, these exquisite cloths embody Japan's cultural heritage. They also inspire and are championed by contemporary fashion designers, who are instrumental in preserving and promoting these traditional textiles in modern fashion. It was found that using traditional Japanese textiles presents opportunities and challenges to fashion designers in identifying their customers and their place in the market. While such textiles offer exclusivity, niche markets, and higher price points, they also limit the designer. There are similarities and differences among target customers, which designers must consider