I recently wrote about the Tokyo Girl’s Collection retail phenomena: a potent brew of media, real-life experience, e-commerce and m-commerce that is taking Japanese retail by storm.
Uniqlo have done a collaboration with Tokyo Girls Collection on a jacket (click on the link and go to collection number one). The fact that they went with the Uniqlo indicates one of two scenarios:
- The Tokyo Girls Collection has the teflon brand resilence of Sanrio’s Hello Kitty
- The wheels are about to come off the TGC brand wagon, so they are milking it for all its work
My money is on option one.