Amazon Japan entered into an agreement with the Japan Fashion Week Organization (JFW  Organization; Masahiko Miyake, Chairman) to become the title sponsor of Tokyo Fashion Week. This will be a multiple year contract, the price of which has not been announced. Beginning with the spring/summer 2017 collections debuting in October, the name of the event will be “Amazon Fashion Week TOKYO.”

Jasper Cheung, President of Amazon Japan, believes that “fashion is the area of greatest growth for Amazon worldwide,” and Amazon has been a sponsor of Men’s Fashion Week: New York since 2015. The sponsorship agreement in Tokyo is part of this global strategy. He emphasises that Amazon wants to support up-and-coming designers in Japan by becoming a title sponsor.

“As a global business, Amazon can enhance recognition of Japanese designers not only in Japan but overseas as well. We can provide a place where the consumer and fashion can connect directly” by utilising its e-commerce platform and other means, says James Peters, Amazon Fashion Vice President.

At the same time, Amazon is also aiming at enhancing its recognition in the fashion field and connecting this to improvement in its services. “Consumers always love brands. They want to choose products from a wide range of options,” says Mr. Peters. He believes that Amazon can satisfy demand from consumers by bringing brands participating in Amazon Fashion Week TOKYO to e-commerce.

Mercedes-Benz Japan had been the title sponsor of Tokyo Fashion Week from Spring/Summer 2012 to Autumn/Winter 2016-17. Although the Mercedes-Benz sponsorship enabled Tokyo Fashion Week to project a high-class image, it was difficult to connect this to actual sales.

In this respect, Amazon is highly compatible with fashion as an e-commerce powerhouse. The many Tokyo designer brands that have difficulties in securing wholesale outlets should be able to look forward to reinforcement in that respect.

Mr.Cheung (center),Mr.Peters (right),Mr.Miyake (left)