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Japanese Brands Aim for Asia

Japanese accessories companies are eager to win over cash-rich Asian shoppers and travelers.

Japanese accessories companies are eager to win over cash-rich Asian shoppers and travelers.

Handbag company ADMJ, known for its metallic leathers and chunky hardware, is set to open its latest store outside of Japan come September in Hong Kong, joining units in Taipei, another in Hong Kong, a location in Shanghai and a South Korea shop that opened in the past four years.

“We’re placing a lot of importance on markets whose economies will be growing from now on,” said a spokeswoman.

 

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ADMJ is learning that consumers in China and other Asian countries tend to gravitate toward bags in shiny colors or those embellished with sparkly extras, while Japanese consumers tend to prefer more minimalist shapes.

The company’s most popular bag in Asia from its autumn-winter collection is a tote made of black canvas and ecru leather, adorned with a large gold crown logo and several rhinestones. The bag has a retail price of 63,000 yen, or about $725 at current exchange.

Another popular Japanese accessories brand, Samantha Thavasa, is also targeting Asian consumers. The company will open its first store in Taiwan in early October, as well as its first cafe in the departure area of Tokyo’s Haneda airport on Aug. 10. It also has plans to open stores in Hong Kong and Singapore within the year.

The Haneda Airport, the smaller of Tokyo’s two air hubs, is under expansion to accommodate more international flights. The cafe will give the brand increased visibility as more Asian tourists travel to Tokyo for shopping trips.

“The current economic development and increase in national income in Asian countries has been accompanied by a rapid increase in the demand for fashion,” said a spokeswoman for Samantha Thavasa. “This has meant an increased demand for Samantha Thavasa products throughout Asia.”

Dubbed Samantha Thavasa Sweets & Travel, the cafe will have a small seating area and an adjoining shop that will sell branded sweets, handbags, accessories and a selection of travel and golfwear.