GILTY PURSUITS: Gilt Groupe’s Japanese subsidiary hosted a preview for Ohne Titel’s spring 2014 collection in Tokyo on Thursday, inviting designers Flora Gill and Alexa Adams to mingle with the local fashion press in a private club on the 51st floor of the Roppongi Hills complex.
The event was somewhat of a precursor to another Gilt Japan initiative. On Friday, the online retailer will open a pop-up retail store for three days. The pop-up, which will make its home in the fashionable Montauk cafe along Omotesando Avenue, will carry a mix of international brands. Customers will be able to browse items in the store and then purchase them online through Gilt’s Japanese site. As styles sell out, others will be added to the selection, which will change each day. Ohne Titel will be the only brand to be featured all three days.
The pop-up will provide Ohne Titel a window of exposure to the Japanese market, where it still has relatively little distribution. It is currently available at just two department stores in Tokyo.
“Everything in the pop-up shop is curated international brands, so we really wanted to bring one of our favorite designers to really showcase not only their product but also just sort of be that American representative,” said Gilt Japan’s representative director and chief executive Joanna Dubin. “[Gilt is] not only about one specific brand, it’s about the mix of the different brands, but we really wanted to showcase their spring collection. It hasn’t really made its way into Japan much yet, and I think it’s so perfect for this market.”
Gill and Adams said they are hoping their brand’s versatility and uniqueness will appeal to Japanese consumers.
“The street style and the way that people dress here is all so individual and really sort of magnifying the personality, and I think that’s definitely how we think about our clothes,” Gill said. “We really want it to be a very individual perspective.”