< The Japan Observatory > at Milano Unica 2018AW 【Outline】
■ The 25th Milano Unica(2018 Autumn&Winter)
□ Show period: July 11 – 13, 2017 (Tue. – Thu.)
□ Venue: Rho Fieramilano (Hall. 8.12.16.20)
□ Organiser: Milano Unica Secretariat
□ Exhibits: textile, accessories
(Exhibitors: from Italy/Europe + Japan/Korea)
Ever since Mr. Elcore Botto Poala became the fourth President of Milano Unica, ‘MU Revolutions’
(hereinafter MU) have been successively conducted. The initiative started with the relocation of
exhibition venues, inducement of a stringent buyer selection system, offering free food and catering
to all exhibitors (with some exceptions), investing in MU internal issues, improving facilities/service
levels, incl. a new scanning system/‘MU365’ programme, rather than spending on external events,
ON STAGE, MU in NY and targeting more positive internal system restructuring.
Another challenging change awaits – namely to advance the show period from September to
July. According to Mr. Botto, ‘no show period can satisfy all exhibitors/buyers’ within such a
segmentalised market. However this decision must have been concluded based on the great success
of ‘Prima MU’ held over the past two years. Moreover, holding the show in September as usual
would be too late for leading apparel brands, since most purchases would have virtually terminated
by then, making the ‘Prima MU’ in July particularly efficient. Conversely, downsides aired included
the dispersion of buyers by having two shows. The solution to this contradiction involved advancing
the September show to July, which might be regarded as positive for European apparel, although
the response of American, Chinese and Japanese buyers would be less predictable, given that the
timing of their decisions on purchasing is later than Europe. Similarly, this progress would influence
exhibitors (manufacturers) and oblige them to prepare A/W collections during the S/S production
period, while converters tend to welcome this change and remain capable of catching customers’
demands at an earlier stage for more efficient business. Come what may, the next MU edition in
July is set to be the focus of all global attention.
< The Japan Observatory>at Milano Unica 2018AW
□ Venue/Location : Rho Fieramilano (Hall.12)
□ Structure: Company booths + JAPAN PR area
□ No. of exhibitors: 40 (companies/associations)
(Total area: 626 ㎡)
□ Organisers: Japan Fashion Week Organization
Japan External Trade Organization
□ Support : Ministry of Economy, Trade and Industry / Japan Textile Federation
Following extended and ongoing dialog between the MU and JFW Textile Division, our two requests
have finally been met; JOB location and improved booth layout (without enclosures), by moving
from Hall 16 to 12. The new location, on the far right of Hall 12, will allow the JOB area to extend
further toward the centre up to the second main passage – the common passage used by the other
MU participants - MODA IN – paving the way to appeal to more visitors via barrier-free circulation .
This improvement will bring enormous positivity to the JOB; blowing away the cobwebs and
welcoming new buyers without any hassle or hindrance.
< Exhibitors > The JOB at MU 2018AW will comprise a total of 40 companies/associations; an
increase of two from the previous September edition over an unchanged surface area of 530 ㎡.
The three new exhibitors include: MUTSUMI TEXTILES CO., LTD. under the scope of Toray
Synthetic Textile Cluster and MARUWA-KNIT CO., LTD. and MORISHITA KNITTING FACTORY
CO., LTD. representing the Wakayama Industry Promotion Foundation. Other changes:
HAGIWARA MEDIAS CO., LTD. who participated within the group; Wakayama Industry Promotion
Foundation will appear as an individual company and A-GIRL’S CO., LTD. will return for this edition.
< Introducing the New Exhibitors >
MUTSUMI TEXTILES CO., LTD. (Toray Synthetic Textile Cluster)
Focusing on production of compound knit items using specially processed soft-textured twisted
yarns and centring on high-gauge (high-density) products.
Highlights; triacetate jersey fabrics, cardboard material and jacquard jersey.
MARUWA-KNIT CO., LTD. (Wakayama Industry Promotion Foundation)
Showcasing <Balancircular> fabrics; originally made with specifically remodelled knitting
machines, offering unprecedented wear comfort with exceptional lightness, ease of movement
and dimensional stability.
MORISHITA KNITTING FACTORY CO., LTD. (Wakayama Industry Promotion Foundation)
Featuring jersey items mainly using wool and suitable for coats and jackets; technically unique
fabrics blending knitting and processing techniques alongside animal hair-blended fabrics,
including compressed items and raised materials with shaggy fibres.
□ Location of The JOB & TREND&INDEX Corner
The JOB will be newly located to the far right of Hall 12 in an area protruding up to the second main
passage, with the TREND & INDEX corner to promote Japan facing the passage and targeting greater
visitor numbers. Similarly, the TREND & INDEX corner will be in convex form 凸; fully optimizing the
main construction pillar to help guide human traffic to exhibitors ’ booths. The layout will be
characterized by ‘space inspired by connectivity with the land’, expressed as vertical layers of arches
akin to strata. The outer appearance will evoke earth strata over the years while the inner view will
bring a breeze-like feeling and sun rays through foliage, as if amid thousands of tori gates (‘Senbon
Torii’) lined up along the inner path at Fushimi Inari Taisha (Fushimi Inari Shrine).
< The Japan Observatory JAPAN PR Corner / Construction design image >
< Layout of The Japan Observatory >
□ The JOB layout
The JOB ‘layout’ issue has long been a matter of concern. Since relocating; Rho, The JOB, has been
located in several different areas starting from Hall 8 (despite its central location, surrounded by an
accessory zone), followed by Hall 16 (surrounded by the same product category, a textile zone, in
the deepest area (on the far left), which hindered frequent/smooth visitor flows. Our top priority for
this JOB has been to bring new customers on board. Thanks to continuous discussions, The JOB will
now be relocated at the far right corner of Hall 12; extended up to the second main passage, for an
efficient set-up. Another concern was The JOB booth form/direction. Previously, the special
participants for JOB/KOB were housed in an enclosed style surrounded by walls unlike the others;
IDEA BIELLA/SHIRT AVENUE/MODAIN, the booths of which face the main passages without any
enclosures. Finally our request has been accepted by MU, participating in a new booth setting style
at the new location in Hall 12.
ONLINE introduction :
< ENGLISH > http://www.japancreation.com/japanpavilion/milanounica/english/2018aw/index.html
< ITALIAN > http://www.japancreation.com/japanpavilion/milanounica/italiana/2018aw/index.html
JFW textile business – Upcoming schedule
◆ Domestic fairs
- JFW JAPAN CREATION 2018 (Total textile trade fair)
Premium Textile Japan 2018 Autumn/Winter
Dates: Nov. 28, 2017 (Tue.) 10:00AM-6:30PM
Nov. 29, 2017 (Wed.) 10:00AM-6:00PM
Venue: Tokyo International Forum / Hall E
‐ Premium Textile Japan 2019 Spring/Summer Dates: May 9, 2018 (Wed.) 10:00AM-6:30PM
May 10, 2018 (Thu.) 10:00AM-6:00PM
Venue: Tokyo International Forum / Hall E
* Applications scheduled to open mid./Nov. 2017
(provisional)
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◆ Overseas fairs (Japan Pavilion) Japan Pavilion will promote Japan Quality based on textile trends originating from Japan by combining the selected
Japanese exhibitors, maintaining an optimal fairground location, and targeting higher promotional efficiency.
□ Milano Unica -The Japan Observatory at MILANO UNICA
- 2019 Spring/Summer Dates: Beg. Feb., 2018 / Venue : Rho Fieramilano
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□ Intertextile Shanghai Apparel Fabrics
-Japan Pavilion 2017 Autumn Edition Dates: Oct. 11 – 13, 2017 (Wed. – Fri.) 9:00AM-6:00PM Venue: National Exhibition and Convention Center (Shanghai), China
- Japan Pavilion 2018 Spring Edition
Dates: mid./March, 2018
Venue: National Exhibition and Convention Center (Shanghai), China