Hollywood boutique chain Kitson set to enter the Japanese market
The Kitson website offers fashions directly from Hollywood films.
Kitson, which operates four boutiques in the LA area, is preparing to launch their first store in Tokyo in March, 2009, with plans to open at least two more in the following 18 months. The Kitson name will be licensed by Xavel, which organizes the Tokyo Girls Collection fashion shows that provide a shopping paradise for trendy young Japanese women twice a year.
Although Kitson’s online shop is available only in English, 20% of order are from outside the US, with Germany and Japan as the top markets. “There’s a quirky-cool appeal to the Kitson branded merchandise that plays well in those markets,” says Kitson owner Fraser Ross.
As Kitson is famous for selling casual fashions that can be spotted in paparazzi shots of Madonna, Britney Spears, Mariah Carey, or in the “Sex and the City” film, its popularity in Japan can be seen an indication of Japanese fashionistas shifting their focus from domestic trend-setters to the casual-chic fashion of Hollywood.