Fast fashion beats big name brands?
A three-piece set of outfit that looks like a fashion magazine costs only 3,890 yen at Don Quijote. It’s “Tokyo Cover Girl”, Don Quijote’s fast fashion brand. The secret of such cheap price is in Guangzhou, China. They study Japanese fashion magazine and manufacture similar designed clothes as well as custom designed clothes very promptly at a low cost.
GUCCI in Ginza fashion district is going to withdraw at the end of February 2010, and the place will be replaced by Forever 21′s second store in Japan. (At a moment, Forever21 has only one store in Harajuku.)
Other high fashion brands cannot stop opening their sister shops that offer low-price clothing one after another, because this is the trend today brought by foreign fast fashion brands. For example, FREE’S SHOP produces FREE’S MART and moussy produces AZUL by moussy. Don Quijote is not exceptional.
It will only take about 3 weeks for Don Quijote’s “Tokyo Cover Girl” to be available at stores. It has to be that fast and fresh.
I have to say it’s very natural we jump to fast fashion under such a bad economy, while I am worried about it that cheap things may be thrown away very easily. When we can get things at a very low cost we may forget the spirit that we have to cherish them.
If you are interested in the fashion, here’s a related post about it.
Contributor Bio: Kirin is a Japanese woman spending her life so far somewhere around Tokyo. She now works from home and is also spreading Japanese kawaii culture and etc. through her popular blog, Tokyo Kawaii,etc.
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