Partner country: Singapore Hello Shibuya Tokyo Field: Apparel, fashion

Agenda: Japan’s next-generation fashion business operators are willing to expand their business in ASEAN, but the lack of local marketing information and business partners, requirement of product development and back office know-how& cost are bottlenecks. Mission: Adopt the three themes: “Incubate” “Invite foreign people to Shibuya” and “Develop hit products in local collaboration.” Explore the feasibility of fashion platform (FPF) projects to help next-generation fashion business operators of Japan enjoy business growth in ASEAN. Brand strategy: Take advantage of the consortium led by PARCO, which is an experienced commercial facility, to carry out promotion activities under the three themes above.

Outline of project Japan’s next-generation fashion business operators and creators will work together to implement the following: 1. Pop-Up Shop (BtoC shop for a limited time) 2.Trade Show (BtoB exhibition and order) 3.Promotion Events Contents will be publicly solicited and selected under the theme of “Shibuya” and “Incubate.” There will be collaboration with the partners of PARCO’s incubation programs: “Shibucul Festival,” “Once-a-month (selling spaces operated by PARCO)” and “Fight Fashion Fund (community-based micro fund)” as well as “JFW,” a fashion movement based in Shibuya. In Singapore collaboration is planned with the government of Singapore (SPRING) and the President Award winning creators. There will be mutual exchange among next-generation business operators of the two countries and product development by them. They will work to create a new market by uniting two cultures rather than using Japanese products as they are. Project items and descriptions Business Producer Masaaki Abe (Managing Executive Officer (MEO) in charge of corporate planning, PR and IT, [i]…Pop-Up Shop (BtoC shop for a limited time) of multiple brands and contents Director of PARCO (Singapore) Pte Ltd） [ii]…BtoB trade show …joined Parco Co., Ltd. in 1983. His previous titles include Executive Officer (EO) and [iii]…Fashion shows by participating designers, Shibuya Culture events, etc. Manager of Shibuya Parco Store, EO in charge of human affairs, MEO in charge of the [iv]…Product development in collaboration with top local creators Business Strategy Office. With a broad range of expertise and knowledge in marketing, [v]…Opportunities to learn local business know-how taking advantage of the strength of leasing, human affairs, business strategy, business planning, IT and overseas business, he consortium members has experience of introducing big overseas brands as well as connections with a large [vi]…Testing Fashion Platform (FPF) project that is a future vision number of small and large domestic specialized stores. Main schedule Participating enterprises • Mid-October, 2012: Media conference (project overview) • October 2012: Public invitation and selection of business operators including  …PARCO Co., Ltd., PARCO(Singapore) Pte Ltd fashion  …RCKT Co., Ltd.  …Japan Fashion Week Organization • January-February, 2013: Pop-Up Shop:  …ASHU NAKANISHIYA CO.,LTD. • January-February, 2013: Trade show/promotion events  …SPRING Singapore (The Standards, Productivity and Innovation Board) Partner country: Singapore Hello Shibuya Tokyo Field: Apparel, fashion

1st step/ Feasibility: This round Vision Form sales floors binding Japan’s next-generation fashion business operators and Realize business growth in ASEAN market by Japan’s domestic next-generation talents to establish creators under the themes:“Incubate”, “Contribute to Shibuya from an inbound a fashion platform taking advantage of back office perspective” and “Develop sellable products in local collaboration.” sharing Not merely for introducing Japanese products but through Parco’s merchandise selection create retail spaces that exemplify Tokyo’s Shibuya.

Integrate the next generation of designers and creators from both countries with pop art and develop and sell products in collaboration with Images of sales floors Singapore creators . Aim to create new markets. About 20 brands × Collaboration with top local creators (including prize winners) Partnership with fashion movements based in Shibuya *Photos are image

Targeted design schools

Collaboration with next-generation fashion business operators based in Shibuya area

※Photos are image Using resources of PARCO Singapore _PARCO next Next _SPRING (Singapore government)

Cooperation with incubation projects of PARCO *Local next generation fashion business incubation program in collaboration with the government of Singapore