Visit of the 55th edition of the Mode in France trade show in Tokyo

On July 27, 2023, our team visited the Mode in France trade show in Tokyo in order to exchange with the participating companies and learn more about their journeys in Japan, their successes and their difficulties. We were thus able to collect valuable information to better support fashion companies as part of our services.

Presentation of the trade show : 

Mode in France Tokyo

The 55th edition of the biannual event of French fashion in Japan, the Mode in France trade show, took place on July 25, 26 and 27, 2023 in the heart of Tokyo, in the Ebisu district. This trade show is organized by the Fédération Française du Prêt à Porter Féminin, DEFI and the Promas office.

Since 1996, this event has brought together every year many French ready to wear and fashion accessories brands, allowing them to meet BtoB partners to export their products to Japan and to strengthen their existing business ties.

This edition brought together 26 companies, whereas before the Covid crisis, the event generally welcomed around sixty brands. At the request of Japanese participants, the event was maintained during the pandemic so that they could discover new collections and place orders.

Since the reopening of borders in October 2022, the trade show has returned to normal, with a participation rate gradually increasing.

Feedback from the companies : 

Some brands that have been distributed on the Japanese market for several years are experiencing a decline in their turnover, explained by a mature and highly competitive market, as well as by border closures, decreased consumption during the pandemic, and the weakness of the yen (as of August 4, 2023, 1 euro equals 156 Japanese yen).

The increase in logistics and transport costs and the current exchange rate make imported products more expensive for Japanese consumers, and business relations with local partners more complex.

On the other hand, several exhibitors explained that they have a network of a few Japanese retailers who regularly purchase a certain number of pieces from them. They do not necessarily need to work with exclusive import partners in the early stages of their development, but several of them now see an interest in doing so in order to increase their sales.

Several companies told us about the mutual importance for them and their clients of participating in Mode in France every year in order to maintain the relationship and present their new collections in person.

Interest in participating :

The trade show is mainly aimed at SMEs and mid sized companies in the ready to wear sector that wish to develop on the Japanese market and benefit from the long standing trusted partnerships established by the organizers.

However, not all brands match the target of Mode in France, which is why they are advised in advance on the interest of participating in the trade show. Do not hesitate to visit the contact page of the event’s website in order to discuss the relevance of your participation.

Unlike other major international trade shows held in Japan, this one highlights only French brands, which are appreciated for their elegance and their know how.

Our strategic recommendations : 

In a mature market such as Japan, where competition is intense and consumers are demanding, any company wishing to develop there must clearly differentiate itself.

In the fashion industry, where visuals and brand image are a priority, French brands approaching the Japanese market must have a strong DNA, a well defined universe and impactful storytelling.

It is important to be aware that this is a market highly driven by trends, to know how to constantly reinvent oneself, as well as to understand and adapt to Japanese style.

For example, one brand told us that its design did not sufficiently match the concern for discretion of Japanese female consumers (necklines that are too revealing, sleeves that do not provide enough protection from the sun, etc.).

As a result, participating in a trade show such as Mode in France Tokyo is one of the components of the development of a French ready to wear brand in Japan.

Please also note that CCI France Japan can offer additional support in the form of a prospecting mission to contact qualified players and strengthen your sales.

Contact us to discuss your project : business@ccifj.or.jp