< 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