For the Japanese apparel industry, the first two months of 2009 were not optimistic. The global economic downturn, the appreciation of the yen, and the reduction of consumer confidence ... The news that we can call "good news" is rare. However, it is in this adverse environment, the Japanese men's brand exports have shown an upward trend. At the men's wear fair Pitti Immagine Uomo in Italy, many Japanese men's wear brands appeared and some achievements were made. However, men in the uncertain environment also need to accept the test of the market. Significant increase in the number of overseas exhibitors menswear It is noteworthy that many of the Japanese companies participating in the Italian men's wear Expo is the first time overseas to attend a comprehensive clothing expo, the number of overseas exhibitors of Japanese men's clothing shows an increasing trend every year. As a tie manufacturer, Chenghe has recently launched a new brand of "Ane Stylished & Level" men's accessories in cooperation with the East Asian company, which mainly sells leather accessories. This is the first time that Chenghe Company has been exhibiting overseas. In order to open up the European market, Cheng Hired and Junichi Hachimaki, a Japanese designer living in France, served as design director for the new brand. Junichi Hachimaki has served as chief designer of Ferragamo, Gucci and other top brands, enjoying a high reputation in the industry. Cheng and responsible for the production of tie, leather accessories production by the East Asian companies responsible for the completion. Managing Director and Tian Kunsheng said: "Exporting is an important issue for the company in the coming years and requires a long and arduous effort. In order to open up overseas markets, a solid first step needs to be taken." At Pitti Immagine Uomo, The direct effect is that "already established contact with some well-known exhibition halls in the area and is negotiating details." FAT is a brand launched by KYU Tokyo 7 years ago and has become one of the most popular casual menswear brands in Japan. Seven years after the brand was founded, FAT took part in the Pitti Immagine Uomo show, the first time that the brand has gone abroad. According to reports, FAT brand has also received overseas orders many times before, but the company will be rejected. The reason to choose to exhibit at this period is because the head of the company believes that "FAT has established its leading position in the Japanese market and the time has come to start its export business." Taku Sato, director of garment department at KYU Tokyo, said the company plans to open up overseas markets in three years and to some extent within five years. Therefore, this overseas exhibition is a crucial step for the company. Overcoming yen appreciation with design and technology Many Japanese men's businesses that have participated in the Pitti Immagine Uomo show have already received overseas orders. Some business executives said consumers around the world are paying more attention to Japanese branded apparel. Balance is a new casual wear manufacturer headquartered in Okayama Prefecture. With the help of NF consulting company ZACCA International, the company chose Pitti Immagine Uomo for its first overseas exhibitor and used Okayama denim fabric. During the show, the company has received orders from five companies, and many orders are being implemented. ZACCA International provides a product showroom for Balance, the official said: "Emerging brands to participate in Pitti Immagine Uomo will be able to receive so many orders rare before, and the order may further increase.This shows the Japanese men Of the design and production technology has been occupying a certain position in the world, although the appreciation of the yen will have some negative impact on the export of Japanese clothing, but this effect is not significant. "Seeking a stable position in the international market In addition to emerging enterprises, some in Japanese yen exchange rate lower background to carry out export business men's enterprises also made good performance. At this year's Pitti Immagine Uomo show, United Arrows added 5 new customers to the "Kamoshita United Arrows" menswear brand, with the number of wholesalers having risen to 25. Aicos, which started export business last year, also received orders from European countries such as Germany and Italy. The number of overseas wholesalers also showed an upward trend. Since the 1980s, Japanese men's clothing has gradually been the focus of the European market, many times around the "Japanese men's hot." However, the Japanese men's enterprises are not content with this kind of "overshadowed" status, but rather they hope to seek stability in the international market by actively participating in global competition. Of course, the Japanese men's enterprises to open up overseas markets also need to pay more efforts to overcome the impact of the appreciation of the yen is an important task facing the garment enterprises, because the exchange rate changes not only affect the balance of payments, But also related to the competitiveness of related products in overseas markets. Aicikesi company said that the current retail prices of major commodities in the European market is about 70 euros, 2009 autumn and winter new products are also planned to maintain the price level. However, if the exchange rate of the yen to the euro continues to run high, retail prices do not mention 90 euros will be a loss, and the result is bound to affect the product's competitiveness. Takizawa, head of STYLECRAEATIONS, a menswear maker that has participated in Pitti Immagine Uomo 7 times, believes that the appreciation of the yen is a tremendous test for Japanese men's apparel companies and will be "the touchstone for Japanese apparel to gain a foothold in international markets." As of last year, the overseas export business of STYLECRAEATIONS still achieved profit except the cost of exhibiting. However, due to the fact that many professional buyers did not show up in person this year, they used e-mail, telephone and other means to contact them, and the balance of payments still remains unknown ". However, Takizawa think from the reaction of all parties, the Japanese men have established a relatively stable position in the international market. In the future, how to maintain profitability in the context of the global economic downturn has become the key to the challenge of international markets in the future to become the export of Japanese garment enterprises. Takizawa pointed out: "The quality of Japanese men's clothing has been recognized by the world and in the future it is necessary to make bold innovations in the business model." However, business model innovation should get rid of the existing wholesale model and carry out diversified business models including OEM processing , At the same time need to strengthen the ability to deal with risks.