Soleil Tokyo: The fashion fair without exhibitors

From 27-29 March, the new edition of fashion fair Soleil Tokyo will take place in Tokyo. Around 200 brands will present their latest products in the segments of fashion and accessories for children, women, and men. The special feature: the exhibitors won’t be there.

That’s because the fashion is presented exclusively on uniform hangers or shelves provided by the organiser. There are no individual booths. Unlike other fairs, no sales meetings or informational discussions take place here. The idea is for visitors to discover brands at their own pace and according to their own wishes. To this end, the organiser, JTB Communication Design, displays fashion from different labels in inspiring compilations according to colour or theme. This type of presentation is designed to give trade visitors the opportunity to focus completely on the products shown.

Trade fair format supports young talents and caters to Japanese culture

During the fair, representatives of the manufacturers can wait in a separate room to hold talks with interested buyers. But their presence on site is not required, says the organiser. This has the advantage that the costs for the manufacturer are significantly reduced, so even young talents can participate. As the show organiser Yoshiko Kubo told the Spanish edition of Fashion United, Japanese culture is another reason for the unusual format: “Japanese people are very shy. It can be very challenging for them to start a conversation with someone, even if they are interested in the products.”

Soleil Tokyo

The ​​children’s fashion area will be expanded

If visitors wish, they can contact the manufacturers through a direct matching system. If you like the fashion, you will receive the designer’s contact information directly. The companies get a list of prospective buyers, and the organiser can also assist in connecting manufacturers and buyers. Around 200 brands are expected to present their products to the Japanese trade public, which includes business owners, retailers, wholesalers, agencies, stylists, and trade press. For the sixth edition of Tokyo Soleil, participating brands include cobana, Carré Royal, Hurri Curri, Utopara, jardim by Marina Ishii, Sassy, and Jennifer Ouellette. K2, frankygrow, and Gris are among the children’s fashion labels participating in this unusual trade show format. According to press officer Déborah Sebban, the children’s fashion area will be expanded for the next edition of Soleil Tokyo.



Images: Soleil Toyko



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