April 3, 2008
'Tokyo Girls' match cellphones with fashion
The biannual Tokyo Girls Collection show, the brainchild of Tokyo start-up Xavel, targets both the popularity of mobile devices and the fashion frenzy of this nation's trendy youngsters. USA Today reports.
"Xavel runs Girlswalker.com and fashionwalker.com, sites designed to be accessed from mobile phones as well as personal computers. And it welcomes retailers to sell their wares through the sites. About 200 companies, mostly smaller local brands, sell through fashionwalker.com.
Some 7 million people regularly read the Girlswalker.com magazine site, while 3 million shop at fashionwalker.com each month, according to Xavel.
Xavel won't disclose its sales commissions or the fee for taking part in the Tokyo Girls Collection show. But its 2007 revenue was $130 million, mostly from advertising and direct sales. Sales at this month's one-day show in Tokyo totaled about $350,000, Xavel officials said.
Xavel's success grows from marketing what it has dubbed "real clothes" — functional, everyday apparel — through cellphone communication and the fashion show, in contrast to the more arty design statements that make up the conventional fashion world's shows, said Ayako Nagaya, chief producer of Tokyo Girls Collection.
Xavel peddles off-the-rack women's wear for the season in progress, carefully selecting affordable brands like Japan's new Titty & Co. and Spiral Girl. Most items cost $50 to $100, though some are pricier."
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