UKTI Japan's fashion team assisted Takarajima-sha (publisher) and Cath Kidston's partners in Japan, United Arrows, in staging an eye-catchingly British event in the ideal setting and style of the British Ambassador's Residence in Tokyo. Nearly 200 guests enjoyed speeches from David Warren (Ambassador), senior representatives from Cath Kidston and a local Japanese celebrity.
The exterior of the Ambassador's Residence looked absolutely stunning decorated with projections of Cath Kidston's famous prints, as the famous British lifestyle brand launched their 4th "mook book" in Japan.
A "mook book" is a current marketing phenomenon in Japan. It is a cross between a magazine and something the size of a book, bundling a high quality gift such as a bag, scarf or lunchbox with a magazine in order to increase sales. These typically sell for the equivalent of 10 British Pounds.
Cath Kidston's 4th "mook book" includes a small bag, tissue case and pocket mirror. The print run of 1,200,000 copies is something of a record in Japan.
The rainy weather enabled the guests to enjoy their umbrellas emblazoned with Cath Kidston's beautiful flower print.
Kae Miyazawa
UKTI Japan