I’ve just come back from Liberty’s seminar on the Spring Summer 2012 fabric collection, held in Tokyo’s upmarket Ginza district for Liberty Japan’s main fabric customers. Antiques, archives and costume were the main themes for the collection - sounds a bit traditional? Well, there was something for everyone with Zandra Rhodes’s "hot tropical pinks and purples, sunshine golden yellows and azure blues" and a range of "sumptuous art works created with digital printing" I had one of those "proud to British" moments, listening to the depth of creative design, talent and history which Liberty brings together in its fabric range.
A couple of other thoughts: Japan accounts for 50% of global sales of Liberty’s fabrics, and this is growing. Quality really counts in this market. Consumers are super-fussy, and constantly seek new high quality ideas. But there are lots of them (127m) and they are willing to spend money on good products. To succeed in the consumer market here, it’s good to have a story behind the brand or product too. Every one of the new fabrics I saw had a wonderful story behind it - inspired by film sets, gardens, fabrics from art galleries and even the London Games 2012. The Japanese buyers love it, and they come and listen for well over an hour twice a year to the inspirations behind the new patterns. None of Liberty’s other overseas markets sustain this kind of interest in what lies behind their products. In the past, the fabrics were used for pyjamas and blouses which your granny would wear. That’s still a great and growing market here. But these days, you are just as likely to find Liberty’s patterns used here for accessories like sunglasses (I need a pair of these), in Nike footwear limited edition available from the spring (need these too), Samantha Thavasa handbags in a Hello Kitty collaboration (ditto, obviously!).
And I’m told that Japanese agents and partners of UK brands are preparing for renewed interest in the UK. The UK enjoys a steady good position in consumer products, but coming back into vogue will boost our opportunities here. There’s great interest in the Royal Wedding, and next year’s Olympic games will be a real focus. We’re here to help Liberty’s and others maximise their business from these opportunities.
Rachael Bayfield