September 17, 2019
  • Rakuten, Inc.

Rakuten Announces New Fashion Strategy:“Rakuten Fashion”

Tokyo, September 17, 2019 - Rakuten, Inc. today announced “Rakuten Fashion,” a new strategy that aims to both offer one stop digital services to the fashion industry and create a platform to provide users with high value-added services in the fashion sector.

              The Rakuten Fashion Key Visual 


Rakuten is implementing a broad variety of initiatives to strengthen the fashion genre on its first-party fashion e-commerce site and internet shopping mall Rakuten Ichiba, aimed at leveraging continued growth in Japan and the global fashion industry and e-commerce. As a core initiative, Rakuten formed a partnership with the Japan Fashion Week Organization in August 2019 to become the headline sponsor of TOKYO Fashion Week and re-brand the event as “Rakuten Fashion Week TOKYO” from October this year.

The new Rakuten Fashion strategy encompasses a drive to leverage assets from across the Rakuten Group to build a more open platform for the provision of one stop digital solutions to the fashion industry, aimed at improving efficiency across the business, from merchandise planning and manufacturing to sales. Solutions will include demand forecasting, order management and payment systems, logistics fulfillment services and overseas sales support services. Through the new platform, Rakuten aims to support Japanese fashion to drive digitalization and strengthen e-commerce, contributing to further growth of the fashion industry.

The existing first-party Rakuten BRAND AVENUE site will also relaunch as “Rakuten Fashion” from October 1 with a completely new design aimed at evolving the fashion platform to offer new value to users. The relaunch will offer a simpler, more refined design and incorporate new brand story pages to allow participating merchants to share the story and concepts behind their brands in more depth, enabling them to engage more closely with users and create a richer and more enjoyable shopping experience.

Rakuten will continue to strive to empower the fashion industry of Japan and offer users even more enjoyable shopping experiences.

About the relaunch
Service name: Rakuten Fashion
Service overview: Rakuten Fashion (currently Rakuten BRAND AVENUE) is a fashion e-commerce site offering merchandise from more than 1,100 popular fashion brand shops (as of September 2019), providing users with extensive choice from a broad variety of fashion items and the ability to earn and spend Rakuten Super Points.
Opening date: October 1, 2019
Key visual direction:
 - Toshiko Nakashima, former chief editor of GINZA
 - Art director/graphic designer: Naomi Hirabayashi

*Please note that the information contained in press releases is current as of the date of release.

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