Pronto moda Tokyo‐style – emergence of collection‐free street fashion in Tokyo and the Seoul‐Tokyo fashion connection

Abstract

The emergence of purely “street‐born” fashion styles in the 1990s in the young women’s casual wear market in Tokyo has revealed the limitations of the conventional framework of quick response (QR) approaches that have long been implemented by Japanese fashion houses. They were found to be incapable of responding to the need for fresh fashion designs in the extremely volatile and fast‐moving streets of Tokyo’s casual fashion scene. This, on the other hand, has initiated a Korean‐Japanese fashion connection, in which a large number of small fashion firms in the Dongdaemun fashion industry district in Seoul play an important role in the taking‐shape of the pronto moda (fast fashion) in Tokyo style, with their organic networking of small suppliers within the agglomeration. The linkage of fashion industries between Seoul and Tokyo has also been fostering an interactive partnership in that both parties learn the uniqueness of each other’s practices. On the basis of a review of industrial agglomeration theories, highlights the relationships between the casual fashion trends in Tokyo in the 1990s and the pronto moda formula in the fashion agglomeration in the Dongdaemun district. In addition to this, an analysis of the future implication of the Korean‐Japanese fashion connection in the context of the global fashion industry is projected.

Citation

Azuma, N. (2002), "Pronto moda Tokyo‐style – emergence of collection‐free street fashion in Tokyo and the Seoul‐Tokyo fashion connection", International Journal of Retail & Distribution Management, Vol. 30 No. 3, pp. 137-144. https://doi.org/10.1108/09590550210420819