Pikku Saari - How to develop a textile brand in Japan
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Journal Title
Journal ISSN
Volume Title
School of Arts, Design and Architecture |
Master's thesis
Location:
P1 OPINNÄYTTEET D 2018 Shimatsuka
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Author
Date
2018
Department
Major/Subject
Mcode
Degree programme
Fashion, Clothing and Textile Design
Language
en
Pages
125
Series
Abstract
The topic of my thesis is the textile brand, Pikku Saari that I started in Japan in 2015. The thesis explores ideas for developing the brand. This is a practice-based thesis which main focus is on the creative production of collection making. As a support of the creative production, all the related matters around Pikku Saari are examined in order to study how the brand can be developed more attractive for the Japanese market. Chapter 1 explores the reasons why Finnish design and culture are so popular in Japan. These reasons were analyzed by interviewing two experts in the field in order to think what Pikku Saari could offer for the Japanese market and how the results of the research can be reflected in the design. Chapter 2 focuses on my position as a Japanese designer in Finland through an interview with Fujiwo Ishimoto who has worked as a designer based in Finland over 40 years. The potential of my Japanese and somewhat Finnish point of view is also considered. Chapter 3 consists of expert interviews and brand research. The interview with Noora Niinikoski, Head of Design at Nanso gives insights to the process of making a collection. For brand study, three Japanese brands including nani IRO, minä perhonen and Kippis are examined. Interviews with Finnish textile designer Elina Rebers and Teija Puranen who have worked with Japanese companies provide the perspective of Finnish designers working in the Japanese context. The interviews shed light to what Japanese companies expect from Finnish designers. In chapter 4, origins of Pikku Saari are explained including inspiration and concept of the brand. Effective marketing tools for branding such as collaborations and the use of media are examined. Finally, ways to develop the brand further are discussed. In chapter 5, the design process of the collection is described including sketches, colorway, material choices, sample checks and photo-shoot. All the collections since 2015 are visually presented. In chapter 6, the meaning of the exhibition as a marketing tool for Pikku Saari is considered and the previous exhibitions and an upcoming exhibition are introduced. In the conclusion, significant outcomes of the research are reviewed and the future direction of the Pikku Saari is considered.Description
Supervisor
Salolainen, MaaritThesis advisor
Niinikoski, NooraHärkäpää, Maria
Keywords
collection, print design, textile design, Japanese market, brand
