Mook’s Success For Fashion Brands in Japan

“Brand Mook Series” has been a Takarajimasha Publishing House registered trade mark since 2005, and in the last year has become huge business in Japan. The Japanese publishing giant has collaborated with more than 80 brands from local fashion brands like Tsumori Chisato to international designers such as Top Shop, the Finish Marimekko and haute couture brands such as Furla and Yves Saint Laurent

A Mook is basically a magazine or book containing special edition branded items, and usually priced for less than $18. Break-through sales of about 200 branded magazine issues and a total of 20 Million copies turned the series into a huge success. For example, Kitson alone, an LA based celebrity fashion brand, have sold 1.2 Million Mooks in Japan. The tie in with numerous fashion houses has seen the Mook become an established success both in terms of sales and also as an exercise in branding collaboration.

This year, a number new brands joined the series, offering a new Spring – Summer 2011 collection of bags, pouches, purses and make up cases, which can be collected with each weeks Mook in the same way hobby magazines work offering new parts to figures each week, and driving continued sales. High end fashion brands have recently joined the Mook bandwagon, Armani Exchange, collaborated with Takarajishima for their Mooks earlier this year in Japan. In the magazine, you can find information on the new NY Spring-Summer collection and receive a limited edition set of unisex tote- bag and pouches. Cult fashion labels such as Bathing Ape have also released their own branded Mooks but at a premium rate of around $41, however with limited sales they prove particularly popular with the die hard BAPE fans.

The magazines formula is fairly simple, readers get information about a brand’s new collection, shops information, new trends and some personal information about the designers themselves along with some “exclusive” items. Basically it works as a great advertising vehicle, a PR magazine for the brand, but drawing in the reader with the offer of a uniquely designed bag.

In accessory excessive culture such as in Japan, it is a natural success where this kind of large scale marketing collaboration where limited edition bags act as the lure in the readers purchasing these magazines. As with hobby magazines, where enthusiasts want to collect the complete series of whatever it is they are colecting, similarly people are drawn to continued purchasing and collecting the special edition branded items. Taken further there is a large scale potential then for marketing in other spheres in Japan.

Source :