JAPAN Brand Projects (JB Project) are subsidized by the Ministry of Economy, Trade and Industry order to support local businesses to develop a “JAPAN Brand” to promote and popularize products that express “Japanese-ness” by enhancing the value and attraction of goods manufactured with local materials and traditional techniques. Since 2006 the Imabari Chamber of Commerce and Industry, Shikoku Towel Industrial Association, and Imabari city office have been working to establish the “Imabari Towel Project” as a JAPAN Brand Project.
Direct Promotion to Consumers
The large Japanese department store chain ISETAN’s popular Shinkuju branch in Tokyo had introduced an “Imabari Towel Corner” where towels made in Imabari were being sold and promoted.
“Honorary Towel Sommeliers” went on campaign trips to the ISETAN “Imabari Towel Corner”. Misako HIGAKI, Honorary Towel Sommelier and the producer of the “Imabari Towel Boutique” promoted the quality of Imabari's towels directly to Tokyo consumers.
Television Media
- Leading domestic media outlets were invited to Imabari City to profile the towel industry. Programs that featured Imabari towels include:
- NEWS ZERO
- Houdou Station
- Tameshite Gatten
Print Media
An article about Imabari's towels was published in the popular nationwide magazine “Karada Ni Iikoto” on September 16th, 2009.
Online Media
Information and videos about Imabari's towels has been continuously provided to the public through a website.
An exhibition titled “Habitare '09” was held in Finland from September 9th to September 13th.
The main themes of the Imabari Towel booth were “The Shape of Japan”, “The Colors of Japan”, “The Patterns of Japan” and “The Feel of Japan”. Imabari-designed towels were produced following those four themes.
On November 12th, the “Imabari Towel Messe” (Trade Fair) was held in Tokyo.
New and established items were exhibited, business conferences were held.
Towels produced by world famous designer Kashiwa SATO were announced and displayed.
The Imabari Towel booth designed for “Habitare '09” in Finland was re-created.
A reception and press conference were conducted.
Towel Sommeliers were trained.
The “JAPAN Brand Exhibition in 100% Design Tokyo” took place from October 30th through November 3rd.
Imabari towels were test marketed in Italy through “JAPAN Brand” from February 12th to 22nd, 2010.
Designer Kashiwa Sato
Kashiwa Sato designed new and exciting items utilizing Imabari's towels.
Towel Sommelier Recruitment and Testing
Recruitment (from July 1st to July 31th)
Examination (on September 17th)
Announcement of the results (on September 28th)
Honorary Towel Sommelier Certification
- Two well-known celebrities were certified as Honorary Towel Sommeliers to promote Imabari's towels.
- TATEKAWA Shinosuke (Comic Storyteller)
SHUNPUTE Shota (Comic Storyteller)
Improving the Quality of Imabari's Towels
To maintain and improve the quality of the brand, a new skill evaluation authorization system was implemented. The purpose of the system is to introduce standardized training for people to become qualified “Towel Meisters”.
Direct Promotion to Consumers
The large Japanese department store chain ISETAN’s popular Shinkuju branch in Tokyo had introduced an “Imabari Towel Corner” where towels made in Imabari were being sold and promoted.
New products and a Towel Sommelier were added to the Shinjuku ISETAN store from September 25th
“Honorary Towel Sommeliers” went on campaign trips to the ISETAN “Imabari Towel Corner”. Misako HIGAKI, Honorary Towel Sommelier and the producer of the “Imabari Towel Boutique” promoted the quality of Imabari's towels directly to Tokyo consumers.
Television Media
Leading domestic media outlets were invited to Imabari City to profile the towel industry. Programs that featured Imabari towels include:Ohayou Nihon (NHK)
Print Media
In collaboration with magazines for women, articles about Imabari Towel were published in various magazines. For example, “Begin” on February 1st, 2009.
Online Media
Information and videos about Imabari's towels has been continuously provided to the public through a website.
An exhibition titled “INTERIA LIFE STYLE 2008 in Tokyo” was held in Tokyo from June 11th to June 13th.
White Towel of the highest quality was released. Imabari 100-Samples Book was released. Imabari Towel library was released.
On October 17th, the “Imabari Towel Messe” (Trade Fair) was held in Imabari.
New and established items were exhibited, business conferences were held.
Towel Sommelier certificate award ceremony.
Towel factory tour on October 18th.
Towel design contest by Kashiwa Sato.
Release of Imabari Towel library.
Presentation of new items by local brands, “FUWARI”, etc.
The “JAPAN Brand Exhibition in “Tokyo” took place from October 30th through November 4th.
The “JAPAN Brand Exhibition in “Paris” took place from January 22th through January 24th.
The “JAPAN Brand Exhibition in “New York” took place from January 25th through February 7th.
Designer Kashiwa Sato
Kashiwa Sato designed new and exciting items utilizing Imabari's towels.
Towel Sommelier Recruitment and Testing
- 【The first test】
- Recruitment (from February 1st to February 29th)
- Examination (on April 10th)
- Announcement of the results (on April 16th)
- 【The second test】
- Recruitment (from July 1st to July 31th)
- Examination (on September 25th)
- Announcement of the results (on October 1st)
Honorary Towel Sommelier Certification
- Two well-known celebrities were certified as Honorary Towel Sommeliers to promote Imabari's towels.
- TATEKAWA Shinosuke (Comic Storyteller)
SHUNPUTE Shota (Comic Storyteller)
Improving the Quality of Imabari's Towels
To maintain and improve the quality of the brand, a new skill evaluation authorization system was implemented. The purpose of the system is to introduce standardized training for people to become qualified “Towel Meisters”.
Towels designed by Kashiwa Sato as well as those designed in collaboration with other designers were featured.
New products and a Towel Sommelier were added to the Shinjuku ISETAN store on September 25.White Towel product line consisting of towels of the highest quality made of the best materials and most advanced weaving technology was released by Towel Sommeliers. Various promotion activities were held to acquaint consumers with the advantages of high quality toweling over towels that depend on color and patterns for appeal.
Imabari Towel went on sale on the ground floor of The National Art Center, Tokyo in January.
Campaign trips are set up by Towel SommeliersMisako Higaki, Towel Sommelier and Producer of “Imabari Towel Boutique,” promoted Imabari Towel to the editors of 50 magazines.
Leading media were invited to Imabari city, a major producer of towels
TV programs (Close-up Gendai, NHK)
Articles in newspapers and magazines appear.In collaboration with magazines for women, articles about Imabari Towel were published in various magazines. For example, DIME carried articles about towels in a four issue series (11/6.11/20.12/18), culminating in a towel handkerchief supplement.
Imabari Towel also distributed products at sales promotions for: TOSHIBA's liquid crystal TV set, REGZA.
Information has been continuously provided to the public through a home page and videos.
Imabari Towel corner in Shinjuku ISETAN store is renovated and expanded on March 5.Towels designed by Kashiwa Sato (produced by 10 companies) and high-grade White Towel goods (produced by 6 companies) hit the shelves.
IMABARI 100-Samples Book was released. Towels co-produced by three companies with the help of Soutaro Miyagi, Asakata Ukai, and Kozue Hibino were presented.
IMABARI TOWEL MESSE 2007 (10/19)Exhibition of new items and business conference.
Towel Sommelier certificate award ceremony (Towel factory tour on 10/ 20).
Lecture by Kashiwa Sato (with more than 200 participants)
Release of IMABARI TOWEL LIBRARY （with 3000 samples: the expanded version of IMABARI 100-Samples Book）.
Presentation of new items by local brand, “FUWARI,” etc.
JAPAN Brand Exhibition in Tokyo Designer’s Week (10/ 31~ 11/ 4)
JAPAN Brand Exhibition at Gift Show (2/ 5~ 8)
“imabari towel” was officially registered as a trade mark July 6.
Development of items designed by Kashiwa Sato
Review of standards to measure qualityQuality standards were reviewed for towel products made of piled fabric such as bedclothes, scarves, and handkerchiefs.
Release of IMABARI TOWEL LIBRARYThe IMABARI 100 Samples Book was revised to increase the number of towel and fabric samples to 3000, re-named as IMABARI TOWEL LIBRARY, and was publicized at IMABARI TOWEL MESSE 2007.
Recruitment (7/2~7/31), Examination (9/27), Announcement of the results (10/3)
Certification of Honorary Towel SommelierSix eminent people were certified as Honorary Towel Sommelier to promote Imabari Towel: Misako Higaki (Producer of IMABARI Towel Boutique), Makiko Minagawa (Director of ISSEI MIYAKE), Etsuko Sato (Manager of SAMURAI JAPAN), Kenichi Kondo (Director of TAISO BOUSEKI), Miri Okada (fashion model), Akiko Fukushima (pro golfer)
Discussion on introducing the new certification of Towel MeisterBesides various sales promotion strategies, the certification of a Towel Meister was considered for the purpose of training technicians in order to maintain and improve the quality of the brand.
Kashiwa Sato was appointed as art director to produce a trademark and logotype to reflect an international point of view.
Setting and authorizing original standardsA jury and steering committee were founded inside the Shikoku Towel Industrial Association to oversee membership in Imabari Towel.
Concept ReportA “Concept Report” was made to share the brand concept, qualification standards, and future plans with local manufacturers.
White Towel, which does not make use of color or patterns but emphasizes the highest quality materials and manufacturing technology, selected products made by manufacturers in Imabari.
Development of three model itemsThree trial products were produced with the collaboration of designers, artists and towel makers MARUEI TOWEL, MURAKAMI TOWEL and YOSHII TOWEL.
Exhibition held“IMABARI Towel Project Exhibition vol.1” was held in the show room on the first floor of Spiral, February 15 to 19, 2007, where “White Towel line is Created in Imabari” and three examples were exhibited.
Standards to measure the softness, lightness, and other qualities of towel products were set as the first trial in the world, and were publicized in Imabari Sample Book.
Discussion on making Imabari Sample Book consisting of only White Towel productsHow to make the Imabari Sample Book about towel fabrics as part of a sales promotion- the first such trial in the world- was discussed. The possible variations of white towels to express the high technology of manufacturers and the original essence of towel fabrics without colors or patterns were discussed. Also, plans to expand the Imabari Sample Book to “Library” by increasing the number of fabric samples were considered.
Discussion on introducing the qualification of Towel SommelierPlans to introduce the qualification of Towel Sommelier in order to foster customer-advisors, sales promoters, and sales managers at retail stores were discussed.
Discussion on introducing the qualification of MeisterPlans to introduce the qualification of Meister for the purpose of training technicians as well as developing a training curriculum were considered.
On February 15, 2007, at Spiral (Aoyama, Tokyo), a press conference to announce the trademark and explain the project was held. At the same time, a party was thrown to show the guests the history and manufacturing techniques of Imabari Towel. Forty media companies were invited and entertained in an attempt to foster on-going relationships with them.
Producing Home Page / BlogImabari Brand is being promoted through the Internet and blogosphere and many have accessed the sites.
Discussion on introducing the qualification of Towel MeisterIn order to keep and improve the quality of the brand, the qualification of Towel Meister was considered for the purpose of training technicians, in addition to the implementation of various promotion strategies.
