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5 Sep 2014

Japanese buyers discover Québec fashion in Vegas

One of the many fashion shows during Magic Market Week in Las Vegas from August 18 to 21, 2013 (Photo MMW).

Nearly fifty exhibitors from Québec’s fashion industry participated in Magic Market Week (MMW) in Las Vegas in August.

Created in 1933, this semi-annual international fashion week is one of the world’s most famous fashion engagements. It includes ten events in a one-million-square-foot space and is attended by more than 70,000 professionals from 80 countries who come to discover new trends, check out the next generation of young designers and see the most recent collections by revered creators.

In anticipation of the large number of Québec creators and many Japanese buyers who would attend the MMW, the Economics Affairs department of the Québec Government Office in Tokyo (DGQT) decided to use this huge event to put suppliers and buyers in contact with each other.

Making the most of an internationally renowned show

Although this initiative was the first of its kind in the North American fashion industry outside of Québec and Japan, similar initiatives have been successfully carried out in other industries.
It required a great deal of coordination work by the DGQT, which first contacted Québec businesses to inform them of potential buyers in Japan. Once on site, individual and group appointments were arranged, in addition to networking activities and meetings.

This gave many Japanese buyers an opportunity to discover the diversity and quality of women’s and men’s fashion products, accessories and shoes from Québec. Sales contracts were even signed at the event.

The initial contact with potential Japanese buyers was a huge step forward for many Québec companies, which can now develop the Japanese market.

A representative from Amimoc, a Québec-based moccasin manufacturer, signs a sales contract with a Japanese buyer.

Québec Government Office in Tokyo
MMW - February 2014
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