The US guitar maker Fender is opening its first retail store in Japan, hoping to appeal to music lovers and those who appreciate its style. The Fender Flagship Tokyo store will offer the company’s new apparel brand, F Is For Fender, along with a wide range of guitars and a soundproof room for customers to play loudly. The store, located in the trendy Harajuku-Omotesando district of Tokyo, aims to provide a place where people can truly experience the Fender brand. Fender, known for its iconic Stratocaster guitar, is the world’s leading manufacturer of electric guitars and has a strong presence in Japan, which is its third largest market. The opening of the Tokyo store has sparked some controversy, as it represents Fender selling directly to consumers, but the company assures that it will not compete with its dealers and believes that the flagship store will fuel the growth of the entire industry. Fender’s music rivals, such as Yamaha and Roland, are also investing in Japanese retail to enhance customer connections and refine their brand image. Fender expects the Asia-Pacific region to become the largest market for musical instruments by 2030. The company sees great potential for growth in the region and plans to make Fender Flagship Tokyo a key element of its overall marketing strategy. The store will feature Japanese-made and Japan-exclusive merchandise. Overall, Fender’s entry into the Japanese retail market is poised to make a significant impact and drive further interest in its brand and products.
Additional Piece:
In an increasingly digital world, the opening of a physical retail store may seem counterintuitive. However, for a brand like Fender, it represents a strategic move to connect with customers on a deeper level and create an immersive brand experience. The store provides a space where musicians and enthusiasts can try out Fender guitars and experience the unique sound and feel that has made the brand iconic.
The decision to open the flagship store in the Harajuku-Omotesando district is a smart one. Known for its vibrant fashion scene and youthful culture, the area attracts a diverse range of people who appreciate music and style. By positioning itself in this trendy neighborhood, Fender is able to leverage its brand image and appeal to a broader audience.
The inclusion of a soundproof room in the store is a clever move that caters to musicians who want to play their instruments without any restrictions. This not only allows customers to test out the guitars but also creates an environment where they can express themselves freely and connect with the music on a more personal level. It adds an element of fun and excitement to the shopping experience.
Fender’s decision to launch its apparel brand, F Is For Fender, in the flagship store is another strategic move. By offering clothing alongside its guitars, the brand is able to tap into the fashion-conscious consumer market and further cement its position as a lifestyle brand. This move also allows Fender to diversify its revenue streams and create additional opportunities for growth.
The opening of Fender Flagship Tokyo has raised concerns among its dealers, who fear competition from the brand’s direct sales to consumers. However, Fender has assured them that the store will not compete but rather help grow the industry as a whole. This highlights the importance of collaboration between brands and their dealers in the music industry. By working together, they can create a thriving ecosystem that benefits everyone involved.
Fender’s entry into the Japanese retail market aligns with the company’s long-term growth strategy. With Japan being its third largest market, the brand recognizes the immense potential for expansion in the region. By establishing a flagship store in Tokyo, Fender is not only targeting the local market but also taking advantage of the country’s popularity as a tourist destination. The influx of foreign visitors provides an opportunity to introduce the Fender brand to a global audience and attract new customers from around the world.
As Fender sets its sights on becoming a key player in the Asian market, it is worth noting the broader trends in the music industry. Despite the challenges posed by the pandemic, the demand for musical instruments, particularly guitars, has surged. Fender estimates that 30 million people worldwide have picked up the guitar since the start of the pandemic. This renewed interest in music and playing instruments presents a significant opportunity for brands like Fender to capitalize on and grow their customer base.
In conclusion, Fender’s decision to open its first retail store in Japan is a strategic move that allows the brand to connect with customers on a deeper level and create an immersive brand experience. The store’s location in the vibrant Harajuku-Omotesando district and its offerings, such as a soundproof room and an apparel brand, cater to both music lovers and style enthusiasts. Fender’s entry into the Japanese market represents a significant step in its long-term growth strategy and reflects the potential for further expansion in the Asia-Pacific region.
—————————————————-
| Article | Link |
|---|---|
| UK Artful Impressions | Premiere Etsy Store |
| Sponsored Content | View |
| 90’s Rock Band Review | View |
| Ted Lasso’s MacBook Guide | View |
| Nature’s Secret to More Energy | View |
| Ancient Recipe for Weight Loss | View |
| MacBook Air i3 vs i5 | View |
| You Need a VPN in 2023 – Liberty Shield | View |
US guitar maker Fender is set to open its first retail store this month in Japan, hoping its hard rock brand will appeal to both music lovers and people who like their style.
Fender Flagship Tokyo will feature the company’s new apparel brand, F Is For Fender, as well as a full lineup of its guitars and a soundproof room for players to play “loud.”
The 1,068 sq m department store will open on June 30 in the Harajuku-Omotesando district, a trendy neighborhood in Tokyo known as a hub of fashion and youth culture.
The store will be a place where “people can really experience the Fender brand,” Edward Cole, the company’s president for Asia-Pacific, told Nikkei Asia. “Fender, throughout history, has not only shaped musical culture. . . shaped popular culture.
Fender, founded in Southern California in 1946 by engineer Leo Fender, has grown into the world’s leading manufacturer of electric guitars. His iconic Stratocaster has been a favorite of rock guitarists, from the late Jimi Hendrix and Jeff Beck to Pink Floyd’s Eric Clapton and David Gilmour.
Japanese band Chilli Beans plays Fender guitars: Japan is Fender’s third largest market after the United States and China
Since the start of the pandemic, Fender estimates that 30 million people worldwide have picked up the guitar. Japan is Fender’s third largest market, behind the United States and China. Fender is the best-selling electric guitar in Japan, with a 35% market share.
This article is taken from Nikkei Asia, a global publication with a uniquely Asian perspective on politics, economics, business and international affairs. Our correspondents and external commentators from around the world share their insights on Asia, while our Asia300 section provides in-depth coverage of 300 of the largest and fastest-growing publicly traded companies from 11 economies outside Japan.
The opening of a Tokyo store sparked some controversy for Fender, which set up a Japanese sales subsidiary in 2015. Cole said some Fender dealers had “concerns” about the guitar maker selling directly to consumers, but he said added: “We assured them that it would not be competitive. Our flagship store will fuel the growth of the whole industry and will certainly include retailers because the more people play guitar, the more people go shopping.”
Deepening consumer relationships is especially important in the guitar industry, he said, because the typical shopper makes six visits to a store, online or offline, before making a purchase.
Edward Cole, president of Fender Asia-Pacific, says his Tokyo store will spur the growth of the entire musical instrument industry in Japan © Akira Kitado
Fender’s music rivals are also investing in Japanese retail to increase customer contacts and refine their brand image. Yamaha has renovated its flagship store in Ginza in 2021, to become “a place where everyone can enjoy music”. Electronic instrument maker Roland opened its first London store in 2022 and plans to open its second in Tokyo this year.
Cole said the power of a Japanese flagship store to boost interest in a product line has been demonstrated by brands ranging from Chanel, Hermes and Ralph Lauren to Nike and Adidas.
“The whole industry has grown,” said Cole, who previously worked for Ralph Lauren and LVMH. “And let’s not forget that Apple has moved out of its telecom stores here in Japan. . . in their flagship stores, which, by the way, is one of the most productive retail spaces in the world.”
Fender expects the Asia-Pacific region to be the world’s largest musical instrument market by 2030
In choosing Tokyo for his first store, Cole said Fender factored in “the fact that you have projections of 30 million foreigners [a year] coming to Japan”.
He sees potential for further growth in the region, predicting that by 2030, Asia-Pacific will be the world’s largest market for musical instruments.
“We expect Fender Flagship Tokyo to be a key element in Fender’s overall marketing,” Cole said, adding that the store will feature Japanese-made and Japan-exclusive merchandise.
Asked if Fender could open another store in the region, Cole said, “I think anything can happen. Right now, what we’re really focused on is for this store here in Japan to be successful.”
A version of this article was first published by Nikkei Asia on June 3, 2023. ©2023 Nikkei Inc. All rights reserved.
Related stories
https://www.ft.com/content/06803920-b8aa-41ee-aed1-fc6cb7c5bcd5
—————————————————-