Source: Business of Fashion
Summary
Beams, a Japanese fashion retailer, is expanding globally with a new store in New York. The brand is also collaborating with cultural and sports institutions to raise its profile. Beams has been a key player in Japan’s fashion scene for over 40 years. The retailer is known for its eclectic mix of high-end and streetwear fashion.
Our Reading
The trend returns with a new name. Beams’ global expansion is reminiscent of other Japanese retailers who have attempted to break into the international market. The brand’s collaborations with cultural and sports institutions are a common strategy used by many fashion retailers to increase brand awareness. Beams’ eclectic mix of high-end and streetwear fashion is a familiar sight in the industry. The brand’s 40-year history in Japan’s fashion scene is a testament to its staying power. Beams is just the latest in a long line of Japanese retailers to try their hand at global expansion, following in the footsteps of brands like Uniqlo and A Bathing Ape.
Author: Evan Null
