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The case study in this section have been selected to demonstrate the effectiveness of marketing and good management and the contribution they make to the business development of the brand. |
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Brand Information |
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Represented by the Mulhouse Museum of France, this textile brand is focused on prints and patterns for interior items. The Mulhouse region of France features many dye houses and fashion manufacturers, some with a history of more than two centuries.
The influence of many cultures, such as India and Indonesia are evident in the museum’s collection of designs.
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Brand Activities |
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One of the first brands, and also the first textile brand, for JMS Corporation, licensing of the brand began more than 10 years ago.
This Mulhouse Museum is famous for its prints and patterns, which are used by such famous designers as issey Miyake, and Hanae Mori. With a textile license the prints and patterns become very important. Unlike fashion brands, there is no name or monogram to work, so patterns and designs such as paisleys and flowers become essential to the making of items.
JMS works with sub-licensees, currently numbering 9 companies in all, to select prints and patterns each year to make a variety of interior items, including bedding and curtains. The high-quality and extensive collections of patterns are also considered for use by designers of apparel wear.
Twice a year a JMS representative travels to the Mulhouse Museum to meet with Mulhouse management and designers, and personally selects the designs that will be used for the various items in the following seasons. Consideration of the designs includes such factors as current fashion trends and also the items the designs will be used for.
The largest sub-licensee is Nishikawa Sangyo, which focuses on bed items. Their sales from retail alone are over ¥1,000,000,000.
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