Japan may be a homogneous nation, but it is also rich with unique styles and unique people. Between a one-mile stretch of Shibuya to Harajuku, one is likely to encounter diverse styles ranging from streetstyle, mode, trad, to norm core. With a population so fashion conscious and diverse, the enormous marketing potential is very clear. The Japanese market has a long history of relationships with foreign brands. However, what foreign brands perceive to be a large, established consumer base in Japan does not proit them in reality. Succeeding in the Japanese market requires catering to the multitude of disparate tastes and satisfying a wide range of the Japanese demographic. The highly trendy, rapidly changing styles, not to mention unfamiliar foeriegn culture, makes it quite challenging for many companies to initially introduce their products in Japan. More importantly, attempts to establish themselves with some type of longevity are often found to be elusive. Consequently, many foreign brands are unsuccessful in leaving an impression on the consumer landscape here. This very common phenomenon, not only amongst foreign brands but Japanese brands as well, has birthed a term for the brands that do accomplish a long-term base. These brands are referred to as “TEIBAN”: brands that have enjoyed resilient, timeless success. As a company with a Japanese soul but a New York body, Zutto Yellow aims to create “TEIBAN” brands.

Zutto Yellow works with more than 300 accounts all over Japan: from the northernmost part of Hokkaido to the southernmost point of Okinawa, and from the ubiquitous department stores to individual trendsetter boutiques or “select” shops. At Zutto Yellow our sales representatives always present the original wholesale prices to clients. This approach and our small hands-on team have helped us to become one of the preeminent accessories sales showrooms in Japan and cemented our personal relationships with both our clients and designers. Zutto Yellow inspects each piece, quality tests materials, attaches each price tag by hand, issues payments in Japanese Yen for required items, and manages the payment circle. Zutto Yellow also understands the importance of proper brand visibility and placement. There has recently been a proliferation of shopping malls resulting in a concentration of retailers and brands in a small area. We often work with our retail clients on marketing strategy advising them as to what brands would be most profitable to their particular store locations, to prevent such an over saturation. In some cases, we arrange exclusive collaborations between our designers and retailers to optimize their market demand.

During my time in television production at Nippon Television Network Corporation and Walt Disney Japan Co., Ltd., I came across numerous talented young designers who dream of bringing their creations to Japan.
This inspired me to launch WATANABE TSUSHO LTD. a company specializing in imported accessories, and to open the ZUTTO YELLOW TOKYO SHOWROOM in Shibuya.
Since then, we’ve grown beyond Japan’s department stores and select shops. We’re now supplying boutiques globally. To Puerto Rico, the Four Seasons Resort in Hawaii, and even the largest online retailer in the United States—Amazon.
Transcending borders, our culturally diverse team exchanges ideas daily as we continue our journey to discover brands not yet introduced to Japan and to connect with creators from all over the world.

Corporation Name: WATANABE TSUSHO LTD.

Address: 4-3-22 Shibuya, Shibuya-ku, Tokyo 150-0002
Tel: 81 3 6427 9782
Fax: 81 3 6427 9783
E-mail: tokyo@zuttoyellow.co.jp

Year of Establishment: 2008

Number of Employees: 10

Accounts: More than 300 accounts in Japan (Abahouse International Co., A&S Inc., Onward kashiyama Co.,Ltd., Sanei-International Co.,Ltd., Sanyo Shokai Ltd., Sazaby League, Ltd., Jun Co.,Ltd., Takashimaya Co.,Ltd., Tokyo Style Co.,Ltd., Tomorrowland Co.,Ltd., Pal Co.,Ltd., Baycrews Co.,Ltd., Isetan Mitsukoshi Holdings Ltd., Melrose Co.,Ltd., United Arrows Ltd., World Co., Ltd., and etc.)