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A New Hanae Mori
12, February 2009
Internationally renowned Japanese fashion designer, Hanae Mori has announced the international re-launch of her eponymous haute couture brand, "Hanae Mori." Japanese trading house, Mitsui & Co Ltd, which has invested heavily in Hanae Mori's "ready-made clothing" enterprise since 2002, is now acting as a strategic partner to help expand the Hanae Mori brand worldwide.
Designers for the brand's spring collection state that with the help of Mitsui & Co. they are able to utilize Japanese production methods to craft a premium collection. In collaboration with 23 production companies, the Hanae Mori brand plans to produce collections with butterflies as a key inspiration and changing product themes and colors according to the season. The theme for the 2009 spring collection will be streams, connoting fluidity, and will utilize gold, black and pistachio green as main colors.
Although the Hanae Mori brand's products are mainly directed towards females in their 50s, the newest line, "Alma En Rose" is targeted at women in their 30s. With Mitsui's help, the brand is also focusing on capturing customer segments through television orders of bags, shoes, and other new items.
While continuing to sell its popular ladies' perfumes internationally, Hanae Mori is also concentrating on increasing international sales of other products for men and women.
February 12, 2009 Fuji Sankei
