Amazon Fashion

Online retailer Amazon leveraged its sponsorship of Tokyo Fashion Week to build its fashion credentials among millennial women in metropolitan areas in Japan.

Campaign details

Brand: Amazon FashionBrand owner: Amazon Japan G.K.Lead agency: McCann Erickson JapanContributing agencies: TYO inc. TYO drive, WOW inc.Country: JapanIndustries: Online retailMedia channels: Events & experiential, Other & ambient media, Outdoor, out-of-home, Sponsorship - event, propertyBudget: 1-3 million

Executive summary

This is the story of how Amazon, the well-known online retailer, made its debut as the title sponsor of Tokyo Fashion Week 2017 SS collection, through a series of impactful and innovative creative executions based on a clear, yet unprecedented, strategy.

Amazon was perceived to...

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