Abstract
In this paper, I investigated the following two points: 1) the current status of the leather shoe-making industrial district in Taito-ku, Tokyo; and 2) the effect of the “Artivery (artisan + very) Project, ” which is one of the programs to promote high value-added production systems in the shoe-making industry.
As a result of the investigation, it was revealed that the majority of enterprises tried to counter lower-cost imports by further improvement of processing technology. The processing technology is the most important selling point for companies. However, their technologies have been transferred to the developing countries with the passage of time. In addition, the number of craftsmen is gradually decreasing in this district. That is, the improvement of processing technologies alone are not the fundamental solution in high value-added production. To increase or to maintain production, enterprises should strengthen not only the processing technology but also the marketing orientation such as cooperation with foreign enterprises in Western Europe where fashion is up to date.
Under such industrial conditions, a variety of local industry promotion plans are in place in Taito-ku, Tokyo. The Artivery Project is one of those plans. This project was established in 1999 to create a regional brand of Taito-ku. This project has facilitated the uniting of the five types of business (footwear, bags, handbags, belts, and hats) related to leather goods.
A competition for regional brands is held once yearly. In the competition, a fashion show and an exhibition are also held as advertising activities. Although a few problem have been encountered, the implementation of the Artivery Project has created new regional advantages in this industrial district. Product design, skill in manufacturing, and ability to promote each enterprise have been fostered by this project. As a result of the integration of the various businesses, these markets have been able to cater to all fashion sectors.
In addition, the number of young applicants to technical colleges interested in studying design in the leather shoe-making industry has been increasing rapidly in recent years. Young people who participate in the exhibitions of the Artivery Project have also been gradually increasing. If the combination of skilled workers and young fashion designers in this industry progresses, this industrial district will lead to the creation of a further regional advantage in the future.
