The use of anime designs in the fashion landscape. Analysis of the trend from a cultural and marketing point of view.

Abstract

Anime is the epitome of Japanese pop culture of the last century. It is the synthesis of old art traditions and the modern necessity to become global and worldwide known. The history of Japanese animated productions dates to the 1920s, however, only after the advent of television we can talk about proper commercialization of the genre. Anime, along with manga, music, and video games, represents the more accessible low culture component of Japan, and retains the property to be easily appreciated due to its original narratives, one-of-a-kind illustrations, and advanced animation techniques. It sure feels different, however, this does not stop the genre to break through cultural walls and gain fans from all over the world. Often regarded as a soft power medium authentic to its country of origin, anime manages to be used in international relationship strategies, benefiting Japan and the entertainment industry sectors. Merchandising in particular, recently rose thanks to the active proliferation of anime items domestically and overseas. As the genre continues to grow, a new trend is establishing itself in the fashion landscape while a newer feeling of appreciation towards Japanese pop culture takes over the world. Nowadays it is easier than ever to spot t-shirts, hoodies, or shoes sporting anime characters’ designs. This work aims at understanding and explaining how impactful anime is, how the mentioned trend developed, and how it functions in the anime-fashion system from a cultural and marketing point of view. How is this trend perceived by the younger generations originally responsible for its success? Is the combination of fashion and anime resulting in favorable responses? Keywords: anime, fashion, merchandising, characters, marketing strategies, M-Z generation.