今治タオルに学ぶブランディング戦略と産地再生

A Study of Branding Strategy and Revitalization in Imabari Towel District


平川　すみ子
Sumiko HIRAKAWA

Abstract

　Imabari, Ehime is a towel production district with the history more than 110 years, and two major production districts of the towels in Japan equaling Osaka Sensyu. However, after the 1990s, the production district became impoverished by the inflow of a cheap overseas product and the overseas transfer of manufacturing industry. How did the Imabari towel production district overcome this situation? How did they accomplish today's success to be said to be "miraculous revival"?
　This report is the trial that is going to find a hint to sluggish Gifu apparel production district reinvention by studying the strategy and tactics of the “Imabari towel project”, based on the field work that I carried out in 2010 and 2014.

Keywords : ブランディング、産地再生、今治タオル、JAPANブランド、メイドインジャパン