First overseas exhibition in 4 years. Participated in COTERIE in NY!

U-DOT participated in an exhibition called COTERE in New York in September 2022. The event was featured on the P PROJECT TOKYO BLOG, so we'd like to introduce it below!


●What are the characteristics of your brand?
U-DOT is a shoe brand from Asakusa.
As a company, we handle OEM for collection brands and one-of-a-kind shoes for musicals and theatrical performances, and started as our own brand. What makes us unique is that you can customize the color of every part by combining your favorite materials and colors for just one pair. You can choose not only leather but also parts such as soles and zippers, and we have a system in place that delivers within 4 weeks of ordering.

●Is this your first time in an overseas market?

We have been participating in the Shanghai Exhibition for many years, and although orders have decreased due to COVID-19, we continue to receive orders.
I have also participated in exhibitions in Italy, such as Micam and Copenhagen. In Europe, I received orders when the situation in Russia was good, and I also received orders from small select shops, but the continuity was low.
The US market saw the biggest response. We have contracts with showrooms, mainly PROJECT in Las Vegas, and before COVID-19, we were making tens of millions of yen in annual sales in the US market. This time, we participated in COTERIE in New York, USA, for the first time in four years.

●What is the atmosphere like at the COTERIE exhibition?

First of all, the city of New York itself felt normal, as if there was no coronavirus. The only time you see people wearing masks is during the morning subway rush hour. Of course, there were fewer people walking around the city compared to before COVID-19. The exhibition mainly featured women's items, and in terms of price, there were a lot of items from the middle to slightly higher ranges. U-DOT also retails for just over 20,000 yen in Japan. The wholesale retail price this time was 80 to 100 dollars, so I think the price was also a hit with COTERIE. At one time, American exhibitions were visited by many Asians, mainly from China, but this time there seemed to be fewer Asians. To be honest, it was less lively than before COVID-19.



●What were the reactions and evaluations to Japanese manufacturing and Japanese technology?

Unlike cars, the shoes we are competing on are not items where Japan is at the top in terms of trends or technology. Japanese-made products have an image of being carefully made, but I don't think that alone is enough to make a deciding factor for purchasing.
I think the reason why U-DOT responded well to our orders in the past and this time as well is because of the colorful colors we use. There is no other brand that makes loafers with all parts in different colors.
To be honest, I think that "Japanese leather products" is a half-hearted position to use as a slogan. Although the response to small-lot orders was good, I don't think that simply advertising "MADE IN JAPAN" would lead to orders.

●Due to currency issues, now was a good time to sell.
Compared to before COVID, the prices are more reasonable, and I feel like this is an opportunity. However, shipping costs have increased, so strict stores are concerned about that. When people actually bought the products, they didn't look at the detailed prices, but were attracted by the unique color customizations and placed their orders.

●What are the characteristics of orders at the American exhibition?

I realized that if I don't receive orders, even if I receive a business card, I won't continue. In Japan, you say "I'll email you later," but that didn't work. Unlike in Japan, everyone is friendly and seems to enjoy shopping.

I found it very difficult to find shoe sizes when buying on the spot. I was told about the size notation, Japanese cm, American size, and EURO size, and my next challenge is to see how far I can go with the sizes that range from 21-28cm. They say it's because it's America that they have larger sizes, but they asked for sizes from 22cm for women's shoes, and I thought it would be better not to prepare based on what I'd heard.
It may seem like a small thing, but I bought a lot of Japanese sweets and gave them to everyone, and they were very happy. I think that even a little bit of hospitality can make a big impression.


-Please give us a message or advice for brands considering entering the American market in the future.

Unlike Asia and Europe, America is not a manufacturing country, so it is a highly recommended market for manufacturing brands.
On the other hand, in Europe, you need to have outstanding taste rather than price to win. So I think that for many Japanese factory brands, the American market has more chances.
I remembered being there 4 years ago, and there were about 10 buyers who came to our booth. Although the exhibition fee is higher than in Japan and it's a lot of work, I think it's important to continue! U-DOT will also be participating in the Las Vegas PROJECT next February. Let's do our best together!