Amazon to open large Tokyo studio to shoot fashion films

By

Cassidy Mantor

Published
Oct 4, 2017

Fashion is one of Amazon's fastest growing categories. To create a more interactive consumer experience, the company is opening its fourth global fashion studio location to shoot product stills and produce fashion films.

The Shinagawa Seaside location in Tokyo is set to open in the spring of 2018. It joins three other fashion shooting locations in Brooklyn, Dehli and London. Amazon currently has a small studio in Tokyo, however, this new location is the largest of all of Amazon's global studios occupying 80,000 square feet.

The Tokyo studio will have eleven separate product shooting areas and five movie shooting areas. There will be two editorial studios, a hair and makeup area, a library, lounge and conference room. It will be used to shoot both product photos and produce movies for footwear, jewelry, watches and clothing.

Opening the new Tokyo studio reveals Amazon's strategy to continue driving its fashion business forward. To that end, Amazon is moving away from still photos towards making more movies to promote its fashion.

James Peters, head of Amazon Fashion in Japan said, "It is for the same reason that the fashion industry has runway shows; putting the garment on a mannequin does not allow you to fully understand what the designer wanted to achieve."

Peters said film will help convey texture, fit and color better than static photography. He said Amazon anticipates this will lead to a more enjoyable consumer experience overall.

"Fashion is one of the fastest growing categories for Amazon in Japan and across the world," Peters added.
Amazon's private label fashion has already earned the company $21M this year. Amazon currently sponsors Tokyo Fashion Week as well as shows and events throughout the year. The new Shinagawa studio is projected to add 4,000 jobs to the Tokyo economy when it opens next year.