They were Japanese denim, which is considered one of, if not, the best denim by fashionistas, so the denim itself screams luxury. Apparently.

I think the "made in Japan" may have been wrong in that it's unclear the jeans were made there, and the idea is to sell the brand that happens to be made of the material. In fairness, the cherry blossom inner waistband was a fantastic touch IMO, and that should've been reflected through the marketing. It would be subtle and pretty tasteful for a luxury item.

Could have had 'Big in Japan' or 'Japanese Boy' as songs

What would of been good was a bit more understanding of the market...Japanese denim to me means nothing but as someone else has said its supposed to be the top end...and top end means quality and experience.

Everything therefore is about creating the experience since there was no price/sales so it means a few simple targets

1. shoot a video.
2. design the interactive board.
3. Sell the brand by making it distinctive.
4. Something to take it home in, scented papers included.

It's not hard for us sitting back but having to deal with it in 2-3 days is probably enough for most of us to panic.

They didn't seem to do the slightest bit of research into the whole Japanese Jeans thing. Were the jeans made in Japan?, What price were they expected to retail at etc etc. I think I get the whole Japanese Cotton thing (from Vaping, it's the best cotton for wicks) so I assume it holds true for Denim. They both headed in totally different directions but using only one product. Where did the Unisex thing come from, where did the luxury bit come from?