YOCO MORIMOTO

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YOCO MORIMOTO

• -PRESIDENT OF YOCO MORIMOTO DESIGN OFFICE-

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YOCO MORIMOTO

• 28 years old.
• President and chief designer of YOCO MORIMOTO
  DESIGN OFFICE.
• She used to be one of the charismatic
  salespeople.

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YOCOs History

• Born July 13th, 1997.
• When she was child, her mother would sew her
  clothes.
• Her father likes to collect shoes.
• She also had younger brother.
• She grew up a normal girl.

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YOCOs History

• After she graduated from high school, she went to
  the Technical College of Architecture because she
  wanted to marry an architect.
• Why an architect ? - Architects are rich.
• But she dropped out from school because
  architecture was not what she wanted to do.
• After she left school, she worked part-time at a
  surf shop.

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A Charismatic Saleswoman

• She was spotted and recruited on the shop staff
  at a ladys clothes shop.
• After that she moved to several other shops.
• In 1998, she started to work at EGOIST.
• Around that time, it became fashionable to be a
  salesperson and be seen on TV and give advice in
  magazines.
• She was the most famous charismatic saleswoman.
• In those days, many young girls saw her on
  magazines, and they followed her fashion style.

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Trendy things which YOCO MORIMOTO created

• Thick heel boots
• Wigs
• Long or colored false eyelashes
• Micro miniskirt
• Body piercing
• Tattoo

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Effect on EGOIST

• This brand became the most popular ladys clothes
  shop in Japan.
• EGOIST markets to women who are between 17 and 25
  year olds.
• Its products are not expensive. Most expensive
  ones are about 350, but a majority of articles
  are less than 100. This is cheap for a fashion
  brand.
• When Morimoto stood in the shop, they would make
  sales of about 10,000 in one hour. At these
  times, daily sales often topped 100,000.
• But her salary was less than 2,500 per month.
• She left EGOIST in summer, 1999. Her brothers
  condition had become worse. Her brother had
  cancer, and he died after that.
• And one year later(Yoco was 23 years old), her
  friend suggested that they create a new clothes
  brand together.
• That became Fakedelic Ltd.

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Fakedelic Ltd

• The first clothes brand for this company was
  moussy.
• At this company, she was president and general
  designer manager.
• In 6 months, the franchise expanded hugely by
  opening 22 branches all over Japan.
• This brand is famous for its denims.
• Yoco Morimoto also made 7 different brands with
  different styles.
• When she turned 27 years old, her fashion sense
  evolved, so she created a new brand, Platinum
  Moussy, aimed at customers of her generation.

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KariAng

• Last year, she left Fakedelic Ltd.
• She created her own company YOCO MORIMOTO
  DESIGN OFFICE
• Her own first brand is KariAng.
• Why she left Fakedelic and created her own
  company
• - She just wants to design and make clothes which
  she wants to wear.
• As a consequence the clothes she designs fit the
  tastes of many young women.
• She also designed Hammer H3 KariAng style for
  women.

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Characteristic of the Great Leader

• She is proud of herself
• She is proud of her own stele
• She believes in her staffs

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References

• www.web-across.com/special_issue/d6eo3n000000ibbq.
  html
• www.missmakinomiya.com/goten/living/main4.html
• www.mammo.tv/interview/184_MorimotoY/2.html
• www.speed-worx.com/
• Vivace, Yoco Morimoto