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The Brief
Published: 13 Dec 2011

Branded Mooks


A great source for brands wanting to target Eastern audiences, the Takarajimasha Publishing House in Japan publishes a series of branded ‘mooks’. Part magazine, part book, mooks feature often exclusive branded content with additional special-edition products.

The Japanese publishing house has collaborated with more than 80 brands from local fashion labels like Tsumori Chisato to international examples such as Topshop in the UK, Finnish label Marimekko and haute couture brands such as Yves Saint Laurent.

Sold in a series, with each issue selling for around $18 (£11), the mooks feature information about a brand’s new collection, shop information, trends and some personal information about the designers themselves, along with ‘exclusive’ items such as bags and cases to further attract fans.

Although the mooks model is successful in Japan due to its famed culture for collecting, the concept would do well globally, where brands can target their audiences with a richer, tangible experience.

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