Work of JAFCA
Its organization and main work.
JAFCA is composed primarily of firms, makers and exporters who deal in such products as textiles, furniture, electric appliances, automobiles, household articles, material for interior decoration and miscellaneous goods.
In these categories color plays an important part in the value of the product.
JAFCA has specialists in color design, technical expert, and research specialists, who cooperate with the various member groups in color fashion research. Conferences to select seasonal colors are held, and data concerning selected fashion colors are distributed by this group of specialists. Efforts are also made to make the public color conscious in various ways.
The color forecasts and its vivid proposals are giving big influence to the markets.
JAFCA has at present seven committees as follows;
- Women's wear color committee;
- Men's wear color committee;
- Industrial products & Interior color committee;
- Cosmetic color study committee (Sub-committee in Women's wear)
- Automobile color study committee (Only for automobile company)
- Fashion goods color committee
- KIMONO color committee
JAFCA's most important work is to forecast the trend of color fashions as they change yearly.
The results of research on market surveys and predictable information are passed on to guide manufactures in planning colors for new merchandise for the consumer world. Color charts are made up and send out to each member firm.
How is JAFCA's Fashion Color selected ?
- Foreign trends in fashion color are studied on the basis of various market surveys which are made for that purpose.
- Surveys of domestic fashion color trends are also made.
- Each division has a conference for the selection of fashion colors. For deciding the colors for each season, each section holds its own conference of specialists who determine the trend of colors on the basis of the foreign and domestic surveys, plus the ideas of the member firms.
- JAFCA selected colors are the result of market survey research, and information from a wide business circle. These appealing colors are then dyed on pieces of white background and member firms use these as samples for prospective buyers.
How JAFCA colors are utilized.
- JAFCA colors seek to grasp the trend of color use in general. Since color demands change from year to year, the results of the studies made are good suggestions on which to base planning for each season.
- Color harmony in the various fields is developed from these studies. Suggestions are given as to appropriate harmonizing colors in the line of dress accessories and harmonizing colors schemes in interior decorating. Also trends in mixed color usage are studied.
- Although there is secrecy in the development of color emphasis among member firms, the general sense of color acceptability is seen in the JAFCA studies. Research into general trends by JAFCA makes it possible for member firms to specialize in color development in their own lines. JAFCA gives a solid guide for such experiments.
- Through JAFCA research colors which are no longer fashionable may be discovered and discorded. In this day of mass production, it is obvious that this can mean the difference between success and bankruptcy.
- The developing good taste of the consumer is taken into consideration in the choice of JAFCA colors. The consumer is now asking for certain things. The conventional Henry Ford method of selling can no longer be used. You may remember that Henry Ford said, "They can have any color they want as long as it's black." His car sold in spite of it's color. This method can not be used today. The consumers' sense of good taste must be taken into consideration in planning, and not least in the matter of color styling.