Saturday, February 19, 2011

#141- CODE C

The other day, I met the owner of CODE C (at the Sunset Plaza), Andrea at the Designers & Agents (the apparel trade show) and I thought, “he and his boutique is perfect for my assignment for the special article about casual wear & jeans from overseas (this special article is only twice a year from L.A. by me) for Senken-Shimbun / newspaper (major Japanese fashion trade newspaper, similar to WWD and California Apparel News).”

Same day at night, Andrea wrote me a nice email, “It was nice to meet you.”

Yes, he is very humble and he has great energy! Yes, he is perfect for my article!

So, I asked Andrea in my reply email, “Are you interested in appear in Senken-newspaper for the special article regarding casual wear & jeans from overseas? ” He said, Yes!

The article came out on yesterday, February 18th in Japan. So I translated my article in English from my original article in Japanese. Please see below.

This translation is my rough translation. My Japanese article is much much better than this translation, but I just wanted to share great information of CODE C with you.


February 18, 2011 on Senken-Shimbun

“From Oversea / from U.S.A.” (This article / section is special assignment for journalists around the world. My assignment is twice a year for this section from Los Angeles.)

Customer value and Assortment of products by the unique way

Photo caption:
The co-owner, Mr. Rossetto

By Yoko Fujimoto, writer in Los Angeles

While many businesses closed down and went into bankruptcy because of recession, there is a boutique, CODE C which is doing well. I interviewed the co-owner of this boutique, Mr. Andrea Rossetto who emphasized, “We don’t need to worry about the recession if we have everything, business concept, assortment of products by the unique way, great customer services and strategy.”

Experience and Strategy:

In Los Angeles (West Hollywood), CODE C (total floor area: 3000 square foot) opened at Sunset Plaza in August, 2009. Mr. Rossetto (who worked at BENETTON for 23 years and he has an experience of brand developer for west coast in U.S.A. at BENETTON and he also has experience for management for two other fashion company’s shops) and his wife, Marzia opened this boutique with the concept, “Elegant boutique, suggest to customers a life style of the fusion of art and fashion.”

Mr. Rossetto said, “We are focusing on six brands, which are VIVIENNE WESTWOOD, VIKTOR&ROLF, DSQUARED, VALEJ POBEG etc, because we want customers understand well for these product’s appeal. We are trying to make our boutique different from the other boutiques which have many products and they don’t have any specialties, so we made partnerships with fashion designers and we are also exhibiting arts and selling them.” The event which had business tie up with a stylist made one week’s profit within two hours with around 25 customers.

Spirit of the 24 hour business:

There are only two denim brands at this boutique, HABITUAL and HYSTERIC GLAMOUR. CODE C found a kindred spirit in HABITUAL says “Especially we are in the recession, we would like to focus on our customers (small boutiques) value. We are going to make strong communication with small boutiques as our major customers which we are having partnerships”, so CODE C is being a HABITUAL’s flagship store.

Mr. Rossetto emphasized that “We put the HABITUAL’s opinion (HABITUAL wanted to sell products with other high end brands) into practice and we felt sympathy for HYSTERIC GLAMOUR’s concept (HYSTERIC GLAMOUR wants slow growth). The key to success is a win-win situation. Partnership business with brands & local artists and personal customer service (focus on the social media & world of mouth) are working well. My motto is to deal with customers (brands and customers at the boutique) for 24 hour business.” Their sales mark is 50% growth this year.


How was my translation? I hope you enjoyed it or learned something from Andrea.

If you have any questions, go to CODE C at Sunset Plaza or visit at or meet Andrea & Marzia at CODE C :)

By Yoko Fujimoto
Los Angeles
February 19, 2011
Copyright © 2011 Yoko Fujimoto

Wednesday, February 2, 2011

#140- At the Miyako Hybrid Hotel

Today, the president of the Miyako Hybrid Hotel, Mr. Akimasa Yoneda invited me to have a lunch with him at the Gonpachi restaurant at this hotel in Torrance.

Mr.Yoneda and I had a great time :)

The lunch was very delicious. Salad, Miso soup, Omakase Sushi (Omakase means, “Chef's choice”) , Green tea, Kuzumochi (Kuzumochi is a mochi cake made of kuzuko)& Green tea Ice cream and Coffee. Oh…I was in heaven :)

Mr.Yoneda is a wonderful businessman and he has knowledge and know how for many things. I was very impressed with him, how he made this hotel wonderful and what he does for this hotel.

For example, how to prevent noise from the next door, outside and air conditioner (they have special treatment for the wall, electrical outlet, double paned window, air conditioner with four pipes treatment), how to negotiate with his venders (focus on how fast he can get what he wants), how to make beautiful hotel (yes, I love the design/style/color of this hotel, it’s very chic and sophisticated) etc...

And he also gave me the great info, such as…which sushi bar are the great in town besides Gonpachi (sorry folks, this info has to be secret) and which day is the best to go to sushi bar (the answer is Tuesday and Friday! because the fresh fishes from the famous fish market in Japan, Tsukiji on Tuesday and Friday).

Guess what, I got a scoop! Miyako Hybrid Hotel uses Feng Shui technique!!! I was wondering why I feel great energy from the hotel and I found the secret of the positive power from Feng Shui (by the way, Mr.Yoneda has natural positive power).

It was so nice treat for me to have a nice lunch with Mr.Yoneda and to see the wonderful hotel inside out.

Mr.Yoneda took me to the roof to show me the air conditioner system and solar panels(they are so cool!). Wow, the view is so nice! I could see the Hollywood sign, downtown L.A. buildings, LAX, mountains…Mr.Yoneda wants to build the beer garden on the roof, sounds like fun!!!

I also had a chance to see the regular guest room, executive guest room, luxurious suites, banquet rooms, meeting rooms, garden and the spa (Relaken Day Spa).

The bathroom is so nice in the guest room, it has a large window, so guests are able to watch TV (big screen) during the bath time. It also has rain shower! (except the regular room)

Moreover, there are Japanese toilets and Japanese style oversized bathtubs!

Folks, you have to try Japanese toilet! You can enjoy warm seat and there are many fancy things with it :) (there are women’s room & men's room downstairs. if you don’t spend the night here, but when you visit Gonpachi or Relaken Day Spa, you can use the Japanese toilet with the Japanese technology!)

Most important thing is that the Miyako Hybrid Hotel made by eco-friendly things(with a solar-powered electrical system, environmentally responsible construction materials and recycled materials).

Own by Japanese (Kintetsu Corporation), so there are Japanese art and artifacts everywhere.

By the way, “Miyako” means, “capital” in Japanese, center of business and entertainment.

As “Miyako” is on the name, it makes sense that they have many important guests from Japan. Mr.Yoneda told me that “Each morning, when I read Nihon Keizai Shimbun (a leading economic newspaper in Japan), I see our VIP guests on the newspaper. Executives and businessmen of Japanese major companies are always here when they are on their business trip in L.A.” Even though, Japan Ground Self-Defense Force, Japan Maritime Self-Defense Force and Japan Air Self-Defense Force are spending night at this hotel.

Wow! Sounds like, all important Japanese are here, right?

Visit the Miyako Hybrid Hotel in Torrance, California and take a look at their website at

Folks, if you are not Japanese, no worries, there are many Americans enjoy at this hotel too. And, you are able to feel very important at this hotel like me :)

Mr.Yoneda says, “We are four star hotel”…and I say “Your hotel got five stars from me!”

It was a fabulous day with Mr.Yoneda at the Miyako Hybrid Hotel.

P.S. By the way+By the way, I got a VIP gift from Mr.Yoneda. Cute gift and I love it! Sorry…it’s a secret…you should find out this secret to visit here.

By Yoko Fujimoto
Los Angeles
February 2, 2011
Copyright © 2011 Yoko Fujimoto