Over the holidays, I joined a Tokidoki forum. What is Tokidoki? It is a brand undergoing change, and is mostly known for the whimsical prints created by designer Simone Legno. Depending upon the design and print placement, even used Tokidoki bags can command quite a hefty price on Ebay.
I discovered Tokidoki quite by accident, soon after the collaborative launch between Sportsac and Simone Legno. Because I was used to Sportsac design items being available for fairly long periods of time, I was a bit dismayed when I returned to purchase a bag only to find out that it had completely sold out. As a budgeted consolation prize, I ended up with a wallet and a different bag, the design of the later being yet another new print. By the time I received the bag, the wallets were completely sold out. Okay, so they’re cute, but a sales run this fast?
Part of their uniqueness comes from the multicolored zipper. My Denaro wallet is black on the outside, and the multicolored zipper pops with this color combination. The inside of the wallet has a cute print inside. It is almost reminiscent of a time in olden Japan under a certain Daimyo, where only royalty and a certain class were allowed to wear kimonos of bright colors, so many people complied with drab outer colors but the inside would be lined with vibrant prints.
When I first wrote about Tokidoki, back in October of 2008, (http://tamalechica.blogspot.com/2008/10/tokidoki-sorriso-ecomondo.html) I had just started to look at doing more serious Tokidoki collecting. When I joined a forum in December of 2009, someone asked me to list my collection, and since I am in the process of selling many of the pieces, I was actually surprised to realize how large my collection had grown. Part of this relates to the large number of releases that came out since the time I first began collecting in 2006, through much of 2009.
From a branding perspective, I was disappointed that the company launched a similar product line that was distributed via Target. While I love Target, there is no escaping the fact that it is a mass merchandiser, and thus, having a similar product line sold there may make for increased sales and brand recognition, but the brand equity changes. The latter is more valid for mass online sellers (some of which are my favorite stores), which have been selling some of the Tokidoki line at a discount.
Also noteworthy is that the designs have not always been as flirty and fun as the earlier launches, at lest as far as my taste goes. There is a huge difference between the print of L’Amore, or Vacanze, Eco Mondo and Discoteca versus Disco Concerto, but that reflects my own personal preference. Many of the earlier designs also seem to be more highly detailed. While I love the bright, cheerful colors of the pink Geometric Girl, Eco Mondo had a lot more going on in the tapestry. In any event, all of the Tokidoki prints are fun and unique, and come with a signature qee. I’ve consistently had more complements on these bags than any other that I’ve worn.
Most of the earlier Tokidoki bags are no longer available online except via collectors who have either used or new bags to sell, most commonly through EBay, and Ebay Sellers who have stores. Often you can get an authentic bag at a great deal, if you know what you are looking for and know how to ask the right questions if the information you need is not already posted. Anyone who isn’t a Tokidoki aficionado and who receives one is a great candidate for selling their bags on Ebay. I sold bags on Ebay and like many collectible and niche fashion items, they actually retain sales value.
I took a vacation from wearing Tokidoki for awhile. It’s been a good vacation, because when I started looking at at my collection I had a chance to become reacquainted with the charm and magic that is Tokidoki.
Links:
http://www.tokidoki-blog.com/
The all around best blog on all things Tokidoki, with a good detailed section on how to spot a fake. I used this information to be able to provide a better description on items I sold on Ebay.
http://tamalechica.blogspot.com/2008/10/tokidoki-sorriso-ecomondo.html
Last year’s post on my Eco Mondo bag.
http://tokidoki.freeforums.org/
A nice place to commune, look for a used bag or to ask questions about your own collection.
http://www.tokidoki.it/
The Tokidoki website!
