Since the boom in high-end premium jeans ended in 2007, jeans have generally been in a slump over the past few years, and department stores' women's jeans sections are no exception. I've heard that some department stores have even eliminated their women's jeans sections due to renovations.
Amid this, some sections are maintaining solid performance. Hanshin Department Store Umeda Main Branch's "Jeans House" and Hankyu Department Store Umeda Main Branch's "World Map Jeanist" are polar opposites, but each has garnered support for their unique innovations. Let's take a look at the efforts of these two sections.
Hanshin Department Store Umeda Main Branch's "Jeans House," a women's jeans section, boasts some of the highest sales figures not only in Western Japan but nationwide. Previously spanning 330 sq. m (132 sq ft), the section now features a 132 sq. m (135 sq ft) section devoted to jeans, eliminating the 132 sq. m (135 sq ft) section where tops were displayed. However, sales of bottoms have remained unchanged since the 330 sq. m (132 sq ft) section. Hanshin Department Store is known in the Kansai region for its down-to-earth image, and Jeans House is also supported by a down-to-earth customer base. While its customer base ranges from their 20s to 50s, its core customer base is in their 30s and 40s. Despite the jeans slump, jeans lovers are known to be high among those in their 30s and older. Because of its large down-to-earth clientele, the store primarily stocks national brands like Edwin's "Something," Levi's, and Big John's "Blappers," as well as a wide selection of imported brands. Prices range from mid-price to the mid-10,000 yen range. Taking advantage of its 200-square-meter floor space, the store showcases as many brands and item numbers as possible. Meanwhile, Hankyu's World Map Jeanist, with its 50-square-meter floor space, focuses on a "fashion" approach. It eliminates products priced under 10,000 yen and emphasizes imported premium brands and fashion brands like "Moussy" over national brands. Because the store focuses on displaying only the most popular items, some brands may only carry a single item. While the two stores had previously been rivals, their merger in 2006 prompted them to seek a complementary relationship. They reopened on November 21st of last year after renovations, with plans to expand the sales floor to 330 sq. m. (100 tsubo). However, it was decided to limit the floor space to 55 sq. m (15 tsubo), as competing within the same group would be pointless.
Jeans House offers a wide variety of items, while World Map Jeanist stocks only fashion-focused, standout items. However, they do share a common thread: they both change their center stage displays twice a month. Rather than simply changing them, they display suggested products from the sales floor and seasonal items. This is a way to maintain freshness in the sales floor, and it's likely they naturally arrived at the same conclusion. Additionally, both stores are focused on workshops and events, aiming to strengthen customer relationships through participatory approaches. Jeans House has already held several workshops, and World Map Jeanist is exploring future events.
The majority of customers who visit department stores are not looking for "practical items," but rather for "fashion items" or "luxury items" to a certain extent. This is the same whether it is a popular store or a fashionable store. In that sense, "suggestions" from the sales floor are an important element.
