-What do you think are the elements necessary to become the Mitsukoshi Isetan standard?
Creating the Mitsukoshi Isetan standard means "creating the center of Mitsukoshi Isetan." In other words, it is essential that "it can be worn with any style or grade of clothing sold at Mitsukoshi Isetan." Recently, due to the influence of social media, the perspective of "how beautiful it looks when photographed" has begun to be emphasized, and trends are becoming increasingly visually oriented. The appeal that BPQC should have is the polar opposite of this; above all, it must bring comfort to daily life and guarantee high satisfaction to its owner. To that end, I believe it is most important to create the "satisfaction gained by interacting with BPQC" by considering not only the product's fundamental appeal and value, but also the packaging and sales space.
--What is the appeal of BPQC from the perspective of a creative director?

What I find unique is that the upcoming BPQC collection will be sold in limited stores (regional Mitsukoshi Isetan stores), meaning that it will be available in rural areas but not in urban areas. Until now, while high-quality materials have been more readily available in rural areas than in urban areas, a lack of soft power has prevented the brand's appeal from expanding widely. However, the information gap has now disappeared, and soft power in rural areas has increased, so trends are no longer disseminated in one direction. This time, we have taken care to convey the appeal of BPQC's standard items to those who cannot visit our stores, through the design and photography of our e-commerce site. By offering all products online, the experience of purchasing in the metropolitan area, where there are no physical stores, is a complete reversal of the conventional wisdom in the fashion industry. Through this process, BPQC hopes to establish a solid position as a brand and create a third-wave trend that is not limited to following either urban or urban areas. This, along with its significance, is extremely rewarding, and I feel that I am in an environment where I can take on challenges in various fields, including the digital field.

-What kind of brand would you like BPQC to become in the future?

While BPQC is an original Mitsukoshi Isetan brand, it needs to develop essential brand power that will be appreciated even without the "Mitsukoshi" or "Isetan" names. First, it's important to devote all our efforts to pursuing the appeal of the products, including their quality, style, and price. To spread that appeal to a wider audience, we've revamped the design, from the product packaging and logo to the display shelves. My role is wide-ranging, from clothing design to sales methods, advertising, and web strategy. In other words, I work like a trainer, protecting the blood and bones that Fujimaki has built and building the new muscles he needs. Once his body is fully developed, he won't be needed anymore, and it would be better if I could stop being involved sooner. I want to create an environment where the brand can quickly become independent and grow into a brand that will be loved by everyone for a long time.

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