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Epoca's "Ultimate Jacket" launched at Shinjuku Isetan, targeting women at the top of their careers

Sep 3, 2014

On September 3rd, EPOCA opened a pop-up shop featuring jackets, "10 Stories of Jackets," at Center Park/The Stage #4 on the fourth floor of the Isetan Shinjuku Main Building. It will run until the 9th.
For this event, Isetan's goal was to present the "ultimate masterpiece" of jackets that can be worn worldwide. EPOCA, which offers collections with international contemporary flair and quality for Japanese women, was chosen to handle the project. This year marks the 19th anniversary of its debut, and the brand has attracted attention with the appointment of Milan-based Italian Gabriele Colangelo as creative director.
"During the remodeling of the Isetan Shinjuku store in Spring/Summer 2013, the luxury floor on the fourth floor was established as a space offering high-quality products for mature women. The third floor targets career women in general positions, while the fourth floor is intended to be a zone for working women in managerial and executive positions, where we plan to offer wardrobe suggestions," explains the buyer in charge of the floor. Previously, second lines of top fashion houses existed between high-end brands selling jackets in the ¥200,000 range and career brands selling jackets for just under ¥50,000. However, the Lehman Shock caused a significant decline in suit brands, and in a market where casual fashion became more prevalent, brands that catered to the middle class gradually disappeared, creating a huge gap in price ranges, even for jackets. "We felt that Epoca was the only brand in Japan that could cater to this middle class. Our target women place a lot of importance on first impressions, and tend to prefer items that look beautiful from behind and have intricate details. The key point is that they look good when worn. We realized that simply switching to higher-quality materials would not create a difference in quality, so we came up with the idea of a pop-up shop featuring the new jackets," said the buyer. The pop-up shop currently open at the store is uniquely designed to showcase products through 10 stories featuring women wearing jackets. The brand's style will be promoted from various angles, including "Exclusive!", which features jackets exclusive to Isetan Mitsukoshi (150,000 yen), "Meet Your Size," which offers five sizes more than usual, "24h Jacket," which features knit jackets, and "Topping," which allows you to enjoy shirt accessories.

The facade displays jackets made of see-through fabric, allowing visitors to see the detailed process of jacket tailoring, including the stitching of the wool interlining and the specifications of the inner pocket. This provides a glimpse of the brand's technical capabilities. In addition, customers who purchase a jacket during the period will receive an original jacket hanger and cover on a first-come, first-served basis.

Similar pop-up shops will also be held at Nihonbashi Mitsukoshi Main Store and Ginza Mitsukoshi during the same period.

Contact:
SANYO SHOKAI LTD C.R. DEPT
0120-340-460
畑 麻衣子
  • A pop-up shop featuring Epoca jackets will be held at Isetan Shinjuku from September 3rd to 9th.
  • The V-zone of the jacket can be decorated with shirt decorations to create a variety of looks.
  • The jackets are made with high-quality materials and are handcrafted.
  • The jackets are made with high-quality materials and are handcrafted.
  • A jacket made of see-through fabric will be on display, allowing visitors to see the detailed process of making a jacket, including the stitching of the wool interlining and the specifications of the inner pocket.
  • A jacket made of see-through fabric will be on display, allowing visitors to see the detailed process of making a jacket, including the stitching of the wool interlining and the specifications of the inner pocket.
  • Darts that accentuate the silhouette of the chest
  • The facade shows the process used to create the silhouette of the cuffs.
  • Tailor-made techniques allow for free and smooth arm movement.
  • Tailor-made techniques allow for free and smooth arm movement.
  • The rack titled "Meet your size" introduces jackets available in five sizes, sewn with attention to the 1-2 cm difference.
  • At the front of the shop, three bodies wearing jackets that showcase the store's unique techniques welcome customers.
  • This jacket features a striking pale pink and vibrant blue color scheme. The buttons are also made from the same fabric.
  • The shirt decoration accentuates the jacket-style chest and fastens behind the collar like a necklace.
  • The rock stone collar is a great choice for sophisticated women at parties.
  • A simple silhouette shirt can be given a touch of elegance with a leather collar or ribbon-type shirt decoration.
  • A set-up suggestion with a jacket and matching pants
  • We offer jackets suitable for both work wear paired with a blouse and pants, as well as casual occasions.
  • The jacket is made of highly stretchable knit material, and we aimed to create an item that is comfortable to wear for long periods of time.
  • We also offer exceptional jackets made from carefully selected materials.
  • For women who are used to wearing jackets, we suggest coordinating them with a one-piece suit.
  • The neatly organized shop unfolds 10 stories related to the jackets.
  • A clutch bag with a combination of leather and lace adds a touch of style to a simple jacket style.
  • A trendy clutch bag is given a unique look with leather and lace.
  • A trendy clutch bag with leather and lace accents.
  • A rack that brings out the mannish beauty of the jacket
  • A sheer silk blouse is adorned with a sparkling Swarovski crystal-embellished tie-style necklace.
  • The image of a relaxed adult woman at a party.
  • The jacket has a simple silhouette, allowing the different textures of the material to stand out.
  • The jacket on the right is the "White Horse" silk taffeta jacket, limited to three pieces.
  • This jacket, which incorporates multiple hand-stitching processes, is the result of skilled artisans.
  • Aimed at working women, the brand offers elegant, high-quality jackets based on 10 stories.
  • On the left is a jacket made of fabric with gold glitter thread woven into it.
  • The black jacket in the center is a jacket that will make women feel confident in their beauty no matter what the occasion.
  • Using a detachable collar can create a feminine or dramatic look.
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