MCM, a Munich, Germany-based brand that created a huge boom in Japan in the 1980s, is making a comeback this spring. We spoke to Paolo Fontanelli, CEO of MCM Products AG, and Yukari Kagami, representative of the Japanese subsidiary, who visited Japan to unveil their new collection, about their future prospects. ■Yukari Kagami, Representative Director, MCM Fashion Group Japan What attracts you to MCM? MCM is a brand that proposes genderless, ageless, and timeless values. Its transcendence and ability to communicate with the future sets it apart from luxury brands. I saw great potential in this as a brand, which is why I took on my current position. What is your specific strategy for re-entering Japan? With the establishment of the Japanese subsidiary, we have established a system that can accurately convey the MCM worldview. We also plan to focus on image control. With the '80s boom in full swing, we believe now is the perfect time to relaunch.

-- Thanks to its huge popularity in the '80s, the brand is already well-known among many consumers. Meanwhile, how will you approach young people who are less familiar with the brand?

Much-loved international celebrities among young people, such as Justin Bieber, Chloë Sevigny, and Pharrell Williams, wear MCM, so many people know the brand. We hope that relaunching it under these circumstances will help it be perceived as a fresh brand.

Also, MCM is a brand with a story. The brand name, which stands for "1900" in Roman numerals, symbolizes the 20th century, when travel began to gain popularity. We believe that this background and unconventional thinking will appeal to young people.

-- Your Ginza flagship store will open on April 25th. Why did you choose Ginza as the base for your relaunch? Ginza is one of the leading fashion districts not only in Japan but around the world. For any fashion brand, opening a store in Ginza is a goal. The spacious store will span approximately 330 square meters. We are currently preparing for the opening so that it will make an impact amidst a sea of mega-brands. At the time of opening, in addition to limited-edition items from the Ginza flagship store, we will be selling two tote bags and one clutch bag created in collaboration with artisans in Sanriku, Iwate Prefecture, as part of our support for the recovery efforts following the Great East Japan Earthquake. This project will create jobs in the disaster-stricken areas, and a portion of sales will be donated to other disaster-stricken areas. Rather than a win-win situation that benefits both parties, we believe that going forward, it is important to create a happy, happy situation that brings happiness to both parties. --Your Ginza flagship store also carries an apparel line. It includes genderless and ageless clothing. However, it only accounts for a small percentage of your overall collection, and is developed as a complement to your bag collection. --What are your plans for future store openings? We plan to open a second directly managed store in Tokyo and one in Osaka by the end of the year. In 2015, we plan to open stores in Fukuoka, Nagoya, and other areas. While expanding our sales channels to major department stores nationwide, including Isetan, Mitsukoshi, Takashimaya, Daimaru, and Hankyu, we will continue to wholesale through select shops as we have done in the past. Until now, we had few domestic retailers, and customers often traveled to Asian stores to purchase our products. Therefore, we would like to expand our product variety along with our retail stores. --How do you plan to grow the brand in the future? We want to promote a new MCM, moving away from the image of the 1980s. Our first priority is to convey the brand's DNA. We will use our stores as a base to promote the brand's appeal. We also plan to collaborate with various media outlets and celebrities to reach a wider demographic. Our goal is to achieve sales of 10 billion yen over three years, with five directly managed stores and 20 to 30 wholesale outlets.

Return to the section on Paolo Fontanelli, CEO of MCM Products AG.

Yukari Kagami was born in Tokyo in 1946. In 1997, she became president of Lanvin Japan, which became a wholly owned subsidiary of Lanvin Paris. In 2003, she became chairman of the company. She currently serves as an advisor for the Lanvin business. In 2006, she became representative director of Dormeuil Japon Co., Ltd. Currently, in addition to representing both MCM Fashion Group Japan and Dormeuil Japon, she also serves as an advisor to the United Nations World Food Programme (WFP) and a board member of the Kids Earth Fund. In 2011, she founded the general incorporated association LOOM NIPPON, and is involved in reconstruction support activities for the Great East Japan Earthquake.