Starting this fiscal year, Isetan Shinjuku's newly established Solutions Sales Department consolidates all bridal-related shops other than rings, which were previously scattered across each floor. As part of its redevelopment strategy, Isetan opened "ISETAN BRIDE" on the 7th floor of the main building on April 24th as a concrete measure to strengthen its specialized and personalized services.
Rings account for approximately 80% of the store's bridal-related sales, and strengthening customer interaction with other merchandise and services has long been a challenge. Until now, separate sales departments for each merchandise category hindered comprehensive service delivery. Starting this fiscal year, however, the Solutions Sales Department will oversee all bridal-related merchandise, excluding rings, across the entire building.
The newly established "Isetan Bride" offers comprehensive services, from basic services such as venue introductions, engagement gifts, and wedding favors to wedding dresses, bouquets, and beauty treatments. The store also expanded its product lineup and facilities. The area of the fashion zone selling wedding dresses has expanded by approximately four times. Three new fitting rooms have also been added.
"To provide total service, we will quickly train our in-store sales staff as bridal concierges. We want to use bridal as a gateway to create lifelong customers," says Tomoko Iioka, sales manager in charge of the store, explaining the store's policy.
The store offers a selection of approximately 20 luxury high-end dress brands, including Vera Wang, as well as new brands Valentino, Alberta Ferretti, and Paule Ka. The store also offers wedding lines from Sergio Rossi and Giuseppe Zanotti.
The London-based fashion brand Ginta, which became popular in the British film "The Knot," will be making its debut as an accessory brand. In addition, under the supervision of creative director Wakirie, the store has expanded its selection of wedding accessories, including ring pillows and paper items.
Previously, dresses were only available for purchase, but given that approximately 80% of the bridal market is rented, a rental service has been newly launched. The store's selection focuses on directly imported dresses from brands such as Marchesa, Junko Yoshioka, and Amsale, and also offers men's tuxedos.
"At Isetan Shinjuku, the average amount spent on weddings has been increasing year by year. Due to the trend toward later marriage, the average age demographic is growing, and many customers are becoming more particular about their personalities. To meet these diverse needs, we have expanded the range of product grades and tastes in our selection," says Risa Hagino, wedding buyer at Isetan Shinjuku, who is in charge of the fashion zone's product lineup.
Sales this fiscal year are targeted to be 120% higher than last year in the service zone, which introduces wedding venues and handles wedding favors, and 800% higher in the fashion zone. A large-scale bridal event is also planned for August.
