On September 16th, the third floor women's clothing and underwear section of Ginza Mitsukoshi will reopen after a remodel. Five years have passed since the last expansion and remodel, and one area that seems to have changed significantly is the customer base. We spoke to the manager in charge of this remodel.
Kazunari Ukon, sales manager for the third floor "TOKYO MODE 1" and "New York Runway," explains that while the reconstruction of major buildings, beginning with the Kabukiza Theater, gave the impression that "Ginza's customer base was changing," the number of international customers has dramatically increased, especially in the past two or three years. In addition, the development of the bay area has increased the population of the three surrounding wards, and the number of Japanese customers has also increased dramatically. He explains that "the proportion of newly affluent Japanese customers, centered around the so-called "bay area families," has particularly increased, particularly those in their 30s and 40s who are experienced in consumer goods and highly discerning." This customer base does not have a strong brand loyalty, insisting on "a certain brand or no brand." However, they do have discerning tastes. "The result of this project was to explore what kind of edit we could create by filtering Tokyo and global brands through the Tokyo and Ginza regions, targeting customers who view domestic and international brands equally, enjoy fashion on a personal level, and have their own unique aesthetic," says Ukon.

In response to this changing customer demographic, the third floor is focused on two edit-style shops: "Le Place," which brings together Tokyo brands like FACETASM and TARO HORIUCHI under the banner of "The Latest Tokyo Fashion," and "New York Runway," which showcases the latest domestic and international brands from a Tokyo perspective.

A major change in both shops is the vastly expanded range of brand styles. Ukon attributes this to the fashion trend of mixed coordination that doesn't limit tastes or purposes, the aforementioned changes in customer demographics, and changes in customer preferences themselves. "Until now, many customers would stick to conservative or avant-garde styles as they grew older and their preferences solidified, but today's customers want to continue following trends no matter how old they are," says the store manager.

So, New York Runway, which previously offered a casual and stylish selection, now features pop and feminine brands, while Le Place has a stronger fashion feel, featuring brands that would not previously have been available at Ginza Mitsukoshi, such as Mihara Yasuhiro, Taro Horiuchi, and Facetasm. This sales floor layout allows customers to enjoy the experience of "selecting and coordinating their own outfits."

One notable feature is the constant availability of around 150 pairs of sneakers. With the ongoing trend toward sporty styles, pairing sneakers with a lace skirt has become commonplace. Until now, Ginza Mitsukoshi hadn't carried sneakers from sports brands like Nike and New Balance. However, this remodeling has dramatically expanded the sneaker selection, significantly evolving the overall coordination perspective. Furthermore, as a new initiative, Yuko Ohara, manager of "Le Place," explains, "We will of course introduce brands that embody the excitement and thrill of fashion, but we also want to appeal to the experience aspect, rather than just displaying the latest fashions—that is, "things." As part of this, a new corner called the "Japanese Communication Stage" will be established, where events will be planned to communicate the passions of designers. Starting September 16th, there will be an exhibition of photographs by designers from brands such as Coohem and Yuumi ARIA. The store is positioned as a place for communication that goes beyond simply purchasing products, offering customers the unexpected experience of seeing photographs displayed alongside the clothing sales floor, and offering customers interested in the fashion industry the opportunity to experience the designers' personalities.

Another key theme of the remodel is "Ginza hospitality." As female customers have recently begun to feel the same attention to craftsmanship and materials as men, sales staff will be encouraged to share their commitment to craftsmanship and the value of products with customers and foster lively conversations. To cater to foreign customers, the store will also increase the number of foreign language interpreters, including Chinese.

The "New York Runway" store on the same floor was one of the first in the store to adopt an editorial style, and was particularly popular with discerning women. Ukon is proud, saying, "I believe this remodel has achieved almost 100% of our ideals." Customers can look forward to seeing this confidence.