Mitsukoshi Isetan has launched a new private brand for women's clothing, "Clothing ISETAN MITSUKOSHI," specializing in specific items.

"Clothing ISETAN MITSUKOSHI" is based on the idea of "being helpful to customers by continuing to focus on well-thought-out basics," "a drop of the current trend," and "reasonable prices," and offers items based on the three key concepts of "thoughtful clothing," "clothes you'll want to wear today," and "clothes you can feel valued." To launch this brand, Isetan Mitsukoshi's product development buyer team thoroughly analyzed the sales trends of its previous private brand, which had been in development for three years. They discovered that the outstanding sales of pants developed for customers outside of the Tokyo metropolitan area store held clues. They found that simple yet not completely basic items, incorporating just one design element, accounted for a large share of sales. Furthermore, these items were priced about 30% lower than those sold in the Tokyo metropolitan area store. While the brand had previously focused on offering items with a strong design element primarily to customers visiting Isetan Shinjuku, they realized it was necessary to expand to customers visiting stores nationwide and create items that fit into everyday life, leading to the birth of "Clothing ISETAN MITSUKOSHI." The biggest difference from previous brands is that this is a brand focused on specific items. By assigning dedicated buyers to each item, they have established a new manufacturing system that allows them to devote time and attention to each item. By focusing on material selection, sewing, and ingenuity in specifications that are close to everyday life, the store will offer clothing that combines the high quality and safety expected of a department store. Furthermore, by creating products with the wearer's feelings and the occasion in mind, the store aims to create clothing that customers will feel is "thoughtful."

Knitwear, shirts, and bottoms are all in the affordable 10,000 yen range, and dresses are in the 20,000 yen range, but the store emphasizes quality and offers "clothing that gives a sense of value." Based on easy-to-wear basic items, the store will offer designs that add a touch of the present, creating clothing that customers will "want to wear today."

Coats

For those who travel frequently by car, choose a short to medium-length coat. For those who spend most of their time at work, a down-lined wool coat will keep you warm. These coats are trendy this year, but also feature 2-way and 3-way functionality, making them suitable for a wide range of occasions. Additionally, we offer coats that offer a sense of value, including a high-quality 100% cashmere reversible coat (starting at ¥69,000), domestically produced down coats, and coats made from synthetic fiber from the Hokuriku region, highly regarded by top brands around the world.

Jackets

From flowing blouse-like jackets (¥19,000), knit jackets (from ¥23,000), and business jackets (from ¥29,000), we offer a variety of jackets perfect for both work and fashion. Because these items tend to be stiff, we've carefully designed them to be easy to handle and maintain their silhouette.
Dress

Developed based on customer feedback, this dress is both sophisticated and versatile. Because it's a feminine item, the design incorporates playful details like contrasting colors and pleats to evoke emotion.

Knitwear


Knitwear is crafted from high-quality materials discovered in production areas around the world and with reliable techniques, designed to fit women's lifestyles. We offer lightweight, low-gauge Nordic-style sweaters developed in collaboration with Yamagata knitwear manufacturer Yonetomi Seni, as well as cashmere sweaters in 16 colors made from 100% white cashmere. Based on customer feedback, we also incorporate innovative features such as anti-static tape. Cut & Sew & Sew


Cut & Sew & Sew offers comfortable cotton T-shirts, Basque striped shirts, and more, all produced in Japan at a factory in Wakayama, a major producer of circular knitwear. The neck opening and collar design are carefully considered to suit the customer's intended purpose and the items they will be paired with.
Shirts & Blouses

Shirts and blouses are carefully designed for all occasions, helping women stay healthy and active every day. Easy care is a core value, and the pieces are packed with thoughtful gimmicks and added value, like elastic cuffs for quick roll-ups, a wire collar that remembers the shape of the shirt, and a two-way design that allows the garment to be worn either front or back. We also carefully select materials that are comfortable against the skin.

Skirts

The focus is on playful, vibrant colors, longer lengths, pleats, and other details. Each skirt also incorporates ideas like pockets, elastic waistbands, and hidden tulle to maintain the silhouette. This skirt lineup is playful and will make you feel "thoughtful" in everyday moments.

Pants

Since trying on pants is a must, these pants were created by incorporating numerous customer feedback. Based on the concept of "easy to move in and flattering," these pants eliminate drawbacks and turn them into advantages, such as washable wool-blend pants, an elastic waistband that doesn't appear elastic at first glance, center pleats that give a neat appearance while using two-way stretch fabric that stretches vertically and horizontally, and warm, comfortable double-sided brushed fabric. Taking advantage of the unique characteristics of a department store, our buyers' passion for providing beautiful and comfortable wear for all ages is embodied in these pants.

The items are already available in some stores, and will gradually be rolled out to all Mitsukoshi Isetan Group stores nationwide.


Isetan Shinjuku Store 03-3352-1111 (main number) *The store will be closed on August 22nd and 29th
URL: www.isetan.co.jp
Special website here
URL: http://www.mistore.jp/brand/clothing/index.html

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