Start Today, operator of ZOZOTOWN, Japan's largest fashion mall, is planning to launch a fashion app called "WEAR." While the full details of the service have yet to be revealed, the teaser site suggests a strong investor focus. The app features two keywords likely to excite investors: "big data" (product data and ZOZO IDs) held by ZOZOTOWN, and "O2O" (on-to-offline) integration between the real world and the web. However, WEAR faces a major obstacle: the customs of the Japanese fashion industry. For starters, many apparel brand stores in Japan generally prohibit in-store photography. Furthermore, when it comes to apparel products, how common is it for consumers to remove tags hidden deep inside the product and take photos? Furthermore, midway through the teaser video, there's a scene titled "HELLO AGAIN!" that evokes repeat visits to the store. From the consumer's perspective, this requires another visit to the store, which is inconvenient. Of course, logically, it's unlikely that there will be no traffic to ZOZOTOWN, which the company operates.
However, currently, most shops are reluctant to direct customers to the web, even if it's their own directly managed e-commerce site. This is because the store's sales are the main focus of evaluation, and sales from other stores or channels are not credited to the shop.
Tenants moving into fashion buildings also face challenges in terms of relationships with developers. Even now, tenants' proactive efforts to direct customers to their own directly managed e-commerce sites are not well received.
There are countless other issues, but it may be pointless for outsiders to speculate on this and that before the service launches.
From the consumer's perspective, a convenient, affordable, and stylish app may be enough. However, since brick-and-mortar shops are involved, the service needs to be satisfactory to manufacturers. A repeat of last year's point controversy is a must.
What can Start Today do between the manufacturers who provide the products, the consumers who buy them, and the investors? As company CEO Yusaku Maezawa says, we hope that the arrival of WEAR will be the biggest shock since ZOZOTOWN.
