Classic items have always held a high share of sales in the handbag section on the first floor of Isetan Shinjuku. Buyer Muramatsu Katsumasa explains, "Even if the color changes, the same style sells. Even high-end brands like Celine and Yves Saint Laurent have consistently maintained their best-selling styles." In the wallet section, brands like Anna Sui and Tory Burch are popular, but natural, standard brands like Genten also saw high sales. In light of this trend, Mitsukoshi Isetan launched its original leather goods brand, "Apdo," in March of this year, targeting customers who prefer classic styles. Both materials and stitching are made in Japan. Planned by a team of sales floor leaders and assistant buyers closest to consumers, the brand also launched bags this season. The bags were introduced in conjunction with the expansion of the store on November 28th, and more than 10 of the advertised handbags sold out on the first day. "We can't meet today's customer needs unless we stock high-end brands as well as the high-quality, basic, and functional items that you expect from a department store," says buyer Akiyoshi Tomoko.

This trend is similar for clothing. Best-selling items at Re-Style on the third floor before the remodel were domestic brands like Yoko Chang, Lulu Rogetta, and Mina Perhonen, and imports like Carven, Acne, and Kenzo. Buyer Nakakita Shinji says, "Items that can be used for a long time and that people don't currently have in their closets sell well."

Whether it's bags or clothing, the designs are functional and suitable for everyday use. All are pricey, but this doesn't seem to have any effect on purchasing psychology.