In the first part, we looked at the remodeling of the fashion floor on the third floor of the Isetan Shinjuku flagship store. Today, we'll discuss the second phase of the remodel, unveiled on March 6th, and the vision for the future of department stores.

—Proposing a Different Daily Life—

A key element is the major overhaul of the main entrance. Looking back at the previous entrance, it faced Shinjuku Street, but it seemed more like a convenient entrance than anything special. "We decided to restore it to its original state," says Isetan. This year marks the 80th anniversary of the flagship store's opening. The underlying idea is to trace the store's roots and reassess its strengths.

I think this is a positive thing from two perspectives. First, as we enter a major turning point in our time, it's important to "reexamine our livelihood." Rather than simply saying "things were better in the past," identifying the essence of one's livelihood will clarify the strengths of one's brand. I don't think there's any particular meaning in ignoring this and only pursuing new things, or broadening our horizons to become more comprehensive.

Another thing is that department stores need to create barriers in a positive sense. Amid fierce competition among diverse businesses during this recession, the distinctive character of department stores is clearly fading. Rather than lowering barriers, I believe creating barriers in a positive way and highlighting our strengths will ultimately differentiate us.

The new main entrance will have an atrium extending to the second floor, an elegant chandelier, and brass doors. It will have a classic, refined elegance, while still remaining open. I believe a high-quality, broad frontage is the pride that a department store should have.

--What is the department store of the future?--

When I asked Naka about the department store of the future, he mentioned four keywords: "globalization, fashion, personalization, and publicization." In terms of being a global store, they are considering disseminating information about their flagship store not only domestically but also overseas in the future, and to that end they have established "Isetan Park Net (IPn)." "I felt that we needed a role similar to that of a broadcasting station. I think it would be interesting if in the near future IPn had staff with cameras, like TV crews, reporting daily information about the sales floor."

While proposing stunning fashion, they will also make suggestions tailored to each customer's personal needs. They will remain open to the public, facing the city and the community. "I want to spark a global revolution in the way people think about clothing," says Naka, emphasizing this. If this is realized, the future of department stores is sure to be bright. I left the interview feeling refreshed.


[Profile of Kawashima Yoko] Born in Niigata in 1961. Graduated from the School of Commerce at Waseda University and completed the Merchandising Department at Bunka Fashion College. Joined Itochu Fashion System Co., Ltd. in 1984. While analyzing consumer and market trends from a fashion perspective and developing brands and designs, he also writes for newspapers and magazines such as The Yomiuri Shimbun, Nikkei MJ, Senken Shimbun, and Brain. His main publications include "Beams Strategy" (PHP Institute), "Isetan Story Strategy" (PHP Institute), and "Lunch with the President" (Poplar Publishing).