Japan's largest comprehensive fashion exhibition, "Fashion World Tokyo 2014 Autumn" (organized by Reed Exhibitions Japan), was held at Tokyo Big Sight for three days from October 20th. The number of exhibitors increased by 250 from last year to 610, and the event was a great success, with an expected attendance of approximately 30,000.
At the special seminar that was the highlight of the exhibition, Kondo Hiroshi, Executive Officer and General Manager of the Men's and Sports Department at Isetan Mitsukoshi, took the stage on the 22nd. He spoke about the background to the launch of Isetan Men's Building and future strategies, touching on the importance of customer satisfaction amid diversifying values in consumption. 」
"Today, consumption is becoming increasingly polarized, with people sticking to the things they like and cutting out everything else. Since 2000, while other department stores have seen sluggish sales among men's shoppers, Isetan has been able to increase sales. This is because it has created new customers and implemented various strategies. At the time, the men's department often did proxy shopping for women, but Isetan anticipated the latent needs of men who were interested in fashion and able to choose and coordinate their own items. Aiming to create a store that men would choose, we opened the Men's Building in 2003 based on the concept of 'the happiness of being a man.' We have broken down the barriers between brands and stocked the world's finest fashion and carefully selected items, as well as departments for men's cosmetics and accessories that have never been seen before, proposing a wide range of products that customers would 'never imagine' and 'wish they had (latent needs)."
Furthermore, Kondo mentions that one year after the opening, sales had increased, but despite a 40% increase in new customers, 30% had been lost. In 2007, the store underwent a renovation, adding a men's lifestyle floor (8th floor) themed around "wellness" and "hobbies," as well as a spa, cafe, and a library section inspired by men's hobbies and study. "We focused on 'spiritual richness' to encourage customers to return to the store. We offer a selection of high-quality products incorporating Japanese techniques, and propose new value that allows customers to rediscover the best of Japan. We also opened a bar, Salon de Shimaji, created by former Playboy editor-in-chief Shimaji Katsuhiko, to encourage customers to share their values. This has attracted people who share his ideal lifestyle of fashion, single malt, and cigars. We hope that the Men's Building will continue to be an interesting place for customers to visit," he said. Regarding the future direction of the men's fashion business and future challenges for Isetan Men's Building, he said, "In order to respond to changes in values (spend shift) over the next 10 years, we need to shift from catering to needs to offering a product lineup that meets wants, that makes customers think, 'I've always wanted this,' creating empathetic value that enriches the soul and shifting marketing to create fans of Isetan Men's Building. Through inner branding, we will create a shared value that makes customers think, 'This is Isetan Men's Building,' and we will focus on a 'presence' that expresses the person, their way of life, and even their lifestyle; 'activities' such as charity events that express our heart; and 'works' that convey not only things and experiences but also the thoughts of the maker. The Japanese spirit embodied in excellent Japanese products will also be a strength when it comes to global strategies. We will always be one step ahead, providing new information and continuing to take on challenges." Other keynote speeches at the show included those by Parco CEO Kozo Makiyama, Barneys Japan CEO Shinichi Uetadani, Beams Executive Vice President Keiji Endo, and Urban Research Executive Director Keisuke Takemura, all of which men's buyers listened intently to. The venue also featured a new "PLUS+ High Fashion Zone," a special area showcasing high-fashion merchandise from around the world. Attention was drawn to men's items such as shirts by Salvatore Bosa and shoes by Mihara Yasuhiro, while women's items included Julian Hakes' unique, bottomless shoes and the Korean brand BRHAS PATI, which made its Japanese debut. Other exhibit zones featuring apparel, accessories, shoes, and bags also saw enthusiastic business negotiations, creating a lively atmosphere.
