"Creativo," a men's department on the sixth floor of Ginza Mitsukoshi, reopened after a remodel on the 14th. The department debuted as "Ginza Style," a casual-focused section aimed at sophisticated gentlemen, during the store's expansion and remodel in 2010. Five years have passed since the last remodel, and the selection has taken the Ginza market one step further in defining casual wear. "In light of our customers' maturation over the past five years, we focused on the dress-casual section, which is of great interest in Ginza. We restructured the department around the dress-casual section. In addition, we aimed to reintroduce trends along two axes: sporty casual and the "elegant sportivo" section," says Masahiro Hiura, buyer for the department. The new brand at the core of the dress-casual section is Luigi Borrelli. This brand, a long-established Neapolitan shirt manufacturer, is now expanding globally as a total luxury brand representing Italian classicism. Previously, the brand was sold in the dress shirt and tie section on the 7th floor, but now it will be available as a complete line-up as the flagship brand of Creativo. Other items include pants from INCOTEX and PT, and jackets from Italian classic brands like TAGLIATORE, THE GIGI, ISIA, and LARDINI. A miscellaneous goods zone has been set up in the center of the store to enhance presentation. ZANELLATO leather goods are concentrated here, and imported brands such as BRUNELLO CUCINELLI, BOGLIOLI, YACOB COHEN, and MACHINTOSH are more selective than ever. The approximately 200-square-meter sales floor offers a relaxed environment, allowing customers to enjoy fittings.
"When we remodeled five years ago, Italian Classico was already attracting attention as a trend, but customer awareness of the brand and the amount of product information has increased dramatically over the past five years. For this reason, as a department store that prides itself on being 'the latest', we must further strengthen our ability to disseminate information. (Ginza Mitsukoshi) is highly accessible to customers who shop at the Shinjuku Isetan Men's Building, so we have created an environment that makes it easy to compare and shop while being conscious of seasonal trends and enjoying styling based on items," says buyer Hiura.
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