On October 7th, the men's floor on the 5th floor of Ginza Mitsukoshi was remodeled and reopened. In this second installment, we spoke with Manager Miji Masaki about the floor's concept, which offers a new perspective on the business scene at "GINZA Gentleman."

--How would you describe "GINAZA Gentleman" in one word?

The defining characteristics of "GINZA Gentleman" are that they are always gentlemanly and considerate of others, have a sense of moderation and etiquette, are at the forefront of the times, and combine "authenticity" and "essence" with a playful spirit. That's why the products on the men's floor have a slightly off-beat feel and a "tickle" factor. This may be what sets them apart from the Isetan Shinjuku Men's Building and the Nihonbashi Mitsukoshi Main Store. In other words, they have sex appeal and luster. The shapes are basic, but the colors are trendy. That's what we mean when we say "latest."

--In this remodel, you've emphasized the "Ginza Style (Japan Filter)" on every floor.

We'll expand the availability of "Japan Filter" products within each item and shop, depending on the time of year, and further strengthen our focus on "seasonal" and "new" products.

--Wouldn't it be easier to propose to inbound customers if you emphasize Japan?

We will expand the availability in each shop around National Day and Chinese New Year, and propose these to inbound customers. Today's Asian customers choose "quality products" and "high-quality items" without being too concerned about brands. If these products are made in Japan, they are even more willing to buy them. This is a big change from the previous preference for overseas brands and belief in Made in Japan. Asian customers have also become very interested in and are purchasing products that incorporate a Japanese sensibility (coloring and fit), so we will be promoting and promoting these "Japan Filter" products at each store.

--Are there any differences (between Japanese and inbound customers) in terms of sensitivity?

The differences in the "sensitivities" and "attention to detail" between domestic and inbound customers are gradually disappearing. We have seen a significant increase in inbound customers with a high level of fashion sensitivity. At Ginza Mitsukoshi in particular, we are seeing an increase in customers seeking "high-sensitivity products" and "carefully crafted products." Especially around the Chinese New Year and National Day holidays, shoe brands favored by domestic customers with a strong sense of "attention to detail" and "attention to detail" are selling well.

--How have sales on the men's floor changed since the expansion and remodeling five years ago?

Every year, we've achieved double-digit growth compared to the previous year. We're also seeing significant growth compared to our target. Inbound sales, which contribute to this, currently account for approximately 20-30% of our total sales. Even if they're not familiar with the brand, discerning Asian customers choose these shoes based on their own values. The same goes for suit fabrics.

--This fall, the men's floors of Ginza department stores are undergoing a renewal rush. Furthermore, with the opening of new stores, such as the "Ginza 5-chome Project" at Sukiyabashi Crossing, currently under construction, and the "Ginza 6-chome Project" on the former site of Matsuzakaya Ginza, Ginza department stores will enter an even more intense era of competition. Please tell us your strategy for the future of the Ginza Mitsukoshi men's floors.

To further foster empathy for our remodeling concept, "GINZA Gentleman," we will constantly strive to ensure that everything from products, development, environment, and sales services is worthy of the "GINZA Gentleman" theme. Furthermore, in order to resonate with such customers, we have created a sales floor for the men's floor centered around curation. How much support will a sales floor curated to suit the "GINZA Gentleman" customer image gain from customers who choose products based on their own criteria and who value personal style arrangement? We intend to create a new men's floor while assessing this.

(Return to Vol. 01)