The men's floor on the fifth floor of Ginza Mitsukoshi reopened on October 7th after a remodel. The surrounding environment has changed dramatically over the past few years, with developments in the bay area and the expansion of inbound tourism. However, the "chic" style of shopping in Ginza remains unchanged. Since the last remodel, the store has maintained double-digit growth year-on-year. What is the Ginza style that the store is promoting?

We spoke to Masaki Miji, manager of the floor, who proposed a new business scene for "GINZA Gentleman" under the theme of "A Stylish Man's Workday Style," about the key points of the remodel.


--This remodel is the most extensive since the expansion and remodel in September 2010. First, could you tell us what changes were made to the men's floor in the previous remodel?

Before 2010, Ginza Mitsukoshi was popular with a relatively authentic clientele. Many of our customers were people who had traveled all the way from the countryside to Ginza to shop. Even though it was a men's floor, it was notable that many of them were proxy shoppers for women. After the expansion and remodeling, we saw an increase in male customers, many of whom were highly sensitive and particular about products. The age demographic has also dropped slightly, to people in their 40s and 50s, and we're seeing more families and couples visiting the store. Regionally, we've seen an increase in customers living in the bay area. Furthermore, the profile of our male customers has been changing year by year. There are more men who don't buy because their wives recommended them, but who are "self-centered" and assert their own tastes and preferences. --And that's what led to the concept of this remodel?

That's right. The concept of "GINZA Gentleman" means catering to customers who are particular about authenticity and essential quality, based on their own sensibilities. We created a floor that can propose elegant wardrobes and grooming for business elites active on the global stage.

--Please tell us more about the layout of the sales floor.

The fifth floor's most prominent feature is the Ginza Style "GINZA Closet." This is a new customer service space where stylists (salespeople) help customers achieve their desired style. Suits, jackets, ties, shirts, and other items are arranged by item, and at the "coordination table" in the center, customers can enjoy the process of working with the stylist to create the look they envision.

The other floor is the "GINZA Dress-Up Salon," offering made-to-measure suits and custom-made shirts. A distinctive feature of this shop is that the stylists begin by carefully consulting with customers about their desired look, catering to the diverse range of "individuality." Eighteen torsos displaying products, monitors showing 1970s films that epitomize basic fashion styles, and antique Western books that serve as conversation starters are all tools designed to help customers visualize their style. The salon's greatest feature is its sales style, where customers are asked to "see the style and visualize it in concrete terms" before selecting fabrics.

--So the entire floor has a "lounge" theme?

The "GINZA Gentleman's Lounge" offers a combination of hobby-oriented items such as writing implements, cameras and smoking accessories, along with specialty services such as barbering and shoe shining. As a place to combine things and experiences, there is also a promotional space where seminars, pop-ups, new product launches and ordering sessions can be held. It can be said that this space is emblematic of the concept of this event.

(Continued in Vol. 02)