Sales of school bags at Isetan Mitsukoshi are performing strongly, up 140% year-on-year. This year, the company began selling school bags on June 15th, two weeks earlier than last year. We spoke with a buyer at Isetan Mitsukoshi about the latest school bag trends this year.
According to the buyer, there have been three sales peaks this year: the first in mid-June when school bag sales began; the second in early July when sales expanded; and the third in mid-August during the Obon festival. Each peak had its own unique selling points.
The best-selling item during the first peak, which began in mid-June, was the "New Standard School Bag" (70,000 yen), an original Isetan Mitsukoshi product created in collaboration between the children's clothing brand Cokitica and Obaseiho, a long-established school bag and bag manufacturer founded in 1935. Available in seven colors, all have sold out. The second peak, which began in early July, was the basic-design "Clarino Cube Landsel" (50,000 yen). Its popularity is attributed to its wide range of colors and comprehensive functionality, including a one-touch lock and a "Mira Kuru Lock" shoulder strap fastening system that allows for size adjustment as the child grows. The third peak was during the Obon period. Many customers shop around when their children begin their summer vacation, and during this time, three generations of parents and children shop together. Ahead of Obon, the company introduced a new, exclusive randoseru. Two styles of "Naito Rene" randoseru (69,000 yen) for girls went on sale on August 3rd. The basic design features cat and flower motifs. The half-covered design, with a subdued black coloring and a Rene Girl silhouette on the side, creates a sophisticated look. The "Soft Carbon Randoseru" (¥120,000) for boys also went on sale on the same day. Made from a new material, carbon, which combines lightness and high strength, this backpack weighs approximately 1,150g, making it one of its attractive features. It comes with a removable pencil case and pouch, allowing it to be carried without taking up too much space with textbooks. According to buyers, the most popular item at all stores is the Mitsukoshi Isetan original "PATTERN MADE RANDOSERU" (starting at ¥59,000). Customers can customize the style, material, and interior design themselves, choosing from basic and cube styles and materials like Clarino (artificial leather) or cowhide (natural leather). Also new this year are the ability to choose the cover studs and zipper pulls, and an option to engrave a nameplate with their child's name (additional cost), further expanding the variety of combinations available. Creating a unique backpack allows customers to express their individuality and continues to use it with affection. The buyer said, "This year, rather than families making unilateral decisions and trying to convince their children, as is the case in previous years, there has been a strong popularity of 'one-of-a-kind school bags' that are 'customized' by the children themselves and that emphasize design that reflects their preferences."
