The Isetan Haneda Store's primary target is male jetsetters who travel actively both domestically and internationally. Many of these people have a strong preference for authenticity and tend to stick with their favorite brands for a long time. It is precisely here that the know-how of Isetan Men's Building comes into play.

The approximately 200 brands that Isetan Haneda Store has stocked to propose a new travel lifestyle for both business and vacation are classic brands that have already built up a solid sales track record at Isetan Men's Building. If there are any differences in sales trends compared to the Men's Building, this can be attributed to the unique location within the airport terminal and the characteristics of the jetsetter customer base. According to store manager Shinichi Kojima, cosmetics are the category with the largest sales amount.

"Since cosmetics are unisex products, in many cases husbands buy them for their wives. The careful explanations provided by our staff also help boost sales. For example, at Santa Maria Novella, we clearly explain the brand's unique story, that it originated from the world's oldest pharmacy. We also have a hand-washing space in one corner of the counter, which is well-received."

Business items such as dress shirts, shoes, and ties showed roughly the same movement as at the Men's Building, but winter items such as scarves and gloves moved faster at the Isetan Haneda Store. This is because the gateways to northern Japan, such as Hokkaido and Aomori, are located close to the store. Kojima says that while they could predict this much, they couldn't predict demand beyond that. "While the store primarily sells Western clothing and miscellaneous goods, we quickly added knit jackets, coats, and down jackets in the second half of the year. Brands like Mackintosh, Divetica, Lavenham, Peuterey, Herno, and Aspesi are some of the brands. These heavy garments sell well on weekends. Pre-opening predictions are merely hypotheses, and we're constantly adjusting the balance of items." One item that sells relatively well across categories is Haneda Airport-exclusive merchandise, a hallmark of the store. Many brands offer special items featuring tourist or airplane icons, while brands like Nicolai Bergmann and Orobianco offer exclusive merchandise only available at the store. Incidentally, Orobianco's limited edition tote bag apparently sold out within a week of opening. "Our best-selling Haneda-exclusive item is Shido's bandage pants. These underwear are as stretchy as medical bandages and are a popular item in the Men's Building. The limited edition has an embroidered airplane motif, which is a big seller. They're not new to the Men's Building, but they seem fresh to our customers." On the other hand, underwear from international brands hasn't sold as well as expected. Customers are looking for novelty and uniqueness over the reassurance of a familiar brand. This, too, highlights the unique customer characteristics of the Isetan Haneda Store. Due to the unique product trends, some buyers apparently view the store as a test marketing venue. "Sometimes we sell products in colors and designs that aren't available in the Men's Building. We're not intentionally trying to act as an antenna shop, but I think there's every chance that products that sell well here will also sell in the Men's Building." Eight months after opening, the Isetan Haneda Store is still evolving. Jetsetters' consumption trends are difficult to pin down. The store's trial will continue.