Fashion Tailored for a New Generation By Global Style

If we look back historically, Japan has a deep and extensive history, from the timeless lines of kimonos up to the present. Today, Japan is globally recognized for its cultural heritage and craftsmanship. How would you define the uniqueness of the Japanese fashion and apparel industry, and what do you believe are Japan’s main strengths?

The history of Japan’s fashion industry began during the Meiji Era with the importation of apparel from Western countries. At that time, Western nations were recognized for their ability to produce and design high-end clothing, a legacy that persists today as many of the world’s most luxurious brands remain European. Japan imported not only the clothing but also the accompanying culture, infusing these elements with a distinct Japanese style. This ingenuity ,the integration and evolution of foreign influences into unique Japanese expressions—defines the essence of Japan's fashion industry.

Right now, Japan’s population is 125 million, but we expect it to drop below 100 million by 2050. By the end of the century, experts predict the population will be only 65 million. This presents a problem on two fronts: a shrinking domestic market and a labor crisis, with experts predicting that by 2040, Japan will face an 11 million worker shortage. What challenges does this create for your company, and how are you planning to navigate those challenges?

Most of our employees are in their twenties, with the majority working as stylists in our stores to assist clients and create tailor-made suits. Each year, we seek to recruit talented recent graduates, though competition intensifies as other companies pursue the same talent.

Our target is individuals aspiring to work in the apparel industry, providing them with an environment where they can achieve personal fulfillment. With recruitment becoming increasingly challenging, we recognize the need to improve productivity per employee. Key performance indicators, including sales and profit, are areas where we must identify effective strategies for growth. Additionally, we are placing greater emphasis on online shopping, Given demographic challenges, we also see an opportunity to expand our reach globally, with a core strategy focused on market development outside Japan.

You mentioned stylists working at your shops, but traditionally, these staff members are referred to as tailors or fitter. Why did you decide to change the title for these individuals?

Our stylists go beyond simply measuring customers' body sizes. We recognize that Japanese clients, both men and women, are increasingly style-conscious, each with unique tastes and preferences for their suits. Silhouette and comfort remain essential elements of fashion, yet our customers often seek guidance on coordinating shirts and ties with their suits. This requires our team to make well-informed recommendations, not only on fit but also on complementary attire. In essence, our stylists are dedicated to delivering comprehensive style coordination, embodying the role of a true stylist.

Earlier, you mentioned the app. During the COVID-19 pandemic, Japan transformed. As a result, the country is now the fourth-largest e-commerce market in the world. Your app offers many services, including loyalty points and style book, online ordering, store reservations, and many other services. What has been the reception to your app so far? What further innovations can we expect from the app in the future?

In order to improve the customer experience, in addition to the online shopping that we are currently offering, we are considering offering a new application (currently under development) with the ability to measure the customer's size on a smartphone.

The shopping app provides seamless updates, notifying customers when their suits are ready, typically within a two- to four-week timeframe. Additionally, clients earn loyalty points with each purchase, supporting our strategy to encourage repeat business.

Something we noticed is that your consumers are quite young. When you think of tailor-made suits, people usually think they are expensive and aimed at an older audience. Was it difficult to find a market after you launched your brand in 2009, aiming at all ages? Did the concept of affordable suits take time to develop?

You've made an excellent observation. Traditionally, tailor-made suits have appealed to customers in their 40s and 50s, with those in their 40s even considered relatively young. To shift this perception, we launched GINZA Global Style brand, and it’s been transformative—today, 56% of our clientele are in their 20s and 30s. To cater to this younger customer, we’ve positioned stylists, rather than tailors, to provide a fresh and relevant experience.

In Japan, the coming-of-age ceremony is now held at the age of 18,prompts many young individuals to visit our store to create a suit for this special milestone. Additionally, around 10% of our clients are female, highlighting the broad appeal of our offerings. With such a diverse client base, because of this diverse clientele, we offer a wide range of styles, colors, and price points. Our mission is to redefine the image of made-to-order suits, removing outdated perceptions of exclusivity or high cost and making stylish suits accessible to everyone. We even offer options for children, particularly for family photos, ensuring that style is available to all ages.

GINZA Global Style offers a choice of 5,000 fabrics for both men and women. These suits can be made in various styles to fit each customer’s taste and need. What are some of the challenges and opportunities you face in selling suits for women?

 Most female customers request a female stylist for body measurements. The role of our female employees is indeed important to our success.

In Japan, the business landscape is witnessing an increase in the presence of women, driven in part by demographic shifts. As more women enter the workforce, we see significant potential in aligning our brands with the needs of these working women. We believe this trend presents substantial business opportunities for our company in the years to come.

We understand that your company collaborates with European, and Asian suppliers to offer a wide range of styles. You offer your KAISER PREMIUM model that allows you to blend the classic with the modern, offering contemporary tastes while retaining timeless sophistication. What do you believe are your competitive advantages in terms of offering custom-made suits? How have you been able to cater international styles to a domestic Japanese audience successfully?

Japanese clients highly value Italian fabrics for their exceptional ability to render bright, vivid colors. While Japanese and Chinese manufacturers excel in producing deeper, darker hues, Italian makers bring a vibrant, more radiant quality to colors like navy. Japanese consumers have a deep affinity for European and American styles, so minimal adaptation is needed to suit their preferences. However, Japanese expectations for price, quality, and service are exceptionally high. To keep our prices competitive, we have been enhancing our procurement efficiency over the past 15 years with our Global Style brand. Italian manufacturers have since become close partners, with one maker, in particular, supplying us extensively, making us the largest Japanese purchaser of their fabrics.

The KAISER PREMIUM brand, a collaborative effort, is distinguished by its lightweight material and contoured waist design, resulting in suits that are remarkably light and comfortable.

You offer fashions that fit the various life situations of your customers, such as slightly casual jackets and slacks worn for ceremonies, stage appearances, and golf, not to mention business situations. Wearing a suit or jacket is also an opportunity to use accessories. Tie, belt, and shoes are all very important when wearing a suit. All of these accessories have different manufacturing processes than suits, and require different know-how. As a fashion company, how do you complement the suit with accessories?

For example, when it comes to shoes, we offer GINZA647, an original brand of custom-made dress shoes for men as well as the Spanish shoe brand Berwick1707. In addition, ties made from carefully selected materials are made exclusively for GINZA Global Style by our exclusive vendor, guaranteeing originality and quality. In addition, we also offer a selection of carefully selected shirts, belts, and socks.

Are you looking to expand your partnership base internationally, and if so, where?

To date, we have collaborated with numerous manufacturing partners, recognizing that the strength of Japanese manufacturing lies in its ability to manage an end-to-end production process. This vertical integration, known as SPA(Specialty store retailor of Private label Apparel) in Japan, is essential for sustaining success in the Japanese market. Moving forward, we aim to establish more partnerships in markets targeted for our expansion.

You have 39 stores (as of December 2024) domestically, but obviously, there are plenty of opportunities abroad. Where are you interested in expanding internationally?

Our primary focus is the United States, particularly in high-demand areas for suits, such as New York and Chicago. Suits thrive in cities with prominent stock exchanges, including New York, Tokyo, and London, where finance hubs drive significant demand. Given the population decline in Japan, it’s essential to explore new markets abroad. To expand effectively in these areas, securing reliable distribution partners is key.

Imagine that we come back in 2029 and have this interview all over again. What goals or dreams do you hope to achieve by the time we come back for that new interview?

I look forward to sharing our success in the U.S., including the solid and fruitful partnerships we’ve established.

For more information, visit their website at: https://www.global-style.jp/

To read more about Global Style, check out this article about them