Women's Style Meets Japanese Cute “Kawaii”

How do you view the uniqueness of today's Japanese fashion industry, which has a long history of craftsmanship ranging from iconic accessories that reflect Japanese aesthetics and functionality—such as furoshiki and kinchaku—to contemporary innovations incorporating global trends?

Japan’s geographical position in the Far East, along with differences in physique and the language barrier, has made it difficult to adopt Western fashion concepts exactly as they are. Looking back at history, Japan maintained a policy of national isolation for over 200 years starting in the 1600s. It only opened up to the world a few centuries ago. Japanese fashion has evolved from traditional kimono styles to being influenced by the West, and by incorporating foreign ideas, it has created a unique new style. This ability to merge Western influences with a distinctly Japanese perspective is one of the Japanese people’s strengths.

The Japanese sense of color also differs from that of Westerners. While vibrant colors may become trends in Western societies, Japanese people tend to prefer calm and subdued tones.

One of the major challenges Japan currently faces is demographic change. By 2050, the population is expected to fall below 100 million, with one-third of the population aged 60 or older. As a member of the fashion industry, how do you plan to address and overcome these challenges?

Unfortunately, market contraction is a widespread and serious issue, not limited to the fashion industry. Japanese fashion—especially women's fashion—is segmented by age and body type, and even the concept of “cuteness” has various interpretations. To effectively appeal to the right audience, it is essential to identify the segment that best aligns with our products.

At Samantha Thavasa, recent rapid changes in leadership have created uncertainty regarding direction and market segmentation. As a result, it has become crucial to reassess our previous approach and identify the best path forward for revitalizing the company.

As the new president, could you share your vision and strategy for revitalizing the company?

It is essential to clearly define our uniqueness and strengths. At the same time, it is also important to remain flexible in responding to the rapidly changing society and evolving fashion needs. While we do have a core brand strategy, fine adjustments are necessary to adapt to change.

Currently, I am focusing on restructuring our business operations. As a listed company, we have not always delivered optimal performance in key corporate operations, including KPI setting. Since assuming the role of president, I have been leading this restructuring, but we are still just at the starting line.

In the face of a shrinking market due to an aging population and declining birthrate, we are actively exploring new business opportunities, such as expanding overseas and tapping into inbound tourism.

As Japan continues to welcome a growing number of inbound tourists, how are you planning to adapt your product lineup to meet their needs and support overseas expansion?

At this time, we have no plans to alter our product lineup. Especially as Japan’s sense of “kawaii” (cuteness) continues to gain appreciation in global markets, it is essential that we preserve the integrity and identity of our brand. Maintaining the authentic essence of Japan is our top priority.

Rather than localizing our products, we intend to stay true to Japanese style. For example, while apparel designs may sometimes need to be adjusted for local markets, that’s not the case with bags. As a result, our strategy is to maintain the same product lineup abroad as we do in Japan.

As the new president, you've mentioned the importance of reexamining and gaining a deeper understanding of your company’s strengths and uniqueness. In your view, what is Samantha Thavasa’s greatest strength—the quality that makes it a brand of choice for consumers both in Japan and abroad?

We operate a diverse portfolio of brands, each tailored to a specific market segment. Over time, our target personas have gradually evolved. That’s why it’s important for us to revisit and refine these personas, and reposition ourselves back into the mainstream.

SAMANTHAVEGA FRUTTER

Our greatest point of differentiation lies in our emphasis on Japan’s unique sense of aesthetics. While many successful bag manufacturers originate overseas and incorporate Western design sensibilities, we are deeply committed to preserving a distinctly Japanese identity in our designs.

You mentioned that you're currently adjusting your marketing segmentation, with a focus on teenagers and young professionals just starting their careers. As these customers mature, do you plan to continue targeting this same demographic as they grow? Or will you maintain your focus on the younger generation?

Over the past five to six years, our marketing lacked a clear focus on any specific customer segment. As a result, we did not effectively engage with these target demographics, which led to a decline in brand performance. That’s why it has become critically important for us to restructure our strategy and reestablish a clear focus on well-defined audiences.

Since the outbreak of COVID-19, e-commerce and online shopping have surged across Asia and Southeast Asia. How has this shift driven your company’s growth? Additionally, how are you balancing online and in-store retail to enhance customer engagement and deliver a more personalized experience?

We currently maintain a well-balanced mix between online and in-store sales, and preserving this distribution strategy is essential. To support this, we offer certain exclusive items available only at physical stores, while also creating new opportunities within the online shopping experience.

What’s particularly interesting is how consumer behavior has evolved. We believe this shift isn’t solely due to COVID-19. For example, customers who used to visit stores to purchase limited-edition bags or New Year’s “lucky bags” are now increasingly choosing to buy them online. As a result, online sales of these products have grown. To better align with consumer demand, it’s crucial that we closely analyze these changing purchasing trends.

While e-commerce is experiencing significant growth across the industry, brick-and-mortar stores remain essential. Consumers visit stores not only to make purchases, but also to experience the brand directly. Japan is renowned for its spirit of service and hospitality, known as omotenashi. How is this spirit of omotenashi brought to life in Samantha Thavasa’s stores?

The in-store experience is essential to attracting and engaging customers. As I mentioned earlier, we maintain a careful balance between online and physical retail. If profitability were our sole objective, we would have focused entirely on e-commerce. But our top priority is direct communication with customers and providing an exceptional shopping experience.

Our spirit of omotenashi is reflected in our staff, who undergo thorough training to deliver outstanding service. We also pay close attention to every detail—from interior design and product displays to store lighting—to create an atmosphere that is both comfortable and exciting. A great in-store experience fosters a strong emotional connection between the customer and the brand, leaving a lasting positive impression of both the company and our bags.

That said, e-commerce remains a vital part of our strategy. It allows us to showcase a wide range of products without the spatial limitations of physical stores. The next step is to enhance the online shopping experience by integrating technologies like AI to offer personalized bag recommendations.

You mentioned that overseas expansion is essential in response to the shrinking domestic market. Samantha Thavasa already has a presence in cities such as Seoul, Taipei, and Singapore—are you considering entering any new markets?

In South Korea, we have a joint venture subsidiary established in partnership with Lotte. I serve as an executive for that entity, while development and marketing are handled by the local team. In the past, due to tensions in Japan–Korea relations, we focused on differentiating our products. However, as communication between the two countries has improved, our goal is now to exchange cultural influences and create new, blended sources of inspiration.

We’re also strengthening collaborations with fashion brands like VARZAR, a popular cap manufacturer in Korea. Through this partnership, we hope to introduce and expand their brand in the Japanese market.

Many companies face challenges when introducing their products into overseas markets. Two key strategies for success are partnering with local artists and brands, and strengthening market penetration through collaboration with distribution companies. Outside of South Korea, what kind of international expansion strategies is Samantha Thavasa considering?

In the past, our strategy was to establish physical offices across Asia and conduct business directly in each local market. However, since assuming the role of president, I’ve closed those locations due to their lack of economic efficiency. Operating a company in each market—while securing local staff—incurs significant costs. As a result, we’ve shifted our strategy toward partnering with distribution companies, allowing us to access global markets more effectively.

In fact, we launched cross-border e-commerce last November and have already seen strong results. Half of the orders are coming from the United States, followed by countries in Europe such as France and Spain. France, in particular, shows a high cultural affinity for Japanese products. As we consider further expansion into Western markets, we are also exploring participation in events like Japan Expo as a potential entry point.

You’ve previously collaborated with pop culture icons such as My Melody, Sailor Moon, and One Piece to appeal to younger audiences overseas. Do you have plans to further pursue cross-industry collaborations with major pop culture brands or companies in the future?

Collaborations with popular characters are one of the most effective ways to reach new customer segments, and we intend to continue pursuing them. While customers who purchase collaboration items may not always go on to buy our core Samantha Thavasa bags, these partnerships are extremely valuable both in terms of profitability and brand expansion.

You’ve emphasized that one of your company’s key strengths and points of differentiation is offering a wide range of brands that cater to diverse customer needs. Considering both domestic and international markets, which brand do you see as having the greatest growth potential?

In the domestic market, Samantha Thavasa and Samantha Vega are our core brands, and we are focusing on refining their target segments and strengthening marketing efforts. Internationally, given the growing global appreciation for Japan’s “kawaii” culture, we believe Samantha Vega is the most suitable brand for driving overseas expansion.

Samantha Thavasa Revival of the Iconic Bag

This year marks the 31st anniversary of your company. If we were to have the opportunity to interview you again four years from now, what goals or ambitions would you hope to have achieved by then?

As we look ahead to our 35th anniversary, my goal is to bring Samantha Thavasa back to its core essence—not by reverting to past product lineups, but by creating something new that aligns with the times while staying true to the brand’s identity.

In the past, our marketing strategy relied heavily on celebrity endorsements from figures like Miranda Kerr and Paris Hilton. Today, however, my vision is not to build the brand through celebrity imagery, but to attract customers through the inherent strength of our brand design—one that emphasizes the essence of Japanese kawaii culture. To achieve this, it’s crucial to clearly redefine and strengthen our brand.

Beyond hitting financial targets, what truly matters is building a strong and authentic brand identity. While Samantha Thavasa has already established a solid presence within Japan, our next ambition is to evolve into a true global brand—one that is proudly rooted in Japan and recognized around the world.

If you had to define Samantha Thavasa in just one word or phrase, what would it be?

Samantha Thavasa is a global brand born in Japan.

For more information, please visit their website at: Samantha Thavasa group English | 株式会社サマンサタバサジャパンリミテッド