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Wpc: How Japan's Leading Umbrella Brand Pioneers Rainwear and Sustainability

Interview - October 30, 2024

In an exclusive interview, Japan's leading umbrella brand, Wpc., discusses its innovative approach to rainwear and the challenges of a shrinking domestic market. With a commitment to evolving innovation, Wpc. aims to set new standards in both fashion and functionality, emphasizing the growing importance of parasols amid climate change.

TOSHIYA NAKAMURA, PRESIDENT OF WORLD PARTY CO., LTD
TOSHIYA NAKAMURA | PRESIDENT OF WORLD PARTY CO., LTD

Historically, Japan has been known for its deep clothing and style culture, with the kimono being a prime example. This culture is defined by timeless lines that have endured through the ages. Today, Japan is famous for its cultural heritage, craftsmanship, quality, and design. From your perspective, how would you define modern Japanese style?

Your question pertains to the entire apparel industry, but since our company specializes in rainwear, I would like to answer from a more focused point of view. In my opinion, Japan is abundant with a variety of goods. These goods are diverse due to the detailed responses to customer needs. While different industries have responded extensively to various demands, this has elevated consumer expectations, ultimately leading to improvements in the quality of many products. This scenario has resulted in a uniqueness in Japanese industries that is unparalleled.

 

When discussing consumers in Japan, one challenge the country faces is demographic decline. It is estimated that in just 15 years, one in three people in Japan will be over the age of 60, leading to a shrinking domestic market and recruitment issues. However, there are also opportunities to cater to an aging population with significant spending power. From a business standpoint, to what extent must you look overseas to secure future success?

In the Japanese market, I don't think the needs vary significantly from generation to generation; rather, they depend on customers' hobbies or interests. Behavior is driven by these interests, so we need to stay abreast of trends and develop products accordingly.

 

Many say that an umbrella is just a simple accessory, but they have features that protect users. As an expert in umbrellas, what are the benefits of having a quality umbrella, and what sets your company apart from other umbrella manufacturers?

About 20 years ago, we launched Wpc. as our brand. Before that, Japan didn’t have any domestic brands specializing in umbrellas. There are many famous Japanese brands for other accessories like bags and hats, but for umbrellas, there was no standout domestic brand. We saw a gap in the market and decided to create a domestic brand ourselves.

We found that imported brands were sold under license in department stores, so we became the first domestic umbrella brand. Our goal was to make Wpc. a household name in Japan, and today, we hold the largest umbrella market share in the country. However, we haven't yet reached the heights of being the most well-known global umbrella brand. Fortunately, I believe Japan has a unique umbrella culture, making it one of the most advanced nations in the world regarding umbrellas. This is largely due to Japan’s four seasons.

In the past, people used umbrellas to protect themselves from rain, but recently, due to climate change, the demand for parasols has also grown rapidly. Japanese people are increasingly aware of the need to protect themselves from both sunlight and rain. This is a key point for us as we continue to grow our brand.

Climate change is advancing rapidly, not just in Japan but globally. We need new countermeasures against increasing heat, as unprepared nations face the risk of heatstroke and other health effects. Even the government now recommends using parasols for protection. Parasols are becoming essential tools for health maintenance. Our company is following this trend by providing customers with quality solutions.



Under your company, you have the Wpc. brand and many others. Among these brands, which do you see having the most growth potential moving forward?

From a commercial perspective, parasols have typically been something women use, and in the past, men didn’t consider them. We challenge that stereotype similarly to how cosmetics have become unisex. This approach is how we developed Wpc. IZA, launched in 2021, which is now the top brand for male parasols. This market is like a blue ocean that we’ve created from scratch. As we expand the culture, we also expand the brand and vice versa. While other brands have high potential, I believe Wpc. IZA has the highest growth potential.

 

Another trend in the apparel industry is the pursuit of more sustainable textiles. Your company has begun using recycled polyethylene terephthalate (PET) bottles and bamboo fibers. Are there any other textile technologies you are considering for your products in the future?

An umbrella comprises many parts, including the frame and textiles. In contributing to a sustainable society, we are still exploring effective ways to achieve this. One of our brands, SiNCA by Wpc., uses recycled bottles for textiles, but achieving this requires partnerships with material makers to procure the necessary materials.

Our capabilities are limited on our own, so we partner with parts makers to develop environmentally friendly products. The challenge moving forward is to surpass our limitations through collaboration.

In Japan, many disposable umbrellas are available, but repeated use of such umbrellas is wasteful. As a company specializing in umbrella manufacturing, we do not develop or manufacture disposable umbrellas. While these umbrellas are in demand at convenience stores and JPY 100 stores, our focus is on fashionable, quality umbrellas that people can treasure for a long time.

 

As a manufacturer of both aesthetic and functional umbrellas, what specific technologies do you use to make umbrellas wind-resistant? What technologies do you incorporate to protect people from extreme conditions?

Japanese people have a unique sense of value, aiming to create items that are both beautiful and durable. With umbrellas, we strive to make products that are lightweight and comfortable to grip. We address many needs, such as water-repellent properties and the ability to block sunlight. We listen to these needs and incorporate features into our products accordingly.


Rain poncho daily


When you launched the KiU brand, it marked a departure from your traditional focus on umbrellas, allowing you to offer a full range of rainwear, from ponchos to bags and more. What experiences from your other brands did you draw upon to ensure KiU's success?

KiU was launched 11 years ago and is composed of two kanji characters: Ki, meaning happiness, and U, meaning rain. Additionally, KiU is used in haikus to represent the summer season.

Although there are many umbrellas in Japan, the truth is that Japanese people do not like rain. When it rains, they want to protect themselves, contributing to our business. Interestingly, KiU can represent the happiness of plants during rain. In the past, droughts have made growing crops like rice difficult. Although Japanese people don’t like rain, it is necessary for nature to thrive. KiU's brand essentially faces the challenges associated with changing weather. Japan faces numerous natural disasters, such as earthquakes and heavy rain. This brand was launched with the message that our products can protect from extreme rain.

 

Earlier, you mentioned a partnership to develop PET bottle fibers. Partnerships to co-develop products and unlock new markets are common in our interviews. Are you currently seeking new partners, either domestically or overseas?

I believe every company has a role to play in society. If you don’t have an umbrella on a rainy or particularly sunny day, it is inconvenient. We provide quality umbrellas for those days. Considering climate change, our business must always challenge it. There will be more problems in the future, beyond our current imagination. Addressing these problems alone is monumental, so partnerships with companies domestically and overseas will become increasingly necessary.

 

Your company has already expanded overseas, especially with your subsidiaries in China. Are you interested in continuing your expansion, and if so, where would you like to expand next?

Climate is a crucial factor when considering expansion. We need to understand the natural climate of potential markets. For Europe and the US, we still have much to learn. On the other hand, countries like China and South Korea have climates and natural features similar to Japan, making it easier for us to enter these markets. While trends and interests may differ, the basic needs for umbrellas are similar. We can bring our technology and products to these markets as they are now. South Korea, Taiwan, Hong Kong, and China are currently targets for our sales team.

 

Imagine we come back in five years for another interview. What goals or dreams do you hope to achieve by then?

We have been growing steadily, and by the next fiscal year, we hope to achieve more than JPY 10 billion in sales. This success is due to our efforts to respond to the diverse needs of Japanese customers. Japanese consumers have high expectations, driving us to evolve our products, as evident with our brands like Wpc.

If you return in five years, I hope to showcase something completely new, as our company philosophy is to continuously push forward with innovation. I have heard that Wpc. brand umbrellas are often chosen as tourist souvenirs, and I hope that continues in the future as well.

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