Industry News

A shirt brand that earns hundreds of billions of yen a year

A shirt brand that earns hundreds of billions of yen a year 2019-06-11

Also selling clothes, Japanese shirt “Kamakura” not only sold a US $79 shirt into a global brand, but also won wide acclaim!

In the impression, in the domestic monopoly shirt brand is very few, especially the high-grade shirt brand, because the shirt brand style is almost the same all the time, the change is not big.

However, in Japan, there is a brand called “Kamakura”, the painting style is very different.

Brand new frequency, unexpectedly reached the level of fast fashion brand ZARA-twice a week.

The only difference is that the small batch of ZARA is used to measure money, if a style sells well, it will quickly add orders and go on the market in large quantities, while Kamakura shirts, sold out, are sold out without additional production.

custom shirts can only wait for a new surprise next time.

As a result, in addition to the usual flow of passengers, on the next two days of the week, the “Kamakura” store will be packed with familiar customers, who are here to rush to buy new products.

Business logic adheres to the management principle of “low price, high quality”

Founded in 1993, the full name of the shirt brand “Kamakura” is makers shirts kamakura, which means to deliver the newly made shirt directly to the guest as a dish.

“low price, high quality” has always been the operating principle of the brand.

Whether ordinary shirt, or custom style, Kamakura will first measure the guest, and then recommend the shirt.

Currently, Kamakura can shop anywhere in the world through its English-language website.

Shirts cost about $79 a piece, and items above $138 can be mailed
shirt manufacturing to consumers free of charge.

Moreover, all the production of shirts is carried out in Japan and will not be outsourced.

All the shirts are handmade by Japanese craftsmen, good craftsmen only a few, handmade can not achieve mass production, they have only one pattern of a number, sold out.

In addition, the pace of “Kamakura” does not just stop on the shirt, but to move forward in various fields.

In addition to shirts, Kamakura covers a wide range of goods: accessories such as ties and socks, leather goods such as wallets and purses, and even thick clothing materials such as jackets and suits.

Why can “Kamakura” products provide such high quality shirts and services at a relatively low price?

This is because Ta omits the middleman link, never spends money on advertising and any publicity, coupled with logistics to cut transport costs in order to achieve from cloth to sewing, to ensure the quality of high-quality handmade shirts.

“Kamakura” founder Zhenmo difficult to say, on the one hand, we can not let the supplier suffer, must let the supplier make money, the supplier will give you the good thing, the product processed on the good thing, can give the user the best experience;

On the other hand, the clothing industry in Japan is basically made according to the needs of the sellers.

From the point of view of consumers, there is still a big question mark as to whether it is really needed and whether the price is appropriate.

At this point, however, the Kamakura shirt strives to do its best.

Objection to dense store opening to avoid a decline in brand attractiveness.

Japan is a country with a uniform culture, and office workers wear shirts every day.

It is said that the average Japanese man owns five shirts, three of which are made by Kamakura.

Many heavy users even have more than 100 Kamakura shirts.

In the 25 years since its inception, “Kamakura” shirts have never been sold at a discount, and even internal employees do not offer discounts, known as the “higher version” of Uniqlo.

However, there are only 26 brick-and-mortar stores in Japan for such a popular “Kamakura” shirt.

Even Japan’s Sanyue Department Store, Ginza plaza and other well-known shopping malls in order to invite “falakura” to enter, have offered quite favorable terms, all refused.

In this regard, it is difficult to believe that the intensive opening of stores will reduce the attractiveness of the brand, resulting in a decline in the profitability of single stores.

“Kamakura” strives to pursue “the balance between production and sales”, in order to break the clothing industry “production sales blindly add orders unsalable discount”, and finally be crushed by the curse of inventory.

Therefore, its business model requires a “0 inventory 0 discount”, which can only be achieved if the store remains attractive enough.

As a result, every time a new store is opened, Yoshio Jingma will personally check it out. In addition to the investigation and evaluation of the market company, he will spend a week personally going to the store site to observe and count the flow of passengers.

And, given that Japan is ageing, if new stores cannot develop new customers, sales are bound to shrink with regular customers.

There is also a special standard for Kamakura to open a store: it must be able to attract more than 30% of new customers.

Perhaps, because of the strict control of the opening of the store, after more than 20 years of development, “Kamakura” has been standing in the industry, to sell hundreds of pieces per minute in Japan, and earn hundreds of yen a year!

The brand conquered quality New Yorkers in 2015 and became the first Japanese brand to open a store in Bruckfield Square, a luxury
shirt supplier goods hub in Manhattan.