Workman will open its first store under the new “Workman Colors” format, “Workman Colors Exit Mersa Ginza Store” (5F, 5-7-10 Ginza, Chuo-ku, Tokyo) on September 1.
The expansion comes in the form of a complete renewal of the women’s store “#Workman Women’s Exit Mersa Ginza Store,” which was originally located there. Focusing on town use, the store carries approximately 400 apparel products for both women and men, including innerwear, backpacks, shoes, and sports fashion. The proportions are 40% ladies’ wear, 40% men’s wear, and 20% unisex wear.
The concept of Workman Colors is “Thin, Private Colors”. Workman products are popular for their high functionality, including waterproofing, water repellency, UV protection, insect repellency, and cold protection, but the concept is to emphasize “design” rather than the functionality of these items, and to offer unique and diverse coordination styles with different displays from existing stores.
The company aims to broaden the main reason for purchasing Workman products from “because it is functional” to “because it offers a choice of designs that assert one’s individuality.
The first, “Life is,” is a trend-conscious style that catches the eye of a wide range of people; the second, “WORKMAN-ship,” is a style with visual impact, combining vivid primary colors and black; the third, “tough,” is a men’s style that is tough enough to wear in any environment; and the fourth, “Share, Share, Share,” is a style that can be worn by both men and women, for work and for play, The fourth, “Share, Share, Share,” is a style that can be worn by both men and women, for work and play, and that people will want to share on social networking sites.
These four corners are set up in the store, and mannequins are used to express seasonal and trend-oriented coordination. Starting with the IGGIT MERSA Ginza store, a total of 10 stores are scheduled to open in trend-setting areas such as Shinjuku, Shibuya, and Umeda in the future.
In addition, for the opening of the “Workman Colors Exit Mersa Ginza Store,” short-run, small-lot production products based on the Chinese “SHEIN” production method will be displayed as part of the “Life is” corner.
Instead of the long delivery times and mass production with price appeals of the past, the company will produce in short delivery times of 4 weeks and small lots starting at 500 garments under the same level of conditions. By selling them at a limited number of stores, the company will maintain freshness on the sales floor and realize a “Life is” style that quickly follows trends.
The first of these quick-delivery, small-lot production items includes a total of 15 items, including a retro check shirt dress (1,900 yen), a fukure JQ pullover (1,280 yen), a cut pleated skirt (1,900 yen), and parachute pants (1,900 yen).
In addition to the September 1 launch coinciding with the opening of the “Workman Colors Exit Mersa Ginza Store,” a total of 49 “WORKMAN Plus” and “#Workman Girls x WORKMAN Shoes” stores, mainly located in commercial facilities, will also launch the product sequentially from September 2. WORKMAN Plus” and “#Workman Girls x WORKMAN Shoes” stores located mainly in commercial facilities.
In addition, the “Workman Colors Exit Mersa Ginza Store” will enhance its women’s underwear sales floor. The centerpiece of the lineup is “Moisturizing Underwear,” a functional innerwear jointly developed with Fancl, which includes a camisole (980 yen) and an eighth-sleeve round neck (1,500 yen).
These will also be sold at existing Workman, WORKMAN Plus, #Workman Girls, and #Workman Girls x WORKMAN Shoes stores.
In addition, “Workman Colors Exit Mersa Ginza” carries Workman’s popular standard items, sports apparel and shoes, which are not categorized in the four sections, as well as many new items for the 2023 fall/winter season.
From September 1 to 3, as a commemoration of the opening, 200 customers each day who purchase 5,000 yen or more including tax will receive a “Workman Colors Limited Print T-shirt” as a gift.
© Source travel watch
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