Workman held a new product launch of Workman Colors in Tokyo on February 20. This article introduces the reason for the name change from “#Workman Girls” to “Workman Colors,” WORKMAN’s overseas expansion, and the collaboration with EXILE.
From #Workman Girls to Workman Colors. Evolution in response to the call to consumers, not a lost cause
Senior Managing Director Tetsuo Tsuchiya took the stage at the announcement and explained the reason for the store name change and future plans. The company announced the name change from #Workman Girls to Workman Colors on January 23. There are three main reasons for the name change. The first is to differentiate the store from existing stores not by gender but by exclusive products.
The second reason is that “#Workman Women” does not give the impression that the store also carries men’s items. At the “igusit Mersa Ginza Store” (igusit Mersa 5F, 5-7-10 Ginza, Chuo-ku, Tokyo), which changed its name ahead of other stores and carries Workman Colors products, the number of male customers increased by 10% even without expanding the men’s sales area.
The third is to meet the needs of male customers by introducing a large number of “comfortable everyday wear” series from spring 2025. Women’s products were highly rated at women’s stores, but some customers said that some outdoor wear and other designs for men were too hideous and difficult to buy. By entering the basic men’s everyday wear market, the company aims to halve the number of outdated outdoor wear products and reduce the ratio of women’s products to men’s products from 3:2 at women’s stores to 1:1 at Colors stores.
Mr. Tsuchiya said, “Workman has a corporate culture that evolves in response to customer feedback. We evolve our business by testing hypotheses and expanding on small successes. The name change is in line with the evolution of the business. Workman Colors” also serves as the brand name for the company’s trendy private brand products (exclusive products).
On February 20, a new Workman Colors Sakurai store (361-1 Higashishindo, Sakurai City, Nara Prefecture) and three existing stores, #Workman Girls Hamamatsu Ichino, Cospa Shin Shimonoseki, and Kurieito Munakata, were renovated and opened simultaneously. 25 new Workman Colors stores are scheduled to open from February 20 to mid-June. Workman Colors plans to open 25 new Workman Colors stores between February 20 and mid-June.
On March 7, the Colette Mare Sakuragicho store, which was the first #Workman Women store, will be converted into a Workman Colors store. Colors store will be remodeled and opened.
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