Kamakura Shirt? China'S First Flagship Store Said It Was Not Eager To Expand.

In November 7, 1993, Kamakura, Japan's ancient capital, Zhensue Ryu and his wife ran a small shirt shop named Kamakura shirt.

With favourable prices and excellent quality, Kamakura shirts quickly become synonymous with "cost-effective shirts", even known as the "high-order version of UNIQLO" and gradually moving towards the world.

In 2012, Kamakura shirt opened its branch in Madison Avenue, New York, and officially took the first step towards the world. In December 7, 2018, Kamakura shirts, China's first fast light shop, appeared in the gathering place of the Shanghai subway station in Shanghai, and officially entered the Chinese mainland market. After that, Kamakura shirts opened second flash stores in Shanghai's first department store with more comprehensive personnel and more specific service solutions.

Now, after testing the water of two flash shops, Kamakura shirt finally decided to open the first flagship store in the 2 floor of the South District shopping center, Kerry Center, Jingan, Shanghai, and chose to officially open at the time of brand creation 26th anniversary.

"The first store in Kamakura shirt in Shanghai is located in Jingan Temple, and the Kerry Center Project in Jingan also visited our store and decided to assist us in opening our flagship store for the quality requirements." for the location of the store, Zheng Hao, general manager of Kamakura China, responded to win the business network.

　 Set up open workshop and customized area.

"Low price and high quality" has always been the management principle of Kamakura shirts.

To this end, almost all of the Japanese clothing industry moved to overseas production today, Kamakura shirts still adhere to the MADE IN JAPAN (made in Japan), and most of the shirt fabrics are above 80 double strands, and some selected series are up to 300, with precious natural shell buttons, which are hand sewn in Japan's top factories.

The Jingan Kerry Center has also selected the high count yarn series and the Japanese knitted sweater. In terms of merchandise sales, men's and women's shirts made in Japan are mainly made up of trousers, coats, neckties, scarves and other accessories, and the new frequency of goods is basically the same as that of Japan.

Compared with the flash shop, the area of the store has increased by about 133 square meters, and the total area occupied by the store is even larger than that of the Japanese head office. As a result, the store covers all product lines of the brand.

According to the website, the women's products in the store are relatively small, accounting for less than 1/4 of the stores, but the product line also covers shirts, trousers, coats, scarves and so on. The whole store has 1 women's fitting rooms and 3 men's fitting rooms, which are at the entrance of the store and the inside of the store, respectively.

It is worth noting that an open workshop has been set up on the side of the cash register. This is the first attempt by Kamakura shirt to set up an open workshop in the physical store, which can provide customers with the need to modify the sleeves and trousers length on the spot, and provide ironing service. In addition, the Made to Measure shirts in the store can be customized for customers.

Zheng Hao told the win business network that the custom area was built because the demand for customized services exceeded expectations when the 100th goods opened flash shop. In addition, the Made to Measure Shirt Custom area is available in addition to showing different sizes of shirt scarves, fabrics and accessories with different materials, and the other side is handmade neckties.

No hurry to expand

Kamakura shirts have long planned to enter the Chinese market.

In December 2017, the official website of Kamakura shirt officially launched, taking the first step of cross-border e-commerce and formally testing the Chinese market.

At the beginning of 2018, Kamakura said that it would open a physical store in the Chinese mainland market, followed by the news that "the first shirt brand in Japan will come to China to open a shop." After all, the 499 yuan shirt of Kamakura will be priced at more than 2000 yuan if it sells to China's big shopping mall, which violates the brand positioning of "good quality and low price".

And when the market speculated that Kamakura shirts would be rentled by rents, Kamakura shirts opened their first flash store in Shanghai for nearly 2 months. However, the flash store opened at that time was more of an experience space, and online shopping was still needed.

In June of this year, Kamakura shirts re opened the flash store in Shanghai's first department store and opened the purchase function.

Based on the good performance of the store, Kamakura shirt has strengthened its confidence in setting up a physical store in China.

However, Zheng Hao also told the winning business network that the focus now is to manage the Kerry Center store in Jingan so that customers are satisfied and are not in a hurry to expand.

The Kamakura shirt is good for Chinese market, and it also shows online shop opening. In January 6th this year, "Kamakura shirt _Kamakura_Shirts" official micro announced that "Kamakura shirt" Maker "s Shirt Kamakura Tmall flagship store officially opened, bringing more than 600 styles, including Kamakura signboard products -- 200 and 300 shirts.

Shortly after October 30th, Kamakura shirt was opened on the 7th anniversary day of Madison shop in New York. Kamakura shirt launched a 7th anniversary commemorative version of the shirt and landed in China's official website simultaneously.