To better suit the new normal lifestyle, Isetan Shinjuku's Men's Contemporary section on the 6th floor underwent a rebranding on Wednesday, February 2nd. The aim is to create a valuable communication hub for both customers and brands with diverse backgrounds.

Leveraging the expertise we've cultivated so far, we aim to create a unique shop that builds customer relationships in line with the times and offers a product range that transcends the boundaries of a department store. Buyer Kunitomo, who oversaw this rebranding, and four assistant buyers will share the appeal of our newly revamped shop.

Creating a shop that connects with customers

Even before Kunitomo's time, we questioned why our traditional product lineup and services hadn't changed despite the significant shifts in how we obtain and disseminate information due to digital transformation and the spread of social media. Furthermore, the COVID-19 pandemic drastically altered purchasing methods and touchpoints, leading us to believe that we too needed to change, which became the starting point for this rebranding.


While I will discuss individual brands later, our main focus is on building seamless relationships with our customers. We are particularly concentrating on social media. In addition to the official accounts for Isetan Shinjuku Store, Men's Building on various social media platforms, our assistant buyers and shop staff also manage official social media accounts, proactively sharing information and increasing opportunities to connect with our customers.

I believe our ability to quickly combine up-to-date information from Asano exhibitions and business meetings with real-time information gathered through direct communication with customers on social media and in stores is a unique strength. What was previously a one-way street is now a "communication" where we can understand customer needs and use that information in purchasing and customer service, which I hope will create various synergistic effects. We currently have about six staff members who manage personal accounts on Instagram, and we communicate directly with them via DM for things like inventory checks and store visit reservations.

In addition to announcing upcoming promotions and introducing recommended items, we also upload outfit ideas, allowing us to communicate with people who resonate with us and interact with them on an individual basis. Through the " Mitsukoshi Isetan Remote Shopping App ," which allows customers to view items in person via chat or video call, we are seeing an increase in cases where customers can complete a purchase without visiting our store, and we will continue to strive to meet even more specific needs.

Creating a shop that embodies the "now" of Tokyo.

At Kunitomo Buying, we stock brands that are not only authentic and of the highest quality, but also reflect the latest trends in Tokyo.



Sonobe: In particular, AURALEE appeals to a wide range of customers—some pair it with high-end brands, while others wear it casually. It's a brand that suits everyone, especially those in their 40s and 50s. Also, E.TAUTZ , LEMAIRE , and POSTELEGANT, which we started carrying on the 6th floor from the Spring/Summer 2022 season, give a different impression when you see them in person than when you see them on screen, so we encourage you to come and see them in store.

Brands that strongly reflect the creations of designers like FUMITO GANRYU/ MASU are also a must-see. These brands were previously available on the 2nd floor Isetan Shinjuku Store, Men's Building but we are confident that they will be a great fit for those who visit the 6th floor, and we believe they will blend well with items you already own. We hope this will encourage those who have never visited our shop before to come and check them out.

Umemoto: As mentioned earlier , OUAT is an original brand created by a vintage clothing store in Nakameguro, and although it's relatively new, it has already gained a core group of fans. OUAT was originally a vintage clothing store called "ONCE UPON A TIME" that was located in Yutenji, and it's popular not only with so-called fashion lovers but also with people who got into fashion through vintage clothing. It has become a community where fashion-conscious people from Nakameguro gather. In addition, they have started carrying Omar Afridi with whom they collaborated at OUAT pop-up held last November.

Kunitomo: Until now, Shibuya and Harajuku were the centers of fashion. However, nowadays, there are brands with local cultures rooted in various regions, forming their own unique communities. At Isetan Shinjuku Store, Men's Building we would like to introduce many brands with such communities and become a hub where communities with diverse backgrounds can connect.

Above all, we aim to be a shop that offers customers "new discoveries." We will put our efforts into becoming recognized as a place where interactive communication is possible, from fashion to lifestyle.