[Onward Personal Style Co., Ltd.] Custom-made “KASHIYAMA” 2024 financial results announcement Onward Personal Style Co., Ltd. Press release: May 9, 2025 Custom-made “KASHIYAMA” 2024 financial results announcement ～Sales are 6.2 billion yen, 137% compared to last year! Real store sales increased by 152% compared to last year, making custom suits more familiar to young people. Onward Personal Style Co., Ltd. (Headquarters: Minato-ku, Tokyo, President and CEO: Takeshi Sekiguchi) has announced its financial results for 2024 (March 2024 to February 2025). Overall sales for Onward Personal Style were 6.2 billion yen, 137% compared to last year. In addition, real store sales increased 152% compared to last year, marking the highest sales ever. The number of customers increased through aggressive store development and effective marketing strategies, resulting in operating income in the black.
https://prcdn.freetls.fastly.net/release_image/28904/107/28904-107-c11a77e5280101e05e173693a981ea2a-1653×993.png ■The number of new customers acquired was 152% compared to last year! The number of new customers has increased by 152% compared to last year, and campaigns such as a 20% discount for first-time purchases made a major contribution. Through the value that KASHIYAMA can provide, in which custom-made suits can be purchased for as little as 24,000 yen, it is believed that the hurdles to purchasing a
high-quality custom-made suit for the first time have been
significantly lowered, and the company has succeeded in acquiring many new customers.
https://prcdn.freetls.fastly.net/release_image/28904/107/28904-107-899e0e32c5bbe9d3d9cb713cd930a93d-1716×1030.png ■The “Student Discount” campaign recorded 192% sales compared to last year! Another factor contributing to the strong sales was the “Student Discount” campaign targeting young people and first-time buyers. Sales in fiscal 2024 due to this campaign, which was implemented with the idea that “through the use of the ‘Student Discount’ campaign, we want to give people an opportunity to properly understand their first suit,” were 192% compared to last year, with men’s sales being 210% and women’s sales being 171%. Among these, both men’s and women’s 100% wool products in the high-priced range (student discount price 40,000 yen) performed well, with sales recording an astounding 621% compared to last year. 100% wool material has excellent wrinkle recovery properties, and high-priced wool materials have seen significant growth, especially among those who wear them frequently, such as when job hunting or entering the workforce. The number of customers in their teens is 260% compared to last year, and the number of customers in their 20s is 137% compared to last year, making the custom suits provided by KASHIYAMA attractive as an easy purchasing option for young people who have the impression that “custom suits = expensive.” This is thought to be the result of the campaign, which has
significantly lowered the hurdles for purchasing a high-quality custom suit for the first time.
https://prcdn.freetls.fastly.net/release_image/28904/107/28904-107-99261a445af6884909bcd3b1517b44e5-1650×993.png
https://prcdn.freetls.fastly.net/release_image/28904/107/28904-107-16698400be85b62b323b3f49511f77d5-1651×993.png ■ Future outlook In 2024, “KASHIYAMA” achieved dramatic growth by capturing the custom suit entry level and strengthening the women’s line. Additionally, digital marketing and new campaign measures greatly contributed to acquiring new customers and increasing the repeat rate of existing customers. In the future, we plan to expand brand recognition through a multifaceted communication strategy, as well as expand stores in rural areas and increase floor space.As a company that continues to provide a high-quality custom-suit experience to more customers, we aim to democratize custom-made suits and further improve customer satisfaction. We will also focus on human resource development and aim to improve the job satisfaction of our employees and grow our business. ■About “KASHIYAMA”
https://prcdn.freetls.fastly.net/release_image/28904/107/28904-107-3f42e0380a3d607d8d55716ee24f1d63-1920×1080.jpg Click here for the KASHIYAMA site Aiming to “democratize customization,” we started selling custom-made suits in October 2017. Prices for suits start from 33,000 yen (tax included), and through factory-to-customer (F2C) delivery directly to your home from our group’s factory in Dalian, which uses the latest CAD/CAM technology, we are able to deliver the suits in as little as a week. In addition to our 64 stores nationwide, we also come to your home or office to take measurements, and from the second measurement onwards, you can also order from our online store. In addition to suits, the men’s line also offers highly functional custom-made set-ups called “EASY,” as well as formal wear and high-quality Japanese-made made-to-order shirts. For women, in addition to suits, we also offer a high-performance set-up called “EASY,” which allows you to choose from 6 items and 25 designs, as well as high-quality shirts and blouses. □“KASHIYAMA” official Instagram Men
https://www.instagram.com/kashiyama1927_official/ Women
https://www.instagram.com/kashiyama1927ws_official/ □“KASHIYAMA” Official TikTok Men https://www.tiktok.com/@kashiyama1927 Women https://www.tiktok.com/@kashiyama1927ws
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