[Strengthening male customer attraction!!] #Rename Workman Girls to Workman Colors
Workman Co., Ltd. Press release: January 27, 2025 [Strengthening male customer attraction!!] Renamed #Workman Girls to Workman Colors Women’s items are trend-oriented/Men’s first entry into basic clothing/Opening 40 stores every year
https://prcdn.freetls.fastly.net/release_image/13308/51/13308-51-f25b2e5f2580451964b59cc49f0989f0-723×356.png Store image WORKMAN 318 stores, WORKMAN Pro 10 stores, WORKMAN Plus 615 stores, #WORKMAN girls store 78 stores * (Reference Material 1) and WORKMAN Workman Co., Ltd. (Headquarters: Isesaki City, Gunma Prefecture, President and CEO: Hideyuki Obama), which operates 1,037 stores (16 Plus II stores), is a favorite local / roadside / franchise and operates 40 #Workman Joshi stores (hereinafter referred to as Joshi stores) annually. We have started opening stores. Since it is necessary to attract a wider customer base in regions with smaller populations, we will change the name of the store from a women’s store to “Workman Colors store” (hereinafter referred to as “Colors store”), which is easier to attract male customers. For men, some outdoor wear is available at WORKMAN. As an exclusive product of our existing Plus store, Colors store will enter the large basic clothing market with the “Comfortable Everyday Wear” series. Furthermore, we will open 25 newColors stores at once from February 20th (Thursday) to mid-June 2025. *Includes 11 WORKMAN Plus stores located in commercial facilities that do not sell work clothes Reference material 1) # Types and number of Workman girls’ stores (as of January 21, 2015) Image
URL: https://prcdn.freetls.fastly.net/release_image/13308/51/13308-51-848af6a31c0b1af1891a85df25c63ab0-732×238.png ・Since 2. does not sell work clothes, it is classified as a women’s store within the company, and since there is no signboard for women, there are many male customers, and it is close to the Colors store. ・The women’s store will be gradually renovated into a Workman Colors store (until March 2027) Scheduled to be completed in) During the fall 2024 store opening season, we opened 11 new #Workman Girls roadside stores, mainly in regional cities with populations of 30,000 to 80,000 people (Reference Material 2), and all stores exceeded the national average sales. It was “11 wins all”. Due to this success, we have put an end to the urban/commercial facilities/directly managed store openings that were used as advertisements to raise the profile of our women’s stores in rural areas, and are now shifting our focus to our favorite location: rural/roadside/franchise stores. If you go to a region with a small population, you won’t be able to sustain your business with only female customers. Unfortunately, we will be removing the signboard for the girls’ store in order to expand into the local area. While we are reinforcing the trend and further increasing the number of female customers, we will aim to attract strong male customers. Reference material 2) List of 11 #Workman women’s stores that opened on the street in the fall of 2024 (in descending order of administrative population) As all stores exceeded the national average sales, we decided that we had paved the way to 400 stores and began opening new stores
https://prcdn.freetls.fastly.net/release_image/13308/51/13308-51-960da6ba6d343d09c9139b10c97050b3-746×559.png On February 20th (Thursday), the new Workman Colors Sakurai store (Nara Prefecture) and the existing #Workman Joshi Hamamatsu
Ichino/Cospa Shin-Shimonoseki/Kuriei and Munakata stores will be renovated into Colors stores, opening 4 stores at the same time. Masu. The women’s stores that are open will be gradually converted into Colors stores. We will open 40 new Workman Colors stores every year, with the goal of reaching 400 stores by 2032, seven and a half years from now. Three origins of the store name “Workman Colors” 1. Workman Colors is the name of our Exit Melsa Ginza store, which is
design-oriented and trend-oriented. ・Colors Ginza store has grown into a store that can compete on design alone, without using “because it has functionality” as an excuse ・The concept of the Colors store is to stand out in terms of function and price, and to be particular about design and trends like the Ginza store 2. Colors in English refers to individuality and features, and the new store name, Workman Colors, refers to the workman style. ・What makes a Colors store unique?The first thing is functionality, the second is a basic but slightly shiny design, and the third is low price 3. Workman Colors is also the brand name of our trend PB products, which are produced in short delivery times after identifying trends ・Currently, Colors brand products are very popular and are sold out immediately after arrival ・Since the popular Colors brand products are symbolic of Colors stores, we will develop them into one of our main product lines in the future Reason for changing name to Workman Colors store 1. Change in differentiation policy from existing stores that sell work clothes ・While the women’s store tried to differentiate itself from existing stores based on gender, the Colors store differentiated itself from existing stores by making exclusive products. ・In the fall of 2025, the ratio of exclusive products at Colors stores will be 60%, but in the fall of 2026 this will be raised to 80% Example) Men’s comfortable everyday wear series is exclusive to Colors store 2. #Workman Joshi’s store name does not give the impression that it sells men’s products ・The strong name of the women’s store had a tremendous effect on attracting female customers, which we were not used to. ・However, there are some negative effects, such as when a women’s store opens, it is flooded with inquiries about whether it carries men’s items. ・At the Ginza store, the number of male customers increased by 10% even without expanding the men’s section, simply by changing the name from women’s to Colors store. ・The industry giant with the largest number of stores in Japan has few men’s products, but changing the name will expand our strength in men’s products Meeting the needs of male customers by launching a large number of comfortable everyday wear series from spring 2025 ・Women’s products were highly rated in women’s stores, but some men’s products were said to be too flashy and difficult to buy With full-scale entry into the basic men’s everyday wear market, flashy outdoor wear will be halved ・At the women’s store, the ratio of women’s to men’s products was 3:2, excluding unisex items (outdoor products), but at the Colors store, the ratio will be 1:1. The more you go to rural areas, the more you need to attract male customers, but with the store name Workman Joshi, it was difficult for male customers to enter the store. #Workman Women’s Store has been making improvements through hypothesis testing since its first opening in October 2020. Once we have finalized our future product lineup, product concept, and positioning relative to our competitors, we will be renaming the store to Workman Colors. The name of the store has changed three times, including the time when it was called WORKMAN Plus in the mall, which did not sell work clothes. Now that we have completed a business format that can compete with our two major competitors expanding into regional areas, we are confident that we will continue to open 40 stores a year and reach 400 stores within seven and a half years. Masu. After that, it would take another 10 years to expand to 900 stores. Ultimately, we aim to combine existing stores to become Japan’s largest store network. Until now, regional cities have had two choices between the two major industry companies, and smaller cities have had only one choice. Moreover, as both companies have few new regional store openings, the region is almost at a standstill. Consumers are feeling a bit stuck. Therefore, by opening a large number of Colors stores in Ginza, we will inject a “new style” into the local apparel retail industry and develop it into the third option. Our strategy this time is a completely contrarian idea when viewed from the mainstream apparel industry. There are no companies that are promoting “local focus” and
“strengthening male customers.” Are the three store name changes just a “mistake” or an “evolution” to expand the customer base? We will hold a presentation with the following content regarding specific products and our vision for future store openings.
https://prcdn.freetls.fastly.net/release_image/13308/51/13308-51-a55b3308479a1b3bd3380f7701cd09a7-744×282.png Company name: Workman Co., Ltd. Address: Tokyo Headquarters: 4-8-1 Higashiueno, Taito-ku, Tokyo / Kanto-Shinetsu Headquarters: 1732 Shiba-cho, Isesaki City, Gunma Prefecture Industry: Franchise A specialty store chain that sells work clothes, work supplies, and outdoor sportswear through the system Listing: TSE Standard Market (7564)

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