NTT Docomo’s fashion startup “coordimate” will trial fashion consultation service on Daimaru Matsuzakaya Department Store’s in-house venture fashion subscription service “AnotherADdress”

NTT Docomo’s fashion startup “coordimate” will trial fashion consultation service on Daimaru Matsuzakaya Department Store’s in-house venture fashion subscription service “AnotherADdress” ​
coordimate Co., Ltd. Press release: April 14, 2025 NTT Docomo’s fashion startup “coordimate” will trial fashion consultation service on Daimaru Matsuzakaya Department Store’s in-house venture fashion subscription service “AnotherADdress” -Aiming for a future where you can experience “human-touch customer service like in a department store” online- Coordimate Co., Ltd. (location: Shibuya-ku, Tokyo, Representative Director and CEO: Kentaro Iino), which was spun out*2 through the NTT Docomo Group*1’s new business creation program “docomo STARTUP(TM)”, has expanded the fashion consultation service “coordimate” operated by the company to Daimaru Matsuzakaya Department Store Co., Ltd. (location: Koto-ku, Tokyo, CEO: Munemori) We will begin a demonstration experiment to implement it into the fashion subscription service “AnotherADdress” operated by Koji Koji. Through this collaboration, we will begin providing online styling consultation services by professional stylists to
AnotherADdress members for a limited time, with the aim of creating a world where you can experience department store customer service online.
https://prcdn.freetls.fastly.net/release_image/139352/15/139352-15-c59e7bef099e502aeb61396a8cd39c23-1920×1080.png ■Background of introducing coordimate
https://prcdn.freetls.fastly.net/release_image/139352/15/139352-15-7e2a0a801852da74cdad8a9cc58f7eec-1920×1082.jpg The fashion consultation service “coordimate” aims to solve the problem of users who are unable to choose clothes that suit them on their own.By posting your own fashion on “coordimate”, you can receive feedback such as “arinashi” reactions and advice from “mates”, ordinary men and women who love fashion. Although fashion is an important means of self-expression, we often lose the
opportunity to try new styles because we don’t know if it suits us or we’re afraid of failure. Our mission is to provide a place where such people can challenge themselves with peace of mind. The fashion subscription service “AnotherADdress” started in 2021 with the concept of “Fashion New Life” and aims to balance a sustainable, circular business model with a lifestyle that enriches life through fashion. Currently, there are various hurdles to enjoying designer fashion, such as being unaffordable due to its high price, not having the time to choose or care for it, having limited storage space in your closet, and not having confidence in trends and coordination. By providing high-quality items from over 420 designer brands in the form of a “share” service on a monthly subscription model, we are working to remove these hurdles and create a “society where people can enjoy self-actualization through fashion.” “Coordimate” and “AnotherADdress” are aiming for “a world where everyone can enjoy fashion in their own way” with different approaches, and they have started providing services because they share the same desire to “encourage the latent fashion segment to enjoy fashion as a means of self-expression.” ■Overall picture of cooperation In this collaboration, we will take on the challenge of recreating the value of “department store customer service”, which is the value of brick-and-mortar stores, in the new online space by fusing the value of customer service in physical stores and the lineup of over 420 designer brands that can only be had with “AnotherADdress,” a new business from Daimaru Matsuzakaya Department Store, with the technology and solution data for situations where choosing clothes is difficult, which is owned by “coordimate,” a new business from NTT Docomo. This initiative will develop the service in stages while analyzing and verifying the results of demonstration experiments. Step 1: Problem solving by stylist (human) (test implementation) Professional stylists work one-on-one with customers to address their concerns and provide personalized advice, creating an environment where customers can feel confident in their fashion. In this demonstration experiment, we will provide an online fashion consultation service to AnotherADdress members and build a foundation for moving department store customer service online. Step 2: Official service to bring department store customer service online After conducting a demand survey in Step 1, we will proceed with
consideration toward officially starting service provision. We will create an environment where users can receive professional advice on a more continuous basis and maximize the value of online fashion consultations. Step 3: Utilizing AI technology to create a future where everyone can enjoy professional-quality fashion experiences In the future, we aim to utilize AI technology to propose personalized styling tailored to each user’s preferences and needs. We aim to build a system that can provide more accurate coordination suggestions and more complete fashion advice. Centered on these three steps, we aim to further develop our fashion consultation service by combining the customer service skills of people (stylists) with AI technology. ■ Overview of services provided in the demonstration experiment From April 24, 2025 (Thursday), for a limited time only, we will start providing a “fashion consultation with an exclusive stylist” service to some AnotherADdress plan members (capacity 100) selected by lottery, where you can not only choose clothes on AnotherADdress but also consult about all kinds of clothing via chat. Applications will be accepted via the application site from Monday, April 14th, and winners will be selected by lottery. During the target period, we will provide a “fashion consultation service with an exclusive stylist” where you can not only choose clothes on AnotherADdress, but also consult about all kinds of clothes via chat.
https://prcdn.freetls.fastly.net/release_image/139352/15/139352-15-547aa3b4773dddeb1a732da32240f12d-1920×1080.png ■Characteristics of the services provided in the demonstration experiment 1. You can receive advice that suits you While chatting with a dedicated professional stylist in real time, you can not only choose AnotherADdress items but also consult about fashion in general. Through two-way communication with a professional stylist, you will be able to verbalize your fashion concerns and ideals that you have not been able to express in words, and you will be able to understand who you really want to be. 2. Experience the fun of finding clothes that suit you We solve the problem of not knowing what to choose because there are so many items to choose from, and provide the fun of finding clothes that suit you while receiving advice from professional stylists, creating an environment where you can enjoy fashion in a more positive way. 3. Providing an opportunity to discover new options Professional stylists support the selection of items according to the user’s tastes and lifestyle, and provide a new perspective that allows users to look at clothes that were not an option before from AnotherADdress’s diverse item lineup. Increase your chances of trying new styles with AnotherADdress’s rental service. Through these features, we provide an environment where users can enjoy fashion more comfortably and happily. ■ Application details for the services provided in the demonstration experiment Item Content Entry period Monday, April 14, 2025 to Friday, April 19, 2025 *Winners will be notified via LINE on April 20th. Target Some AnotherADdress plan members selected by lottery (capacity: 100 people) How to enter We will distribute the coordimate usage recruitment LINE to
AnotherADdress members. Before the start of the service, a lottery will be held, and the winners will be contacted on LINE by April 20th with instructions on how to register for a coordimate account. After completing your registration, you will be able to use the service from April 24th onwards. *You can also enter from the special page below. https://www.anotheraddress.jp/topics/898/detail Service usage period Thursday, April 24, 2025 – Tuesday, September 30, 2025 Usage fee Free *To use it, you need to be a paid plan member of AnotherADdress. Coordimate usage fee is Members selected by lottery can use it for free ■Representative comment Coordimate Co., Ltd. Representative Director and CEO Kentaro Iino We are really happy to be able to collaborate with Daimaru Matsuzakaya Department Store’s new business “AnotherADdress.” I actually used the service myself, and it was my first time wearing a designer brand in my life, but from the moment I put it on, I was shocked at how comfortable I felt in my mind and body, thinking, “It’s completely different from anything I’ve ever worn before!” On the other hand, it is difficult to choose such clothes that suit oneself. As someone like me who has always been told that my clothes are unfashionable, I thought that I could help bring this excitement to many people, so I proposed a collaboration. Through this collaboration, we have designed an experience that allows people who have never tried designer brands before to be able to do so with peace of mind, so we hope that you will take advantage of this opportunity. And I really want as many people as possible to feel the same excitement that I did. Daimaru Matsuzakaya Department Store AnotherADdress Business Manager Tatsuya Tabata We are very happy to announce that we have collaborated with “coordimate,” a service that allows you to consult fashion stylists. AnotherADdress launched its business in 2021 with the concept of “Fashion New Life” and with the hope of enriching the lives of as many people as possible through fashion. While the number of brands has grown to over 420, we have received many feedback that there are too many items to choose from and that the hurdles are high. “Is it possible to provide customer service like a department store on the web?” Through this
collaboration with coordimate, we hope to reduce the hassle and stress of choosing clothes by allowing you to choose items while consulting with a stylist, and provide as many people as possible with the opportunity to discover “a piece that will enrich your life.” Once again, I deeply empathize with coordimate’s desire to create a society where people can enjoy fashion more freely and in their own way, and I am excited to create new value together. ■Company profile coordimate Co., Ltd. Established: January 29, 2024 Representative Director and CEO: Kentaro Iino Address: 2F-C, Shibuya Dogenzaka Tokyu Building, 1-10-8 Dogenzaka, Shibuya-ku, Tokyo Business details: Provision of fashion consultation app, provision of try-on DX service Corporate site: https://coordimate.co.jp/ Daimaru Matsuzakaya Department Store Co., Ltd. Established: March 1, 2010 Representative Director and President: Koji Munemori Address: 2-18-11 Kiba, Koto-ku, Tokyo Business content: Department store business Corporate site:
https://www.daimaru-matsuzakaya.com/index.html ■About “coordimate” service “Coordimate” is a fashion consultation app where you can quickly hear real voices asking, “Is this outfit right? Or not?” Consultants can post their own fashion on “coordimate” and receive feedback such as “arinashi” reactions and advice from fashion-loving general men and women “mates” in as little as 30 seconds. Despite the fact that in sports, etc., there is a place to practice and a place where you can make mistakes, when it comes to clothing, it’s always a matter of practice. Coordimate was born from the founder’s original experience of feeling uncomfortable. By creating a space in advance where you can make mistakes when it comes to clothing, you will be able to “take on challenges with confidence,” and you will be able to approach the actual event with confidence. We aim to create such a world.
https://prcdn.freetls.fastly.net/release_image/139352/15/139352-15-04832fc2aec4def186e728095828be3e-1193×479.png ■docomo STARTUP overview docomo STARTUP is a program that creates future new businesses with co-creation partners based on new ideas generated by Docomo Group employees. We also have a spin-off/spin-out system with internal and external capital cooperation to create new value. docomo STARTUP official website https://startup.docomo.ne.jp/ *”docomo STARTUP” is a trademark of NTT Docomo, Inc. *”coordimate” is a trademark of NTT DoCoMo, Inc. Used by coordimate Inc. under exclusive permission from Docomo. *1 NTT DoCoMo, Inc., NTT
Communications Inc., NTT Comware Inc. *2 Spin-out is when a company separates a specific department or business and becomes independent as a new company, either without receiving investment from the original company or with a minor investment. For media inquiries regarding this matter coordimate Co., Ltd. E-MAIL：support@coordimate.co.jp