Reaplus Reaplus x Kutsushitaya, a visual production and research PR campaign that challenged stereotypes about Mother’s Day gifts, recorded gift-related sales of 111% compared to last year

【Reaplus】 Reaplus x Kutsushitaya, visual production and survey PR measures that threw a stone at stereotypes about Mother’s Day gifts, recorded gift-related sales of 111% compared to last year ​
Reaplus Press release: June 30, 2025 Reaplus x Kutsushitaya, visual production and survey PR measures that challenged stereotypes about Mother’s Day gifts, recorded gift-related sales up 111% compared to last year ～Not just flowers and sweets, a new option for Mother’s Day: “socks”～ Reaplus Inc., a company that provides marketing support that “shines the spotlight on people, products, and services,” and “Kutsushitaya,” a chain of sock specialty stores operated and developed by Tabio Inc. (Naniwa-ku, Osaka City, CEO: Katsuhiro Ochi), conducted a survey on Mother’s Day gift awareness ahead of Mother’s Day 2025, and based on the results of that survey, developed a comprehensive strategy that included research PR, visual development, and in-store display.
https://prcdn.freetls.fastly.net/release_image/129874/11/129874-11-e4bfaa3ed2c76c87d9bc313c23400950-1920×1080.jpg Challenging the stereotype that “Mother’s Day = flowers and sweets”, we proposed “socks” as a “practical gift that conveys feelings”. We created visuals based on the growth of mother and daughter and the unchanging warmth of feet, and promoted posters in stores nationwide and communication with consumers on social media. As a result, in-store gift-related sales achieved 111% compared to last year. Reaplus provides consistent support from research design to PR strategy planning, visual production, promotional measures, and in-store deployment. With a marketing approach based on consumer awareness, the company was able to simultaneously expand category awareness and contribute to sales. 【Policy background】 When it comes to Mother’s Day gifts, flowers, sweets, and aprons have been considered the “standards.” However, due to recent changes in lifestyle and values, there is a growing need for “practical gifts that people would not buy for themselves, but would be happy to receive.” So, Reaplus conducted a survey of 660 women aged 25 to 49 to quantitatively grasp the “true feelings” of consumers. We visualized the true feelings and trends regarding “gifts given/received on Mother’s Day.” As a result, it became clear that there was growing support for items that “convey feelings,” “are practical,” and “can be used for a long time,” and we determined that “socks” could be proposed as a new option that meets those needs. [Specific measures] ・Research・Insight Analysis * Designed and conducted a survey on “gifts given/received on Mother’s Day” (660 women aged 25-49 nationwide) * Based on the answers, we extracted insights based on the appeal of “socks = practicality x emotional value” ・PR/promotion design * Based on the survey results, the message “Socks are the time for now” was formulated. * Copy and key visual development along the appeal axis * Visual photography with an awareness of consumer empathy (focus on the real distance between mother and daughter) 【Results】 * In-store gift sales: Achieved 111% increase compared to last year (sales from gift demand during the campaign period) * User posts of “I gave socks to Mother’s Day” also spontaneously appeared on social media * The brand also received feedback that “there were more purchases for gift purposes than usual” [Comment from Yoon Matsumoto, Reaplus
Representative]
https://prcdn.freetls.fastly.net/release_image/129874/11/129874-11-212275abf42c1afcbd03d77642f46f3c-868×1080.png 26-year-old CEO Matsumoto Kotono manages six companies “In this initiative, we were conscious of an approach that would question ‘habits.’ Starting from the changes in consumers that were revealed through quantitative research, we were able to create a consistent design that linked PR, visuals, and in-store experiences, and we believe that we have been able to realize a ‘practical strategy’ that also leads to sales.” [About Reaplus Co., Ltd.]
https://prcdn.freetls.fastly.net/release_image/129874/11/129874-11-ccf84f9d542884f6aeaddaaf755b6806-200×200.png Reaplus Inc. is a marketing partner that supports people, products, and services with the mission of “bringing more spotlight to society” by using the power of digital technology to shine more spotlight on them and help them become aware of their existence. Company name: Reaplus Co., Ltd. Address: 4-7-4 I.W.Place Aobadai, Meguro-ku, Tokyo Room 303 Representative: Representative Director Matsumoto Kotono Established: July 20, 2023 Business: Communication production business / Talent support business / Store management business HP
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