Classiccom Co., Ltd.
Added “underwear category” to “Northern Europe, living tool store” and sells original new products. The first item is a long-sleeve innerwear made from 100% natural materials that was developed independently over the course of two years.
– Expanding the D2C category to meet customer needs, from
miscellaneous goods and interior goods to apparel, cosmetics, and underwear –
Classiccom Co., Ltd. (Headquarters: Kunitachi City, Tokyo,
Representative Director: Kohei Aoki, hereinafter “our company”) has added a new underwear category to the life culture platform “Northern Europe, living tool store” operated by the company. As a new product, we will release a long-sleeve innerwear “Smooth silk blend innerwear that makes your bare skin happy”, which we developed independently over the course of two years, from October 17th (Monday). (Sales page: https://hokuohkurashi.com/product_contents/10785) In addition to announcing the production secrets on the “Northern Europe, Living Tool Store” main site, the podcast program “Let’s go with Chapon” with a total of 10 million views !” will be distributed in the extra edition. (Distribution URL: https://hokuohkurashi.com/note/276593)
“Category bouquet strategy” for niche segments, increasing categories that bring customers closer
“Northern Europe, Kurashi no Doguten” has created a unique worldview with various contents and is developing a D2C business for customers who sympathize with that worldview.
In our D2C, the target is limited to “users who like the world view of ‘Northern Europe, a tool store for living'”, and in addition to the initial category of miscellaneous goods and interior, from 2017, original apparel, 2021 In 2010, we expanded our business through a growth strategy called the “Category Bouquet Strategy,” such as selling original cosmetics.
Category bouquet strategy image diagram
Original apparel, which we began handling in 2017, has grown 8.5 times (*1) in five years, and the current sales ratio of the apparel category is over 50%. (Fiscal year ending July 2022) Based on the success of the apparel category, we will enter the cosmetics category from April 2020. Released original lip color and eye color, achieving 5000 sales in one month (* 2). Since then, original cosmetics have been released one after another, and 15,000 nail colors sold in the spring of 2022 have sold out, and the hand cream released on October 3 (Monday) has grown steadily into a major category. increase. Starting with this long-sleeve innerwear, we will expand into the underwear category, and will continue to sell innerwear for each season in order to enhance the products in the same category. It will be an effort to strengthen product categories that bring us closer to customers, from miscellaneous goods and interior goods to apparel, cosmetics, and underwear.
* 1: Reference press release published on May 30, 2022 [“Northern Europe, living tool store”, apparel products grow 180% annually, sales increase 8.5 times in 5 years] URL: https://kurashi.com/news /12375 * 2: Reference press release released on June 18, 2020 [“Northern Europe, Kurashi no Doguten” original cosmetics sales exceeded 5,000 in about a month. ] URL: https://kurashi.com/news/10868
A long-sleeve innerwear developed by our staff over the winter and improved over the course of two years.
“Smooth silk blend innerwear that makes your skin happy” is a product that was independently developed over a period of two years from 2020. Development started in February 2020. During the winter period from the end of the same year to 2021, the staff actually wore the prototype and repeated trial and error from various perspectives such as the fabric, knitting method, and length.
100% natural material (*3) fabric woven with a mix of silk and cotton that balances both “feel” and “easy to handle”, and the length that wraps around the waist, which affects physical condition, while preventing the cold. The thickness of the fabric is not too hot, and the satin fabric around the collar adds a touch of extraordinaryness to the design. *3 Satin tape around the collar is not included. [Image 3
◆ Comment from the person in charge of development
Classicom Co., Ltd. PB Development Group Rumi Ichikawa
2 years in development, 5 years since store manager Sato first conceived. I am both relieved and happy to welcome this day. An inner that touches a kind of personal part. The first thing I worked on during development was to face myself. I tend to be ignorant of myself. Even if I can take care of my surroundings, for some reason I’m the last one… In such a situation, when I can see that I am wearing earrings or taking care of myself, I feel relieved that I am keeping myself well. And I feel better and more excited… I was able to realize that it was the “just right” way of caring for myself. I would be very happy if this innerwear could snuggle up to me as a reward for myself.
Production secret story released on the podcast “Let’s go with Chapon!”, which has exceeded 10 million views
In conjunction with the launch of “Smooth innerwear made of silk blend that makes your bare skin happy”, the podcast program “Let’s go with Chapon!” by “Northern Europe, Kurashi no Doguten” will be an extra edition to tell you about the production background of the product as the first attempt of the program. will deliver.
“Let’s go with Chapon!”, which started in May 2018, is a talk between Sato, the director of our company and the manager of “Northern Europe, Kurashi no Doguten”, and the staff “Yoshibe” Aoki, delivered every other Sunday. It’s a podcast show that I’m delivering. The number of views has exceeded 10 million times in about 4 years since the start of broadcasting in 2018.
More than 3,000 letters have been received from listeners called “Chapolar” so far, and in the 3rd JAPAN PODCAST AWARDS (* 4) announced in March 2022, Listener’s Choice 3rd place selected by listener votes. In addition, the public recording (* 5) to be held in Aoyama on Sunday, October 30, 2022 received more than 1,600 applications for the 300-person invitation frame. This is the core content that has a particularly strong connection with customers.
“Let’s go with Chapon!”
This time, titled “Let’s go with Chapon!” Extra Edition, store manager Tomoko Sato and Classiccom PB development group Rumi Ichikawa, who are in charge of development, will appear, and as a new sales marketing initiative, a podcast that will talk only about the production secrets of this product. will be delivered.
◆ Distribution overview
Delivery date: October 17, 2022 (Monday) 10:00- * Archive delivery available URL: https://hokuohkurashi.com/note/276593
Appearance: Tomoko Sato, Director of Classicom Co., Ltd. / Manager of “Northern Europe, Living Tool Store” / Rumi Ichikawa, PB Development Group
*4 Reference: “‘Let’s go with Chapon!’ Won 3rd place in the 3rd JAPAN PODCAST AWARDS Listeners’ Choice.” URL: https://kurashi.com/news/12165 *5 Reference: “Northern Europe, Living Tool Store” podcast with over 10 million views will be recorded for the first time on Sunday, October 30th. ” URL: https://kurashi.com/news/12890
◆ Product information
Product name: Silk blend smooth innerwear that makes your skin happy (10-quarter sleeves)
Colors: ecru, mocha, black
Brand: KURASHI & Trips PUBLISHING
Material: 55% silk, 45% cotton
Price: 8800 yen (tax included)
Sales URL: https://hokuohkurashi.com/product_contents/10785
What is the life culture platform “Northern Europe, living tool store”? [HP] https://hokuohkurashi.com/
[Business introduction video] https://youtu.be/BFIe3c_KFPg
Figures for engagement channels *As of the end of July 2022
With the mission of “Let’s create a life that fits.”, Life sells miscellaneous goods from various countries, mainly in Northern Europe, while disseminating web articles, audio media, documentaries, dramas, etc. with a unique world view (life culture). A culture platform. Four series of original dramas have been produced so far, and in June 2021, the movie version of “Aobaya no Table” was released in theaters. Winner of the 2021 Porter Prize. Newly listed on the Tokyo Stock Exchange Growth Market on August 5, 2022 (securities code: 7110). [Image 11
Life culture platform Conceptual image of “Northern Europe, lifestyle tool store” A platform like a resort park where you can experience services full of a unique world view (life culture)
Company name: Classiccom Co., Ltd.
English notation: Kurashicom Inc.
Established: September 2006
Capital: 432.84 million yen
Head Office: 1-16-17 Higashi, Kunitachi City, Tokyo
Representative: Kohei Aoki, Representative Director
Number of employees: 82 (79 full-time employees/contract employees as of the end of July 2022)
Business: Life culture platform business (D2C, marketing solutions, media management, etc.)
Details about this release: