Acquiring Bridal Demand through Partnerships with Wedding-Related Businesses

「In bridal sales, the company fully rolled out its 3D digital customization system and promoted its use across all stores, contributing to sales support, including through an improved conversion rate.」

「In particular, during the third quarter, revenue increased substantially, rising 12.0% from the same quarter a year earlier, as store personnel were gradually becoming more effective through enhanced tiered training and bridal jewelry began to recover through the use of a 3D digital customization system.」

「From the second quarter onward, as store staffing gradually became sufficient, revenue increased by ¥74 million, or 1.7%, from the same quarter a year earlier, supported by the gradual recovery in bridal jewelry and firm sales of higher-priced fashion jewelry, particularly at events.」

「Although bridal jewelry sales remained weak, fashion jewelry sales remained firm and offset the decline in bridal sales, leaving revenue at the same level as in the same quarter a year earlier.」

「As a result of these initiatives, net sales decreased by ¥109 million, or 1.7%, from the same quarter of the previous year. Although stores in urban department stores remained firm, sales at shopping centers, particularly in regional areas, were sluggish, and bridal jewelry sales declined, mainly for the core product “Wish upon a star.”」

「As a result of these initiatives, revenue decreased by ¥106 million, or 2.4%, year on year. Although stores in urban department stores performed firmly, sales at shopping centers, particularly in regional areas, were sluggish, while bridal jewelry sales declined, led by the core product “Wish upon a star.”」

「Although stores in department stores in urban areas remained firm, sales at shopping centers, particularly in regional areas, were weak, and bridal jewelry sales declined. As a result, revenue decreased by ¥14 million, or 0.7%, from the same quarter a year earlier.」

「In its product initiatives, the company will focus on product development that creates customer value and quality improvements, strengthen bridal and anniversary initiatives by communicating the value of its flagship “Wish upon a star” product, and expand its product lineup, particularly in higher price ranges, while strengthening made-to-order initiatives in anticipation of increasingly polarized consumer spending.」

「Bridal sales, including “Wish upon a star,” declined mainly because bridal advertising spending was reduced in response to the unstable external environment caused by the COVID-19 pandemic.」

「In addition to a sharp decline in customer visits, sales of bridal jewelry struggled to grow」

「Demand for high-priced products remained firm against a backdrop of rising share prices, and online consumption became more active while demand for bridal jewelry remained resilient, although」

「While people continued to refrain from going out amid the COVID-19 pandemic, the company advanced initiatives for sales methods suited to the new lifestyle, including strengthening e-commerce sales and introducing online customer service focused on bridal products.」

「Although some stores have operated on reduced hours since June 2020, all stores have resumed operations, and sales at physical stores have recovered rapidly, led by bridal-related products.」

「Sales of the core product “Wish upon a star” increased 1.2% from the same quarter of the previous year and bridal sales increased 10.7%, contributing to higher sales.」

「We promoted web marketing centered on “Wish upon a star,” a flagship product reflecting our corporate philosophy in which two stars of different sizes appear through a special diamond cut, and strengthened initiatives for bridal advance-order sales.」

「In addition, orders on hand at the end of the cumulative third quarter increased by ¥122 million, or 68.8%, from the end of the same quarter a year earlier, partly reflecting the expansion of orders generated by made-to-order initiatives focused on high-priced products, including bridal jewelry.」

「Orders on hand at the end of the cumulative second quarter increased by ¥72 million, or 34.0%, from the end of the same quarter a year earlier, partly reflecting the expansion of orders generated by made-to-order initiatives focused on high-priced products, including bridal jewelry.」

「As a result of these initiatives, revenue declined by ¥60 million, or 3.1%, year on year, despite the expansion of advance sales and other factors. However, orders on hand at the end of the cumulative first quarter increased by ¥284 million, or 152.4%, from the end of the same period a year earlier, partly reflecting the expansion of orders generated by made-to-order initiatives, including bridal jewelry. Sales conditions have improved substantially.」

「The company also focused on capturing share in bridal sales. As a result, sales of “Wish upon a star” increased 7.9% from the previous fiscal year and bridal sales increased 11.4%, driving higher revenue.」

「In the domestic business, the company pursued initiatives aimed at generating positive branding effects centered on Festaria Bijou Sophia Ginza, which opened on Ginza Chuo-dori in March 2017, while focusing on capturing share in bridal sales. As a result, sales of “Wish upon a star” increased 11.2% year on year and bridal sales increased 14.9%, while sales at existing domestic stores remained firm, rising 1.2% year on year.」

「Sales of “Wish upon a star” increased 8.6% year on year and bridal sales increased 18.2%, supporting a firm 1.8% year-on-year increase in domestic same-store sales.」

「Sales of the core product “Wish upon a star” increased 15.7% year on year and bridal sales increased 19.0%, driving higher sales.」

「Sales of the core product “Wish upon a star” increased 13.6% from the previous fiscal year and bridal sales increased 15.0%, driving higher sales.」

「In addition, we positioned the store as a global flagship and a proving ground for full-scale expansion in Asia, and made focused investments in management resources to capture inbound and bridal demand and establish a Japan brand with global appeal.」

「The company also began accepting advance orders through the trial operation of its e-commerce site, and the value of orders received by the end of the cumulative first-quarter period increased from the end of the same period of the previous year, partly due to an increase in the number of bridal product contracts.」

「Strengthening efforts to capture bridal demand through partnerships with wedding-related businesses」