Rebranding ZOZOTOWN through “MORE FASHION” × “FASHION TECH”
First written in FY2020. 14 of 18 entries say "Advanced", first in FY2021. Latest entry: 2026-10-15.
The whole theme swung hardest in 2025: 2 of 10 companies on the "Worse" side.
13 other companies' latest entry also says "Advanced".
- FY2026AdvancedAnnual report
「By incorporating cutting-edge technologies, including AI agents, into existing services, the Company will dramatically improve service quality and customer experience, promote the automation of operations, and build a resilient business foundation by curbing and optimizing increases in operating costs and other expenses.」
The development of an AI agent centered on "fits you" expanded beyond improving the customer experience of existing services to include automating operations and controlling costs. - FY2026-H1AdvancedAnnual report
「As a unique source of added value, the Company is developing solutions centered on "fits you" that approach the upstream stages of purchasing, including the development of its own AI agent using the extensive fashion-related data it has accumulated.」
The solutions centered on "fits you" took concrete form in the development of a proprietary AI agent using accumulated fashion-related data. - FY2025-H1RestatedAnnual report
「As of the end of September 2024, ZOZOCOSME carried more than 750 cosmetics brands from Japan and overseas. To expand gross merchandise value, the Company will further step up efforts to attract new brands and expand its lineup.」
ZOZOCOSME maintained a scale of more than 750 brands and continued attracting new brands, expanding its lineup and providing solutions centered on "fits you." - FY2024-Q3AdvancedAnnual report
「As of the end of December 2023, ZOZOCOSME carried more than 750 cosmetics brands from Japan and overseas. To expand gross merchandise value, the Company will further step up efforts to attract new brands and expand its lineup.」
The number of brands carried by ZOZOCOSME increased from more than 700 to more than 750. The Company continued attracting new brands and expanding its lineup, while also advancing solutions centered on "fits you," including niaulab (似合うラボ). - FY2024-Q2RestatedAnnual report
「As part of its efforts to strengthen categories, the Company is focusing on ZOZOCOSME, which is intended to strengthen the cosmetics category. As of the end of September 2023, ZOZOCOSME carried more than 700 cosmetics brands from Japan and overseas. To expand gross merchandise value, the Company will further step up efforts to attract new brands and expand its lineup.」
ZOZOCOSME maintained a scale of more than 700 brands and continued attracting new brands and expanding its lineup. The policy of providing solutions centered on "fits you," including niaulab (似合うラボ), also continued. - FY2024-Q1AdvancedAnnual report
「As part of its efforts to strengthen categories, the Company is focusing on ZOZOCOSME, which is intended to strengthen the cosmetics category. As of the end of June 2023, ZOZOCOSME carried more than 700 cosmetics brands from Japan and overseas. To expand gross merchandise value, the Company will further step up efforts to attract new brands and expand its lineup. As a unique source of added value, the Company aims to provide solutions centered on "fits you" that approach the upstream stages of purchasing, including the launch of niaulab (似合うラボ), an ultra-personalized styling service using the Company's proprietary AI.」
ZOZOCOSME had grown to a scale carrying more than 700 brands and continued attracting new brands and expanding its lineup. The Company also launched niaulab (似合うラボ), an ultra-personalized styling service using its proprietary AI, expanding into upstream purchasing solutions centered on "fits you." - FY2023-Q2AdvancedAnnual report
「As part of its efforts to strengthen categories, the Company is focusing on ZOZOCOSME, which is intended to strengthen the cosmetics category. As of September 2022, ZOZOCOSME carried more than 700 cosmetics brands from Japan and overseas. The Company will continue actively adding new brands to expand gross merchandise value.」
The number of brands carried by ZOZOCOSME increased from more than 600 to more than 700. The Company continued adding new brands and aims to expand gross merchandise value in the cosmetics category. - FY2023-Q1AdvancedAnnual report
「The Company has also implemented a purchase-assistance function using ZOZOGLASS, a tool that measures skin tone with high accuracy and recommends the shades of foundation and concealer closest to the measured skin tone, providing users with a new purchasing experience.」
The Company continued developing ZOZOCOSME and ZOZOGLASS, expanding ZOZOGLASS's purchase-assistance function from foundation to concealer. ZOZOCOSME carried more than 600 cosmetics brands. - FY2022ReframedAnnual report
「For ZOZOTOWN, the Company's core business, the Company has established the management strategies "MORE FASHION" × "FASHION TECH" and "Delivering an Exciting 'Fits You' Experience." It believes that further developing the Group's strength in fashion and putting into practice the advancement of the times through technology will lead to higher corporate value over the medium to long term.」
The Company organized ZOZOTOWN's rebranding theme by adding "Delivering an Exciting 'Fits You' Experience," a phrase used in its management strategy. - FY2022-Q3AdvancedAnnual report
「As of December 2021, ZOZOCOSME carried more than 600 cosmetics brands from Japan and overseas and aims to expand gross merchandise value in the cosmetics category on ZOZOTOWN, which already has users with a strong affinity for cosmetics, with women accounting for 70% of active members. The Company has also implemented a purchase-assistance function using ZOZOGLASS, a tool that measures skin tone with high accuracy and recommends the foundation shade closest to the measured skin tone, providing users with a new purchasing experience.」
The number of brands carried by ZOZOCOSME increased from more than 500 to more than 600. The Company also implemented a foundation shade recommendation function using ZOZOGLASS and continued expanding the cosmetics category and new purchasing experiences. - FY2022-Q2AdvancedAnnual report
「ZOZOVILLA is a luxury and designer zone within ZOZOTOWN featuring more than 120 luxury brands from Japan and overseas. The Company, which has grown alongside fashion since its founding, launched the zone to express its desire to continue providing fashion enthusiasts with a place to enjoy fashion. The Company expects ZOZOVILLA to enhance ZOZOTOWN's brand image.」
The Company advanced ZOZOTOWN's rebranding into specific developments in the luxury category, including expanding the number of brands carried by ZOZOVILLA from more than 90 to more than 120. ZOZOCOSME carried more than 500 cosmetics brands and had implemented a purchase-assistance function using ZOZOGLASS. - FY2022-Q1AdvancedAnnual report
「In connection with the 18 March 2021 relaunch of ZOZOTOWN, the Company launched ZOZOCOSME, aimed at strengthening the cosmetics category, and ZOZOVILLA, featuring luxury brands from Japan and overseas. At launch, ZOZOCOSME carried more than 500 cosmetics brands from Japan and overseas and aims to expand gross merchandise value in the cosmetics category on ZOZOTOWN, which already has users with a strong affinity for cosmetics, with women accounting for 70% of active members. The Company has also implemented a purchase-assistance function using ZOZOGLASS, a tool that measures skin tone with high accuracy and recommends the foundation shade closest to the measured skin tone, providing users with a new purchasing experience.」
The Company advanced ZOZOTOWN's rebranding into specific developments in the cosmetics and luxury categories through ZOZOCOSME, ZOZOGLASS and ZOZOVILLA. - FY2021AdvancedAnnual report
「On 18 March 2021, the Company also relaunched ZOZOTOWN and launched ZOZOCOSME, aimed at strengthening the cosmetics category, and ZOZOVILLA, offering a selection of luxury brands from Japan and overseas.」
The Company developed the "MORE FASHION" × "FASHION TECH" rebranding through specific services including ZOZOCOSME, ZOZOVILLA and ZOZOGLASS. It explained that ZOZOCOSME carried more than 500 brands and ZOZOVILLA carried more than 90. - FY2020First statedAnnual report
「For ZOZOTOWN, the Company's core business, the Company has adopted "MORE FASHION" × "FASHION TECH" as its theme and will pursue fashion more extensively than ever. It will rebrand ZOZOTOWN into a service that provides greater value to users and brands by using technology not only to sell products, but also to create new ways of selling and customer experiences.」
The Company adopted a new theme to rebrand ZOZOTOWN from a simple sales site into a fashion technology service offering new ways of selling and customer experiences.