Creating customer engagement through customer clustering

「We further intensified our unique strength, “empathy-driven marketing.” As a result, special collaboration products with prominent artists and characters, together with short-form video advertisements on social media, captured consumers’ attention, and the number of new customers acquired exceeded that of the same period of the previous year.」

「By thoroughly pursuing empathy-driven marketing, clearly differentiated from businesses that appeal solely to cost performance and convenience, we will establish a sustainable competitive advantage unique to the company.」

「The core fashion businesses, including “Live in comfort,” reviewed their value chain, comprising planning, production and sales, and introduced a new method integrating each process. This generated many hit products, reduced the cost ratio and increased sales and gross profit.」

「Although each initiative produced a certain level of results, the development of other customer acquisition methods and new areas was delayed.」

「As product development with overwhelming differentiation remained insufficient at this point, the total number of customers fell below the level of the same period of the previous year, resulting in a decline in sales.」

「In the subscription business, the core business, changes in the external environment, including increased opportunities for consumers to go out and lower disposable income due to rising prices, combined with insufficient differentiation of the products planned by the Group and an inability to communicate their value in an appealing and effective manner, resulted in declines in both average spending per purchase and the total customer count. Meanwhile, marketing activities at physical stores, including the permanent store of the household goods brand YOU+MORE! that reopened in Tokyo’s Ueno Station, a newly opened store in Fukuoka’s Tenjin Underground Mall, and the “Dai-Henai Exhibition” held in Tokyo’s Shibuya district, progressed smoothly and contributed to “expanding the customer base” and “building ongoing relationships with customers.”」

「The total number of customers declined because the products planned by the group did not have sufficient differentiation and the value of the products could not be conveyed in an attractive and effective manner. Meanwhile, on-site marketing activities progressed smoothly, including the permanent store for the lifestyle goods brand “YOU+MORE!” that reopened inside Ueno Station in Tokyo, a newly opened store in Tenjin Chikagai in Fukuoka, and the “Daihen'ai Exhibition” held in Shibuya, Tokyo. These activities contributed to expanding the customer base and building ongoing relationships with customers.」

「With regard to the subscription delivery business, the core business, the company strengthened coordination between its sales plans and product procurement and implemented measures to prevent lost sales opportunities. As a result, fashion brands including “IEDIT” and “THREE FIFTY STANDARD” secured stable sales. At “L'AMIPLUS,” which offers lifestyle goods, popular products such as the “7-Star Organised Shoulder Bag” and “5-Layer Layered Water-Repellent Backpack” led sales and contributed to the acquisition of new customers.」

「As part of its brand development efforts, FELISSIMO Museum Department, which plans and sells museum merchandise, actively conducted marketing activities, including collaboration products with museums that attracted attention, contributing to the acquisition of new customers and resulting in sales exceeding those of the previous fiscal year.」

「As part of its brand development efforts, the fashion accessories brand “frauglatt” and “FELISSIMO Museum Department,” which plans and sells museum merchandise, actively conducted marketing activities and contributed to the expansion of the new customer base, resulting in sales exceeding those of the same period of the previous year.」

「As part of developing new brands, the company actively conducted marketing for the fashion and household-goods brand frauglatt, the interior brand am&be and the household-goods brand SeeMONO, among others. By raising brand awareness, sales of these new brands exceeded the same period of the previous year.」

「As part of developing new brands, the company actively conducted marketing for the fashion and household-goods brand frauglatt and the household-goods brand SeeMONO, among others. By raising brand awareness, sales of these new brands exceeded the same period of the previous year. Sales at Neko-bu, whose collaboration products with railway companies and popular characters attracted attention, and Felissimo Museum-bu, which develops and sells museum goods, also remained strong year on year after their club activities were featured in various media.」

「Fashion-business sales also remained strong throughout the year. Alongside the growth of existing brands, development of new brands progressed, and next-generation fashion brands such as MEDE19F and avecmoi grew. Sales also increased significantly from the previous fiscal year for household goods with distinctive product development, including YOU+MORE!, which continued to attract attention in various media; SeeMONO, which actively promoted its proposal of new, beautiful and enjoyable products for everyday life; and el:ment, a new household-goods and fashion brand launched in the previous fiscal year.」

「Sales of newer fashion brands such as MEDE19F and avecmoi grew significantly from the same period of the previous year. Sales also increased year on year for the flufeel innerwear brand, whose Yoga Mood Bra and Flat Bra performed well, and el:ment, a fashion and household-goods brand whose products include drawstring purses made from Kyoto textiles using Nishijin weaving techniques. Among household goods, sales of Once a Day, a housekeeping brand proposing the new habit of preventive housekeeping, and Galafull, an original brand offering colorful and playful patterns, remained strong. Sales of YOU+MORE!, which offers distinctive products such as the friendly pteranodon towel and hamster box-tissue cover that generated a strong response on social media, also increased year on year.」

「In the fashion field, development progressed for brands following the core brands Sunny clouds, Live in comfort and IEDIT. Sales of the 2 new brands avecmoi and MEDE19F remained strong year on year, supported by product development aligned with their brand concepts and sales initiatives suited to the timing.」

「Sales of household-goods-related products that bring ease to everyday life, including flufeel innerwear such as the Yoga Mood Bra and frauglatt homewear, also grew significantly. Sales of hobby-related products, including Couturier's original handicraft kits, which remain strongly popular among handmade enthusiasts, continued to perform well, as in the previous fiscal year.」

「Our original product development, drawing on our overwhelming strength in product planning and concept development, generated a strong response on social media and in various media, giving rise to numerous hit products.」

「During the first 3 quarters of the current consolidated fiscal year, sales of fashion brands such as Live in comfort and Sunny clouds significantly exceeded the same period of the previous year. Sales of household goods as a whole also grew significantly year on year, helped by original product planning and various marketing initiatives. In particular, sales increased significantly for household goods and roomwear designed to make time at home more comfortable, as well as innerwear including the Yoga Mood Bra, which helps improve posture simply by wearing it, and frauglatt, an everyday-clothing brand that brings ease to daily life. Sales of Couturier products, which offer original handicraft kits, also remained strong throughout the cumulative period.」

「Sales of fashion brands including Live in comfort and IEDIT remained strong, while sales of innerwear products, including the Yoga Mood Bra, which helps improve posture simply by wearing it, increased significantly from the same period of the previous year. As people spent more time at home because of restrictions on going out, sales also remained strong for Couturier products, which offer original handicraft kits, and household cleaning goods such as washing-machine tub and drain cleaners.」

「By business area, sales significantly exceeded the same period of the previous year for a range of products suited to spending time enjoyably and productively at home during the state of emergency, including innerwear such as the Yoga Mood Bra, which helps improve posture simply by wearing it; the Regi-Kago Rucksack series, which was featured in commercials and various media; fashion items from frauglatt, designed to feel light and comfortable both at home and outside; the YOU+MORE! household-goods series, which brings smiles to everyday life and attracted considerable attention; and Couturier, which offers original handicraft kits for enjoying handmade projects.」

「Sales of fashion brands including MEDE19F, avecmoi, Sunny clouds and Live in comfort remained strong throughout the year. Sales of household goods also performed well, including YOU+MORE!, whose unique products created through collaborations with cultural facilities and businesses attracted attention, and L'AMIPLUS, which supports the smiles of working mothers. As a result, average customer spend exceeded the previous fiscal year.」

「During the first 3 quarters of the current consolidated fiscal year, orders for fashion brands including Sunny clouds, Live in comfort, IEDIT and MEDE19F continued to be strong, and sales exceeded the same period of the previous year. Orders for household goods created through collaborations with facilities such as aquariums and with popular characters in Japan and overseas also remained strong, and sales increased from the same period of the previous year.」

「During the first 2 quarters of the current consolidated fiscal year, orders for fashion brands including Live in comfort, MEDE19F and Sunny clouds remained strong, and total fashion-business sales exceeded the same period of the previous year. Sales also grew year on year in the household-goods category, where sales of the Regi-Kago Rucksack were strong after being featured in commercials and various media, as well as in household goods developed in collaboration with popular characters.」

「Sales of collaboration products with popular characters also exceeded the same period of the previous year, helped by coverage in various advertising media and an increase in the number of items.」

「In the fiscal year ending February 2020, with the goal of further enhancing the appeal of the customer experience, we will continue pursuing the establishment of ongoing relationships with customers based on empathy. Under our medium- to long-term management policy, FELISSIMO VISION2026 STAGE 4, we will establish diverse themes for customer segments that share empathy with specific values and propose attractive products and services aligned with those themes.」

「During the first 3 quarters of the current consolidated fiscal year, fashion-related sales increased from the same period of the previous year, driven by growth in sales of Live in comfort, which emphasizes comfort, fashion brands targeting new customers, and homewear with added functionality and design features. Sales of new lines, including handmade interior goods and daily consumables, which are being developed as categories with high repeat usage, also increased from the same period of the previous year.」

「In the subscription-delivery (collection) business, we are moving toward cluster marketing centered on providing value based on empathy with customers and building ongoing relationships. During the first 2 quarters of the current consolidated fiscal year, sales of Felissimo Neko-bu, which has expanded its touchpoints through pop-up shops at commercial facilities nationwide and its licensing business, and of Humor, which evokes a wry smile, grew in total from the same period of the previous year. Sales also increased for homewear with functionality and design features that address seasonal concerns, as well as Once a Day, a daily consumables line launched as a category with high repeat usage, the stationery and gift-goods brand Galafull, and the handmade interior-goods brand SeeMONO.」

「Categories that offer the enjoyment of handmade collections, such as herbariums, in which flowers and plants are displayed in vases, and himmeli, a traditional Nordic mobile, steadily built up results while increasing the number of items.」

「In the fiscal year ending February 2019, with the goal of further enhancing the appeal of the customer experience, we will continue pursuing the establishment of ongoing relationships with customers based on empathy. Under our medium- to long-term management policy, FELISSIMO VISION 2026 STAGE 4, we will establish diverse themes for customer segments that share empathy with specific values and propose attractive products and services aligned with those themes.」

「Against this backdrop, the Group worked to shift its core subscription (collection) business toward “cluster marketing,” centered on providing value based on empathy with customers and maintaining continuous relationships, while pursuing business-structure reform and restoring earnings power.」

「Against this backdrop, the Group worked to shift its core subscription (collection) business toward “cluster marketing,” centered on providing value based on empathy with customers and maintaining continuous relationships, while pursuing business-structure reform and restoring earnings power.」

「The company is currently working to transition its subscription (collection) business to cluster marketing, based on delivering value founded on empathy with customers and maintaining ongoing relationships with them.」

「In addition to the value of the joy of receiving a product and the collection-related joys of collecting and continuing, we will promote marketing focused on creating customer engagement based on empathy generated through clustering.」