Developing New Customer Segments through the Workman Plus Project

「In expanding the store network, we accelerated the rollout of Workman Colors and strengthened openings in shopping centers by introducing a new corporate franchise system, seeking to further broaden the customer base. As a result, we opened 38 Workman Colors stores and 10 Workman Plus stores, for a total of 48 new stores, carried out 7 scrap-and-build projects, converted 87 stores, and closed 5 stores, bringing the total to 1,094 stores, comprising 255 Workman stores, 711 Plus stores, 31 #女子 stores, 87 Colors stores and 10 Pro stores.」

「In expanding the store network, we strengthened openings of Workman Plus stores in major urban areas and small trade areas, seeking deeper market penetration through greater concentration. For Workman Colors, we accelerated openings in commercial hubs expected to attract a broad range of customers, expanding the customer base. As a result, we opened 17 Workman Colors stores and 5 Workman Plus stores, for a total of 22 new stores, carried out 3 scrap-and-build projects, converted 37 stores, and closed 2 stores, bringing the total to 1,071 stores, comprising 283 Workman stores, 682 Plus stores, 56 #女子 stores, 40 Colors stores and 10 Pro stores.」

「In expanding the store network, we worked to strengthen our customer base by expanding the Workman Colors network and increasing the concentration of Workman Plus stores. As a result, we opened 40 roadside stores and 6 shopping-center stores, for a total of 46 new stores, carried out 13 scrap-and-build projects, converted 75 stores, and closed 6 stores, bringing the total to 1,051 stores, comprising 317 Workman stores, 645 Plus stores, 62 #女子 stores, 17 Colors stores and 10 Pro stores.」

「In expanding the store network, we expanded the #ワークマン女子 network and promoted conversions to formats suited to local needs to improve convenience. As a result, we opened 9 roadside stores and 4 shopping-center stores, for a total of 13 new stores, carried out 6 scrap-and-build projects, converted 31 stores, and closed 3 stores, bringing the total to 1,021 stores, comprising 363 Workman stores, 591 Workman Plus stores, 57 #ワークマン女子 stores and 10 Workman Pro stores.」

「In expanding the store network, we accelerated street-front openings on sites within shopping centers and open-air shopping centers, mainly in urban areas. Through active scrap-and-build initiatives, we secured store areas appropriate to sales potential and sought to improve convenience. As a result, we opened 20 roadside stores and 13 shopping-center stores, for a total of 33 new stores, carried out 16 scrap-and-build projects, converted 66 stores, and closed 3 stores, bringing the total to 1,011 stores, comprising 401 Workman stores, 552 Workman Plus stores, 48 #ワークマン女子 stores and 10 Workman Pro stores.」

「In expanding the store network, we accelerated openings in high-traffic shopping centers and open-air shopping centers to improve convenience by expanding our general-consumer store network. During the cumulative first quarter, we opened 10 roadside stores and 5 shopping-center stores, for a total of 15 new stores, carried out 5 scrap-and-build projects, converted 41 stores to Workman Plus and Workman Pro formats, and closed 1 store, bringing the total to 995 stores, comprising 433 Workman stores, 516 Workman Plus stores, 37 #ワークマン女子 stores and 9 Workman Pro stores.」

「In expanding the store network, we accelerated openings in previously untapped areas such as urban locations and open-air shopping centers and pursued greater market concentration. We also converted existing stores to formats suited to local customer needs, working to build a business-format portfolio for sustainable growth. As a result, we opened 35 roadside stores and 4 shopping-center stores, carried out 11 scrap-and-build projects, converted 67 stores to Workman Plus and Workman Pro formats, and closed 2 stores, bringing the total to 981 stores, including 473 Workman Plus stores, 26 #ワークマン女子 stores and 3 Workman Pro stores.」

「In expanding the store network, we opened our first department-store location at Tokyu Department Store Kichijoji to strengthen our presence in urban areas. We also accelerated openings in new locations such as open-air shopping centers and promoted renovations of existing stores, working to build a business-format portfolio for sustainable growth. During the cumulative first 3 quarters, we opened 32 roadside stores and 3 shopping-center stores, carried out 11 scrap-and-build projects, converted 67 stores to Workman Plus and Workman Pro formats, and closed 2 stores, bringing the total to 977 stores, including 470 Workman Plus stores, 25 #ワークマン女子 stores and 3 Workman Pro stores.」

「In store expansion, we opened stores in new markets, including city centers and open-air shopping malls, to achieve sustainable growth, while pursuing openings tailored to customer needs through new-format development and expansions of sales-floor space and parking facilities. As a result, we opened 16 roadside stores and 2 shopping-center stores, carried out 8 scrap-and-build projects, converted 38 stores to Workman Plus through renovations and closed 1 store, bringing the total to 961 stores, including 426 Workman Plus stores, 22 # Workman Joshi stores and 1 Workman Pro store.」

「For # Workman Joshi, we accelerated the opening of flagship stores in Tokyo, including Exit Melsa Ginza and Ikebukuro Sunshine City Alpa, as well as the roadside rollout. We also opened Workman Shoes, a new format operated alongside # Workman Joshi, expanding the store network for general consumers. For Workman Plus, we carried out active openings, scrap-and-build projects and conversions through renovations. As a result, we opened 10 roadside stores and 2 shopping-center stores, carried out 3 scrap-and-build projects and converted 38 stores to Workman Plus through renovations, bringing the total to 956 stores, including 418 Workman Plus stores, 19 # Workman Joshi stores and 1 Workman Pro store.」

「In store expansion, we opened Workman Pro, developed by listening to professional tradespeople, while accelerating the roadside rollout of # Workman Joshi and working to create an environment in which all customers can shop comfortably. As a result, we opened 35 roadside stores and 5 shopping-center stores, carried out 12 scrap-and-build projects and converted 59 stores to Workman Plus through renovations, bringing the total to 944 stores, including 372 Workman Plus stores, 12 # Workman Joshi stores and 1 Workman Pro store.」

「In store expansion, as part of our efforts to achieve sustainable growth, we established a new format with expanded sales-floor space and parking capacity and rolled out the new-format # Workman Joshi at roadside locations, strengthening our density-based expansion strategy. As a result, we opened 17 roadside stores and 3 shopping-center stores, carried out 3 scrap-and-build projects and converted 39 stores to Workman Plus through renovations, bringing the total to 924 stores, including 329 Workman Plus stores and 7 # Workman Joshi stores.」

「In store expansion, we accelerated Workman Plus openings in areas with low store density, while # Workman Joshi opened its first roadside store and began a new rollout aimed at expanding to multiple locations. As a result, we opened 8 roadside stores and 3 shopping-center stores and converted 39 stores to Workman Plus through renovations, bringing the total to 916 stores, including 318 Workman Plus stores and 6 # Workman Joshi stores.」

「In store expansion, in addition to increasing Workman Plus locations, we developed the new-format # Workman Joshi as a store format supporting sustainable growth. As a result, we opened 34 roadside stores and 5 in-store locations, carried out 8 scrap-and-build projects and converted 53 stores to Workman Plus through renovations, bringing the total to 906 stores, including 272 Workman Plus stores and 2 # Workman Joshi stores.」

「In store expansion, as part of standardizing a “next-generation store format,” we began expanding sales-floor space and parking capacity and rolling out pilotis-type stores, with parking on the first floor and the sales floor on the second. We also pursued store expansion supporting sustainable growth, including opening “# Workman Joshi” stores to ease congestion at existing stores, improve satisfaction among both professional and general customers, and further broaden the customer base. As a result, we opened 31 roadside stores and 4 in-store locations, carried out 8 scrap-and-build projects and converted 53 stores to Workman Plus through renovations. Following our first opening in Miyazaki Prefecture, we achieved coverage of all 47 prefectures, with a total of 902 stores, including 269 Workman Plus stores and 1 # Workman Joshi store.」

「In store expansion, all new openings were Workman Plus locations: 15 roadside stores and 2 in-store locations, along with 1 scrap-and-build project and 29 conversions to Workman Plus through renovations. The network totaled 885 stores across 46 prefectures, including 222 Workman Plus stores.」

「At our stores, we accelerated the nationwide rollout of Workman Plus to raise brand recognition. All new stores opened during the fiscal year were Workman Plus locations: 30 roadside stores and 6 in-store locations, along with 6 scrap-and-build projects and 121 conversions to Workman Plus through renovations.」

「In store expansion, we worked to refresh the store image and improve brand recognition by actively converting existing stores to Workman Plus. During the cumulative third quarter, we opened 19 roadside stores and 4 in-store locations, carried out 5 scrap-and-build projects, converted 114 stores to Workman Plus through renovations and closed 2 stores. As of 31 December 2019, there were 813 franchise stores (stores under Franchisee A agreements), an increase of 79 from the end of the previous fiscal year, and 45 directly operated stores (stores under Franchisee B agreements, training stores and shopping-center stores), a decrease of 58. The network totaled 858 stores across 46 prefectures, including 154 Workman Plus stores.」

「In store expansion, we sought to increase the number of Workman Plus locations. During the cumulative second quarter, we opened 9 roadside stores and 2 shopping-center stores, carried out 3 scrap-and-build projects and converted 43 existing stores through renovations. As of 30 September 2019, there were 795 franchise stores (stores under Franchisee A agreements), an increase of 61 from the end of the previous fiscal year, and 53 directly operated stores (stores under Franchisee B agreements and training stores), a decrease of 50. The network totaled 848 stores across 46 prefectures, including 69 Workman Plus stores.」

「In store expansion, we sought to increase the number of Workman Plus locations, opening 5 roadside stores and 1 shopping-center store, carrying out 3 scrap-and-build projects and converting 8 existing stores through renovations. As of 30 June 2019, the number of operating stores was 780 franchise stores (stores under Franchisee A agreements), an increase of 46 from the end of the previous fiscal year, and 63 directly operated stores (stores under Franchisee B agreements and training stores), a decrease of 40. Following our first opening in Kagoshima Prefecture, we had a total of 843 stores across 46 prefectures, including 29 Workman Plus stores.」

「Against this backdrop, we opened Workman Plus stores, a new format targeting general customers as well as outdoor and sports users under the concept of “high functionality × low prices,” to discover potential customers. The format received extensive media coverage and had a significant positive effect on customer traffic and sales at existing stores.」

「In sales, we carried out large-scale opening publicity through nationwide TV commercials and full-color front-page advertisements in national newspapers for the new-format Workman Plus LaLaport Tachikawa Tachihi store and the roadside Workman Plus Kawasaki Nakanojima store, which opened in November. We also held briefings for bloggers, resulting in extensive coverage on TV information programs and nearly three times the customer traffic and sales of a standard opening. The share of general users, including first-time and female customers, increased. Particularly notable was the strong spillover effect on existing Workman stores nationwide, which made a significant contribution to sales growth.」

「In sales, we opened the first Workman Plus store, a new format specializing in high-functionality casual wear for general consumers, at LaLaport Tachikawa Tachihi. We publicized the opening on an unprecedented scale through nationwide TV commercials and full-color front-page advertisements in national newspapers. The store recorded unprecedented sales, with customers forming long queues at the registers on opening day. Its success received extensive coverage on nationwide television, in national newspapers and in major business magazines. This media strategy produced significant results in expanding sales at existing stores and acquiring new customer segments.」

「We developed private-label products such as the lightweight, easy-to-move Aero STRETCH series and the WM Stretch Series of workwear for corporate customers, focusing on low prices, durability, ease of movement and design, and advanced customer-base expansion.」

「We will also develop stylish products with a strong focus on design, seeking to increase sales at individual stores by expanding our customer base and increasing the number of items purchased.」

「We sought to broaden our customer base by developing private-label products that pursue casual design and low prices while retaining workwear functionality.」

「Against this backdrop, we developed high-functionality apparel such as STRETCH Jackets and Pants, which combine the casual design and low prices sought in workwear with light weight and excellent freedom of movement, further strengthening our product offering and broadening our customer base.」

「We strengthened our product offering and expanded our customer base to include general consumers by developing private-label products that combine workwear functionality with casual styling.」

「We advanced differentiation from competitors by strengthening the newly launched outdoor-oriented FieldCore brand.」

「We launched three new brands under the concept of “professional quality in casual wear”: FieldCore, with an outdoor aesthetic suitable for city wear; Find-Out, with a sports aesthetic; and AEGIS, featuring waterproof functionality effective for motorcycling and fishing. We advanced differentiation from competitors and broadened our customer base.」

「We will promote the Workman Plus Project and work to further broaden our customer base and increase sales at individual stores by offering products for working women in addition to outdoor and sports products, and by creating store environments that reflect local characteristics.」