Furisode promotion through more efficient direct mail and a media mix
First written in FY2016. 16 of 36 entries say "Restated". Latest entry: 2026-11-09.
The whole theme swung hardest in 2024: 1 of 9 companies on the "Worse" side.
9 other companies' latest entry also says "Advanced".
- FY2026AdvancedAnnual report
「In furisode sales and rentals, store visitors increased significantly both year on year and against plan as a result of stronger coordination with the review of customer-acquisition initiatives, a key measure for the period.」
In addition to the previous shift to digital advertising, stronger coordination between customer-acquisition initiatives and store sales initiatives functioned throughout the year, contributing to a 27.9% year-on-year increase in furisode order intake. - FY2026-H1AdvancedAnnual report
「In furisode sales and rentals, the results of the shift to digital advertising, a key initiative, are steadily emerging, and store visitors increased significantly both year on year and against plan. A new strategy linking store sales initiatives also began operating. As a result, order intake related to furisode increased 22.1% year on year.」
The shift from direct-mail-centered promotion to digital advertising has produced specific results, including increased store traffic and a 22.1% year-on-year increase in furisode order intake, while a new strategy linked with store sales has also begun operating. - FY2025AdvancedAnnual report
「Although some of these measures had been implemented previously, issues were identified in decision-making regarding fundamental structural change and the speed of execution. We therefore reviewed the organizational structure itself and rebuilt it to enable faster decision-making. In addition to strengthening analytical capabilities to review advertising methods, reselecting agencies, and optimizing deployed costs, we are expanding offline sales initiatives in the areas surrounding each store to strengthen the acquisition of new customers.」
The shift from direct-mail-centered promotion to web, social media, and offline sales around stores has been made specific through organizational restructuring, stronger analytical capabilities, agency reselection, and optimization of deployed costs. However, furisode order intake fell 12.1% year on year, and the Company states that the effects will still take time to emerge. - FY2025-H1WorsenedAnnual report
「We are undertaking a fundamental review of our conventional furisode advertising initiatives, including reducing print direct mail and shifting to digital marketing through the web and social media. However, as the effects of the advertising initiatives require some time to emerge, visitor numbers have not yet recovered, and order intake fell 16.1% year on year.」
The Group is reducing direct mail and shifting toward web- and social-media-centered marketing, but the advertising effects have not yet emerged significantly, and customer traffic and order intake have not recovered. - FY2024WorsenedAnnual report
「Due to restrictions under the Act on the Protection of Personal Information and amendments to the Act that took effect in April 2022, the number of personal-information records, including addresses and names, obtained for sending direct mail used as advertising in furisode sales has declined. In addition, printing and mailing costs have risen each year, making a shift in advertising strategy urgent. Although the Group is shifting from marketing centered on direct mail to a digital marketing strategy centered on the web and social media, this has not yet produced a significant effect on customer acquisition.」
The Group advanced the shift from direct-mail-centered marketing to digital marketing centered on the web and social media, but no significant effect on customer acquisition has emerged to date. Additional measures include changing the organization to a department directly overseen by the executive team and reviewing advertising expenses. - FY2024-Q3RestatedAnnual report
「Amid this environment, the Group worked to review and improve its product mix and advertising and promotional initiatives and conducted proactive sales activities to restore performance.」
The Group continues to review and improve its product mix and advertising and promotional initiatives and conduct proactive sales activities to restore performance. - FY2024-Q2RestatedAnnual report
「Amid this environment, the Group worked to review and improve its product mix and advertising and promotional initiatives and conducted proactive sales activities to restore performance.」
The Group continues to review and improve its product mix and advertising and promotional initiatives and conduct proactive sales activities to restore performance. - FY2024-Q1RestatedAnnual report
「Amid this environment, the Group reviewed and improved its product mix and advertising and promotional initiatives and conducted proactive sales activities to restore performance.」
The Group continues to review and improve its product mix and advertising and promotional initiatives and conduct proactive sales activities to restore performance. - FY2023RestatedAnnual report
「We will seek to improve order intake by building a marketing organization focused on customer acquisition, reviewing advertising initiatives aimed at customers, developing products tailored to customer needs, and differentiating ourselves from competitors through sales initiatives.」
In addition to conventional advertising and digital marketing initiatives, the Company identifies building a customer-acquisition marketing organization, reviewing advertising initiatives, product development, and sales initiatives as means of improving order intake. No specific results have been indicated. - FY2023-Q1SoftenedAnnual report
「For furisode sales and rental, with the spread of COVID-19 difficult to predict and demand for furisode purchases in a seasonal downturn, advertising expenses were restrained, resulting in sluggish customer visits from May onward and a 29.6% year-on-year decrease in order intake.」
Although the Company had been strengthening advertising and shifting promotional activities to digital channels, it controlled advertising expenses during the quarter, resulting in sluggish customer acquisition from May onward. - FY2022WorsenedAnnual report
「The impact of the prolonged state of emergency during the first half and the failure of the shift to digital advertising and promotional activities to produce sufficient results in attracting store visitors」
The Company states that although it advanced the shift to digital channels, the initiatives did not produce sufficient results in attracting store visitors during the first half. It also reports a recovery in store visitors through promotional campaigns in the third quarter. - FY2022-Q3AdvancedAnnual report
「For furisode sales and rental, although it was difficult to attract customers during the busy summer season due in part to the prolonged state of emergency and the insufficient impact of the digital shift in customer acquisition, customer visits increased through promotional campaigns from October onward, resulting in a 3.2% year-on-year increase in order intake.」
Although the limited effectiveness of the shift to digital channels continued, store visitors and order intake increased as a result of specific promotional campaigns launched from October onward. - FY2022-Q2WorsenedAnnual report
「Order intake fell 5.3% year on year as the state of emergency remained in effect for an extended period and the shift to digital customer acquisition had not yet produced sufficient results, making it difficult to attract customers during the summer peak season.」
The Company states that the shift of advertising and promotional activities to digital channels had not yet produced sufficient results, contributing to difficulties in attracting customers during the summer peak season and a 5.3% year-on-year decline in furisode order intake. - FY2021AdvancedAnnual report
「We will strengthen digital marketing and shift to a structure designed to secure sales while lowering the advertising expense ratio. By investing in IT infrastructure and tools, we will link these efforts with store operations to restore sales and profit and improve earnings power.」
The Company is shifting from promotion centered on direct mail and a media mix to a structure combining digital marketing with IT infrastructure and tools while securing sales and controlling the advertising expense ratio. - FY2021-Q3AdvancedAnnual report
「For selling, general and administrative expenses, we are pursuing structural reforms under a medium-term plan in light of the COVID-19 pandemic so that the Company can generate profits at the current level of sales. In particular, we have begun shifting to a structure that secures sales while lowering the advertising expense ratio.」
Against the backdrop of the COVID-19 pandemic, the Company began structural reforms under its medium-term plan and shifted to a structure designed to secure sales while lowering the advertising expense ratio. - FY2021-Q1SoftenedAnnual report
「For selling, general and administrative expenses, we worked to reduce expenses overall, including by controlling advertising and promotional costs. Because expenses incurred during the temporary closure period, including personnel expenses, store rent, and event cancellation costs, were recorded as extraordinary losses, total selling, general and administrative expenses decreased by ¥977 million.」
In contrast to the previous focus on stronger advertising and a media mix, the Company states that it responded to the temporary closures by controlling advertising and promotional costs. - FY2020AdvancedAnnual report
「As store visitors for furisode sales have declined due to lower awareness of the Company, we will strengthen advertising across various media, including direct mail, television commercials, and the web, and seek to improve the effectiveness of advertising by establishing a more effective media mix. This is intended to improve awareness of the Company and its corporate image, restore store traffic, and strengthen earnings power.」
The Company explicitly stated that it would strengthen advertising by combining direct mail, television commercials, and web advertising, and that stronger advertising promotions led to increased store traffic, a higher average selling price, and a 7.0% increase in furisode order intake. - FY2020-Q3AdvancedAnnual report
「For furisode sales and rental, although there was some negative impact from the reactionary decline following the consumption tax increase, stronger advertising promotions restored customer visits, particularly during the busy summer season, and raised the average selling price, resulting in an 18.2% year-on-year increase in order intake.」
Stronger advertising promotions, together with a recovery in store visitors and a higher average selling price, led to an 18.2% year-on-year increase in furisode order intake. - FY2020-Q2AdvancedAnnual report
「For furisode sales and rental, stronger advertising promotions led to a recovery in customer visits, particularly during the busy summer season, and also contributed to higher closing rates and average selling prices, resulting in a 27.6% year-on-year increase in order intake.」
Stronger advertising promotions led to a recovery in store visitors, a higher conversion rate and average selling price, and a 27.6% year-on-year increase in order intake. - FY2020-Q1RestatedAnnual report
「Against this backdrop, the Group worked to improve its product mix and advertising and promotional initiatives and conducted proactive sales activities to restore performance.」
The Group continues to improve its product mix and advertising and promotional initiatives and conduct proactive sales activities to restore performance. - FY2019-Q3RestatedAnnual report
「Against this backdrop, the Group reviewed its product mix and advertising and promotional initiatives, while conducting proactive sales activities, including events in new formats.」
The Group continues to review its product mix and advertising initiatives, hold events in new formats, and conduct proactive sales activities, but no progress toward targets for promotional initiatives has been indicated. - FY2019-Q2RestatedAnnual report
「Against this backdrop, the Group reviewed its product mix and advertising and promotional initiatives, while conducting proactive sales activities, including events in new formats.」
The Group continues to review its product mix and advertising initiatives, hold events in new formats, and conduct proactive sales activities. - FY2019-Q1RestatedAnnual report
「Against this backdrop, the Group reviewed its product mix and advertising and promotional initiatives, while conducting proactive sales activities, including events in new formats.」
The Group continues to review its advertising initiatives and conduct proactive sales activities. Although it has also held events in new formats, no new progress in direct mail or the media mix has been indicated. - FY2018RestatedAnnual report
「Going forward, to restore awareness of the Company and customer traffic for furisode sales, we will analyze customer-acquisition conditions in each area in detail, reconsider the frequency and timing of direct-mail distribution for each store, and strengthen promotional activities.」
The Group continues initiatives to restore awareness of its furisode business and customer traffic through analysis of customer acquisition in each area, a review of direct-mail distribution, stronger promotions, expansion of other media, and a media mix. - FY2018-Q3RestatedAnnual report
「Against this backdrop, the Group strengthened efforts to improve its product policy and advertising strategy and conducted proactive sales activities.」
The Group continues to improve its product policy and advertising strategy and conduct proactive sales activities to expand order intake. - FY2018-Q2RestatedAnnual report
「During the second quarter of the consolidated cumulative period, the Group strengthened efforts to improve its product policy and advertising strategy and conducted proactive sales activities.」
The Group continues to improve its product policy and advertising strategy and conduct proactive sales activities to expand order intake. - FY2018-Q1RestatedAnnual report
「During the first quarter of the consolidated cumulative period, the Group worked mainly to improve its product mix and advertising initiatives and conducted proactive sales activities.」
The Group continues to improve its product mix and advertising initiatives and conduct proactive sales activities to expand order intake. - FY2017RestatedAnnual report
「We aim to restore customer traffic by using the expenses reduced through more efficient direct mail for other advertising media, thereby establishing a more effective media mix and improving awareness of the Company and its corporate image.」
The Group continues initiatives to restore customer traffic through more efficient direct mail, reallocating the resulting cost savings to other media, and using a media mix. - FY2017-Q3RestatedAnnual report
「During the third quarter of the consolidated cumulative period, the Group worked mainly to improve its product mix and advertising initiatives and strengthened efforts to increase order intake.」
The Group continues to improve its product mix and advertising initiatives to increase order intake, but no new specific measures or progress toward targets have been indicated. - FY2017-Q2RestatedAnnual report
「During the second quarter of the consolidated cumulative period, the Group worked mainly to improve its product mix and advertising initiatives and strengthened efforts to increase order intake.」
The Group continues to improve its product mix and advertising initiatives to increase order intake, but no new specific promotional measures have been indicated. - FY2017-Q1RestatedAnnual report
「During the first quarter of the consolidated cumulative period, the Group worked mainly to improve its product mix and advertising initiatives and strengthened efforts to increase order intake.」
The Group continues to improve its product mix and advertising initiatives to increase order intake, but no new specific measures or progress toward targets have been indicated. - FY2016First statedAnnual report
「We aim to restore customer traffic by using the expenses reduced through more efficient direct mail for other advertising media, thereby establishing a more effective media mix and improving awareness of the Company and its corporate image.」
The Company plans to improve the efficiency of direct-mail distribution and redirect the resulting cost savings to other media as a promotional measure.