Strong Sneakers and Children’s Shoes, Weak Women’s Shoes

「In addition, as part of our customer-attraction initiatives, we launched “Yokubari Sandals,” a low-priced strategic product, seeking to stimulate demand through prices designed to support consumers’ everyday lives and appeal to a broad range of customers. We also sought to capture demand for school commuting and expand sales of children’s footwear by expanding the lineup of “Children’s Spat Sneakers” and strengthening promotional activities for “Spat Indoor Shoes” and “¥1,990 Children’s Sneakers.”」

「As a result, these efforts increased brand awareness and purchase intent, and cumulative sales reached 5 million pairs.」

「The "Utility Sneakers" are suitable for use in a variety of situations, while the "Blue Collection" and "Black Collection" are distinguished by their waterproof functionality for business use, and the company implemented a sales strategy timed to the rainy season. In addition, in response to a run of record-breaking hot days, the company expanded its seasonal product lineup centered on sandals to meet a broad range of consumer needs.」

「In terms of products, the main private-label Cedar Crest “Supatto Shoes,” which can be put on while standing without using one’s hands, became a major hit, with cumulative sales exceeding 1 million pairs within 2.5 years of launch. We successively launched new lines, including junior, sandal, and safety-shoe series, and successfully expanded the customer base through promotions combining television commercials and magazine tie-ups with digital marketing via SNS and video distribution. Repeat purchases by customers attracted by the shoes’ high convenience also contributed to their success.」

「The main private-label Cedar Crest “Supatto Shoes,” which can be put on while standing without using one’s hands, performed well throughout the year as they generated new consumer demand. We also launched numerous products unique to a footwear specialist that take consumers’ ease of use into account, including Cedar Crest “Stretch Business Shoes,” featuring soft materials and flexibility, and Fuwaraku “Sneaker Pumps,” focused on functionality that reduces fatigue and facilitates walking. We also expanded products less affected by weather to stabilise sales.」

「In terms of products, although the launch of autumn and winter products was delayed by the lingering summer heat, we launched many products unique to a footwear specialist that take consumers’ ease of use into account, including the main private-label Cedar Crest “Supatto Shoes,” which can be put on while standing without using one’s hands, “Stretch Business Shoes” featuring soft materials and flexibility, and the main private-label Fuwaraku “Sneaker Pumps,” focused on functionality that reduces fatigue and facilitates walking. We also expanded products less affected by weather to stabilise sales.」

「By product, sandals performed well due to temperatures above the seasonal average, while products distinctive to a specialty footwear retailer and designed with consumer convenience in mind also sold well. These included the core private-label brand Cedar Crest's "Stretch Business Shoes," which emphasize soft materials and flexibility; the waterproof and breathable "Utility Sneakers"; and "Spat Shoes," which can be put on while standing without using one's hands.」

「By product, sales of business shoes and casual shoes increased. In particular, products distinctive to a specialty footwear retailer and designed with consumer convenience in mind performed well, including the core private-label brand Cedar Crest's "Stretch Business Shoes," which emphasize soft materials and flexibility; the waterproof and breathable "Utility Sneakers"; and "Spat Shoes," which can be put on while standing without using one's hands.」

「Sales of business shoes and casual shoes used for work, travel, events and other purposes increased as economic activity resumed following the easing of activity restrictions.」

「In terms of products, sales of business and casual shoes for work, travel, events, and other uses increased as economic activity resumed following the easing of restrictions on activities.」

「In terms of products, sales of business and casual shoes for work, travel, events, and other uses increased as economic activity resumed following the easing of restrictions on activities.」

「Business shoes, which had been weak during the pandemic, gradually entered a recovery trend. The company reset prices for its core private-label brands "Hydrotec" and "fuwaraku" to affordable levels so that they could sell steadily throughout the year without relying on promotions, and also remodeled its core product "Hydrotec Ultra Light."」

「However, the decline in store traffic caused by the spread of COVID-19, which continued in second and third waves, had a significant impact. Although sneakers and children's shoes showed signs of recovery, overall performance remained sluggish, particularly in business shoes, and same-store sales for the consolidated fiscal year declined 14.8%.」

「By coordinating products, stores and sales promotions, including installing children's spaces through renovations, expanding the product assortment, airing TV commercials featuring children and participating in childcare-support projects run by local governments, sales of children's footwear remained strong, increasing 7% year on year.」

「To encourage families to visit its stores, the company focused particularly on children's footwear. By coordinating products, stores and sales promotions, including installing children's spaces through renovations, expanding the product assortment, airing TV commercials featuring children and participating in childcare-support projects run by local governments, sales of children's footwear remained strong.」

「To encourage families to visit its stores, the company focused particularly on children's footwear. By linking product initiatives, stores and sales promotions, including installing children's spaces through renovations, expanding the product assortment, airing TV commercials featuring children and participating in childcare-support projects run by local governments, sales of children's footwear remained strong.」

「This was mainly due to a decline in customer traffic resulting from reduced purchasing intended to optimize inventory and lower advertising expenses. In the footwear business, sneaker sales remained strong, but men's, women's and children's footwear declined. In the apparel business, the gross profit margin also fell as price reductions expanded amid price competition and inventory clearance.」

「The private-brand functional women’s pumps “fuw a raku (フワラク)” recorded a 59% year-on-year increase in sales value in the first three quarters of the current consolidated fiscal year, supported by new products, a dedicated website and app, and active information dissemination through social media. “Willbe,” a new women’s footwear brand launched to expand the customer base from younger to middle-aged consumers, also performed well. For global-brand sneakers, improved inventory-management accuracy and an expanded range of women’s sneakers and our original special-make-up products resulted in a strong 9% year-on-year increase in sales value across the 11 major brands.」

「The private-brand functional women’s pumps “fuw a raku (フワラク)” launched a new casual line, supported by a dedicated website and app and active information dissemination through social media. Sales value rose 52% year on year in the first two quarters of the current consolidated fiscal year. For global-brand sneakers, we worked to improve inventory-management accuracy and expand the range of women’s sneakers and our original special-make-up products, resulting in a 10% year-on-year increase in sales value across the 11 major brands.」

「The private-brand functional women’s pumps “fuw a raku (フワラク),” a focus of our strengthening efforts, added a casual line. Sales value rose 48% year on year in the first two quarters of the current consolidated fiscal year, supported by a dedicated website and app and active information dissemination through social media. Global-brand sneakers also recorded a 10% year-on-year increase in sales value across the 11 major brands, driven in part by more accurate inventory management and an expanded range of women’s sneakers and our original special-make-up products.」

「Products with waterproof and non-slip features also performed well in response to snowfall and other conditions in the Tokyo metropolitan area. Meanwhile, sales of global-brand sneakers and children's shoes declined because of the reversal from strong sales in the previous fiscal year and procurement adjustments, while boots also struggled amid changing fashion trends.」

「In particular, pumps from the new women's footwear brand "fuwaraku (フワラク)" became a hit product, with sales exceeding 230,000 pairs during the first nine months of the current consolidated fiscal year, supported by product development based on online surveys and feedback from fitting sessions conducted with women from the general public, standardized sales procedures such as merchandising and customer service, and detailed size management. Meanwhile, sales of global-brand sneakers declined because of the reversal from strong sales in the same period of the previous year and inventory adjustments, while seasonal products such as summer sandals and autumn/winter boots struggled because of unsettled weather and other factors.」

「In particular, pumps from the new women's footwear brand "fuwaraku (フワラク)" became a hit product, with sales exceeding 160,000 pairs during the first six months of the current consolidated fiscal year. The products were developed based on online surveys and feedback from fitting sessions conducted with women from the general public, while sales procedures such as merchandising and customer service were standardized and sizes were managed in detail. Meanwhile, sales of global-brand sneakers fell sharply because of the reversal from strong sales in the same period of the previous year and inventory adjustments. Seasonal products such as sandals also struggled amid unsettled summer weather.」

「In addition, pumps from the new women's footwear brand "fuwaraku (フワラク)" became a hit product, with sales exceeding 100,000 pairs during the first quarter of the current consolidated cumulative period. The products were developed based on online surveys and feedback from fitting sessions conducted with women from the general public, while sales procedures from merchandising to customer service were standardized and sizes were managed in detail. Meanwhile, sales of global-brand sneakers declined because of the reversal from strong sales in the same period of the previous year and inventory adjustments.」

「As a result, sales of all-season products such as sneakers remained solid and average spending per customer increased. However, sales of winter products such as cold-weather and non-slip footwear declined because there was no snowfall in the Tokyo metropolitan area, while seasonal women's footwear, including boots, remained weak amid changing fashion trends. Net sales for the footwear business were therefore below the same period of the previous year.」

「As a result, sales of sneakers and children's shoes remained strong and average spending per customer increased, but sales of women's shoes, for which the overall market was sluggish, fell sharply. Net sales for the footwear business were below the same period of the previous year, and the gross profit margin also remained below the previous year because the sales mix shifted toward products with relatively low margins, such as well-known branded sneakers.」

「As a result, sales of sneakers and children's shoes remained strong and average spending per customer increased, but sales of women's shoes, for which the overall market was sluggish, fell sharply. Net sales for the footwear business were below the same period of the previous year, and the gross profit margin also remained below the previous year because the sales mix shifted toward products with relatively low margins, such as well-known branded sneakers.」

「These measures supported strong sales of sneakers and children's shoes, but sales of women's shoes, for which the overall market was weak, fell sharply. As a result, net sales for the footwear business were below the previous year, while the gross profit margin also remained below the previous year because the sales mix shifted toward products with relatively low margins, such as branded sneakers.」