HUMAN MADE's Harajuku flagship store received exclusive coverage from TV Tokyo. The store is being digitized, and purchases can be completed by smartphone. The program discussed plans to expand overseas into New York and Shanghai, as well as the rationale behind the acquisition of UNDERCOVER.
TV Tokyo announcer Takezaki (竹﨑) conducted in-depth coverage of HUMAN MADE's newly opened flagship store in Harajuku. The report introduced the involvement of designer NIGO and Pharrell Williams, as well as a visit by BTS on the day before the store opened.
The flagship store has set a target of a 100% sales rate without discounts, and its sales floor is reportedly four times the size of existing stores. Products are displayed in glass showcases, and purchases can be completed on customers' smartphones, making it a digitally transformed store.
Through a direct interview with CEO Matsunuma (松沼), the report also discussed the Harajuku store's ambitious sales targets, plans to expand into New York and Shanghai as part of its future overseas expansion, and the true rationale behind the acquisition of UNDERCOVER.
The program is structured to examine the global strategy and the inner workings of the business model, drawing attention to HUMAN MADE's growth scenario and the direction of its overseas expansion.