ANA and アツギ have launched the Fem-Support project to support female employees across the ANA Group from the ground up. The initiative began as an effort to address cabin attendants’ concerns through experiential sales events and is now gradually expanding to ground staff.
The Fem-Support project was launched by ANA and long-established innerwear manufacturer アツギ out of a desire to support female employees working across the ANA Group. After cabin attendants raised concerns about stockings, the two companies established a partnership aimed at improving the working environment through greater comfort for their feet.
Rather than a conventional sales event, アツギ proposed an experiential sales event. The company explained and demonstrated the features of core products such as ASTIGU and Sugosto in person, listened to each individual’s feedback and adopted an approach of finding the best solution together. It also proposed innerwear products for care after long flights, establishing a system to provide comprehensive support for cabin attendants’ diverse needs.
The experiential sales events have gained recognition with each installment, and cabin attendants began providing feedback such as, “The product you recommended last time worked well” and “I feel a difference in my fatigue.” The events have now expanded beyond cabin attendants to ground staff working at airports and are showing signs of becoming established as recurring product engagement events.
The project’s initiators, Nakaya (中谷) and Tanuma (田沼), said they intend to continue working proactively to create a system that enables their colleagues to deliver their best performance, drawing on アツギ’s expertise and their passion for Fem-Support. The initiative by ANA and アツギ is expected to continue as an effort to support the health and comfort of working women from the ground up.