"Fits the way of life" Offering custom-made business ware
Lifestyle Design Co., Ltd. which operates "LaFabric" announced that it will rebranch on January 18, 2018. The company name will be Fabric Tokyo Co., Ltd., the brand name will be Fabric Tokyo. The new siteHere。
LaFabric revised FABRIC TOKYO is a D2C service that can make custom order suits and shirts. Only measurements at the store (you can do it yourself), you can order online. The data is stored on the cloud, and from the second time onwards it is possible to order easily from the smartphone or the PC at any time. About this pointPrevious interviewSee also.
First of all, it is the concept of "Fit Your Life." For the company that custom-made to provide clothes that are perfect for individuals and would like to convey their way of living and values, the concept was perfect.
From there we arrive at the brand name "FABRIC TOKYO". FABRIC, which was also used as the original brand name, has the meaning of organization and construction in addition to the meaning of fabric, meaning "to build up". And TOKYO is a symbol of diversity. It is a name that embodies the service of the company that embodies a diverse lifestyle from a suit, and it has become a simpler and easy-to-remember name. The logo is a combination of "F" of Fabric, "T" of Tokyo, and a woven fabric.
Fabric wall to maximize offline searchability
Although Fabric Tokyo is based on online, there are multiple stores in Shibuya, Shinjuku, Akihabara, etc. And at the same time as rebranding, we opened a Ginza store. It is located in the immediate side of Ginza Six, and is a prime location of Japan where luxury brands line up.
The concept of Ginza store is "smart order store". It is an inventoryless, residentless, cashless shop, and you can not buy direct merchandise here. In fact, even now, about 70% of customers are purchasing after leaving the store. In other words, what you need for Fabric Tokyo is not a store to buy, but a shop for experiences. Ask the store to measure the size, select multiple types of fabrics you like and register. There is no need to decide promptly on the spot, you can buy it slowly after going home.
Another feature of the Ginza store is "Fabric Wall". This is a cub shape cloth made by Fabric Tokyo attached to the wall with magnets. It has an aim to raise the search performance in real.
Fabric Tokyo Fabric wall of Ginza shop. A myriad of doughs line up, and it is becoming visible from outside the store.
Offline challenge was searchability. On line it was possible to find a perfect fabric for himself from various features, but by simply arranging the fabrics at the store this experience can not be done. This fabric cube is the result I thought you wanted the same experience as online. (Mr. Mori, Representative Director of Fabric Tokyo)
Product information, amount of money, material information is described on the back of each cube, and you can easily register it as a favorite if you read QR code. We are using RFID etc in the future and aiming for a smarter experience.
Fabric Tokyo has various kinds of suits, shirts, jeans, etc, such as suit that does not become wrinkle convenient for business trips, suit of denim fabric that can only be obtained here. "If you come to an online store or a store, you can find a dough suitable for you and tailor it in your own size." Those who suffer from suits and body shapes, I would like you to look into Fabric Tokyo.
Fabric Tokyo
https://fabric-tokyo.com
To those who are interested in this article! Fashion × start up event will be held
From Saturday, February 03 (Saturday), we will hold a fashion startup event. Detail isHereFrom!
pilot boat day # 001 startup × FashionTech
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Notomi Jumpei
pilot boat, Limited Company
Born in 1987. Graduated from Business Administration of Meiji University, graduate school of accounting at Waseda University. I passed a certified public accountant examination while I was in college. After a major audit corporation, participate in Deloitte Tohmatsu Venture Support Co., Ltd. Every week We produce over 300 pitch and venture events, including pitch event Morning Pitch. In 2017 he independently established a joint venture company pilot boat and continued to support start-ups such as running start-up long-word introduction media "pilot boat" "pilot boat cast". We also have advisory on collaboration and investment with startup for large companies. Event "pilot boat day" connecting startup and consumer, sponsor toC venture presentation event "sprout" organized. FashionTech and other lifestyle-based to C services.
