From the autumn of last year, EAON have focused on independent project work of leisure and youth clothing as major point of the stores internal transformation.The product development has been partly completed at present. EAON will launch a autonomous development new Measurement system in the spring of next year and it will be used in mid-old people’s clothing products. Meanwhile EAON also launched Top Value brand. Ito Yokado will also launch its own brand Good Day in 150 Japan chain stores.
To strengthen the mid-old people’s clothing market has fit into EAON’s Mid-term reform plan and the project has been launched this spring at present.In the reform, EAON introduce a unified props, sell ads (POP) and actively use the visual merchandising (VMD) and other means. 50 stores have been completed in the first half of the year, and it will achieve 250 stores in the second half of the year. EAON made substantial adjustments about the size and model of mid-old people’s clothing to expand market. Because Most older people would like to larger size clothes and there is an shortage of middle-old people clothing. The mid-old people clothing plans to launch in the spring of next year. The type will base on coat, pants, shirts and so on.
Retail giant Ito Yokado’s own brand Good Day target their customers aged from 20 years old to 40-year-old. And it’s basically about leisure style.The store area is 500 to 800 square meters. They can control the whole line from product planning to production and the final sale, their ultimate goal is SPA. The team own 30 employees and external designer and marketing staff. There are about 800 women’s clothes type, 400 men’s clothes type and it plans to launch children’s clothes and underwear products next year. Good Day are uniform clothing sizes, the price is about 1 million yen or less and it is supported by the online shopping.
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