Finally, Executive Director Tsuchiya announced the opening of the #Workman Women’s AEON MALL Okinawa Lycoming store in February 2024. This store will be positioned as a flagship store in East Asia, and as a step toward opening a store in Taipei, a photo spot will be set up to attract foreign customers. The company also plans to recruit Taiwanese and Korean influencers to become Workman ambassadors.
Risa Hamaya, Workman’s outside director and YouTuber, also took the stage to announce the company’s Rich Moist Veil series of moisturizing underwear, which was jointly developed with Fancl. Tank tops and leggings will be added to the lineup in the future, and a collaboration with Asahi Kasei for underwear is scheduled to be introduced in spring 2024. According to Managing Director Tsuchiya, the company sees these functional innerwear as the next growth engine, and aims to achieve ¥50 billion, or 20% of Workman’s sales.
Senior Managing Director Tetsuo Tsuchiya, who took the stage for the presentation, presented his vision for growth in 2023 and introduced the first new “Workman Colors” store, “Workman Colors Exit Mersa Ginza Store,” and the newly introduced short-run, small-lot production line.
Workman held a presentation of new products for fall/winter 2023 in Tokyo on August 30. The presentation, titled “Share! Share! Share!”, showcased a number of Workman’s new brand items that emphasize not only functionality but also design, including products handled by Workman Colors, which opened its first store in Ginza on September 1.
New products for fall/winter 2023 at a glance!
Let us introduce some of the items that caught our attention at the presentation, focusing on new products. The tour of the exhibition for the media was held on the day of the event, and we will start with the “Frister Pants” that were introduced at the tour.
This product is actually slacks for students. The product was developed based on feedback from students who said that school uniforms were too expensive and that they could not afford to buy many pairs. The product name “Frister” is taken from the word “freestyle,” meaning genderless, and the slacks can be worn by girls as well. 8 sizes are available, and the silhouette changes from wide to slim depending on the size you choose. It is a versatile slacks.
Next was the centerpiece of the presentation, “RIch Moist Veil,” an undergarment for women. Developed jointly with Fancl, this moisturizing undergarment is very moist to the touch, and is truly “moisturizing just by wearing it. It will be a strong ally in the dry winter season.
In the golf wear category, which has been doing well, topping 5% of the domestic market share, the “DROPTECH padded separate blouson” is a top choice. The separate type is convenient, with long sleeves in the morning and sleeves that can be removed when it gets hot during the day. DROPTECH padded half pants” bottoms are also available.
My personal choice is the new Travel Shell Light Rain Poncho. It comes in five colors: blue, red, black, yellow, and beige. It comes with a drink holder, a hood for a bicycle helmet, and a travel satchel that can hold the poncho, all for 2,900 yen! Not pictured, but the beige was a nice touch.
Workman is continuing its “Wakurakuhin” service, in which customers order from the online store and pick up their orders at the store. Payment is made at the receiving store, and shipping is free. The products include camping gear, women’s and junior products. What follows is a selection of products exclusive to its online store.
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