Isetan is no ordinary department store. They not only ran as 6th place in terms of sales in women's wear, 7th in sales of men's wear (including all retailers) and 8th in total of all retailers, but is always bringing something new into the market.
They have built an annex building dedicated to just men's wear, right before the start of the rise in men's awareness on fashion and is now recognized as the best department store for men. Isetan is unafraid of new challenges, new ventures and that is the reason why they are so successful.
Upon entering Isetan's Men's building one is shocked right then and there with the cosmetics counter. Men and cosmetics had never been something that created a smooth link, but Isetan started this counter before anyone bothered to have second thoughts on men's cosmetics. As a result, the men's cosmetics market is now at 4.6trillion JYen. Some say Isetan started the trend, and other's say that Isetan is just great at reading ahead.
Going down to the basement, the floor is dedicated to men's shoes, bags and underwear. The variety of each item is beyond anything any other department store holds; half the floor is dedicated to just shoes, a quarter to men's underwear and the last quarter to bags. Who knew that men were actually interested in accessories, their underwear, and bags? But with the beginning of Cool Biz campaign, men became more and more particular about their bag; no jackets meant no place to fit their wallets, cell phones, handkerchiefs and etc.
marketing@alchempro.com
