We asked Mr Kenji Yoneyama, WEB 2 Section, WEB Sales Department, Joi’x Corporation, which operates the Psycho Bunny brand born in New York, about future prospects.

Breakthrough after wearing the brand in popular TV dramas

Psycho Bunny is a brand that celebrates its 15th anniversary in 2020 and started when a former Ralph Lauren designer created a tie with a bunny logo design that multiplies a rabbit and a skull together. After the brand's release, it became a hit with New Yorkers and gradually began to gain popularity. The brand's recognition spread by expanding the range of products to include polo shirts with the logo on materials such as Pima cotton. The brand was then expanded to other countries, and in Japan, it is now being handled by our company, Joi’x Corporation. We have been handling the brand in Japan for three years and have expanded our range to include suits, jackets, and a dress line called the Robert Godley line. The brand is selling very well compared to when we started. The trigger was a TV drama broadcast last year, in which the actors wore Psycho Bunny, which led to a big breakthrough. The number of members doubled compared to last year's period, and sales have also grown.

Efforts to provide services that do not differ from those of the physical shops

Regarding digital development, we started with ZOZOTOWN, and six months later, we launched our own e-commerce site. We started with no functions in the start-up phase, and we were still undecided about what kind of site we would make, how we would develop it, and, mentioning to detail, how we would take product photos. We started our e-commerce site, whose functions are kept minimum in check, referring to various websites. We originally opened a shop in an e-commerce mall first and started our own e-commerce site after that, so we made improvements to our e-commerce site while taking care not to lower the quality of service to our customers. We pay particular attention to services that have become a must-have in the world and are gradually adding them to our e-commerce site. However, we are careful to roll out products at the same speed as our physical shops. It's not that we have a unique development that is different from that of the physical shops, but we have been working to provide services that are consistent between the physical shops and the e-commerce site while matching the sales plan of the e-commerce site as much as possible with the MD plan.

We evaluate the attitude of understanding the feelings of our customers

The appearance of ZOZOSUITS made us start thinking about introducing unisize. It was a remarkable revelation of the world's desire and demand for size. It was so great that it made the news on a national level. We were also looking for such a size recommendation service, as it was just before our customers' growing dissatisfaction with sizes. As a result, we realised that size recommendation was one of the must-have services in the world, so we decided to introduce it as far as we could. The deciding factor in introducing the product was the ease of understanding for our customers. I strongly felt the company's attitude and commitment to understanding the customer's feelings together, as if they were the ones who would use the product - their kindness to their customers and great attention to detail. I would prefer a company with that kind of enthusiasm. Once again, I am glad we chose unisize. The ROAS has also exceeded 1,000%, which I think is great. What we've noticed in particular recently is that mobile phone conversions are high. The most interesting thing is that the highest conversions occur at 7 am and lunchtime when people make payments from their mobile phones during their commute to work and lunch breaks. We originally wanted customers to buy high unit-price items with peace of mind when introducing unisize. As expected, sales increased 200-fold, including blousons and coats, from March to December. Moreover, the fact that there are fewer returns for heavy clothing has had a greater-than-expected effect. Compared to shops in malls, returns have decreased overall.