"Aiming for 10 billion yen in the casual field" What is "JOY casual" prepared by AOKI with 600,000 items?

What is "JOY Casual" prepared by AOKI with 600,000 items?

The thing that caught the attention of the men's clothing industry in 2021 is the "pajama suit" developed by AOKI. It fits well with consumers' worries about what kind of clothes to wear during telework, and the cumulative number of clothes sold has exceeded 70,000 in about one year since its launch in November 2008. [Image] Looking at the lineup Taking this response as an opportunity, the company has placed "pajama suits" as a pillar of its new strategy, and has announced plans to aim for annual sales of 10 billion yen in the casual field within the next three years. As part of that strategy, in October 2009, the casual item series "JOY Casual" was announced. The company is the first to appeal as a unisex item, and it is supposed to be "worn as everyday wear" to meet outdoor demand such as "bore fleece hoodie" and "block fleece jacket" (both are 1980 yen). .. The price range is set at a price that is easy to pick up, and the number of products is 600,000, which is three times the number of the previous year. If you look at the "AOKI Yokohama Kohoku Sohonten" in the suburbs of Yokohama City, which is adjacent to the AOKI head office, you will find mannequins and panels wearing "pajama suits" and related products in front of the store entrance. You can see how the pajamas suits are on sale throughout the store. Then, where is the "JOY Kaji" product that we are going to discuss this time? It is displayed "quietly" at the storefront. "Value price" is written on the shelves, and the product lineup is often available in "basic" colors such as black and navy blue. It certainly doesn't stand out compared to the pajamas and ladies' suits in the store. The concept of JOY Kaji is "Yorokobi to choose, Yorokobi to wear". It is being developed as an item that combines high functionality, low price, and high versatility. In the past, casual items were sometimes lined up in front of men's clothing stores, but it is rare to develop them as a series like JOY Kaji and sing "high functionality and low price". With casual clothing stores already ubiquitous, what kind of position is JOY Kaji aiming for?