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Workman, a major workwear sales company (Isesaki City, Gunma Prefecture). In recent years, this has been talked about through the development of “Workman Plus” and “# Workman Girls” that are customer-conscious in general and focus on informal routes. On the other hand, the following “voices of confusion” have been heard on the Internet due to the rapid change in branding and changes in the customer base.
Returns our worker
Do these voices reach the ears of the management? J-CAST News interviewed Tetsuo Tsuchiya, Managing Director, known for promoting the “precariousness” of Workman.
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Tetsuo Tsuchiya, CEO of Workman
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The entrance to “# Workman Girls” where female mannequins are placed
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The women’s corner of “# Workman Girls”
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Shoe corner “# Workman Girls”
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Photo sites targeting “instagram”
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“# Workman Women’s Tokyo Solamachi Store” located on the outskirts of Tokyo Skytree Station
“# Workman Girls” also sells men’s clothing
“Well cute”
“I was able to buy in a place like this.”
Near the Tokyo Skytree Station Underpass on the Tobu Skytree Line. People passing by looked at the store with interest. It is a state in the media preview of “Tokyo Solamachi store”, which will be the first store in Tokyo of “# Workman Girls” to be held on March 18, 2021. The store opened on the 19th.
“# Workman Girls” is a new format that Workman has been working on since October 2008. The concept is “a store that does not handle work clothes”, and has a great selection of clothes and shoes that sell at low prices and high functionality, mainly aimed at women.
In the “Tokyo Solamachi store”, two female mannequins dressed in clothes are at the entrance. There is also an explanation in the media material that “men may feel a bit uncomfortable near the entrance.”
There is also a photo shoot within the store that is mindful of the “social media glow.” Although it is the name of the store that launched “women”, it also sells clothing and footwear for outdoor activities, regardless of gender, and sportswear for men.
“We also take into account the existence of young men and women and couples, because if we can capture the hearts of the clients, this will lead to the purchase of male clients.”
Workman’s CEO Tsuchiya told J-CAST News about the goal of creating a store. After working for a commercial company for many years, he joined Workman in 2012. He is known as a contraption that led the company to the highest profit for the ninth consecutive period (until the term ending in March 2008), with a “management that does not work hard” that does not impose fees or deadlines on employees.
Under the leadership of Mr. Tsuchiya, Managing Director, “precariousness” was promoted.
Some people say that it is difficult to enter the store due to changes in the customer base.
Laborer who started in Isesaki City, Gunma Prefecture in 1980 as “Craftsman Workshop Laborer”. As a store specializing in workwear and work supplies for people who work in factories and construction sites, we have expanded our network of stores in suburban areas throughout the country. He was also known for his commercials with singer Ikuzo Yoshi and had a strong image of being a “friend from the country.”
However, Yoshi-san’s commercial ended in 2014, and since then it has been turned into a commercial that emphasizes the informality of clothing. After that, in 2018, “Workman Plus” focused on outdoor sportswear was launched for the first time, and in 2019, a model in Workman clothes walks on a catwalk that reproduces heavy rain and strong winds. “For 20 years , we have expanded the facade to the general public, as starting the development of “# Workman Girls”.
On the other hand, it is also true that the sudden branding change has caused some confusion on the Internet.
“It has completely changed to a general customer store and is no longer a craft store.”
“The old Worker was better.”
“Where was Ikuzo Yoshi?”
In addition, there are voices that say that it has been difficult to enter the store due to the influx of non-conventional customers to the existing workers, and that the number of customers has increased and that there are too many people to park the store. car in the parking lot, some have pointed out.
“Egosearch is a daily routine” Tsuchiya’s answer is …
Do these voices reach the leadership? When I asked Managing Director Tsuchiya, I got the following answer.
“Of course, I know there is a reaction on the net like ‘[Noticias tristes]Where did our Workman go? ‘”
CEO Tsuchiya conducts “egsearch” for one hour a day as a daily routine. He says that he analyzes the reaction of articles published on the Internet and the number of “likes” on a daily basis and uses them in management. You also understand the opinions of people who have used Conventional Workman.
So how do you reflect the voices mentioned above such as “difficult to get into the store” and “I can’t park the car” in the actual strategy of the store? Managing Director Tsuchiya spoke about “classifying customers” and “securing parking lots.”
Specifically, “Workman” and “Workman Plus” are primarily distributed to workers, and “# Workman Girls” are primarily distributed to general customers. On top of that, by securing a large number of “# Workman Girls” that can be parked, we will secure a dish for general customers. This will make it easier for people using existing workers to park their cars.
“Because I’m doing ‘# Workman Girls’, I think I’m not going to take action for (mainstream) workers. It’s the exact opposite. We’re doing it as a ‘goalless company’, but in the parking lot a lot As long as the problem causes a nuisance to our customers, we must set goals and improve them. “
Workman’s “effort goal” is to open 400 new “# Workman Girls” stores over the next 10 years.
(J-CAST News Editorial Department, Shonosuke Sato)
