AOKI stores started by revolutionalizing the supply chain in order to sell high-quality business suits at low prices. Most of these directly operated stores are located along major highways in suburban areas. Over the years, AOKI evolved into total styling stores that include merchandise for women. This will help make our position robust in a market of men’s fashions, where customer needs are changing rapidly, and assure continuing prosperity.
The first apparel retailer to introduce a stylist system
AOKI established the stylist system in 2004. At stores, certified AOKI Customer Stylists offer customers ideas for apparel that best matches their preferences and lifestyles. Stylists must complete a course created by AOKI. Training gives stylists knowledge about fashion, styling and communicating with customers.
The nationwide network includes both suburban stores and stores in city centers
The AOKI strategy for opening stores draws on knowledge gained from establishing a powerful brand in the men’s apparel market and from operating a growing network of stores. New stores will include suburban locations, traditionally the main format, as well as many other locations in city centers and near train stations. Examples include shopping centers and malls, buildings, and shopping streets. To increase our market share, we will maintain a dominant presence in areas where demand for business suits is high while extending our network to new areas.
A large selection of products that encompass broad spectrum of customer needs
AOKI constantly develops a variety of new products by using a Vertical Merchandising System that extends from the conception of products to their sale. One innovation is the Premium Wash Suit, a functional suit which is elegant yet can be put in a home washing machine and come out with no wrinkles. Our premiere ANNIVERSAIRE brand uses high-end materials made with highly advanced technologies. Our CAFÉ SOHO line of apparel includes business-to-casual fashions as well as apparel for various outings. Overall, our stores have fashions tailored to almost any requirement. Apparel for women includes merchandise created by collaborating with fashion magazines.
Develops the science of comfortable clothing in collaboration with universities
To strengthen R&D activities, we began a joint research program in 2002 with the Faculty of Textile Science and Technology of Shinshu University. We looked for the scientific reasons and factors that make people feel comfortable in order to create more comfortable clothing. The result has been a variety of products that encompass many age segments and lifestyles.