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#02_ESTNATION

ESTNATION" specializes in high casual wear and classic authentic suits, and proposes elegant styles for adults. In order to deal in casual bags, which had not been explored before, "Dispatch" was selected as the brand of choice. What is the reason for this brand's popularity among discerning customers who have a wealth of fashion experience and are able to distinguish between sweet and sour tastes?

. It looks great with both denim and suits, and is the gem that adults have been waiting for.

Estnation is known for its dressy and elegant style, what is the position of the casual bag, "Dispatch"?

Takeuchi.. Estnation's customers are mainly in their late 30s and 40s, and many of them are executives. There were almost no nylon casual bags for this demographic, so we started our search from scratch. However, while there are plenty of bags with a young vibe that mainly target customers in their teens and twenties, designs that can be carried by adults are very limited.

So the mainstream is backpacks from outdoor manufacturers, but the style we want to propose still gives the impression of being young, and at the same time, there are definitely people who are looking for a different vector.

It is true that backpacks are still the mainstream in town, but it is hard to find a design that can be carried in a mature and elegant style.

Takeuchi.I looked all over the world and found exactly what I was looking for! I found "Dispatch. Although fully functional, it does not push specs to the forefront like an outdoor pack, and it has a relaxed look that adults would feel comfortable carrying.

Many people feel comfortable with items that focus on the brand's logo, and that is one choice, but there are also many discerning consumers who resist such designs. Moreover, if the tag is assertive, the bag alone may look out of place in a coordinated outfit, but "Dispatch" uses its logo sparingly. The design and functionality of the bag have a strong individuality, but it is not overbearing, and the balance is well balanced.

Although backpacks are convenient because they free up both hands, there is no design that fits well with one's fashion and age. There may be many adults who have had such a desire.

Takeuchi.We were convinced that this brand hit an exquisite point that had been lacking in the world until now, and that it would match the worldview of "Estnation" as well. . In fact, it has been well received by customers who prefer high casual wear, and sales are increasing especially at stores in mature areas such as Roppongi and Yurakucho. It is also interesting to note that the "dispatches" are selling better than the casual bags of other brands, even though they are more expensive. This is because there is no substitute for a slightly higher price, and the quality and functionality are commensurate with the price.

It is an interesting trend that "dispatches," which are casual bags, are selling better in adult towns.

Takeuchi.We were surprised at first, but we think it is proof that the store's proposals are accepted by customers without any difficulty. The Yurakucho store has a business-centered lineup of suits and jackets, and the "dispatches" fit in with the lineup without any sense of incongruity.

While adults are adopting "Dispatch" in a smart way, the younger generation is also supporting the brand.

Takeuchi.. When we listen to our customers, there are a great many who want to differentiate themselves from the street kids and the younger generation. In fact, "dispatches" are also supported by the younger generation, but because of the anonymous design that does not show off the brand logo in a big way, even if they are seen with other young people on the street, they do not feel uncomfortable. This is also one of the strengths of "DISPATCH," as it has successfully captured the hearts and minds of adults and has such nostalgia. It goes well with clean clothes such as jackets on weekends, but it also goes well with T-shirts and denim. Such bags are hard to find.

There are many stores throughout Japan that carry "DISPATCH," but the image and presentation of the brand will probably differ from store to store. I think the brand can be viewed from many different perspectives.

Which model is Estonation's most popular?

Takeuchi.. The most popular is the standard "day pack". In addition, I would like to recommend our new "Gym/Work Pack. It is a backpack version of our previous "Gym/Work Bag," which was very popular and was designed to hold fitness wear and shoes for workouts.

. Because going to the gym and working out is an indispensable part of the status quo for wealthy people and executives. They also tend to use different bags for different occasions, and they want to use a bag that is specially designed for working out. The fact that they are not made by a sports manufacturer is also a point that tickles their fashionable hearts.

Takeuchi.. In a normal bag, sneakers are placed in a shoe bag and stored in the bag, but this bag has a pocket where shoes can be stored as they are. Also, the separate space for separating your sweat-soaked clothes from the rest of your belongings is covered with mesh for ventilation, which is very thoughtful.

While it is built with a clear purpose, it is also flexible, allowing the user to put sneakers in its space for clothing, fasten a basketball in the front pocket, or hang sneakers outside with the optional "shoe strap. . Nevertheless, the exterior is simple and sophisticated, so it is not limited to gym or sports use, but can also be used for daily activities.

Are there any other models you would recommend?

Takeuchi.. Sales of cases for storing small items for jet-setters and travelers, such as the "Dopp Kit," an amenity pouch for travelers, have been increasing. . Similarly, sales are stronger at stores with a large number of business people, such as Roppongi and Yurakucho.

Recently, more and more people are using backpacks for business purposes as well as for bicycle commuting.

Takeuchi.There are several brands that are accepted as commuting backpacks, but they have become widely accepted by the younger generation. Therefore, we would like to promote "Dispatch" as the next choice.

It is suitable for situations where a suit or jacket is worn but there is no need to be formal, as well as for creative positions or advertising agencies where business casual is the norm. In particular, it is an excellent match for a sporty set-up made of nylon or other functional materials with a moderate sense of coolness. A briefcase would look a bit stiff with such a functional set-up.

What do you recommend wearing it with on your days off?

Takeuchi.. I would like to see them paired with clean, mature outfits, not to mention denim casual wear. The black color can be worn with chic styles, while the light gray and navy types look great with colorful spring and summer outfits in the coming season. . Among these, sporty blousons with a sense of lightness are most suitable.