To provide a richer experience by expanding the user's sphere of action.

Celine, please begin by telling us about your work.

Celine.I am responsible for all marketing outside the U.S. as International Sales Manager. I am the team leader for the central part of marketing, including creative. I am French by nationality and have been living in the US for 7 years.

I know that you have a global position, but do you have to travel overseas a lot?

Celine.This is my first visit to Asia, and I am spending two weeks touring Japan, Korea, China, and Hong Kong.

Please tell us more about the purpose of your visit to Asia.

Celine.I wanted to meet with Asian distributors in person. I wanted to see the Asian market with my own eyes and deepen my understanding of it. I wanted to get an idea of what the expanding Asian market can do. After this, I will head to the reception for the first store to be opened in Beijing.

The brand is celebrating its 20th anniversary.

Celine.We have a variety of special products for you to choose from. We have collaborated with various brands and famous artists, as well as reissued items from our archives of previous collaborations and re-collaborations with former collaborators.

What are your plans with Apple, your official partner?

Celine.We are also planning to have an anniversary item with Apple: the iPhone is celebrating its 10th anniversary, so this is a special year for Apple. Please look forward to it.

What is the brand concept behind the design and functionality of the in-case?

Celine.The company's philosophy is: "Providing people with a better experience through good design(Better experience through good design)". Since the brand's inception, we have been creating cases and bags that protect laptop computers and make them easier to use. Our goal is to expand the user's sphere of activity and provide a richer experience. The keywords "travel" and "exploration" are derived from this philosophy.

How do you analyze people's behavior and incorporate it into your products?

Celine.For example, we have professional photographers use our camera cases and regularly receive feedback. We have close relationships with professionals of all kinds and continue to improve our products. We want to encourage people's creative motivation by incorporating the specifications demanded by leading professionals into everyday items. Basically, we are conscious of the fact that our products are mass products that can be used by anyone.

We don't follow trends, and many of our users have been using InCase for more than 10 years.

Please tell us a little more about your thoughts on brand philosophy.

Celine.I personally identify deeply with Nike's philosophy and believe that I have something to learn from them. When I buy a pair of sneakers, they are chosen not only because they are easy to run in, but also because I identify with the brand's story, which is closely related to culture and activity. There is a story in the "why they do it" that attracts consumers. This is also in line with the philosophy that "Incase" values.

Please tell us about your new product.

Celine.: In recent years, we have been focusing on fabrics. One such fabric is Ecoya, newly developed in collaboration with Apple Inc. It is an eco-friendly material that can be manufactured with less water consumption than conventional processes and has a warm texture.

Do you get information about new products in advance and reflect it in your products?

Celine.: Unfortunately, we will not be able to know the top secret information until the launch. After the launch, we will develop products that fit there. Our premise is not only for Apple users, but for all those who share our concept and items.

While you have an established worldview as a brand, I feel that your products are anonymous.

Celine.We have developed our products based on the concept of "simple," "minimalist," and "clean" so that they can be used by anyone, regardless of nationality or gender. We do not follow trends, and many of our customers have been using InCase for more than 10 years. We hope to continue to increase the number of fans in the original sense of the word.

InCase〉, a fusion of utility and design based on a consistent philosophy. Here are some of Celine's favorite products from her global career as a marketing professional.

This is a standard item of "InCase" made of neoprene material. It is a popular item that comes in new colors three times a year, and we chose the vivid pink color.

A tote bag & pouch with a feminine design, a rarity for the brand. The pockets are conveniently and comfortably positioned." Yes, and the soft coloring betrays the industrial image of "In Case" in a good way.

He carries two different cases for his iPhone, one for work and one for personal use, and changes them to match his mood. A charger is also indispensable.

The iPadPro is used for presentations, etc. The case is thin and solid. In contrast to the bag, the industrial gray color is beautiful.

My favorite wallet is from Rebecca Minkoff. The size fits both a passport and an iPhone.

On the left is an eyewear from 〈Warby Parker〉. After having your power measured at the store, you will receive five different colored items at home, and you can try them on, decide on one, and return the rest. On the right is a pair of sunglasses from the Australian brand "Bally. The color is one of his favorite points, and he always carries them with him when traveling or on business trips.

Leather make-up pouch from Sephora. The minimum necessary cosmetics are carried in a small pouch. This is a feature unique to global marketers, who are often on the move.