The first step toward sustainability proposed by the editorial store.

Ozawa:I had decided to do the first anniversary project in Tokyo even before we started the store. After consulting with various people, we ended up with the support of Shibuya Parco.

Ozawa:Of course, the merchandise at the "Editoreal Store" will be varied, but we wanted to offer something else, like a daily menu. So we are going to have a guest director and invite various guests to come in and do business with us by renting out the eaves.

We also asked three select stores in the Jinnan area, Ships, 417 Edifice, and Nano Universe, to create a "LIVE STOCK" in Shibuya PARCO, so that visitors can tour the various floors. We are planning a three-dimensional event that allows people to visit various floors. So, instead of just visiting one floor, visitors will be able to tour various locations and participate in a kind of stamp rally. We have prepared this shoe bag as a prize.

Ozawa:Like the shopping bag I mentioned earlier, this one is also made from leftover fabric and has the name tag of the participating stores attached to it.

Negishi:It is interesting to see the names of the various stores (laughs).

Ozawa:Yes, yes, this is also breaking the rules (laughs).

Ozawa:I will also be selling these items. This is military wear with denim pockets, which I call a mash-up.

Ozawa:Just as a DJ creates new music by connecting songs together, I wanted to create new clothes by combining different elements. The denim was made from work clothes worn by workers at a shipyard in Onomichi, and we collected them after about a year, when they were no longer useful, and made them into something new.

Ozawa:Yes, that's right. We are participating in the form of "LIVE STOCK MARKET with ZOZOUSED" as an opportunity for people to step out of the online world and experience it physically.

Shimamura:We are collecting clothes on the first floor, and those who participate will receive a discount coupon that can be used at this event. We would be happy if people could enjoy the experience of giving up their unwanted clothes and buying new clothes at a discount.

Ozawa:There are also some tricks on the sales floor. We thought it would be interesting to have a guest director, so we asked myself, Mr. Negishi, Keiji Kaneko of "Reshop," model miu, and fashion director Ryo Takashima to curate the store and display the ZOZOUSED items they picked up.

Negishi:I thought it sounded really interesting and immediately asked the company for permission. I thought that what Mr. Ozawa and "ZOZOUSED" were thinking about was different from the path we were walking and the approach we were taking, but the direction they were looking in was the same as ours. I actually got to choose the products, and it was a lot of fun.

Shimamura:I appreciate it very much.

Negishi:I was looking for products while looking at the computer screen in the office, but since they were sold online, there was a phenomenon that my selections would run out (laughs).

Ozawa:That's true! I've had that happen to me, too (laughs).

Negishi:. I was really serious about my choice. I am directing now, but until then I had been a buyer for a long time. What was interesting was that ZOZOUSED had some of our products (laughs). (Laughs). I looked for brands I had seen while buying, and some of the items were sold out at "Ron Herman. I faced the screen as if I was creating a single store.

Ozawa:Selecting items that were sold at "Ron Herman" is, well, aggressive, isn't it (laughs)?

Shimamura:I thought so too (laughs).

Ozawa:. I thought there must be some mixed feelings about the fact that the items sold at my store were being sold through a secondary distribution channel.

Negishi:There wasn't much of that.

Ozawa:That's great (laughs).

Negishi:I also have a pair of R.H. Vintage denim that I highly recommend, and they were selling it at a great price and in good condition, so I thought for sure I had to buy it (laughs). (Laughs) There were also standard items, hot sellers, and knitwear that I own. . but I felt very positive about all of the selections.

Negishi:They all got soft in the head (laughs).

Shimamura:More and more brands are aggressively pursuing secondary distribution. This trend is particularly strong among foreign brands. I believe that brands can improve their image by officially engaging in second-hand distribution.

Ozawa:We set a rule there and made it 60 points per person. . Even so, it took me quite a while to pick them up. The range of brands we carry is just so wide.

Shimamura:The number of items changes depending on the timing, but at present, we have over 600,000 items at any given time. I think it is fun for people to find something from among them.

Negishi:That's how much there was! That's amazing.

Shimamura:The only rule we set for the guest directors was the number of pickup points. So, I thought it would be difficult because of the high degree of freedom, but it worked out well, and the lineup shows a glimpse of each person's sense of taste. Because there are so many items that it is difficult to find a favorite, I thought it would also test the taste of the person making the selection.

Ozawa:Did you not see the brands in alphabetical order?

Negishi:Yes, I am with Mr. Ozawa. We carry quite a few brands at "Ron Herman," and I saw it on that axis.

Ozawa:I had once styled an outfit using items from "ZOZOUSED," so I knew that it would be difficult to pick up the items. . So I thought, "How can I tell the customers about the items in this collection? Only Mr. Shimamura knows who picked up what, so we are looking forward to it.

Shimamura:It is interesting because we did it with almost no rules. There were so many different perspectives, and everyone's sense of style was evident.

Negishi:. I also made sure to check the condition. I chose items that would be worn for a long time.

Shimamura:In addition to the regular "ZOZOUSED" lineup that we have selected, there are also selections by guest directors, and I think the highlight of the show is that the colors change dramatically from corner to corner. So there is a wide variety of items to choose from, and if visitors search with the feeling of "maybe there is something good here," they will feel the same way as if they were searching online, and they will physically experience what we are trying to convey.

Shimamura:We want to return the maximum profit to the customers to whom we sell our products. To do this, it is important to accurately predict how much the product will sell for to the next customer.

Our business is "C to B to C". In other words, there are customers on both sides. Therefore, I think it is important to strike a balance between a purchase price that satisfies the selling customer and a price that satisfies the buying customer. Furthermore, constantly reviewing the price is necessary for the long-term growth of the service.

ZOZO has been doing e-commerce for a long time, so we have a wealth of data. We have introduced AI that utilizes that data in the process from purchasing to sales, and we are able to predict with high accuracy the amount and timing of sales at the time of resale. . That allows us to raise the purchase price from our customers. Prices are always looking at the latest demand, and we're improving them day and night.