Articles on Aoyama Trading and AOKI

Regarding articles on major menswear retailers AOKI and Aoyama Trading.
Suits were once indispensable for working professionals. However, today, due to telework and more relaxed dress codes, fewer people wear suits every day.

Therefore, both companies are working on creating new value rather than simply selling suits.

AOKI determined quite early on that relying solely on suits would be difficult for the future, so it pursued diversification,

• Kaikatsu CLUB (internet cafe/sharing space)

• Cote D'Azur (karaoke)

• FiT24 (24-hour gym)

• Anniversaire (wedding venue)

• ORIHICA (business casual)

and other non-suit businesses have become major pillars.
For the group as a whole, the entertainment business is an important entity that supports earnings.

On the other hand,Aoyama Tradinghas not expanded into different industries as extensively as AOKI.

Aoyama Trading is exploring the future through different methods, such as store reform, strengthening custom-made suits, and corporate uniforms.

• AOKI: Transforming from a "suit company" to a "lifestyle service company"

• Aoyama Trading: Exploring new businesses while deepening its role as a "business wear specialist"

What left the biggest impression on me in this article was the mindset of focusing on "what generates profit" rather than being a "company that sells suits."

AOKI found the answer to that over 20 years ago and developed Kaikatsu CLUB and FiT24. Meanwhile, Aoyama Trading is now looking at how to createa second pillar
through M&A and new businesses. Cars are also becoming automated and digitized, and the required technologies are changing compared to the past.

The lesson here is that "the methods that have succeeded until now will not necessarily succeed in the future."
I felt that I must not fear change, but rather embrace it as an opportunity for growth and apply that to my daily work.