The moment a tie is no longer in the men’s market
We did not see the ties as men’s market but as gift market. Then there were four problems. The first is that the tie is sold as a new item, even though anyone can touch it. Second, even if the customer comes to buy a tie as a gift, the gift box is always charged. Third, it is difficult to carry a gift box that is too long vertically. Fourth, tie designs are often similar, so they are not unique. Therefore, we decided to make a tie that focuses on the feelings of the person who is giving the gift.
70% of our customers are women because we are solving these problems to create an environment that makes it easier for women to buy power ties for their gift to men. By creating a culture of “presenting a power tie as a gift” we started the challenge of creating an environment where ties can be sold in cool biz.