Japan clothing platform Zozo merges best trend with excessive tech - Luv Fashion
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mercredi 23 juin 2021

Japan clothing platform Zozo merges best trend with excessive tech


TOKYO -- Despite an ongoing droop in the garb sector, Zozo -- operator of apparel retail internet site Zozotown -- is doing well, with transaction cost hitting a new excessive for the Japanese company. 

President Kotaro Sawada, who took over from charismatic founder Yusaku Maezawa, is turning the business enterprise into a rock-solid fashion platform. Instead of leaning on allure and hype, he is searching to create a sound company subculture based totally on personnel who are passionate about clothing. 


"I'm no longer a charismatic manager," stated Sawada, who took over from the notable however mistaken Maezawa in September 2019. He considers himself greater down to earth, "a little different" from professionals who infuse private dogma into their administration style.

Until now, Maezawa's "existence itself was once the administration strategy." The founder was once recognised for his special character and penchant for growing controversial tweetstorms. His unorthodox behavior, described by using some as "mischievous" and unfettered via ordinary company conventions, was once a riding pressure in the back of the company's early growth.

But did Zozo lose its side after Maezawa stepped down? Perhaps not, as Sawada is now main the organisation with phrases backed by means of motion instead than charm.

Fashion tech -- with the emphasis on trend -- is what the business enterprise now targets. The personnel that remained after Maezawa left are overwhelmingly committed to fashion. Sawada has referred to as on the organisation to grow to be the chief in trend and science and is dedicated to long-term growth. 

Zozo has commenced the use of a companywide public tackle gadget to facilitate conversation in 2020, in sharp distinction to preceding management, in the course of which personnel frequently discovered about Maezawa's wondering thru random tweets.

Meetings have modified as well. Before Sawada took over, guidelines have been given to every branch in a top-down way, and there used to be little conversation amongst them. "Now, records is shared throughout the board, from administration to the the front lines," stated Sawada.

Sawada's relationship with businesses that promote on Zozotown is additionally an wonderful one from Maezawa. The Zozosuit - a physique go well with used to take full physique measurements - symbolizes this.

Launched in 2017 below Maezawa's leadership, the Zozosuit was once designed for the company's in-house brands, a go that would reduce into the income of different clothing agencies promoting on Zozotown, main some affected retailers to protest.

Zozosuit 2 introduced in October 2020 is now not solely extra correct however additionally permits different corporations to use the technology. "This is an effort to optimize stock throughout the complete garb industry," stated Zozo's Hisashi Matsufuji, who leads the project. "We are the place we are nowadays due to the fact of all the twists and turns we have taken."

“We no longer do the whole thing ourselves,” Sawada said.
Zozosuit two now approves statistics on extra than 1 million physique shapes to be shared with different companies, supporting them advance garb in greater sizes. The approach is to amplify effectivity each for Zozo and Zozotown's retailers with the aid of decreasing the range of returns and canceled purchases due to measurement problems.


Zozo's revamped function in the trend enterprise has helped it reap the have confidence of clothing agencies at some stage in the pandemic. Companies that are experiencing slumping in-store income have discovered Zozotown platform to be a dependable partner. In the fiscal yr ended March 2021, the fee of merchandise transactions expanded 22% from the preceding year, accomplishing a report excessive of 419.4 billion yen ($3.8 billion). "The time is coming for us to take some other step up," said Sawada.

In a bid to take the organization to the subsequent level, Sawada needs to radically change Zozo into a device that works seamlessly with manufacturers in all factors of the clothing quarter --- from upstream manufacturing to downstream retail. It will now not solely promote merchandise however additionally help manufacturers at the planning stage.

Specifically, Zozo envisions the sharing of demand forecasts amassed through Zozotown, the digitization of manufacturing management, and the streamlining of fabric procurement and logistics preparations via bulk ordering.

In a bid to take the enterprise to the subsequent level, Sawada desires to seriously change Zozo into a device that works seamlessly with manufacturers in all elements of the clothing region --- from upstream manufacturing to downstream retail. It will now not solely promote merchandise however additionally help producers at the planning stage.

Specifically, Zozo envisions the sharing of demand forecasts accrued by way of Zozotown, the digitization of manufacturing management, and the streamlining of fabric procurement and logistics preparations via bulk ordering.

The corporation hooked up a specialised commercial enterprise unit this 12 months that coordinates with manufacturers to create the integral behind-the-scenes infrastructure.