■Medium- to long-term growth strategy

Nippon Washo Holdings ＜2499＞ has not announced a medium-term management plan or quantitative numerical targets, but in addition to expanding business performance, it is planned to promote various measures and support activities for the expansion of the traditional Japanese kimono (kimono) market.

● Future priority measures and activities

(1) Tominaga Ai will be appointed as the 2024 new image character

Actress Tominaga, who stands at the forefront of the world as a top model and is currently drawing a lot of attention when starring in popular TV dramas, is active in social contribution activities, etc., and her outstanding proportions and independent lifestyle have become admired by many women. By using Ai Tominaga, whose character “challenge” is evoked in every move, in a TV commercial, the company expects that her vitality will push the backs of “people who are interested in kimono but haven't taken a step further.” In the TV commercial that aired from January 2024, attention was drawn to Tominaga Ai, who shows off a beautiful pose as if having a session with Japanese drums.

(2) Implement a “3 trial free dressing trial course”

In the spring of 2024, a “3 trial free dressing experience course,” which is very different from conventional dressing classes, will be held. There have been trial experiences up until now, but basically it's only once, which isn't enough for visitors to feel the fun of dressing up. Therefore, we have started a “3-time free trial,” which is unprecedented in the industry. As a result, the company believes that even if it's just 1 time, it's possible for people to experience it slowly and carefully if it's 3 times, making it easier for anyone to feel free to participate. Furthermore, it is also possible for those who wish to attend this classroom “Super Easy and Easy Dressing Class” (free tuition, 5 times) after 3 experiences. As a result, it is expected that the hurdles for participation in kimono dressing classes will be lowered.

(3) Event and tour planning with high added value

We will continue to work on various events and tours in the first half of 2024.

a) Kyoto Early Spring Tour

This is an event where you can enjoy selected tourist spots and Kyoto cuisine, such as places related to “The Tale of Genji,” so that people can see, touch, taste, and experience once again the splendor of “Kyomon.”

b) Production area support tour

An event where people go to production areas such as Yonezawa and Niigata, observe traditional techniques and works unique to production areas, and liven up kimono production areas, including interaction with craftsmen.

c) Brilliants District Tournament

An event for the right to participate in the “Kimono Brilliants National Tournament” certified by the 2023 Guinness World Records. Plans linked to production areas are planned throughout the year 2024.

(4) EC business “KAERUWA” started

The EC site “KAERUWA” was established on 2024/1/9 as a business strategy aiming to expand the customer base. It targets young people and aims to be a site where they can easily enjoy kimono, and initially sells kimonos, obi, accessories, etc. in a reasonable price range. We are also planning to develop a wide range of products, such as special accessories and original products for users seeking good quality. This EC business “KAERUWA” has the following characteristics.

a) For beginners

They mainly sell “silk (R) kimonos” developed by Toray ＜3402＞ that are wrinkle-resistant and can be washed at home, and “preta kimonos” that have already been tailored so that kimonos can be worn easily. They have a wide range of products, from casual to semi-formal, and have a product lineup that is easy for beginners to accept.

b) Suggest a scene

Links have been set up where you can select kimonos according to events such as “invitations” and “events,” making it easy for beginners to choose.

c) Larger than normal “9 pattern” size orders

Under the supervision of the Japanese kimono “Ito no Takumi Center,” which has the highest number of tailors per year, they are particular about making customers with various body types satisfied.

(5) CSR activities

The company is also actively engaged in various CSR activities. The following is a recent example.

a) Domestic sericulture support project “Reborn The Silk Project”

Japan used to be the number one exporter of raw silk in the world, but in recent years it has been steadily declining, and the current situation is that it relies mostly on imported products. Raw silk is an essential raw material for kimono and obi, which are traditional Japanese culture, and sericulture was one of the world's largest industries that greatly promoted civilization and enlightenment during the Meiji period. The company launched the “Reborn The Silk Project” to help support the domestic sericulture industry in order to pass on important traditional techniques and culture. We aim to continuously expand the circle of understanding of the Japanese sericulture industry by reprinting “Taihei Changan,” which is a phantom breed among silkworms, directly involved in silkworm breeding and silk making, and introducing kimonos and obi that were eventually commercialized and mediating sales. When the graduates visited the sericulture site in 2023/6, it was picked up by multiple mass media, and it became a hot topic.

b) Providing a “yukata dressing” delivery class for 6,130 middle and high school students

As part of CSR activities, the company conducts free yukata dressing and delivery classes to middle and high schools, limited to regions with bases (bureaus) nationwide. From 2022/6 to 2023/12, a total of 53 schools in Tokyo, Chiba, Yokohama, Shizuoka, Nagoya, Okayama, etc. were given to 6,130 students. In addition to lessons learned from home economics textbooks, the company expects that interest in “kimono” will increase by actually touching a yukata and being able to wear a yukata yourself. Furthermore, the company believes that middle school and high school students who come into contact with yukata will form a “Japanese society where rich Japanese culture remains.” Overall, it was well received by students who actually took the class, such as “it was difficult but fun,” “the teacher kindly taught me,” and “I tried it on for the first time, and I was happy that it looked good.”

(Written by FISCO Visiting Analyst Noboru Terashima)