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TOKYO BASE President Tani: "A perfect balance between certainty and challenge" 3
Masamasa Hirota, Editor-in-Chief of Kronos Japan
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TOKYO BASE President Masato Tani
Even amidst the ongoing apparel recession, TOKYO BASE, which operates select clothing stores, has achieved remarkable growth. At the helm is CEO Masato Tani, 35 years old. Aiming to promote Japanese creations, the company operates the select shop STUDIOUS, the contemporary brand UNITED TOKYO, and the high-end casual brand PUBLIC TOKYO. Both brands are enjoying strong support from young people and are growing steadily. Tani is also enthusiastic about actively expanding overseas, promoting Japanese brands and Japanese craftsmanship to the world. The watch choices of this man, who is considered a rising star in the apparel industry, are in line with his brand strategy.
Hirota: I think your business model is similar to that of the watch industry. Watches are basically a division of labor, and many brands package products from various parts manufacturers. Select shops also have something in common in that they add value to the same products and try to differentiate them.
Tani: Actually, my great-grandfather started out as a small kimono shop in Kyoto and opened a department store in Hamamatsu. My relatives are also from the department store family, so I feel like that lineage is instilled in me, or rather, the sense of gathering various things in one place.
Hirota: I think that starting to produce original products in this environment is similar to when Hublot became a manufacture. For example, the Bucherer brand was originally a watch retailer, a select shop. It gained technical know-how and, by understanding the needs of its customers, launched its own original brand. I think that the idea of successfully adjusting to this market, changing the business model, and correcting course based on customer feedback is something that can be applied to your work as well.
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