AOKI Enjoy fashion with "the happiness of choice," even if you're plus-size.
Fashion retailer AOKI held a business strategy presentation on April 13 at the Jiji Press Hall in Chuo Ward, Tokyo. Founded in 1958, the company currently operates 715 stores nationwide under the AOKI and ORIHICA brands. While continuing to grow by broadening its customer base to include people of all ages and genders, the company announced it will expand its "Size Max" business, a specialty store for larger sizes, as a new initiative. Currently, this business operates corners within 57 AOKI stores and two standalone Size Max stores.
Aoki Holdings President Akihiro Aoki stated, "Size Max offers a full range of suits, formal wear, and casual wear specializing in men's and women's sizes 2L to 8L. In April, we will open standalone stores in Kumamoto and Saitama Prefectures. We will continue expanding the number of stores thereafter, aiming to position this as our third pillar." He cited customer demand for "enjoying fashion even in larger sizes," the company's unique know-how and data to meet that demand, and the substantial growth potential in the plus-size market as reasons for strengthening this initiative.
Ken Sato, head of the business, introduced the "Athlete MAX Suit" as a specific product, developed jointly with Kyoto University's American football team. He explained it incorporates stretch functionality based on feedback from larger athletes. He also mentioned expanding large size variations for brands that previously only offered regular sizes in casual wear. For advertising and promotion, the keyword "Happiness You Can Choose" will be used to raise awareness through TV commercials and other channels. Stores will offer unique services like spacious fitting rooms. The company aims to expand to 150 stores carrying the line.
Appearing on stage were former Ozeki Kotooshu, now stablemaster Naruto, and former swimmer and brand ambassador Mai Nakamura. The stablemaster, who wore yukata or kimono during his active career, said, "I've lost about the weight of one woman, but I still struggle to find clothes in my size." Seeing the coach in casual attire after practice, Nakamura encouraged him to try on an Athlete MAX suit, saying, "I'd love to see you in a suit!"
Next, male and female models wearing the products walked the runway. Nakamura explained, "With so many items, you can enjoy styling," highlighting features like thoughtful lines, stretch fabrics for ease of movement, and wrinkle resistance. She also shared her own struggles with clothing sizes, often shopping overseas, adding, "This brand changed my concept of suits. I'm thrilled they offer larger sizes and accessories too."
When the master craftsman changed into a suit and performed a graceful walk, albeit shyly, cheers erupted from the audience. The master praised it, saying, "Especially the shoulders move easily. It fits well overall yet feels comfortable to wear," adding, "I want to try casual styles with my apprentice too." Nakamura stated, "I want to boost my feminine charm with 'the happiness of choice'."
Official Website: https://www.aoki-style.com/static/sizemax/
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