The Japanese designer clothing brand THE RERACS will open a new store called THE RERACS FITTING HOUSE on the first floor of the VILLA BIANCA in front of the Shinto shrine in Tokyo.
THE RERACS announced the opening of the new store FITTING HOUSE to many Japanese fashion media during the first two days of media conferences. This clothing store does not have a cashier counter, which allows customers to freely try on the brand's latest clothing line, and then Go to the online store of THE RERACS to place an order.
It not only symbolizes a new format of the Japanese retail industry, but also the first store where THE RERACS has been able to buy a full line of products for seven years. Prior to this, THE RERACS only sold some of its products at major buyers' stores in Japan and its own online stores.
THE RERACS was founded in 2010 by Cangqiao Straight and Cangqiao. They are responsible for store operations and one for design. Nowadays, Cangqiao, who is the design director, is studying information science (computer science) in the university, but she soon realized that she did not want to work in a large technology company. So after graduating, she entered the Japanese clothing retail industry for eight years of sales, and then came out to create the THE RERACS brand.
Although not a professional in fashion design, THE RERACS from the immediate hand of Cangqiao is impressive. THE RERACS name comes from architectural terminology, meaning "scrap and rebuild." At the beginning, Cangqiao went straight to the road of men and women, and insisted on the coexistence of functionality and design in design. It was dominated by black, white and gray, with a low degree of saturation, with simple lines and Fallen cut.
In addition to these, THE RERACS is also very quality. At less than the luxury price, you can buy THE RERACS clothes that are of high quality fabrics that exceed global standards. They are made of cashmere, Melton wool, silk and cotton, and all clothes are made in Japan, only part of it. The production of shirt fabrics was outsourced to Italy.
At present, THE RERACS's business path has gone quite smoothly, and its annual sales can achieve 1.6 to 1.8 times growth. Now, it has been stationed in the US boutique department store Barneys NEW YORK, and its branches in Boston, Chicago, San Francisco and other places. THE RERACS is also stationed in Europe and other Asian markets, including Paris L'ECLAIREUR, one of the "Top Ten Buyers in the World", SMETS in Luxembourg, ERALDO in Venice, EXCELSIOR and BIFFI in Milan, MY BOON and TOM GREYHOUND DOWNSTAIRS in Seoul And Hong Kong's IT. In addition to THE RERACS' own website, you can also buy THE RERACS at an online store like Farfetch.
The business model of “trying only clothes†comes from the idea that Cangqiao went straight to work for clothing manufacturers 13 years ago. Now, it is considered to be a clever idea of ​​THE RERACS in the current situation of e-commerce becoming more and more developed.
“Before, e-commerce was just a place to expand brand awareness and provide the latest product news.†One of the founders, Cangqiao, felt that it has become different now. “We transferred this order and let the store Become a brand of publicity channels, let e-commerce become its center."
Japanese fashion blogger Rie Miyata wrote on her blog “fashion bible†after attending the RERACS FITTING HOUSE conference. “This shop separates the action of buying clothes and choosing clothes, and it does not sell you at all. So looking at clothes here is purely a happy thing."
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