niime 百科

Encyclopedia of niime

We briefly interrupted the interview for a closed meeting at 6 o’clock. Each team gathered in a circle to report the results of their efforts and reflect on the day. The Shop team’s report was done via a rotation of the staff. Fujita was in charge today. Her information was exact as to the current top-selling product and related matters.


All right. Let’s begin the interview again. I would like to ask you how you keep the factory staff informed as to the customers’ responses. I would appreciate any details you could share.

Kageyama

Just like the closed meeting reports, we share information such as our most popular selling colours.

Fujita

For example, if it’s about our stock, we tell them, ‘we don’t have enough black knit outfits in stock’, or ‘the basic colours are selling well in the online shop’, so we want them in stock at the shop as well.

Tanaka

We are together to have lunch and discuss these things there.

I see.

Fujita

During lunch, we tell them that we want to have specific colours that customers requested.

Fujita

We also tell them when we meet them in passing.

Kageyama

Yeah, yeah.

Fujita

We share trivial information, such as a product that one of the staff made that became popular.

They must be excited to hear that.

Fujita

Yeah, yeah.

The products are made by the teams, but the shop team knows who designed them personally.

Matsumoto

We tell them, ‘the denim of this fabric is selling very well’, and they get excited, and those comments encourage them to keep going.

Normally, they can’t have such direct conversations.

Fujita

No, not possible.

Because we have an environment where you can work next to each other in the shop and lab.

Fujita

The creator of the product came to show us and asked us our opinions.

He or she just made it!

Fujita

Some items are still in the middle of being worked on. We talk about them or give them advice while they are still samples.

Do you give them your opinions from the view of the customer?

Fujita

Yes, I give them my advice as if I were a customer.

And you also add your opinion as a clerk by making conversation directly with the customer.

Matsumoto

Their advice helps us repeat corrections.

It is nice to have exchanges like, ‘will you give me your opinion?’

Kageyama

We stand at the shop with samples that the staff ask us to wear.

Matsumoto

We ask customers for their opinions for the samples we are wearing.

You wear samples at the shop.

Matsumoto

That’s how we display the samples and get to hear the opinions of the customers. That helps us to consider our sales.

That’s interesting. Do you ask for opinions of the regular customers that you know well?

Matsumoto

We can communicate with even our first-time visitors while engaging with them.

Fujita

We have no problem speaking to our newest visitors.

You can make new connections there.

Fujita

I think so.

I think the customers have fun and are happy speaking with you.

Matsumoto

They tell us their requests to our creators that they would like to have.

They are very open and frank in their opinions because they are just samples.

Matsumoto

They enjoy that too.

I can imagine. What is the basis for selecting products at the shop?

Matsumoto

Each team selects items that they want to show or suggest. We display them in the shop and post online. We, the Shop team, also choose what we want.

Fujita

I think each team seems like a buyer.

It looks like he or she seriously wants to recommend specific items!

Matsumoto

You are right.

Fujita

Absolutely right.

Wonderful! That must keep their motivation up.

Matsumoto

We suggest customers add items, “How about this knitwear?”

Fujita

If all of us are wearing Goji (*created woven material made from denim), that helps us to think about how many more of them are needed to display.

Matsumoto

It’s getting colder, and we think of selecting knit items.

– Considering seasonal fashions ahead of time, you dress up sample coordinations.

Matsumoto

You are right. Selecting new items, each of us wears them to show to customers.

Do you discuss it?

Matsumoto

Yes, we do.

Do you have shop-specific difficulties?

Matsumoto

Even though we had difficulties, we could overcome that by linking it to our enjoyment of our tasks, but we had problems with missing items of certain colour products. We couldn’t provide them to the customers.

Fujita

We felt terrible about that.

Matsumoto

We genuinely do. I feel so bad. We think they could have loved them if we had those colours.

I see.

Matsumoto

Even though we had difficulties, we could forget our resentments when our customers said that they had fun and would come again. We are making efforts to be able to give customers the chance to share such feelings.

– Ideas such as shelf placement, fashion coordination and how to make meaningful conversation?

Matsumoto

We want customers to go home with good feelings. For that, we make an effort to provide them with positive time and space, and we need to be good listeners as well.

Fujita

I think it is essential to be able to make good conversation.

Matsumoto

We should be good listeners to the customers to understand their wishes or requests.

— I agree with you.

Matsumoto

We need to continually think about fashion coordination to delight our customers because we have so many colours and they may get overwhelmed about what to choose.

How do you time your conversations with the customers, as they are choosing one out of all the only-item products? I think you help to determine together what brings the best.

Fujita

As they take time to look at products, I see them picking up their favourite colour items in their hands.

– Oh, I see.

Fujita

I think that’s when I start talking to them, saying ‘would you like to try it on?’ They are free to look at various items. And they finally decide by themselves.

Matsumoto

To get the best decisions, we help them create an image of them wearing it and know how to coordinate.

Fujita

We give them advice on the best way to use it stylishly.

You give them advice, creating a feeling of togetherness.

Fujita

Yes, we do.

– How do you feel, listening to this and all their experiences?

Kageyama

They are great. I could learn a lot from them.

— How about you, Ms Tanaka?

Tanaka

I think many customers enjoy interesting shapes and colours in this shop.

I see.

Tanaka

Many suggest enjoyable ideas to us. Most of the people usually like non-provocative fashion, but many of our customers do like bright colours or interesting shapes, or denim with originality. I guess they refine their tastes by adding up all their experiences from the past.

Listening to your comments, I think that the shop and the products create a feeling of openness, making you explore fashion, or buy clothes which you have never worn.

Matsumoto

They are surprised by the new discovery that unusual colours would suit them. Because they believed that only specific colours work for them. But they are shown colourful variations, and we suggest them to just try them on. They broaden their concept of fashion.

I see!

Matsumoto

They say, ‘I will come again’, and they gradually adopt the styles of the staff of “tamaki niime”.

Everyone

(laughs)

Fujita

They are becoming more colourful. (laugh)

Matsumoto

They look so much like us that we can’t tell who is actually the staff!

Fujita

It looks like they are surely going anywhere with those clothes on. (laugh)

Matsumoto

It increasingly becomes more enjoyable for them.

They may find themselves working with you. (laugh)

Matsumoto

Some customers encourage other customers to work with us to coordinate on their choices.

That’s very interesting.

Tanaka

Between customers, they get very excited, saying ‘wow, this is really good!’.

Kageyama

Yes, even customers unknown to one another.

Matsumoto

One came out of a fitting room, and another customer shouted with her, ‘they are so cute!’.

– I see.

Matsumoto

It’s so much fun.

– The customers are also having fun.

Everyone

Exactly.

Matsumoto

They ask us that they want to try on the one another customer tried on and where it is.

The customers are getting tamaki ‘nii-merized’, right? (laugh)

Matsumoto

Yes, they are. They ask us if they could work here.

That’s interesting. That wouldn’t usually happen. (laugh)

Tanaka

I have never heard of that anywhere. (laugh)

– After the renovation, the store has a more open feel.

Matsumoto

The windows are more prominent, creating an open feeling.

I think so, too.

Kageyama

They let more light come in.

— Fashion usually assumes the position, but you don’t have that.

Fujita

Our fitting rooms were not close to each other before, but we arranged the three rooms to be next to each other, so customers can talk while trying on their choices. They talk excitedly even if we are with them. I think the arrangement of the fitting rooms is fascinating.

Do you think Ms Tamaki has arranged them purposely?

Fujita

I’m not sure. (laugh)

Kageyama

Some customers asked about specific items, which they saw after another customer tried it on.

Fujita

Some want to try on more items.

Each one is different because all are the-only products.

Kageyama

They want to try on other styles when they find out the one they tried on is different from another customer’s.

I see. There are no walls between them.

Fujita

Even the shy customers gradually open their hearts.

Matsumoto

Yeah, yeah.

Fujita

They get along with hilarious jokes with each other.

Aha. That’s the magic of “tamaki niime” which opens up people’s hearts.

Matsumoto

They indeed smile when they leave the store. (Everyone nodded)

Fujita

Many came here to relieve stress. I just hope they feel better.

Matsumoto

Some say that they feel much better after shopping.

Fujita

They come not only for shopping but for consultation as well.

Matsumoto

We talk with them.

Fujita

Some really open up.

Do you feel like you are therapists?

Fujita

Yes, we feel like that.

Matsumoto

They tell us they’ll come again when they need to feel better.

Kageyama

That’s why they want to come again.

Matsumoto

Most of them said they would bring their friends, which helps us make more connections.

Kageyama

There must have been some “tamaki magic” at the event I attended. Some told me to come to Nishiwaki, and they actually became regular customers here. (laugh)

Tanaka

Many knew us at the department stores and came to the store.

I see. Thank you very much. One more thing, I really want to ask you about “Tamask” from your point of view in direct sales.

Fujita

Some say that they sent them as gifts and people love them, or a customer bought it for herself, but it was taken by her daughter. Many repeat customers come to the store to makes multiple purchases. Some buy in bulk for themselves and friends.

Matsumoto

They came to know us by “Tamask” and saw the outfits. I think we are increasing in customers who start understanding essential items and have become regulars during the pandemic.

— “Tamask” became the introduction into the “tamaki niime” world.

Kageyama

Some buy many masks because “Tamask” is a part of fashion where you need to consider coordinating.

Matsumoto

They ask me what colour of mask they should wear to match these clothes.

Fujita

Some wonder if this colour of mask goes with these clothes.

They enjoy coordinating with “Tamask”.

Kageyama

Some coordinate an entire outfit with shawl, mask, and clothes.

Well, thank you very much for providing such an enjoyable discussion even though you are so tired. One last thing, would you conclude by telling me about your hopes and desires for the future?

Fujita

I think there are many people don’t know about “tamaki niime” yet. I would like them to know how comfortable they are to wear these items. I am happy to help them and make an effort to help them understand.

Eliminating the barriers between teams and being involved with all of the staff, the shop team also has a focus on the “tamaki niime” brand direction and uplifting attitudes. Through this interview, I feel great knowing they are creating an open and pleasant atmosphere for the customers while breaking down barriers every day.

Original Japanese text by Seiji Koshikawa.
English translation by Adam & Michiko Whipple.