STYLEVOICE.COM, an e-commerce mall launched in November 2019 by MASH Holdings, JUN, and Daytona International, is relaunching this spring with investment from four companies: MASH Holdings, JUN, CyberAgent, and Medicom Toy. STYLEVOICE, which achieved strong sales even during the pandemic last year, will offer what kind of content with this renewal? We asked STYLEVOICE President Hiromi Katayama, MASH Holdings President Hiroyuki Kondo, and the newly joining MEDICOM TOY President Tatsuhiko Akashi to share their thoughts.

AkashiRecently, there have been global behavioral changes. In the fashion industry's response to the pandemic, President Kondo's MASH Holdings' collaboration between 'gelato pique' and 'Animal Crossing' (Nintendo Switch game 'Animal Crossing: New Horizons') was particularly striking. They released in-game custom designs (June 2020) and loungewear (November 2020).

KondoWhen the state of emergency was declared, we first considered how customers' lives had changed, where they spent their time, and how we could bring happiness to those spaces. That's when we decided on the gelato pique and Animal Crossing collaboration. We were confident it would bring happy news and significant sales.

AkashiI was surprised to learn this was your first collaboration with Nintendo. I was quite taken aback.

KondoWhile considering future business plans in Hong Kong, where many obstacles like the demonstrations and COVID-19 stood in the way, I witnessed firsthand how young people, unable to protest due to the pandemic, gathered in 'Animal Crossing' to voice their opinions. Today's digital natives have incredibly strong connections online and within games, and they are adept at forming groups within those spaces.
We also anticipated that many people in overseas markets like the US would want to brighten their time at home during the pandemic, and the products sold out on the first day.

AkashiGiven the game's popularity, the speed from decision-making to product launch was incredibly fast. The consistency in 'business decision-making,' 'product planning,' and 'production lead time' was truly remarkable.
When STYLEVOICE approached us, I felt confident that if President Kondo provided support and President Katayama drove the initiative, it would be successful, which is why we decided to join. President Katayama, how has STYLEVOICE been performing since the pandemic began?

KatayamaAs an e-commerce business, our sales have exceeded expectations. However, by looking closely at the data, we identified new needs over the past year. In the women's market, this included 'one-mile wear' (clothing that bridges loungewear and everyday wear, suitable for activities within a one-mile radius of home) and masks with messages.
Additionally, 'beauty appliances' saw significant growth as people focused on at-home skincare and haircare. We're seeing a strong trend towards cultivating new fashion sensibilities while engaging in self-reflection.

AkashiThe term 'one-mile wear' has become much more common in daily conversation, hasn't it?

KatayamaActually, the one-mile wear that became a huge hit on STYLEVOICE featured very feminine designs, despite being intended for home. A common sentiment from users was, 'With nowhere to go, I started thinking about what kind of fashion could make *myself* happy.' While 'relaxation' is important, it wasn't just about wanting to wear something comfortable. Some wanted to choose feminine clothing that would still appeal to their partners or boyfriends, while others felt that with no one watching, they could fully embrace bold styles or vibrant colors. While comfort is naturally desirable, we sensed a subtle urgency from female users about the risk of losing oneself and one's self-expression by simply opting for the easiest option. To put it a bit dramatically, that's the feeling we got. For men's clothing, the pandemic has also shifted focus towards suits and casual wear that can be worn comfortably.

AkashiI recently saw news about Aoyama Trading releasing a business jacket that doubles as a neck pillow, and it's selling well. While I wonder what suit enthusiasts think, there's certainly a demand. In fact, I feel that values for both men and women have significantly changed since the pandemic. This applies to clothing, lifestyles, and even food.
In this context, I'm very interested in the creation of the new STYLEVOICE and wanted to be involved, which is why I joined. I believe there's much we can offer now.

KatayamaInitially, STYLEVOICE operated with the idea of proposing items we thought customers would like. Since the pandemic, the heightened engagement on social media and STYLEVOICE's proposals have synchronized, strengthening our sense of 'nurturing popular products.' I feel the market dynamics and product development are different now.

AkashiPresident Katayama, you collaborate with influencers on product development. Do you foresee an increase in unisex lines going forward?

KatayamaMany directors express a desire to create 'unisex' and 'genderless' products.

AkashiMore brands are embracing unisex designs, which is exciting. In the men's business, President Kondo recently stated in an interview that he aims to grow 'GELATO PIQUE HOMME' to a scale of 5 billion yen within the next few years.

Kondo'GELATO PIQUE HOMME' already represents a market of over 2 billion yen, but currently, 85% of sales come from women purchasing gifts for men, with only 15% being self-purchases. Previously, our stores were designed in a way that made it difficult for men to enter, which was frustrating given we were creating products for them. Therefore, we've formed a dedicated men's team and are planning men's-specific stores.

For example, we could have STYLEVOICE curators host discussions on topics like 'What kind of fashion do we want men to wear at home?' or 'From a man's perspective, what would make him happy to receive besides chocolates on Valentine's Day?' We aim to create new sales and joy by bringing these ideas to life through limited-edition products, something we couldn't achieve alone.

AkashiWhen I learned about our collaboration with STYLEVOICE, I asked various creators about their impressions of 'gelato pique.' What struck me most was how it's such a 'beloved brand.'
Women find it 'very likable,' and men feel 'happy to receive it.' However, what was particularly memorable were the comments from men saying, 'I rarely have the chance to buy it for myself.' There's definitely a demand. I often hear sentiments like, 'I'd like something cool if it were available.'

KondoSometimes, manufacturers put immense effort into creating excellent products, but that message doesn't always get across. However, through a media platform like STYLEVOICE, if objective opinions and excitement from curators can generate 'empathy,' perhaps it will be perceived differently.
We are very interested in unearthing new needs that lie beyond this empathy. For 'gelato pique homme,' while we've previously had many comments from a female perspective like 'I'd be happy if my boyfriend or husband wore this,' we anticipate introducing more products from a male perspective as we develop this new market. We hope you'll look forward to future developments.

KatayamaSince starting STYLEVOICE, I've realized that women, regardless of age or fashion preference, universally love pique. And everyone seems to have a slightly heartwarming story about giving or receiving gelato pique (laughs). If collected, these stories could fill a book; they're all quite touching.
Regarding men's items, many people I know who try them end up wearing them daily, saying, 'This is perfect!' They often mention the 'unbeatable texture' even more than women do. Gelato pique truly offers constant discoveries.