Fashion
February 26, 2015
BARNEYS NEW YORK | Yayoi Kato, the star of "Barneys New York Ginza Store"
BARNEYS NEW YORK
“I strive to present items without drawing a line between dressy and casual.”
Yayoi Kato, Staff at BARNEYS NEW YORK Ginza
BARNEYS NEW YORKYayoi Kato, a popular staff member at BARNEYS NEW YORK for five years, appeared wearing a piece from the brand “Carel van Laere,” which is popular every season. “This is a classic style, and it’s an item I’ve always loved and often recommended to customers. I had wanted to try wearing it myself, and when I found one in my size and favorite color, I bought it on the spot. Since it’s a remake, each piece has a unique expression, which is very appealing.” Kato, who styles it femininely with a feminine dress, is a popular staff member at BARNEYS NEW YORK, now in her fifth year.
Text by KAJII Makoto (OPENERS)Photographs by HOZUMI Hitomi (fixakey)
Advice to break men's rules and preconceptions
When asked why she specifically requested to work in the men's department upon joining BARNEYS NEW YORK, Kato explained, “While working part-time at a clothing store during university, I had experience with women's and children's wear, but I had never challenged myself with menswear. I requested to be in men's dress, which is said to be the most difficult area in sales.”
“Also, while I was a student, I read a book on men's suits, and I was interested in how to style the V-zone, so I wanted to be in charge of suits. After joining the company, fitting suits, taking measurements, balancing proportions, and adjusting pant lengths were all very challenging, but I absorbed each task with a spirit of learning on the job.”
Kato finds the appeal of menswear lies in, “My strength is being able to see it from a fresh perspective as a woman. While the rules of menswear and one's own preconceptions are sometimes important, I hope to guide customers into a new world of dress by offering advice that, while understanding those rules, also helps to ‘break’ them. Although I can't wear menswear myself, I feel I can be of great assistance. I find customer service very enjoyable.”
She has been in charge of casual wear for about two years, after working in men's dress. “Since the earthquake last year, the lines between work attire have blurred with Cool Biz and Warm Biz, and items like jackets that can be worn for both business and casual occasions are selling well in the casual wear sector. Men in their 50s looking for such ‘business casual’ items are also visiting the casual wear section more often,” says Kato.
In customer service, “I always make a conscious effort not to have preconceptions myself. Even if someone is looking for casual wear, if I have an item that I think would suit them for dress wear, I’ll recommend it, so I try to present items without creating boundaries for myself. Mixing elegant, refined items with something a bit edgy for a personalized style is wonderful.”
The keyword for BARNEYS NEW YORK's casual wear this season is “effortless.” “This word, meaning ‘relaxed’ and ‘easy,’ is the keyword for this season. The styling of adding relaxed items to luxurious pieces is fresh.”
BARNEYS NEW YORK Ginza Store
6-8-7 Kōshaku Building, Ginza, Chuo-ku, Tokyo
Tel. 03-3289-1200
Opening Hours | 11:00 – 20:00
Irregular Holidays
http://www.barneys.co.jp/