Kenjiro Wada, 54, holds the record for 10 consecutive seasons of No. 1 sales among BEAMS styling snaps posted daily by over 3,000 staff members. We visited his home to discuss how to sell clothing in the social media age and the future of fashion with him, shortly after he published his book, "BEAMS Fashion Shogun's Revered Things, Events, and People," last October.

Wada joined BEAMS in 1990, spending seven years as a sales associate and fifteen as a buyer. A major turning point came in 2012, at the age of 42. He stepped down from his buying role, making way for the next generation, and was entrusted with the responsibility of training younger employees.

WadaAt that time, with the company having been in business for over 35 years and growing in scale, I was concerned that the "individual power" of our staff was weakening. We were even hearing comments from inside and outside the company like, "BEAMS staff these days aren't that stylish." So, the president asked me to implement a "fashion education" program for the younger staff. In 2012, along with a former women's buyer, I took on the role of Styling Director and traveled to shops nationwide to conduct employee training.

For a long time now, the internet and social media have been recognized as primary sources of fashion information. The year 2012, a turning point for Wada, is also considered the dawn of social media in Japan. In response to these changes, BEAMS has strengthened its information dissemination through its own website, with a particular focus on "making store staff into media."

WadaUnder the motto "Everything for our customers," it has become more important than ever to connect physical stores and e-commerce equally, providing real-time information and deepening customer relationships. Through online customer service and styling posts, our understanding of the brand's background and clothing has deepened, which in turn enriches our in-store customer service. "Making store staff into media" has become a key differentiator for BEAMS, leveraging individual strengths.

As the first step in making store staff into media, the BEAMS official website began featuring styling posts by staff in September 2016.Styling PostsWada observed something after watching the staff's activities for six months.

WadaWhile linking many of our own products to a single post might increase sales potential, it can come across as overly commercial and unlikely to resonate with people. So, I saw this as an opportunity to leverage my styling expertise and began posting real-life outfits incorporating my own clothes and accessories. Although I link fewer products, I've continued to post, highlighting my personal style and offering insights from various perspectives, such as age, season, and item selection.

As Wada continued to post, his follower count gradually increased, and his personal e-commerce sales steadily grew, eventually reaching hundreds of millions of yen. He then achieved the No. 1 sales ranking among the 3,000 staff members who posted, for 10 consecutive seasons from Spring/Summer 2017 to Fall/Winter 2021.

Wada: "The fundamental principle is that communication originates from people, so I urged everyone to value each carefully crafted post over quantity. Even during the lockdown period due to the pandemic, I continued to diligently post from the press room, which I believe helped my posts stand out more than others. Although I also work in the stores, I've noticed an increase in customers approaching me after seeing my posts, and I can really feel the positive impact of our digital initiatives on our physical stores. Looking back, I never imagined I'd be selling clothes online, having always believed that seeing, touching, and trying on clothes was the natural way to buy them. But there was a clear strategy behind it, a BEAMS-like approach that emphasizes not just products, but people too."

Wada's initiatives spread among the company's staff, fostering new connections with customers through posts and creating a virtuous cycle between digital and physical stores. Numerous star staff members have emerged from styling posts, including Shuhei Nishiguchi of BEAMS F, who is considered the No. 1 influencer in the men's dress department.

WadaNishiguchi is a true star. His talk show at the Okayama store recently was packed, and the anticipation from the audience before he appeared was palpable; even I was surprised. Beyond him, other star staff members are increasingly receiving invitations for lectures and photo shoots, and online sales via social media have accelerated further, especially after the pandemic. Last year, the first "Staff of the Year" contest, to determine the charismatic staff of the Reiwa era, was won by a female staff member from our company namedHeg.and this year, the second place was taken by a male staff member namedSUDO. Achieving consecutive placements in such a large-scale competition, with 80,000 sales staff nationwide participating, is a remarkable feat.

Beyond posting on the BEAMS official website, many staff members are steadily increasing online sales by utilizing Instagram Live and LINE. Meanwhile, in-store customer service demands even greater skill and capability.

WadaCustomers who are now accustomed to online shopping come to the store with a wealth of knowledge and information about clothing. It's more important than ever to approach customers at the right moment, sense what they're looking for, and offer appropriate suggestions, as they don't need a full explanation from scratch. Whether online or in-store, the power of "people, not just products" is immense. There's nothing more rewarding for a salesperson than to be told, "I want to meet you," or "I want to buy from you."

Wada, known for his unique styling that blends diverse tastes, is also knowledgeable about antiques and furnishings from around the world. His passion extends to the point of personally overseeing the sale of imo shochu, demonstrating his meticulous attention to detail in all aspects of life, from clothing and food to living. He attributes his enduring curiosity and drive, even as he ages, to martial arts.

WadaI started Shoot Boxing after turning 40, and recently I've also taken up Brazilian jiu-jitsu. For me, martial arts serve less as a means to train my body and more as a way to strengthen my mental fortitude and center myself. Martial arts have helped me find courage and strength whenever I've faced difficulties. By not forgetting my gratitude for martial arts, I'm motivated to take on new challenges. It's when I'm physically active that various ideas and plans come to me, sparking excitement for my work.

The secret to pulling off even the most eccentric clothing lies in his disciplined physique, honed through martial arts, and a mind that never shies away from new challenges. While his styling and training methods may not be easily replicated, we sought his advice on grooming routines to consider as one ages.

WadaI visit the hair salon ABBEY once a month without fail. The salon's representative, Matsunaga, suggested my first-ever perm, which I'm very happy with. Talking with him helps me reset and relax deeply. While I don't have any particularこだわり for hair or skincare, I use the hair oil "IT ALL NATURAL" produced by ABBEY. It's suitable for both scalp and face, has excellent moisturizing effects, and I really like it.

Even after transitioning from the glamorous role of a buyer to the behind-the-scenes work of training new staff through generational change, he meticulously re-examines what only he can do and embarks on new initiatives. It is said that aging is the loss of curiosity, and witnessing Wada's vibrant activity truly reinforces this belief. Finally, we asked him about the future of the fashion industry in this rapidly changing era.

WadaCompared to Europe, Japan's fashion history is still relatively young. We've only recently started seeing people retire, so it's still an immature industry. Fashion doesn't end at age 40; I realize that fashion is sought after even in one's 50s and 60s, and there's still much to be done. Ms. Kawakubo of Comme des Garçons and Mr. Yohji Yamamoto are still active and creating wonderful collections, and in the generation below them, Mr. Jun Takahashi of Undercover and Mr. Takahiro Miyashita of The Soloist are making their presence felt. I am somewhat concerned that we haven't yet seen charismatic designers emerge in their 20s and 30s to follow them, but I expect new talents will emerge and revitalize the fashion industry. As for myself, I want to continue challenging myself with new things, never forgetting humility.

This fifth installment in the "BEAMS Staff Personal Book" series features Kenjiro Wada, General Style Creator. It introduces items, events, and people selected from around the world, along with anecdotes. The book showcases Wada's keen aesthetic sense in clothing, food, and living, as well as his popular coordination techniques on social media.