Revitalizing Tradition: The Inspiring Journey of Shakunone Ties
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Chapter 1: The Evolution of Hokumoto Sewing
Hokumoto Sewing, founded in 1968 in Tsuyama City, Okayama Prefecture, Japan, exemplifies resilience and adaptation in a rapidly changing market. Despite Japan's shift towards casual work attire and the increase in remote work driven by the pandemic, this historic necktie manufacturer has experienced remarkable growth. Under the leadership of Tatsuhiro Hokumoto, the company's third-generation president, Hokumoto Sewing has humorously embraced its rural beginnings while achieving an astonishing 200-fold increase in sales over a mere seven years.
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Section 1.1: A New Path with Innovative Leadership
Tatsuhiro, who initially worked as a hairstylist, returned to his family's factory in 2008, which was operated by his mother and had a small team of 10 employees. The business began as a subcontracting workshop created by his grandmother and local housewives, eventually focusing on necktie production. Faced with competition from cheaper overseas manufacturing, the company needed to innovate to survive.
Subsection 1.1.1: Embracing E-commerce and New Branding
Realizing the imperative for change, Tatsuhiro launched the brand "SHAKUNONE" and ventured into e-commerce. However, the initial phase was challenging; there were months without sales. Direct engagement with customers at department store counters provided essential insights into brand perception, material quality, and packaging.
Section 1.2: Responding to Customer Preferences
Tatsuhiro's key insight led to strategic modifications. He preserved the quality of silk while increasing the thickness of the neckties to cater to male customers' preference for a robust knot. For female buyers looking for gifts, he transitioned from traditional rectangular packaging to a more appealing square box, enhancing the overall unboxing experience. A successful crowdfunding campaign raised 1.7 million yen, enabling the acquisition of unique Kyoto Nishijin-ori fabrics. Each necktie was intentionally named using an "adjective + color" format to evoke emotional connections and specific use cases.
Chapter 2: From Hairstylist to Innovative Marketer
Tatsuhiro's transformation from hairstylist to a visionary brand marketer underscores his readiness to experiment. The small-scale operations allowed for quick iterations and adjustments, garnering attention from department store buyers in Tokyo and Osaka. This newfound visibility propelled SHAKUNONE to significant success, culminating in a staggering 200-fold sales increase by 2022 and expanding the product line from 10 to over 120 varieties.
A Personal Touch in a Digital Age
A distinctive aspect of Tatsuhiro's strategy is his dedication to sending handwritten thank-you notes with every online order. These personal touches, which he invests up to 10 minutes on each, reflect his understanding of the emotional significance of his products. This focus on the customer's emotional journey has become a vital element of his success.
Conclusion: Blending Innovation with Empathy
The narrative of Hokumoto Sewing and SHAKUNONE serves as a powerful illustration of how traditional crafts can thrive in a digital marketplace. By attuning to customer needs, embracing e-commerce, and infusing a personal touch, Tatsuhiro Hokumoto has not only preserved his family's legacy but also reimagined it for contemporary consumers. His journey emphasizes the critical roles of innovation, empathy, and human connection in the modern business landscape.