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2018年2月16日 (金)

男のきものに必要な提案

今朝、最近お知り合いになった方からメール頂き、「男きものはきもの活性化にイノベーションを起こすのではないか?」という言葉を投げ掛けられた。

確かに男きものは多くの既存呉服店では扱いが極端に少なく、呉服店の販売オペレーションは99%と言って良いほど女性物を想定したものになっている。

それ以上に多くの呉服店は総合和装品扱い状態であり、「販売店」ではあるが「提案店」ではない状態であることが、きものに興味がある消費者さえも遠ざけている状態であることは否めない。

その中で確かに男きものという市場は伸びしろがあると言って良いのかもしれない。

私が知る限り、男きもの専門店というと男物に早くから着目されていた「銀座もとじ」、早坂伊織さんが経営する「イオリスク」、やまとが運営している「Y&SONS」、浅草の藤木屋、日本和装の「SAMURAI」、京都では「えいたろう屋」、そして専門ではないが、きめ細かい品揃え、そして圧倒的に男性きものファンが多い、ご存知「あづまや」などが頭に思い浮かぶ。

もちろん他にもあるのだろうがすぐ出てくるのはこのくらいだろう。

男きものは着付けはすぐ覚えられるくらい簡単であり、素材も組み合わせもバラエティであるので、楽しみ方は女性同様無限大である。また、窮屈感があまりなく、着物でよく聞かれる着付けによる苦しさなどは皆無と言って良い。

私も頻繁に着るが、こんなに人相の悪い私でも多少は好感度が上がるほど変身しやすい(笑)

そう言った意味で、確かに男きものは老若問わず全ての男性に自信を持ってオススメしたい。

一方で男きものを提案するというビジネスの観点から見てみると、確かにファッションとして提案していることが多いのだが、どんなにセンスが良くてもあくまできもの自体に関心がある人向けのプレゼンテーションになっており、そこへのアプローチが局部的であることが多い。

確かに男性はスペックが好きなのだが、男きもののお店はどこか専門的で、ある程度の勉強をしてこないと、店員が言うことは理解できないかもしれない。

男性のファッション観は大きく変わってきているようで、おしゃれという概念の中に「格好良さ」に加えて「美しさ」を意識するようになってきているようだ。

調査会社の調べによると、20~30代男性への調査で、身の回りのケア、美容などに興味があるか?という質問に47.3%があると答え、特に気にしている部分は「頭髪」が53.5%、その次になんと「肌」と答えた人が52.8%もいる。

また身の回りのケアや美容などで行っていることの質問で一番多かったのは「化粧水をつけている」で26.1%だった。

また別の調査会社では年代として美容に関心がある男性は20代と40代が一番多く、ファッションは自己表現と同時に自分磨きでもあるということも調査によって顕著に現れていた。

それに照らし合わせたときに、男性消費者に男きものという存在を気づいてもらうためにはどうしたら良いか?を考えたときに、こだわりのライフスタイルの選択肢という観点をどう持ってもらうか?ということが考えられる。

私たちは毎日欠かさずすることを特別視はしていない。例えば「髭剃り」は出かける前の身だしなみとして行うが、エブリディのルーティンであるがゆえに、髭剃りは手動であれ、電動であれ、素早くそしてよく剃れるものを選択しており、多く場合そこにはファッション性は求めていない。

だが、そのルーティンを改めてこだわりのライフスタイルという形で捉えると、電動よりも手動の方がかっこいいとか、カミソリやそれを使って剃る自分の姿が格好良く、美しいなど別の動作として感じることができるかもしれない。もしかするとシェービングクリームもかなりこだわるかもしれない。

それはいつしか「髭剃り」が「グルーミング」という表現に変わる瞬間とも言える。

ニューヨークセントラルパーク正面横のタイムワーナーセンターの中にあるザ・アートオブシェービングという店はグルーミングもさることながら、カミソリ、髭剃り、研ぎ石、シェービングクリームはもちろんのこと、シェービングのコンサルティングもするという店であり、この店に入ると毎日のルーティンだった「髭剃り」はいつしか「ホビー」になるほど価値観が変わってしまうのだ。

バーニーズニューヨーク横浜店の4Fのメンズアイテムを集めたフロアは、そのワンフロアで伊勢丹メンズ館や阪急メンズ館の全館を凌ぐほどの魅力的であり、家具、アクセサリー、シューズやバッグといったライフスタイルを満たすアイテムが並ぶ中、バーニーズバーバーショップ といういわゆる理髪店が軒を並べている。男性のライフスタイルの中にある美意識を包括的に捉えているのだ。確かにそのフロアへ行くと、全く今まで興味がなかった商品が魅力的に感じたり、意識を奪われたりする。

もしかすると男きものの提案もそうあるべきではないかと感じる。多くは男きものとそれにコーディネイトする商品といったMDがされているのが一般的だが、男きものという選択肢に気づくような「着物を取り巻くライフスタイルオペレーション」というMDがもしかすると、着物に全く興味がなかった人に気づきを与えるのではないかと感じる。

そういった男きもの、あるいは女性物きものも含めた店や売り場はまだ見たことがない。

そんなことを考えると、きもの屋はまだまだやることがたくさんある。

|

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投稿: JoshuaJal | 2019年5月26日 (日) 03時51分

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And then send out abusive messages with the address of your site.
3. I will do aggressive spam on blogs, forums and other sites (in my database there are 35 978 370 sites and 315 900 sites from which you will definitely get a huge amount of abuse) of your site kimono-kdc.cocolog-nifty.com.
After such spam, the spamhouse will turn its attention on you and after several abuses your host will be forced to block your account for life.
Your domain registrar will also block your domain permanently.

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If you do not want to receive thousands of complaints from users and your hosting provider, then pay before June 1, 2019.
The price of your peace of mind is 0.5 BTC.
Otherwise, I will send your site through tens of millions of sites that will lead to the blocking of your site for life and you will lose everything and your reputation as well.
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+ tens of thousands of negative reviews about you and your website from angry people for aggressive web and email spam
+ lifetime blocking of your hosting account for aggressive web and email spam
+ lifetime blocking of your domain for aggressive web and email spam
+ Thousands of angry complaints from angry people will come to your mail and messengers for sending you a lot of spam
+ complete destruction of your reputation and loss of clients forever
+ for a full recovery from the damage you need tens of thousands of dollars

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And everyone will not care that it is not you.
2. I’ll send messages to 19,000,000 email addresses and very intrusive advertisements for making money and offer a free iPhone with your website address kimono-kdc.cocolog-nifty.com and your contact details.
And then send out abusive messages with the address of your site.
3. I will do aggressive spam on blogs, forums and other sites (in my database there are 35 978 370 sites and 315 900 sites from which you will definitely get a huge amount of abuse) of your site kimono-kdc.cocolog-nifty.com.
After such spam, the spamhouse will turn its attention on you and after several abuses your host will be forced to block your account for life.
Your domain registrar will also block your domain permanently.

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If you do not want to receive thousands of complaints from users and your hosting provider, then pay before June 1, 2019.
The price of your peace of mind is 0.5 BTC.
Otherwise, I will send your site through tens of millions of sites that will lead to the blocking of your site for life and you will lose everything and your reputation as well.
But get a reputation as a malicious spammer.

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投稿: Patrickrep | 2019年5月26日 (日) 05時58分

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+ abuse spamhouse for aggressive web spam
+ tens of thousands of negative reviews about you and your website from angry people for aggressive web and email spam
+ lifetime blocking of your hosting account for aggressive web and email spam
+ lifetime blocking of your domain for aggressive web and email spam
+ Thousands of angry complaints from angry people will come to your mail and messengers for sending you a lot of spam
+ complete destruction of your reputation and loss of clients forever
+ for a full recovery from the damage you need tens of thousands of dollars

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If you do not want the above problems, then before June 1, 2019, you need to send me 0.5 BTC to my Bitcoin wallet: 19ckouUP2E22aJR5BPFdf7jP2oNXR3bezL

How do I do all this to get this result:
1. I will send messages to 33 000 000 sites with contact forms with offensive messages with the address of your site, that is, in this situation, you and the spammer and insult people.
And everyone will not care that it is not you.
2. I’ll send messages to 19,000,000 email addresses and very intrusive advertisements for making money and offer a free iPhone with your website address kimono-kdc.cocolog-nifty.com and your contact details.
And then send out abusive messages with the address of your site.
3. I will do aggressive spam on blogs, forums and other sites (in my database there are 35 978 370 sites and 315 900 sites from which you will definitely get a huge amount of abuse) of your site kimono-kdc.cocolog-nifty.com.
After such spam, the spamhouse will turn its attention on you and after several abuses your host will be forced to block your account for life.
Your domain registrar will also block your domain permanently.

All of the above will result in blocking your domain and hosting account for life.
If you do not want to receive thousands of complaints from users and your hosting provider, then pay before June 1, 2019.
The price of your peace of mind is 0.5 BTC.
Otherwise, I will send your site through tens of millions of sites that will lead to the blocking of your site for life and you will lose everything and your reputation as well.
But get a reputation as a malicious spammer.

My bitcoin wallet:19ckouUP2E22aJR5BPFdf7jP2oNXR3bezL

投稿: BrandonPiede | 2019年5月26日 (日) 06時36分

Hey. Soon your hosting account and your domain kimono-kdc.cocolog-nifty.com will be blocked forever, and you will receive tens of thousands of negative feedback from angry people.

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Otherwise, you will get the reputation of a malicious spammer, your site kimono-kdc.cocolog-nifty.com will be blocked for life and you will be sued for insulting believers. I guarantee this to you.

My bitcoin wallet:19ckouUP2E22aJR5BPFdf7jP2oNXR3bezL

Here is a list of what you get if you don’t follow my requirements:
+ abuse spamhouse for aggressive web spam
+ tens of thousands of negative reviews about you and your website from angry people for aggressive web and email spam
+ lifetime blocking of your hosting account for aggressive web and email spam
+ lifetime blocking of your domain for aggressive web and email spam
+ Thousands of angry complaints from angry people will come to your mail and messengers for sending you a lot of spam
+ complete destruction of your reputation and loss of clients forever
+ for a full recovery from the damage you need tens of thousands of dollars

All of the above will result in blocking your domain and hosting account for life. The price of your peace of mind is 0.5 BTC.

Do you want this?

If you do not want the above problems, then before June 1, 2019, you need to send me 0.5 BTC to my Bitcoin wallet: 19ckouUP2E22aJR5BPFdf7jP2oNXR3bezL

How do I do all this to get this result:
1. I will send messages to 33 000 000 sites with contact forms with offensive messages with the address of your site, that is, in this situation, you and the spammer and insult people.
And everyone will not care that it is not you.
2. I’ll send messages to 19,000,000 email addresses and very intrusive advertisements for making money and offer a free iPhone with your website address kimono-kdc.cocolog-nifty.com and your contact details.
And then send out abusive messages with the address of your site.
3. I will do aggressive spam on blogs, forums and other sites (in my database there are 35 978 370 sites and 315 900 sites from which you will definitely get a huge amount of abuse) of your site kimono-kdc.cocolog-nifty.com.
After such spam, the spamhouse will turn its attention on you and after several abuses your host will be forced to block your account for life.
Your domain registrar will also block your domain permanently.

All of the above will result in blocking your domain and hosting account for life.
If you do not want to receive thousands of complaints from users and your hosting provider, then pay before June 1, 2019.
The price of your peace of mind is 0.5 BTC.
Otherwise, I will send your site through tens of millions of sites that will lead to the blocking of your site for life and you will lose everything and your reputation as well.
But get a reputation as a malicious spammer.

My bitcoin wallet:19ckouUP2E22aJR5BPFdf7jP2oNXR3bezL

投稿: RichieJaite | 2019年5月26日 (日) 06時36分

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