T-Point x THE SUIT COMPANY joint marketing research results announced Working

2014.05.28 Press Releases
Aoyama Trading Co., Ltd. / T-Point Japan Co., Ltd.

- 70% of women's suits at THE SUIT COMPANY are washable -

Aoyama Trading Co., Ltd. (hereinafter referred to as "Aoyama Trading") and T Point Japan Co., Ltd. (hereinafter referred to as "T Point Japan") have jointly conducted marketing research to find consumer insights using the "T Survey," an attitude survey targeting T members, in preparation for the launch this summer of the new women's Cool Biz Suit, a new offering from "THE SUIT COMPANY," a total fashion brand for business people, designed to "allow working women to enjoy the summer in a cool, comfortable and stylish way."Through this research, we listened to the voices of women in their 20s and 30s who use T-Points and love wearing suits, and found that the new women's Cool Biz suits in "THE SUIT COMPANY" lineup meets many of their needs.

Since the Ministry of the Environment announced its recommendation of a "women's version of Cool Biz" in May 2013, there has been an increase in demand for functional business suits. Functional suits have become commonplace for men, but we investigated what kind of functional suits are required for working women when it comes to business suits, which are an essential daily fashion item.

First, we conducted a survey about spring and summer suits among 789 working women in their 20s and 30s who are T members and wear suits at least one day a week. We found that the number one thing people look for in a spring and summer suit is "functionality" (77.3%), followed by "price" (71.2%) and "silhouette" (57.3%).

Based on the survey results, we focused on the most common answer, "functionality," and surveyed 379 working women T members in their 20s and 30s who had purchased functional suits about what satisfied and dissatisfied them with after purchasing a functional suit.We found that the most satisfying aspect of functional suits was "washability" (56.8%), followed by "breathability" (10.0%) and "wrinkle resistance" (6.9%). On the other hand, the top dissatisfaction points with functional suits were "They can be washed, but they lose their shape" and "They get wrinkled" (30.4%), followed by "There are not many designs to choose from" (13.6%) and "They look cheap" (8.7%).

The results of this T member survey showed that of the women's suits offered by "THE SUIT COMPANY," approximately 70% of the products on sale in stores, including new products released this summer, are "washable suits," meeting the needs of working women in suits (as of May 22nd, THE SUIT COMPANY Shinjuku main store). In addition, to address the top complaints about the women's suits being released this time, "They can be washed, but they lose their shape" and "They get wrinkled," we will be giving away a special laundry net and washing instructions to all customers who purchase the suits.

Aoyama Trading will continue to aim to provide fashion items that will please customers, and will work with T Point Japan to develop new products that utilize T Point's big data.

■Features of the suit (1): Washable!
A gabardine suit set available in a wide variety of two jacket styles, two bottom styles, and three colors.
It is made of polyester material with a melange (marbled texture made from two or more colors of thread) look. This functional material is perfect for the height of summer as it is incredibly light and soft to wear, wrinkle-resistant, and can be hand-washed at home.
The jackets come in two designs: a compact no-collar style and a slender one-button tailored style.
These simple, almost straight bootcut pants are fully lined to prevent them from being see-through.
This tucked flared skirt with a ribbon belt has just the right amount of volume and is recommended for wearing on its own.

・Collarless jacket: 13,000 yen (excluding tax)
・Tailored jacket: 16,000 yen (excluding tax)
・Pants: 9,800 yen (excluding tax)
・Skirt: 8,800 yen (excluding tax)
Available colors: Navy, beige, light gray (the collarless jacket is also available in white)
-Material: 100% polyester

■Features of suits (2): They do not lose their shape and are wrinkle-resistant!
We will give you a laundry net for THE SUIT COMPANY women's washable suits and washing instructions as a gift.
*The first 2,000 customers who purchase a ladies' washable suit will receive a gift starting May 28th.

■Features of the suit (3): A luxurious suit!
A high-quality suit perfect for business situations. This high-tech material uses Trevira, a German company's proprietary ultra-fine anti-pilling polyester micro-yarn, which is resistant to pilling (lint) and static electricity, has excellent stretchability, and is wrinkle-resistant. By blending it with high-quality wool, we have achieved a high-quality feel and comfort that is comparable to pure wool. It can also be washed at home, and water-soluble stains such as sweat that are difficult to remove with dry cleaning can be kept clean by washing it in the washing machine.

This one-button tailored jacket with a deep V-zone has a rounded, three-dimensional silhouette, highlighting femininity despite the firm texture of the material. It has a moderate length and goes well with both pants and skirts. We have a selection of semi-wide pants that are almost straight and are designed with the waist, hips and hem width in mind to make your legs look longer and more beautiful, a fitted skirt that flares out softly from the waist to the hips, and an elegant knee-length tight skirt. (Combinations vary depending on the product)

・One-button tailored jacket: 19,000 yen (excluding tax)
・Pants: 9,800 yen (excluding tax)
・Skirt (2 types): 8,800 yen each (excluding tax)
Available colors: Black shadow stripe, charcoal gray pin check, solid black
Material: 48% wool, 48% polyester (Trevira), 4% polyurethane

"Survey on suits for spring and summer" Survey overview

Survey method: Internet (T questionnaire)
Survey period: January 20th (Monday) to January 22nd (Wednesday), 2014
Survey area: Nationwide
Survey subjects: Women aged 23 to 39 who wear suits at least once a week
Sample size: 789 people

"Survey on Satisfaction and Dissatisfaction with Purchasing Functional Suits" Survey Overview

Survey method: Internet (T questionnaire)
Survey period: January 20th (Monday) to January 22nd (Wednesday), 2014
Survey area: Nationwide
Survey subjects: Women aged 23 to 39 who have purchased a functional suit
Sample size: 379 people

Satisfied points

Dissatisfaction

Materials related to this matter
T-Point x THE SUIT COMPANY joint marketing research results announced: "Washable suits are essential for working women's Cool Biz suits!"

Inquiries regarding this matter
T Point Japan Co., Ltd.
Public Relations Officer TEL: 03-6800-4464