Articles

To Make an Exceptional Outfit: COHINA's Growth Strategy

2021.12.22

With the lifting of the state of emergency due to the COVID-19 pandemic, opportunities to go out are gradually increasing. If I am going to go out, I want to wear an outfit that perfectly fits my size. It seems my awareness of clothing has changed, something I didn't feel as much before the pandemic.

It's not easy for petite women to find clothes that fit them well. That's why the apparel brand COHINA, targeted at such women, is gaining attention.

Founded in 2018, COHINA has continued to grow and surpassed monthly sales of 100 million yen in 2021, even through the pandemic. The key to their success lies in live commerce, which they had focused on since their inception. What efforts did they make there? We interviewed Ayako Tanaka, the representative and director of COHINA from newn inc.

PROFILE

Ayako Tanaka

COHINA Representative & Director

Born in Kanagawa Prefecture in 1994. Graduated from Waseda University with a degree in Political Science from the School of Political Science and Economics. Joined Google Japan as a new graduate and worked in agency ad sales. In January 2018, based on her own concerns, she co-founded the apparel brand "COHINA" for petite women around 155cm tall and serves as its director.

People Need Clothes, Even During a Pandemic

First, could you tell us about the background of COHINA's establishment and why you decided to target women under 155cm?

As someone who is 148cm tall, I struggled with clothing myself. That led me to think there might be a demand for an apparel brand aimed at women under 155cm. While "under 155cm" might sound niche, market research before starting revealed that roughly 30% of Japanese women fell into this target range.

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