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No Fear of Heat or Strong Winds! KEYUCA's Umbrella Packed with Features You'd Love to Have
In recent years, the demand for umbrellas has been increasing significantly. With the normalization of extreme heat and the rising preference for fair skin, models that can withstand strong winds have emerged, making it common to see not only women but also men using umbrellas nowadays.
Today, we talked to Yukako Kawasaki and Momo Kanai from the lifestyle brand KEYUCA (hereafter, KEYUCA), which is dedicated to "monozukuri" (crafting) and sells original products related to living, food, and clothing in its own stores, about the growing interest in umbrellas.
PROFILE
Yukako Kawasaki
KAWAJUN Co., Ltd.
Development Division Product Development Group MD Officer
PROFILE
Momo Kanai
KAWAJUN Co., Ltd.
Development Division Product Development Group
A Necessity Everyone Should Have
First, could you tell us about the best-selling umbrellas and their popularity?
KawasakiDuring the pandemic, the demand for long umbrellas increased due to the need for "keeping social distance with umbrellas," but recently, the focus has overwhelmingly shifted to foldable umbrellas, especially UV-blocking umbrellas.
I feel that UV-blocking umbrellas have now become a "life essential that everyone should have one."
More men are using umbrellas these days, aren't they?
KawasakiYes, we are seeing an increase in male customers at KEYUCA. Many of them experience the cooling effect for the first time when using UV-blocking umbrellas and decide to purchase one.
Given the extreme weather in summer and the disappearance of transitional seasons like spring and autumn, we believe the demand for UV-blocking umbrellas will continue to rise for both men and women.
Many people are using UV-blocking umbrellas even in spring and autumn. Have there been any changes in sales periods?
KawasakiIn the past, sales were concentrated in the summer, but now, similar to sunscreen, we see significant sales peaks from February through summer and into autumn. Recently, sales have stabilized throughout the year. Many customers think, "If I'm going to buy an umbrella anyway, it should be something I can use as both rain and sun protection," so at KEYUCA, we offer UV-blocking umbrellas year-round.
Bringing "Features You'd Love to Have" to Life in KEYUCA's Umbrella Design
Could you tell us about KEYUCA's commitment to umbrella design?
KawasakiKEYUCA's umbrella lineup revolves around the theme of "the joy of choices and the convenience of options." Therefore, we have a wide variety of options, including UV-cut features in rain and sun umbrellas, light shielding, durability against water, wind resistance, lightweight designs, and automatically opening and closing umbrellas.
However, simply expanding the types can confuse customers with too many options. Thus, we aim to incorporate "little functionalities that would bring joy to daily life."
As a lifestyle brand, we ensure to address minor inconveniences such as weight, size, and usability in our designs.
What specific features do you have?
KanaiRegarding umbrella-related items, a popular option is the Absorbent Umbrella Case, which is useful for managing moisture after using the umbrella. It uses absorbent material on the inside that effectively soaks up any rainwater left on the umbrella. The case for foldable umbrellas can be adjusted to two lengths with a snap button, accommodating various sizes of umbrellas.
KanaiWhen not in use, it can be folded into three parts for compact storage. It comes with a strap for easy attachment to bags, making it convenient to carry. Additionally, it can also be used as a bottle holder, and it features a handy pocket for storing the carrying bag that came with the umbrella.
Recently, we also launched a Long Umbrella Case that can be used for storing umbrellas in cars, and it has gradually started to sell well as well.
KawasakiFrom the perspective of addressing minor inconveniences in daily life, the UV-blocking foldable umbrella "Tiny" features a hook button that keeps the strap out of the way while you are using the umbrella.
KawasakiIt prevents water from dripping from the tape, which may seem like a small detail, but it’s incredibly convenient once you try it. I want to cherish those functionalities that customers feel are "things I never noticed before, but would be convenient to have!"
I imagine developing unique features can be quite challenging, but is there anything particularly difficult during the development process?
KanaiChoosing materials and thinking about the designs that can be created from the selected materials was quite challenging. Often, there’s a difference between the materials I want to use aesthetically and those that provide the desired functionality.
Furthermore, various parts like the fabric, ribs, and handle used for umbrellas are produced in different factories, making the production process very extensive. Material selection is necessary for each part, and adjusting that is also difficult.
Due to the wide variety, creating with a balance across the lineup takes considerable time, meaning umbrellas are overall time-consuming items to develop.
Is there creativity in the material selection process as well?
KawasakiSince umbrellas are involved in fashion coordination, I actively incorporate materials that are trending in the apparel industry into the umbrellas.
Before the trend of sun umbrellas, many people held the negative image of "umbrellas taking up one hand."
However, as light-blocking umbrellas became popular, more people started to carry umbrellas as accessories. KEYUCA has a diverse range, so in the future, I’d like to suggest to customers the enjoyment of coordinating their everyday outfits, including umbrellas.
Rich Lineup & Selectable Price Range
Do you have any particularly recommended functional umbrellas from your rich lineup?
KawasakiFor business professionals, I recommend the All-weather Wind Resistant Umbrella that can be used on rainy and sunny days.
With a sturdy structure utilizing polycarbonate ribs, it can be safely used even in urban areas prone to sudden downpours, strong winds, and gusts. Additionally, the fabric has a PU coating, providing UV shielding, light blocking, UPF 50+, heat insulation, and waterproof functions, making it an umbrella that truly excels in any weather.
KawasakiWith a larger size and unisex color options, this product exceeds 99.99% light blocking (Class 1 light blocking) and meets UPF 50+ standards, making it perfect for men's heatstroke prevention. It's also easy to fit into the side pocket of a backpack, making it ideal for functionality-focused individuals.
Moreover, among older female customers, umbrellas with vibrant designs are popular. They have received positive feedback for being more affordable than those in department stores and as gift items.
KawasakiFor students and those in their 20s to 30s, I recommend a lightweight and compact umbrella. It's easy to attach to a backpack with a carabiner, making it user-friendly for outdoor enthusiasts and event-goers.
All of these are reasonably priced.
KawasakiWe aim to resolve customers' small-day-to-day frustrations, not just with rain items, and provide good quality at affordable prices that customers feel is just right.
Given the wide range of diversity, customer consumption is also varied.
To accommodate those who are willing to spend on umbrellas and those who are not, we categorize prices across series as "Matsu" (pine), "Take" (bamboo), and "Ume" (plum) so a broad range of customers can find their best products. We determine our pricing to ensure customers can select the best product for them.
We try to deliver at as affordable a price as possible by managing various aspects from the planning stage through the production process. We minimize unnecessary specifications and review production bases, implementing all sorts of clever solutions.
Care for Long-Term Use & Future Umbrella Development
Do you have any care tips for maintaining umbrellas for long-term use?
KanaiThe average lifespan of a rain umbrella is said to be 3-4 years, while a sun umbrella lasts about 2-3 years (this varies depending on usage frequency and storage conditions), but with regular use and maintenance, you can extend its life.
The worst thing to do is leave it wet. It’s important to dry it thoroughly in the shade before folding it up when you get home.
Occasionally, a good maintenance practice is to rinse the fabric’s surface with lukewarm water to remove dirt and fingerprints. Applying a water-repellent spray after it dries helps maintain its pristine condition.
Please tell us about any NG (no good) behaviors that could ruin an umbrella quickly.
KanaiIt won't break immediately, but spinning the umbrella to shake off water is actually a no-go. Umbrellas are designed for the actions of "opening and closing," so if you twist it hard, it puts strain on the frame. The best way to shake off water is to quickly and repeatedly open and close the umbrella a few times.
Additionally, storing it in high-temperature car interiors or direct sunlight can cause the fabric to deteriorate, so it's advisable to avoid these conditions.
It's a simple thing, but if you keep these points in mind, you can continue to use it beautifully for years.
Are there any features or areas you want to focus on in the future?
KanaiI want to develop features that can solve customers' everyday little troubles, such as "my backpack getting wet" or "losing the umbrella bag."
In particular, men's umbrellas are currently on the rise, so I plan to focus on that area.
KawasakiI believe that making umbrellas with consideration for SDGs is also important. It's often thought that using "eco-friendly materials" is what SDGs are about, but the essence is "using them for a long time."
That's why I want to work on developing durable and long-lasting umbrellas and also share maintenance methods for them.
Text by Maishiro
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