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Workman "Inarem Premium Waterproof Cold Weather Coat" Sold Out Immediately Despite High Price
Previously, in the article published in this FASHION TECH NEWS titled "Repair-Tech Washable Fusion Down Hoodie," I shared the story that Workman has a '4,000 Yen Barrier.' It seems that at Workman, known for its overwhelmingly low prices, the tendency is that when the price exceeds 4,000 yen, customers find it harder to pick up the products.
This time, the "Inarem Premium Waterproof Cold Weather Coat" was introduced at a price significantly exceeding the "4,000-yen Barrier" at 7,800 yen, but it sold out early in its debut during the 2023 fall/winter season.
Now I will discuss this "Inarem Premium Waterproof Cold Weather Coat" with Yutaro Hagura, Chief Buyer of the 6th Product Development Department of WORKMAN Corporation, who was involved in its planning, and Koji Yamada, the official ambassador of Workman and co-developer of this product, to ask about the development story.
Now I will discuss this "Inarem Premium Waterproof Cold Weather Coat" with Yutaro Hagura, Chief Buyer of the 6th Product Development Department of WORKMAN Corporation, who was involved in its planning, and Koji Yamada, the official ambassador of Workman and co-developer of this product, to ask about the development story.
Reasons for Immediate Sell-Out Despite High Price
Koji Yamada (hereinafter, Yamada)The name "Inarem" in the product title refers to the waterproof and breathable material. Could you first tell us how "Inarem" was developed?
Yutaro Hagura (hereinafter, Hagura)As expressed in the name "Inarem = non-stuffy" (formed by reversing the Japanese "蒸れない"), we aimed to create a material that combines high waterproofness and breathability.
At the time of its debut in 2018, it boasted the highest water resistance and breathability among all Workman products, but over the six years since then, technological innovations have progressed, and now the specifications have evolved to a waterproof rating of 20,000mm and breathability of 40,000g/m2/24h.
YamadaThe flagship model of the "Inarem" series is the "Inarem Premium Waterproof Cold Weather Coat," which was launched in the 2023 fall/winter season and will continue to be sold in the 2024 fall/winter season.
HaguraThe "Inarem" series was originally developed mainly for rainwear, but the idea arose that there is a demand for waterproof and breathable cold weather outerwear that can also be worn casually.
YamadaI've heard that synthetic fibers have evolved in recent years. What is the ratio of the insulation in this product, comprising 50% polyester, 40% down, and 10% feather? Is there a reason for this?
HaguraDown maintains loftiness, allowing it to trap air well, and has high moisture absorption and release properties, making it an excellent material for cold weather outerwear.
In the "Inarem Premium Waterproof Cold Weather Coat," we've incorporated graphene into the polyester insulation to enhance heat retention, along with antistatic and deodorizing functions.
The "Inarem Premium Waterproof Cold Weather Coat" is a product that combines high waterproofness and breathability from "Inarem" and insulation from down and functional insulation.
YamadaThe "Inarem Premium Waterproof Cold Weather Coat" is priced at 7,800 yen, which is quite high for a Workman product. How has the sales performance been?
HaguraPrior to the arrival of the "Inarem Premium Waterproof Cold Weather Coat," the highest price for Workman's outerwear was 6,800 yen. Despite being so expensive and not having any promotional efforts, it sold out almost immediately after its launch.
This year, we prepared about twice as many units as last year, but a significant number of them have sold out right after arrival.
YamadaWhat aspects do you think customers appreciated?
HaguraIndeed, it’s the enveloping warmth. Of course, there's also the factor that customers had already recognized the high functionality of "Inarem" as rainwear prior to this.
Zippers that Did Not Satisfy Were Developed In-House
YamadaIn addition to functionality, the stylish design is also appealing. I felt that the "simple and basic design" that I had been requesting as an ambassador was thoroughly realized.
HaguraTo be worn as everyday casual wear, we focus on compatibility with casual items like jeans and chinos. While many general customers purchase this, it is also popular among craftsmen. It seems that many craftsmen wear it as a fashionable outfit during their commutes instead of while working.
There are voices saying, "It's stylish, so I don’t want to get it dirty on the job site," which makes me glad that we paid attention to the design. Its slightly shorter length also adds to the comfort, as it doesn’t get in the way when sitting down.
YamadaThe details are genuinely impressive.
HaguraTo utilize the waterproof and breathable features of "Inarem," we use waterproof zippers. These are reverse-opening zippers, which can be opened from both the top and the bottom.
HaguraActually, we received feedback that the reverse-opening zippers on the 2023 model were hard to open and close. To resolve this, we tried zippers from various manufacturers, but none met our satisfaction, so we developed them in-house at Workman.
YamadaThe reverse-opening zippers add a fun fashion detail, creating variations in outfits. I was also personally pleased with the underarm ventilation. Items with this level of detailing at this price point are quite rare.
HaguraThis ventilation is not just an opening; by applying mesh fabric inside, it prevents snow and other elements from entering easily. We also pay attention to the sleeve cuffs, using a flocking belt that is highly adhesive and soft. While this raises costs significantly, it fits well with the arm's curve, providing a comfortable degree of tightness.
HaguraFor the neck area, which is prone to feeling cold, we have adopted microfleece material.
HaguraAt the hem, we have added a wind guard commonly seen in ski wear to enhance insulation.
YamadaAt the beginning of this year, I went skiing with my family. I planned to wear this "Inarem Premium Waterproof Cold Weather Coat," but my 12-year-old daughter snatched it from me (laughs).
HaguraWorkman employees frequently wear it during winter sports as well. It seems to be common to see a stranger wearing the same thing at ski resorts (laughs).
Future of Workman’s Premier Line
YamadaWorkman has products named "Premium" in addition to the "Inarem Premium Waterproof Cold Weather Coat"; what does this signify?
HaguraWe officially started using the name "Premium" from 2024. All Workman products are created under the concept of "high functionality and low price," but we wanted to develop products with even greater emphasis on functionality and comfort.
Along with the "Inarem Premium Waterproof Cold Weather Coat," we are also offering two other items, including the "Solotex Premium Suit Jacket & Pants," which were developed in collaboration with Yamada.
YamadaI was surprised at how authentic the construction and fabric feel of this jacket and pants were. There are currently only three "Premium" products. Are there plans to increase this in the future?
HaguraWe are planning for Spring/Summer 2025 items, but I cannot disclose anything at this point, so I appreciate your anticipation for what’s to come.
PROFILE
Yutaro Hagura
WORKMAN Corporation
Product Development Department 6 Chief Buyer
PROFILE
Koji Yamada
Fashion Analyst / Workman Official Ambassador
Active as a freelancer mainly on his fashion blog, "山田耕史のファッションブログ." His published works include "結局、男の服は普通がいい 世界一かんたん、一生使えるオシャレの方程式" (KADOKAWA).
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