2024.06.12
Behind the Advent of Nissen's Transgender & Breast Cancer Survivor Brand "as Is" & "Heartyell"
Founded in Kyoto in 1970, Nissen Co., Ltd. not only runs a general mail-order business but also leverages its extensive mail-order know-how to offer business support services.
In its general mail-order business, Nissen offers a wide range of products including women’s clothing and innerwear, miscellaneous goods, cosmetics, and interior items. Particularly notable is their extensive size range in clothing.
This time, we spoke with Megumi Ikeuchi and Sumiko Tanahashi from the company to talk about the background of these brands’ development and the thoughts put into their products.
PROFILE
Megumi Ikeuchi
Nissen Co., Ltd. Lifestyle Division, Innerwear Team
In charge of "asis"
PROFILE
Sumiko Tanahashi
Nissen Co., Ltd. Lifestyle Division, Foundation Team
In charge of "Heartyell"
"Not Missing even the Smallest Voices." Towards Brand Development
Can you tell us about Nissen's mission?
Nissen's brand mission is "More than you imagine, closer to what you desire." We aim to create a world where all customers can live authentically, and we continue to develop products with this goal in mind.Your extensive size range is impressive. When did you start focusing on this?
Nissen has been independently designing size specifications to provide plus-size fashion for over 20 years.We gather feedback from customers who purchase our products and repeatedly fit real-size models to enhance the accuracy of our designs. Currently, we offer sizes up to 10L, size 46, waist 154cm, and M cup bras.
Based on our know-how and achievements in plus-size fashion, we also offer tall sizes, petite sizes, glamour sizes, and other detailed size designs not easily found in stores. This ability to offer fashionable items tailored to specific sizes is one of Nissen’s strengths.
What was the background behind launching the innerwear brand "as is" for transgender individuals?
The idea for "as is" came from questions that arose during our innerwear development.At Nissen Innerwear, our brand message is “Supporting hearts and bodies individually, providing the most suitable innerwear.” We always keep customers' feedback at the forefront of our product development.
We have previously tackled issues faced by individuals with different body types like plus-size, petite, and those with larger chests, offering specialized products that help them feel the comfort of wearing clothes and innerwear that fit their preferences.
This led us to wonder, “What kind of innerwear do transgender individuals wear?”
Upon researching, we found that these individuals had many concerns regarding clothes, not just innerwear. That’s when we started to consider how we could address these issues through our innerwear.
How did the development and sales proceed?
To start product development, we first sought out experts who could collaborate with us. It turned out that one of our existing partners was already planning transgender-specific products.This company was already working with transgender individuals to develop these products and was looking for a sales outlet. We jumped at the opportunity and started selling their products as the first offerings of the "as is" brand in April 2020.
Please tell us the motivation behind planning and developing the innerwear brand "Heartyell" for breast cancer surgery survivors.
The inspiration behind developing "Heartyell" was a review that mentioned, "I want products for breast cancer."At that time, Nissen did not offer products aimed at breast cancer surgery survivors. However, after seeing that review, our department began considering how to respond.
As I mentioned earlier, Nissen Inner's brand message is to "provide the most suitable innerwear tailored to each individual's mind and body," so we place great value on listening to even the smallest voices from our customers. Based on that feedback, we analyze needs and develop products.
Thus, responding to the desire of "wanting products for breast cancer," the planning for "Heartyell" started in June 2019.
After multiple rounds of product development and sample fittings, we launched the brand in September 2020. It took about 15 months from planning and consideration to the launch.
Are there any strengths of your company utilized in "as is" or "Heartyell"?
We believe our experience and techniques in developing products with unique size designs that cater to each customer's different concerns are our strengths.Since 2002, Nissen has been developing the plus-size fashion brand "Smileland," where we have independently developed size designs and grading. Over more than 20 years, while sincerely responding to customer feedback, we've honed our size design techniques and offer a wide range of plus-size items from innerwear to outerwear.
Furthermore, in 2017, we began developing bras for sizes larger than F cup (glamor sizes), which had previously been in short supply, and launched the glamor size-specific brand "nissen glamor." Responding to customer feedback, we now offer not only bras but also dresses, suits, and outerwear.
Each person's body shape, breast shape, and body composition are different. Thus, concerns and demands are also diverse.
With the desire to provide products that fit each individual customer, we've expanded the range of sizes we offer and developed products focused on fit. In our new brands, we utilize these experiences and techniques to develop original products.
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