2024.09.02
The Reason Behind Workman's Hit Item "Super Water Repellent Chef Pants" Selling 770,000 Units
Did you know that among the numerous Workman products, there is a hit item that has sold a total of 770,000 units since its launch in the spring and summer of 2021, roughly three years ago?
That item is "Super Water Repellent Chef Pants." Recently, Workman has been emphasizing its reflection of trends, but until the introduction of the "Super Water Repellent Chef Pants", there were no products focused on fashion.
Today, I asked Shinnosuke Kawata, Chief Buyer in the Product Development Department 1 of Workman Co., Ltd., about the hidden secrets of the "Super Water Repellent Chef Pants", along with Workman's official ambassador and co-developer of the product, Koji Yamada.
Workman's Commitment in Zipper Selection
Koji Yamada (hereafter, Yamada)The "Super Water Repellent Chef Pants" are a product that emerged from an idea I proposed as an ambassador. At that time, chef pants were becoming popular among many fashion brands and shops.
As the name suggests, chef pants are workwear worn by cooks, so I thought there could be a Workman version of chef pants.
Shinnosuke Kawata (hereafter, Kawata)Until then, Workman only had either snug-fitting silhouettes that wouldn't interfere with onsite work or extremely wide silhouette pants, like traditional knickerbockers. There were no fashionable silhouette items like the "Super Water Repellent Chef Pants."
We found this to be a quite challenging item; we were uncertain about its sales potential, but it ended up becoming a monster hit, selling 200,000 units per year.
Despite being long pants, the "Super Water Repellent Chef Pants" sells well even in summer. We add new colors every season, and it seems there are many repeat customers, keeping it selling consistently.
The "Super Water Repellent Chef Pants" is still displayed in the best locations in Workman stores.
Of course, we have incorporated many Workman-specific features so that craftsmen can wear them on site. Features like reflectors for nighttime visibility and large pockets that can hold three bottles are unique to Workman and not found in fashion brand chef pants.
Additionally, we are very particular about durability, using fabric that resists pilling and incorporating durable water-repellent processing that lasts even after washing.
YamadaWhat I personally like the most about the "Super Water Repellent Chef Pants" is the waist area. It not only has elastic but also features belt loops and a cord, allowing various styling options with different tops depending on the wear scenario.
Moreover, having a front zipper is quite rare for chef pants in this price range.
KawataDid you know that all front zippers on Workman products use YKK zippers?
YamadaI didn’t know that!
KawataIn the case of the "Super Water Repellent Chef Pants," the zipper for the large side pockets is not YKK. While we sometimes use non-YKK zippers considering the characteristics of each part and cost, the front zipper is always made with reliable YKK, as per Workman's rule.
The reason is very straightforward; if the front zipper breaks, the pants can no longer be worn. While being affordable is important, ensuring that the pants can be worn for as long as possible is our top priority.
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