FEATURE｜Hanes PREMIUM Fair The one-rank higher Hanes "Hanes Premium" and the story of its birth.
Hanes PREMIUM Fair
Haynes "Haynes Premium", a higher grade of Haynes, and the story of its birth.
Hanes has earned unwavering trust as "THE KING OF PACK T-SHIRTS," and the popularity of its "Japan Fit" line, launched for the Japanese market in 2014, is well known, The "Hanes PREMIUM" line, introduced the year after the launch of "Japan Fit" as a higher grade line, is also not to be forgotten. Of course, the exquisite fit goes without saying. The new long sleeve T-shirts from Hanes PREMIUM are now being released, and a Hanes Fair is currently being held at the Isetan Shinjuku Men's Department Store. We asked Ms. Yuka Kobayashi, the person in charge of the underwear department at the fair, for an overview of the fair and the appeal of "Haines Premium".
First of all, could you tell us about your work, Mr. Kobayashi?
KobayashiYes, I am a stylist. I am a stylist, and my main job is to serve customers in the underwear department, offering products and styling suggestions that meet their needs. I am in charge of "Haines" from among many brands.
So there is a person in charge of each brand? Have you been in charge of "Haines" for a long time?
KobayashiIt's only been about six months. To deepen my knowledge and insight, my brand assignments change on a regular basis.
I see. Mr. Kobayashi, could you tell us about your own image of "Haynes"?
KobayashiUntil now, like many of you, I was aware of the brand as a historical underwear brand with an American background. Since I became in charge of the brand on the sales floor, I have had the opportunity to listen to customers' opinions and reactions, and I have become more attached to the brand. I realized once again that the brand boasts stable popularity even in the Isetan Men's Building and is truly loved by many people.
What kind of customers actually buy items from "Haynes"?
KobayashiThis is a men's underwear section, but we have many female customers as well as men. Many of them visit with men or buy gifts, perhaps due to the genderless trend of the times. The age range is also varied, from the elderly in their 60s and 70s to students in their 20s. I think the fact that we can approach such a wide range of customers is also a major attraction.
What is your impression of Haynes Premium, the star of this event?
KobayashiI myself have worn a variety of pack T-shirts produced in the U.S. and the original "Japan Fit" T-shirts from Japan, and among them, I have found these T-shirts to be of the highest quality. I think this is a result of the brand's commitment to quality, which is reflected in the materials and silhouettes. As a seller, this is one of the few items that I can recommend based on my own experience.
Is there any special reason why Isetan Shinjuku Men's Building selects "Haynes Premium" instead of "Japan Fit"?
KobayashiIsetan Shinjuku Men's Building values a certain level of quality and image. We are also responsible for the trust our customers place in us. With this concept in mind, I would say that "Haines Premium" was the perfect line for us.
You can sense this atmosphere from the package design.
KobayashiThat's right. Many first-timers are still interested in it because of its packaging. It is elegant and gives a somewhat premium feeling.
In addition to the quality, the wide range of products is also attractive: in addition to three types of T-shirts, boxer shorts and a new long-sleeve T-shirt have been added.
KobayashiThat's right. Boxer shorts and long sleeve T-shirts are both in demand as underwear regardless of the season, and many people have been asking for long sleeve underwear, especially for long sleeve T-shirts, on the sales floor.
I see! Do you share such real customer feedback with the brand side?
KobayashiOf course. We need to be in the field to experience the needs that are not expressed in numbers, such as how customers actually react to new items and how they wear them. In addition to customer feedback, I often give my opinions from a sales standpoint as well.
In a way, the long sleeve T-shirt is a product born from the close relationship between the sales floor and the brand!
KobayashiOf course, that is not the only way to look at it, but I think it can be taken that way as well. I think it is also possible to see it in this way.
Then, the current fair will be meaningful for the Isetan Shinjuku Men's Building!
KobayashiThat's right. We have held many events with Mr. Haynes, but this year marks the 70th anniversary of the pack T-shirt, and morale is higher than ever, not only at the brand, but also at the Isetan Shinjuku Men's Department Store. Perhaps the fact that I was able to play a small role in the birth of the new items amidst this milestone makes me feel even more special.
Finally, what do you find attractive about this fair?
KobayashiThis time, the full lineup of "Haines Premium," the most luxurious line of "Haines," will be available, and as a pre-sale, you can try the long sleeve T-shirts for the first time. In addition, the first 100 customers to purchase 5,000 yen or more will receive a tote bag with the 70th anniversary logo printed on it, exclusive to Isetan. This is a very valuable item that is not for sale, so please take this opportunity to get one!
Haynes Premium Long Sleeve Crew Neck T-shirt ¥3,800+TAX
Haynes Premium" is a line of gem items created using carefully selected cotton and machines that are now rare. The feel of the premium cotton 100%, which is made in Japan from knitting to sewing, is superbly soft to the touch. The use of a gauge that is not normally used expresses just the right amount of roughness. The lineup includes three types of crew-neck and V-neck T-shirts, boxer briefs, and, from this season, a new long-sleeve T-shirt.
Isetan Shinjuku Hanes Fair Dates: ~July 11 (Tuesday) Location: Isetan Shinjuku Men's Building, B1F = Underwear, Nightwear, Socks Address: 3-14-1 Shinjuku, Shinjuku-ku, Tokyo *The first 100 customers to purchase 5,000 yen or more will receive an original tote. (The offer will end as soon as the tote is gone.)
Haynes Customer Center Phone: 03-5361-2823 (10:00 - 17:00 *except Saturdays, Sundays and holidays) www.hanes.jp
