PIS PIS STUDIO's Unisex Line Sees Strong Early Sales in Japan

PIS PIS STUDIO's Mardi Mercredi is gaining popularity in Japan.

On October 30, PIS PIS STUDIO said that Mardi Mercredi introduced its unisex line at its stores in Daikanyama, Tokyo, and Osaka, on October 8. During the first week after launch, from October 8 to 14, sales at the two stores each rose to more than four times the previous week's level, while the Osaka store recorded sales of more than five times that amount. Queues also formed in front of the stores when the new line launched.

The unisex line expands the product range and silhouettes so that the pieces can be worn regardless of gender, while retaining Mardi Mercredi's signature floral graphics and design identity. It maintains the brand identity of the existing women's line while diversifying its silhouettes and product range, giving consumers more choices.

Building on the initial sales results at major stores in Japan, the company plans to strengthen its product lineup and marketing activities to suit the local market. It aims to expand consumer engagement around the new unisex line during the year-end shopping season, including Black Friday in November, and establish a foundation for mid- to long-term sales growth by diversifying its product range.

"The increase in sales at major stores following the launch of our unisex line in Japan, along with the results of our pre-promotional campaign for China's Singles' Day, showed us that consumers in overseas markets are interested in our new product categories," said PIS PIS STUDIO co-CEOs Park Hwamok and Seo Seungwan. "Going forward, we will continue to expand our product portfolio based on Mardi Mercredi's brand competitiveness and strengthen distribution and marketing strategies tailored to each local market to broaden the foundation for overseas business growth."

This content was produced with the assistance of AI translation services.