Tokyo Soir's New Brand Hits Record High Sales in Just Two Months

Tokyo Soir's New Brand Achieves Overwhelming Success

Tokyo Soir, a prestigious company based in Chuo, Tokyo, has announced the successful launch of its new formal women's wear brand, TOKYOSOIR. In just two months since its debut in October 2025, the brand achieved 165% of its sales target, with a total of 355 pieces sold. This remarkable performance highlights the brand’s alignment with contemporary societal trends in formal wear.

Post-COVID Changes in Funeral Styles

In recent years, the COVID-19 pandemic has notably shifted funeral customs, leading to a significant rise in family funerals, which now account for nearly 50% of all funeral services, according to a survey by Kamakura Shinsho conducted in March 2024. The findings showed:

- Family funerals: 50.0% (a decrease of -5.7% from previous data)
- General funerals: 30.1% (an increase of +4.2%)
- One-day funerals: 10.2%
- Direct cremations/casket services: 9.6%

Interestingly, since the end of the pandemic, there has been a noticeable rise in general funerals once again. Many families have expressed that managing family funeral attendees and handling condolence returns became overwhelming, leading them to opt for general funerals as a more convenient option.

According to our own research, about 92.4% of respondents consider ceremonial occasions such as weddings and funerals as “important days.” This statistic illustrates a shift in mindset post-COVID, demonstrating a desire for more formal attire in these significant moments.

As general funerals gain traction, the demand for “appropriate attire” has surged. Customers are seeking clothes that are not only suitable but also stylish, of high quality, and durable.

To cater to these evolving needs, TOKYOSOIR offers three key styles: ensembles, dresses, and pant suits, establishing itself as a standard in formal fashion.

Sales Achievements in the First Two Months

During the initial sales period from October 1 to November 30, 2025, TOKYOSOIR achieved the following milestones:

- Sales target exceeded by 165%
- More than 355 total garments sold
- Breakdown of sales by item:

- Ensembles: 60.2%
- Dresses: 22.6%
- Pant Suits: 17.3%

Demographic Distribution of Buyers

Notably, buyers aged 50 and above represent about 70% of the customer base. The following percentages highlight the age range of purchasers:

- 20s: 5.3%
- 30s: 9.8%
- 40s: 16.6%
- 50s: 35.6%
- 60s and above: 32.5%

Feedback from customers emphasizes the brand’s strengths:

- “The designs are simple and timeless.”
- “The fabric is lightweight and comfortable.”
- “Machine washable, which is a plus.”
- “The silhouette is flattering.”
- “Reasonably priced and suitable for various ages.”
- “Perfect for a chief mourner as well.”

Interestingly, 76% of customers chose TOKYOSOIR because they seek brands and quality appropriate for ceremonial occasions.

Areas for Improvement

With the initial success, TOKYOSOIR plans to address customer feedback regarding sizing. The latest sales data has revealed that sizes ranging from 9 to 15 are in high demand, while requests for size 7 and 17 have emerged. These insights will guide future product development to cater more effectively to diverse body types.

Customer Sentiment Towards Tokyo Soir

The brand enjoys a strong reputation, with comments reflecting a sense of assurance in choosing Tokyo Soir. Many customers appreciate the ability to seek advice on etiquette and outfit coordination.

Unique Features of TOKYOSOIR

- Universal Design: Standard silhouettes that are respectful and appropriate for all occasions.
- Versatility: Suited for a variety of seasons and events.
- Reassurance: A trusted choice that is easy to select.
- Functionality: Easy to wear and maintain:

- A front zipper for ease of dressing.
- Patterns designed with body type changes in mind for longevity.
- High-quality sewing and finishing for formal wear.
- Machine washable for convenience.

Future Expansion Plans

Looking ahead, TOKYOSOIR plans to release six new styles in spring 2026 and expand to approximately 210 stores. An additional eight styles are anticipated for the fall/winter of 2026 across department stores, mass retailers, and direct shops, including formforma and other e-commerce platforms.

Insights from the Development Team

“We are thrilled with the encouraging response, achieving 165% of our initial sales forecast. We aim to refine our products further, prioritizing universality and comfort to draw in more customers, ensuring that even those unfamiliar with us will become fans,” stated the project manager.

Our mission, under the ethos of “Close to Important Memories,” is to redefine the standard for black formal wear while meeting our customers’ needs. We will enhance brand awareness through knowledgeable sales staff and effective customer service nationwide.

Significantly, the brand is developed in collaboration with the art direction and branding expertise of Kenta Okamoto Design Studio, ensuring a robust visual identity through site development, promotional materials, and brand videos.