#Japan #Tokyo #Shoes #ABC Mart #ABC STAFF PROJECT

ABC Mart Launches the ABC STAFF PROJECT

ABC Mart, a leading footwear retailer in Japan, has proudly announced the launch of its new initiative, the ABC STAFF PROJECT. This project is designed to develop genuine footwear based on real feedback from store and headquarters staff, marking a significant shift in their approach to shoe development. The first lineup, dubbed the "本気印" or "serious mark," features three innovative models, including loafers and sandals, available from April 24th in over 1,000 stores nationwide and on their official website.

What Makes the ABC STAFF PROJECT Unique?

The crux of the ABC STAFF PROJECT lies in its dedication to involve staff members, who serve as the voice of customers, in the entire shoe development process. ABC Mart's team, which interacts with approximately 3,000 customers daily, will personally test each shoe over an extensive period, accumulating a total of 1 million steps for rigorous evaluation.

During this testing phase, employees will wear the shoes in realistic settings—during customer service interactions and extended walking periods. Their experiences and opinions will directly inform any necessary improvements, ensuring that the final products genuinely reflect customer needs. Following thorough testing and refinements, shoes will earn the esteemed "本気印" designation before being released for sale.

The Development Journey: From Selection to Product Launch

The journey towards creating a serious pair of shoes comprises several crucial steps:

1. Selection: Identifying which styles, ranging from staples to trendier options, will be developed based on employee and customer input.
2. Testing: Employees wear sample pairs in their day-to-day activities over a set time, focusing on comfort and usability.
3. Analysis: Feedback from the trial period is shared among staff, sparking open discussions to refine the designs based on real-world experiences.
4. Development and Launch: After analyzing input and making necessary improvements, the shoes are officially produced and made available to customers.

The First Products Under the ABC STAFF PROJECT

1. Loafer Sneakers

Based on the assertion of staff who sought a sneaker that struck a balance between comfort and style, the W1052QS KNIT LOAFER SNK was born. Initial trials revealed issues that required attention, notably slipperiness and discomfort during extended wear. Adjustments were made to enhance grip and comfort fitting. Now, this sneaker maintains a stylish appearance while ensuring a comfortable wearing experience for long walks.

• - Price: ¥6,490 (tax included)
• - Colors: ALL BLACK, ALMOND, MINT
• - Sizes: 22.5cm to 25cm (with 0.5cm increments)

2. Sandals

To satisfy the demand for a reliable hands-free option, the S0061QS CODE SANDAL was created. Testing highlighted issues with the fit due to the opening design, which prompted a redesign for easier entry. Enhancements were also made to the heel support for better stability and comfort. Additionally, a unique cooling fabric ensures comfort during summer, culminating in a model recognized with the “本気印.”

• - Price: ¥6,490 (tax included)
• - Colors: BLACK, BROWN
• - Sizes: 24cm to 29cm (with 1cm increments)

3. Strap Sandal

Another addition is the S0060QS STRAP SANDAL, designed to meet the needs for stability and comfort during summer activities.

• - Price: ¥6,490 (tax included)
• - Colors: BLACK, NAVY
• - Sizes: 24cm to 29cm (with 1cm increments)

Company Overview

ABC Mart, established in 1985, has a vision of providing not just products but a genuine customer experience through innovation and involvement. Based in Tokyo, ABC Mart continues to aspire to develop footwear that genuinely meets the preferences and needs of its clientele while partnering with its dedicated staff in the process.

For further inquiries, customers can reach ABC Mart at:

• - Phone: 0120-936-610 (Monday to Thursday, 10:00 AM to 5:00 PM)

Through the ABC STAFF PROJECT, ABC Mart is reinforcing its commitment to quality footwear development, ensuring every step customers take is coupled with comfort and style.