#Japan #Tokyo #Customer Service #Ginza Eikokuya #Affluent Class

Exploring the Secrets of Ginza Eikokuya’s Approach to the Expanding Affluent Market

On June 23, 2025, Ginza Eikokuya, a prestigious brand located in Chuo Ward, Tokyo, shared key insights about its successful strategies in the ever-growing affluent market, emphasizing its distinctive approach to customer service honed over 80 years of establishment.

In recent years, Japan's affluent population has been steadily increasing and diversifying. According to the 2023 estimates by Nomura Research Institute (NRI), Japan has approximately 1.65 million households categorized as affluent and ultra-affluent, marking a historic peak in numbers. A noteworthy trend is emerging; more ordinary employees in their late 40s to early 50s are unexpectedly becoming affluent, largely due to stock market growth. This demographic differs from traditional wealthy classes, showcasing a greater desire for special experiences and emotional fulfillment rather than mere purchases of goods or services.

In a market environment often characterized by sentiments that “affluent business is difficult” and “needs are hard to ascertain,” Ginza Eikokuya enjoys outstanding support and stable earnings from this diversified affluent group, thanks to its unique “customer-centered service.” Today, the brand divulged this customer-centric approach as a secret to capitalizing on the thriving affluent market.

The Rise of Affluence: New Trends in Wealth

NRI’s recent 2023 survey revealed that the affluent (financial assets between 100 million and 500 million yen) have reached 1.535 million households, while ultra-affluent households (financial assets exceeding 500 million yen) stand at 118,000, totaling 1.653 million households. This marks the highest figures since the start of surveys in 2005.

Particularly noteworthy are the increasing instances where regular employees in their late 40s to 50s become affluent 'without realizing it,' driven by rising stock prices. This demographic possesses high financial literacy and is inclined to leverage digital tools for information gathering and investment. Their desires extend beyond merely increasing assets; they seek services that align with their values and lifestyles, desiring partners with whom they can build deep trust.

Three Key Points of Ginza Eikokuya’s Customer-Centered Service

At Ginza Eikokuya, the customer-centered service goes beyond simple product offerings and focuses on deeply engaging with customers' lives. This creates sustainable trust and forms a stable revenue model.

1. Thorough Hearing Process of 1 to 1.5 Hours

To fully understand customers' preferences, lifestyles, and values, Ginza Eikokuya dedicates an extensive amount of time to each interaction. It’s essential not to merely act as a shop but to truly get involved in customers' lives. In efforts to unearth both expressed and unrecognized needs, the brand carries out comprehensive discussions by investing time and effort. In particular, understanding the various backgrounds and tastes of newer customers who fall under the 'suddenly affluent' category is crucial. As part of this approach, staff members personally purchase customers’ published works or featured magazines to understand their multifaceted personalities, which the company supports financially.

2. Proposing Solutions that Surpass Expectations

Based on substantial expertise and experience, Ginza Eikokuya suggests optimal products and services tailored to individual customer personalities and lifestyles. By providing experiences that go beyond customer expectations, they capture their hearts. This proposal ability can lead to unveiling 'real needs' that customers themselves might not realize. To uphold customer-centric proposals, Ginza Eikokuya has established specific evaluation metrics that promote understanding client needs rather than simply striving for sales targets. The processes and insights gained from attempting to identify genuine customer needs are exceptionally valued in their evaluation framework.

3. Building Long-term Trust Across Generations

Ginza Eikokuya cherishes connections with long-time customers, some spanning three generations. This solid network showcases the practical significance of customer loyalty, serving as a source of steady revenues. Particularly in an age where wealth backgrounds have diversified, having a trustworthy partner to consult across generations presents great value to affluent clients.

The Success of Trust and Its Social Relevance

Ginza Eikokuya’s customer-centered service fosters a recognition of being a 'trustworthy partner' rather than just a sales outlet. This leads to lasting partnerships and stable revenues while engaging in the lives of each customer. Such an approach effectively aligns with contemporary affluent clients' desire for intrinsic value over just product consumption.

About Ginza Eikokuya

Established in 1940, Ginza Eikokuya has been providing high-quality suits for over 80 years, inheriting traditional British tailoring techniques. Nestled in the prestigious vicinity of Ginza, the brand has built a reputation of trust alongside the passage of time. With a steadfast commitment to meticulous craftsmanship, the bespoke suits maximize the individual’s personality and allure, a testament to enduring artistic values.

At the heart of Ginza Eikokuya's philosophy is its commitment to bespoke craftsmanship. Utilizing carefully selected premium fabrics from around the globe, the brand fuses classic British styles with modern aesthetics. Every suit is crafted with painstaking attention to detail by skilled artisans, ensuring unparalleled fit and a beautiful silhouette.

Notably, Ginza Eikokuya offers a 'free order experience' aimed at familiarizing more customers with the bespoke concept. Expert stylists take the time to understand individual lifestyles and preferences, providing a wealth of fabric samples and design knowledge to co-create the customer's ideal suit. This not only allows the clients to experience the fabric firsthand but also to gain valuable professional insights into bespoke tailoring's depth and appeal.

Besides tailored suits, Ginza Eikokuya also offers an array of sophisticated accessories that enhance one's attire, reflecting the brand’s unwavering belief in quality and timeless elegance.

For over 80 years, Ginza Eikokuya has continued its pursuit of authenticity in Ginza, proving itself as more than just a men’s clothing store. It stands as a singular entity where tradition and innovation coexist, enhancing the dignity and confidence of its wearers.

Profile of the Third President, Eiki Kobayashi

Eiki Kobayashi, born in July 1981 in Tokyo, became president at the young age of 28. He graduated from Keio University in 2004 and joined Works Applications before moving to Ginza Eikokuya in 2006, where he took leadership in 2009. Marking his 15th anniversary as president in July 2023, his management skills are gaining attention.

Actively engaged in academic activities, he has served as a guest lecturer in organizational theory at Hitotsubashi University MBA and Meiji University MBA programs. Additionally, he speaks at forums like the Century-old Business Management Clubs on topics of corporate succession, sharing insights across diverse fields.

As not only the leader of a traditional enterprise but also a contributor to the development of new-generation executives, he plays a pivotal role in cultivating the next generation of leaders.

Related Information: Succession Planning Support Association

Eiki Kobayashi also heads the 'Succession Planning Support Association,’ which assists family businesses in various aspects of successor development and transition planning. This organization focuses on guiding successors to respect the current leaders and collaboratively address existing challenges, all while providing concrete support in areas such as IT development, evaluation systems, HR management, and corporate planning. Their goal is to nurture successors who can confidently take the helm of their long-established companies while ensuring a seamless transition.