日本知名傢俱居家生活雜貨品牌NITORI宜得利,竟然默默推出自家的服裝品牌N+,讓不少人大跌眼鏡。
服飾品牌跨界生活雜貨,也許大家已經見怪不怪,但家居生活雜貨品牌跨界時尚服飾,相對來說較少聽見。不過其實,去年在IKEA在原宿開張時,就有配合原宿之日本時尚流行地的特點,推出一些T恤、連帽T和配飾等品牌時尚周邊,引起一陣話題。儘管如今看起來已經退燒,這些時尚周邊依然能在門市中看到展售,卻暫時也沒有新商品再發布,似乎並沒有真的有意跨界到流行服飾產業。
然而,日本的NITORI宜得利,卻似乎是動了真格——因為它們真的推出了自己的服飾品牌N+,並在日本國內開始拓展門市及線上販售。但若你以為他們是一下子突然大動作投入新產業,那可誤會大了。因為他們的「野心」,其實早已有跡可循。
細心的消費者,或許已經有發現,過去幾年NITORI宜得利已經有在試水溫,包括推出與自家的寢具面料採用相同素材的睡衣睡褲販售等。而如今,它們動真格地創立了一個服裝品牌N+(N Plus/Nプラス),旗下的服飾產品不再只是家居服飾,更包括了各式各樣簡單大方的外出服。
就在他們位於淺草的門市(距離之前和大家介紹過的新淺草UNIQLO不遠),NITORI開設了東京範圍內第4家服飾門市,在原本清一色傢俱生活雜貨的門市中,翻新了一塊時尚服飾的展售空間,且絲毫沒有違和感。
常被稱作「日本IKEA」的NITORI宜得利,儘管產品沒有IKEA那樣的北歐時尚,卻秉持簡潔的日式風格,並與IKEA一樣,有著望能堅持物美價廉原則的理念。這理念,一樣反應在它們的時尚品牌N+中,且不說服飾風格也大多以日式簡單風格為主,服飾價格大多在2~3千日圓不等,配件則在1~2千日圓不等——定價不貴,卻也不廉價。
以「百搭大人服飾(Total Coordinate Adult Clothing)」為主概念的N+服飾,主要客群鎖定在「成年女性」,大多設計簡單流暢,顏色也沈穩基本,以百搭為主要訴求,特別適合30~40歲間的日本職業女性——而這也與NITORI宜得利本身所擁有的目標客群相吻合。(雖然目前只有女裝)
N+目前在日本各地共有19家門市,而NITORI宜得利目前對於拓展這塊版圖依然動力滿滿。不過,像這樣由傢俱家居雜貨品牌跨界推出的小服飾品牌,是否有機會壯大到能與優衣庫相抗衡?N+ 會成為NITORI宜得利邁向國際的關鍵嗎?還是在茁壯成為業界梟雄之前,NITORI宜得利的熱情就會耗盡?這都是後來值得觀察下去的部分。對了,如果中意N+的服飾風格,想要入手它們家的衣服的話,也可透過官方的線上商店購買。
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聯名商品也好,期間限定的商品也好,在日本總是能見到很多有趣特別的商品推出。也許你跟我一樣,對這些東西毫無招架之力⋯⋯好吧,就算只是看看也好吧!
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