News Flash

Not a brand, but yes, it is!

23 Jun '06

2 min read

About 30 years have passed since the beginning of Select Shops in Japan, and Beams has succeeded in remaining one of the trendiest select shop, plus the leader in the business.

During the 30 years, Japan have evidenced numerous number of select shops brought to birth, and many that disappeared. So what makes Beams so successful, whilst others are evaporating into thin air?

Beams currently hold over 1000 brands under them, and over half will be switched after a season or few. Their capability in judging the brands to hold and brands to switch has brought them to be recognized as a brand themselves.

Although they have been trying to sell themselves not as a brand, but as a “Blend Shop”, Beams have become a brand among the consumers.

Having consumers notice them as a brand is complimentary in that they have built themselves a strong image, but president of Beams Yo Shitara feels that by becoming a brand, they can lose themselves if they become a brand.

Once the boom ends and consumers start to not see Beams as a trendy brad, Beams could change all the products in their store but will not be able to erase the brand image.

They have been very careful as to not become a brand through collaborations with different brands, renovating their different stores with individual concepts, and many other interesting actions to build themselves an image of a store that does interesting things.

They will be collaborating with Disney Sea and produce Disney related products from July, and sell them in shops within Disney Sea.

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