Also, we have been continued the “Itami Zero Project (No Pain Project)” which was launched from 17SS to break away from the conventional “appeal of shoe performance”. For 19FW we continued to feature Takae Mikumo. Additionally, we conducted a questionnaire on consumers and asked how they feel in the actual shoes in order to verify the achievement status of SPORTH’s' zero damage. “High satisfaction with comfort” which was confirmed by the survey results was also expressed numerically and appealed together with the visual. Also, following the previous season, we updated the Web Interview contents. Along with the survey results, how Ms.Mikumo felt in the shoes prove fact that SPORTH has achieved a high level of no-pain. On the store’s leaflets and the brand website, we showed that SPORTH’S shoes are not only functionality but also fashion appeal by introducing the style coordination wearing SPORTH’s shoes and one point comments from a stylist.

従来の“靴の性能訴求”を脱却すべく17SSより発足した“イタミゼロプロジェクト”を継続展開。19FWも引き続き、三雲 孝江さんを起用。19FWではスポルスのイタミゼロ実現状況を検証するために消費者への着用実感アンケート実施。調査結果で確認できた”履き心地への高い満足度“を数値でも表記しビジュアルと合わせて訴求を行った。 また、前シーズンに続いてWEBインタビューコンテンツも更新。調査結果と共に三雲さんの実感も交えながらスポルスがイタミゼロを高いレベルで実現している事を訴求。 店頭のリーフレットやWEBブランドサイトでは”スポルスを活用したコーディネート”を、スタイリストのワンポイントコメントと共に紹介する等、機能性だけでなくファッション性の訴求も行った。

Client　MOONSTAR COMPANY
Planner / Producer（Design/Execution）/ Total Directior
MANABU IMURA(PMA.Inc) YUKI FUKUDA(PMA.Inc)　
SAORI YOSHIOKA(PMA.Inc)
Art Director　AKIHIRO YASUDA
Photographer　AYAKO KICHIKAWA
Stylist (Interview)　YUMIKO SUZUKI
Hair & Make (Interview)　MAYUKO MATSUDA
Stylist (Leaflet)　HIROKO HATTORI
Hair & Make (Leaflet)　MIZUKI IMAI (TUKURIBA)