The Swiss sports footwear brand ‘On’ is enhancing its retail presence in Japan, with a focus on consumer trends that prioritize comfort and innovation, as they expand their market and prepare for a career event in March.
The Swiss sports footwear brand “On” has experienced a surge in popularity, particularly for its running shoes, which have become a fashionable choice not only in athletic contexts but also in everyday wear. This trend has been bolstered by the opening of the “On Flagship Store Tokyo Cat Street” in Harajuku in April 2022, which has reportedly thrived since its launch and plays a significant role in the brand’s growth strategy. As “On” expands its market focus from primarily BtoB (business-to-business) operations to enhancing its retail presence, the company is positioning itself to capitalize on emerging consumer trends.
Nobuhiro Mizuguchi, the Senior Retail Lead for APAC at On Japan Co., Ltd., has detailed his journey leading to his pivotal role at “On.” Mizuguchi’s background includes extensive experience in retail management and business development, having worked in various capacities from managing the first Japanese store of an American shoe retail chain to overseeing bespoke shoe retail for a prominent French brand. He joined “On” in September 2024, motivated by his personal connection to the brand through five years of using its running shoes.
In discussing his career path, Mizuguchi highlighted the significance of finding a “spark of excitement” in one’s work, emphasizing the importance of passion over mere financial incentives. He noted the allure of “On,” particularly its simple yet innovative designs and the comfort that appeals to consumers who prioritize quality in their athletic footwear.
Mizuguchi shared insights on the retail landscape and the evolving consumer preferences that “On” intends to address. “As we look to strengthen our retail business, it is essential to effectively communicate the ‘On’ brand story, which goes beyond just our popular shoes to include our expanding range of apparel,” he stated. The retail strategy aims to foster customer engagement through the physical store experience and community-building initiatives, such as running events.
The company is actively exploring growth opportunities across Southeast Asia, where economic growth and increasing national incomes present potential customer bases. Currently, “On” is seeing a concentration of its customer traffic in Tokyo, particularly Harajuku, but plans are in place to expand to other major cities across Japan.
Mizuguchi observed a significant shift in market dynamics, where consumers increasingly seek comfort and innovation over traditional brand prestige. He noted that there is a growing interest in high-quality running shoes being integrated into casual wardrobes, reflecting a broader trend in how sports brands are perceived and consumed.
As “On” moves forward, the company is determined to become a leader in the premium sports brand category. Mizuguchi underscored the critical role of the retail team in realizing this vision, emphasizing that passionate customer service and a supportive work environment are essential for attracting and retaining customers. He articulated a clear appeal for individuals who share a love for the brand to join their efforts, stating, “Our vision is to grow ‘On’ into the most premium sports brand globally, but we cannot achieve this without the success of our store team.”
In line with its objectives for growth, “On” is set to hold a career event on Thursday, March 13, to recruit new team members. This event will feature discussions about the brand’s values, insights into the retail vision, and a tour of the store, providing opportunities for prospective employees to interact with Mizuguchi and current staff.
Source: Noah Wire Services
