Since its inception in 2020, Urban Research’s e-commerce brand Laart has experienced impressive growth, highlighting its unique designs and strategic marketing as driving forces in the competitive fashion market.
Urban Research, a prominent Japanese fashion retailer, has seen significant growth with its e-commerce brand Laart since its launch in 2020. The brand primarily operates online without standalone stores, but recent sales figures reveal a double-digit increase for the January 2025 period compared to earlier reports, indicating a robust performance in the competitive direct-to-consumer market.
Laart’s designs, described by Director Nakabayashi as “simple yet unique clothing,” appeal to a diverse demographic across various age groups. In a recent commentary, Nakabayashi explained how the brand was conceived during the COVID-19 pandemic, coinciding with a rise in popularity of direct-to-consumer brands. He expressed that the initiative aimed to bolster Urban Research’s e-commerce capabilities amidst changing consumer behaviors.
Nakabayashi’s journey with Laart began after transitioning from sales to product development, where he previously played a vital role in launching the accessory brand “Smelly” and directing the SPA (Specialty Retail) format “Sense of Place.” Reflecting on the inception of Laart, he noted, “Laart was born from my thoughts as a salesperson of ‘I want this kind of clothing’ and ‘This color would be cuter.'”
The brand’s unique design philosophy includes elements such as bold slits, asymmetrical shapes, and intentional modifications to sleeves and lengths for a distinctive look. It also features layering with transparent materials and subtle color palettes, which allows fans to mix and match pieces for individualized expression. Nakabayashi mentioned, “There are many fans within the company as well,” underscoring the internal support for the brand’s aesthetic.
Among Laart’s successful offerings is the ruffled T-shirt from the Spring/Summer 2024 collection. This piece, noted for its practicality as it is washable, became a breakout hit, selling out rapidly and leading to additional production runs. Anticipation is high for the upcoming Spring/Summer 2025 collection, which promises new styles aligned with the brand’s creative direction.
On the marketing front, Laart is meticulous about its presentation on social media platforms, especially Instagram. The brand has shifted its approach from merely displaying clothing details to curating a comprehensive visual message, incorporating carefully chosen models, locations, lighting, and shooting angles. Nakabayashi emphasized, “When opening limited-time shops, we put the most effort into how the products are presented.”
Even without standalone physical stores, Urban Research has plans to expand its reach by establishing temporary shops outside major urban centers such as Tokyo and Osaka, further enhancing the visibility of Laart products. This forward-looking strategy reflects the brand’s commitment to connecting with customers while adapting to the evolving landscape of retail fashion.
Source: Noah Wire Services
