●英語版テキスト
"The ASICS Strategy" – Creating Stores Chosen for Their Customer Experience
公開日：2026-07-31 ／ 更新日：2026-07-31
What I Want You to Learn from This LessonIn recent years, it has become increasingly difficult for products to stand out based on quality alone. Even in the sports footwear market, consumers no longer choose products solely for their performance or design. Today, where they buy and what kind of experience they have are becoming just as important.
ASICS has recently opened its third global flagship store in Shinjuku, Tokyo. More than simply creating a luxurious retail space, the store offers personalized experiences such as a private lounge and custom embroidery services. Rather than simply selling products, ASICS is using these experiences as a marketing strategy to build long-term relationships with customers.
In the future of fashion business, value competition will become more important than price competition. Premium customer service, exclusive benefits, customization, and membership programs are all designed to make customers think, "I want to buy from this brand."
In this lesson, we will examine ASICS' new flagship store as a case study to understand how premium brands create experiential value. We will explore why ASICS introduced private lounges and embroidery services from a marketing perspective. Finally, we will discuss how these ideas can be applied to apparel retailing to increase operating profits.
※ YouTube
小テストにチャレンジ！
読んだポイント、どれくらい分かったかな？
先生と5問、やってみよう！
このページの本文で確認できる5問です。登録なし・何度でも挑戦OK。
全問正解で「優秀認定」缶バッジが登場！ 頑張って！
MORE FROM THANKS SENSEI
Keep exploring with Thanks Sensei.
Watch, listen, and discover your next idea.
WATCH
Watch a lesson. Find your next idea.
Explore business and marketing with Thanks Sensei.
Watch on YouTube
LISTEN
Make your commute a learning break.
Take Thanks Sensei’s podcast along for the ride.
Listen to the podcast
CONNECT
Keep the conversation going.
Join Thanks Sensei’s community on Discord.
Explore the Discord community
READ
Bring fresh ideas to your inbox.
Explore Thanks Sensei’s newsletter on Substack.
Read on Substack
FOLLOW
Find your next business insight.
Keep up with Thanks Sensei’s posts on X.
Follow along on X
SMILE
Add a smile to your everyday chats.
Find your favorite Thanks Sensei LINE stickers.
Explore LINE Stickers
EXPLORE
Explore the world, one street at a time.
Discover Thanks Sensei’s World Street Adventures.
Watch the street adventures
日本語の発信はこちら
サンクス先生の発信を楽しむ
授業のつづきも、先生と一緒に。
読む・聴く・歩く。気になる楽しみ方を選んでください。
学ぶ
先生の授業を、もっと楽しむ
動画や発信の入口をまとめてチェック。
授業のホームページへ聴く
移動時間を、学びの時間に
耳から楽しむ、先生のビジネスの話。
Podcastを聴く受け取る
次の学びも、先生と一緒に
Substackで、メルマガをのぞいてみよう。
メルマガを見てみるつながる
先生のひと言を、日々のヒントに
Xで、新しい発信をチェック。
Xの投稿を見る読む
気になる授業を、もう一本
テーマを選んで、自分のペースで学ぼう。
WEBテキストを読む
深める
先生の発見を、もう少し深く
noteで、先生のレポートを楽しもう。
noteのレポートを読む
楽しむ
いつものトークに、先生の笑顔を
お気に入りのLINEスタンプを見つけよう。
LINEスタンプを見る歩く
街を歩けば、発見がある。
世界まちブラ探検で、レトロな下町へ。
世界まちブラ探検へ