"Wild Bird Society of Japan," Winner of the "PLUG IN│Editorial GRAND PRIX" at the October 2021 Show
Daiwabo Advance Co., Ltd.
UPLOADED 18 FEBRUARY, 2022
At the joint trade show "PLUG IN│Editorial" (co-hosted by Senken Shimbun and CREDITS), held in October 2021, Daiwabo Advance's "Wild Bird Society of Japan" brand won first place in the "PLUG IN│Editorial Grand Prix," which selects the exhibiting brand that left the strongest impression on visitors. The commemorative trophy was recently presented to the team. Yuka Koishi, who oversees the brand, along with Sales Development Manager Atsuo Kitamura, Merchandising Section Chief Jun Sato, and Sales' Takuo Yamada, shared their thoughts on the win.
Congratulations.
"We were really surprised — we never expected to have the most votes. We're thrilled to have even received a trophy."
What do you think was evaluated so highly?
"During the show we made new connections and had a lot of visitors see our booth. I think the Wild Bird Society's name recognition, together with the rain boots' own recognition, played a big part. The current outdoor boom may have also worked in our favor, with expectations for the product translating into votes."
Camping and the outdoors are certainly having a moment.
"There are already a great many brands and products in the market, and both retail and online sales channels keep expanding. High-performance materials are increasingly common too. So we're aiming to open up sales channels with a proposal that's different from existing brands."
What kind of proposal is that?
"What we're aiming for is a lifestyle-oriented proposal that captures the easy accessibility of birdwatching and connects it to everyday leisure. Our planning theme is 'a light, gentle way of going around.' We're not putting function-forward outdoor gear front and center, and we're not going for the image of camping deep in the mountains, away from daily life. Of course we use sustainable, earth-friendly materials and high-performance fabrics, but the goal is products that let people feel the nature birds live in as something close by, and that serve as a gateway into an interest in nature — a lineup that makes the most of the Wild Bird Society's image."
That's the well-regarded "birdwatching boots," right?
"The Wild Bird Society of Japan is a nature conservation group founded in 1934, with around 40,000 members. Beyond wild bird research and conservation activities, it also develops and sells observation gear, field guides, and general goods that support birdwatching, and uses the proceeds to fund its activities. The 'Birdwatching Boots' were born out of that in 2004 — lightweight and comfortable to walk in, and since the shaft rolls up for compact storage, they're also popular with outdoor festival-goers and general campers. Itochu serves as master licensor for the brand, and we hold the apparel license, so we'll keep exploring earth-friendly clothing for birdwatching, leisure camping, and everyday outings alike."
What specific products are coming up?
"We're starting in May with a T-shirt using American cotton, and from fall we'll add a lightweight hoodie, windbreaker, and rainwear. Rather than rolling out new products one after another, we're basically keeping the lineup focused so people can enjoy items for a long time, across seasons. Pricing is also set to be easy to buy at outdoor specialty stores — around ¥3,500–3,900 for T-shirts and around ¥8,000 for sweatshirts."
It's also notable that Yuka Koishi is overseeing the brand.
"Ms. Koishi is an illustrator and essay-manga artist who also holds the title of camping coordinator. With her involvement, from setting the planning theme for the brand as a whole to the endearing 'B' mark, the brand has gained a lightness and gentleness. We'd like to keep developing in this direction going forward."