Brand Philosophy
The brand philosophy, “A bag should first of all be a tool to carry goods,” reflects the idea that PORTER Yoshida & Co is more than just another bag brand. Founded by Kichizo Yoshida, the brand began building its foundation during the Second World War.
“During the 10 years from the company’s establishment until the end of the Second World War, Kichizo had to do military service twice,” said Ken Matsubara, Porter-Yoshida’s managing director.
The brand’s early development focused on establishing a presence in the mainstream market. However, obtaining leather materials was difficult immediately after the war. As a result, the products were primarily rucksacks and shoulder bags made from canvas materials that Chika had kept.
Wants
- Customers want more than just a bag; they want a product that connects with their lifestyle and personal identity.
- Distinctive designs help strengthen fashion credibility and personal expression.
Needs
- Customers need to understand the relevance of a bag as a practical tool for carrying their belongings.
- Products should be adaptable to customers’ everyday needs and uses.
- Practicality and comfort are important considerations, with a range of sizes available to accommodate different preferences.
- The brand uses a strategy of offering approximately 1,000 variations of bags to develop a diverse product collection
Goals
- Develop lifestyle marketing that demonstrates how PORTER bags fit into everyday activities and routines.
- Communicate the value of the brand’s storytelling, particularly its Japanese craftsmanship and manufacturing heritage.
Pain Points
- Continuing to establish and preserve the brand’s legacy, particularly through its iconic nylon bags, first introduced in 1962.
- Bag weight can influence the customer’s comfort and carrying experience, depending on the product’s design and how it is worn or styled.
- Customers may be unfamiliar with the history and craftsmanship behind PORTER bags, potentially leading them to choose competing brands.
Values
- Craftsmanship: Carefully constructed bags that demonstrate the importance of quality and attention to detail.
- Authenticity: Maintaining a strong connection to the brand’s Japanese manufacturing heritage.
- Functionality: Creating bags that prioritize their practical purpose while supporting customers’ everyday lifestyles.
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