Heroes:
Since June 2000,Villalalu began as a 2nd hand clothing selection shop in HigashiShinsaibashi,Osaka,Japan. Villalalu was started-up on my own and the products based on the 70s,80s European fashion style I preferred were perchased from Europe.　
Before the shop being opened,Villalalu has been doing the business of design and production in Japanese Apparel Business since 2000. Then Villalalu started its own brand in 2005.The reason why is because of choosing quality items became a little bit difficult,even though picked-up the quality items but the size didn't suit for Japanese people and the items out of the condition were too many. To resolve these problems and make more space to represent our philosophy, Villalalu moved to Minami-Senba,Osaka,in 2004,and started to creat products incorporating the trend. The concept of Villalalu is as the follows.
â—Žimage concept-nostalgic
European nostalgic but familiar.
Such as good old days of France from 50s to 80s.
Old but well-kept!!
Faded but beautiful!!
No matter what,it never change. Based on the image,the brand and the expansion of the shop will go forward and forward.
â—Žtarget concept-world scale
Students around 20～25 years old and female office workers are the main targets.First of all,making the main targets accept that will affect the other customers.Then,Japan is the origin of dispatch.Asia and all of the countries in the world can be influenced by the brand and shop which design in the world is not only in trendy but also in common that we aspire to become.
â—Žprice concept-middle-low price/high quality
The same price in the world is our objective. However,we set the price zone be at the middle and low price with high quality to be accepted by any country and race. We improve our image without high price and keep holding the balance of price and the content of products.And what position we are is as the follows.
â—ŽFeminine lineup of original European casual scene
â—ŽA little boyish lineup with domestic casual brand
Following the two points,we keep the elements of design,the image and the price always being in a well-balanced situation.As the business of SPA(Speciality store retailer of Private label Apparel)starts, maintaining the image and the stable performance by providing the products,including standard items and avant-garde items,in middle price extensively is the most effective way we thought.There are 5 important assignments of Villalalu to implement the business.
â‘ Developing products based on the marketing which is the most close to the viewpoints of users.
â‘¡Establishing extra value by unique image and the strategy of image.
â‘¢Fulfilling QR(Quick Respone) by confirming the area of production(ex:Japan,China,Korea,etc.) and strengthening the cooperative structure.
â‘£Accomplishing the stable quality and specification by the thoroughgoing management of production.
⑤Strengthening the capacity of selling and retaining the regular customers by elaborate and precise staff education system.
Through the important thoughts and assignments,Villalalu starts moving to the world. 　
HYPHON,is a brand of leather goods which design based on the designer himself would like to put on and be fully satisfied to be served in the world. The products of HYPHON,such as accessories,wallets,wear of head,shoes,and etc., being particular are also widely loved by Japanese people in entertainment industry.
