Lumine brings Tokyo’s fashion flair to Singapore at Raffles City

What made you decide to set up your first outpost in Singapore?
Singapore attracts business people and tourists from across Southeast Asia, and around the world. After visiting Singapore multiple times, I was captivated by the city’s vibrant energy and rich diversity. We see Singapore as the ideal launchpad to showcase Lumine’s values to the world while simultaneously bringing global insights and values back to Lumine in Japan.

What do you think Singaporean consumers can learn from Japanese consumers?
Numerous customers from Singapore visit Lumine in Japan, particularly in Shinjuku. When speaking with them, they often mention how exciting it is to experience Japanese fashion and culinary delights that align with the changing seasons. We hope to introduce this lifestyle to Singapore as well, offering seasonal fashion—for instance, light-coloured outfits during the spring for hanami (cherry blossom viewing) or during autumn with outerwear for enjoying the leaves turning as the seasons change. The diversity of fashion styles in Japan is also something we find unique and we aim to combine various tastes and styles within a single store, helping customers at Lumine Singapore discover their own new styles.

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What do you think Japanese consumers can learn from Singaporean consumers?
Whenever I visit Singapore, I am deeply inspired by its vibrant energy and dynamic spirit. The confidence and individuality expressed through fashion here are truly captivating. We hope to bring this powerful sense of self-expression back to Japan, encouraging our customers to embrace their unique identities and boldly forge their own paths, just as Singaporean consumers do.

What is your curation process for selecting labels for Lumine?
We select labels that match each of our stores based on the know-how we have cultivated and our strong relationships with Japanese and international labels. We have 15 locations around Tokyo that revolve around Shinjuku, and has handled more than 2,000 labels in fashion, beauty, lifestyle, culture, food, and others.

Lumine has been leading the fashion retail industry in Japan because of our strong relationships with our partners and customers. We have grown by offering proposals that help each customer uncover and explore aspects of their unique sense of self they never knew existed.

By carefully selecting from a diverse array of labels and products, we have consistently provided thoughtful and forward-looking recommendations that resonate deeply with our customers, earning their trust and support.

Here in Singapore, we also select labels and products that match the characteristics of our customers of Raffles City, which attracts people not only from Singapore but also from all over the world.

With Lumine's portfolio of brands, how do you curate the selection for the Singapore store to ensure it reflects both Japanese fashion sensibilities and the tastes of the local market?
We have positioned our new store in Raffles City as Lumine’s overseas flagship shop, with the mission to introduce Japanese fashion and culture to the world. Therefore, the store is curated to align with the tastes and lifestyles of Singaporean customers while showcasing labels that highlight the diversity of Japanese fashion and the high quality of Japanese craftsmanship. For instance, in our lifestyle area, we feature traditional crafts from Fukui Prefecture. Our Singaporean staff even visited Fukui to experience the manufacturing process firsthand, ensuring that the products selected resonate with the Singaporean lifestyle.

Given the multi-label nature of Lumine, how do you create a cohesive shopping experience that tells a compelling fashion story while showcasing the distinct identity of each brand?
For the first time in our overseas stores, we’ve implemented a shop-in-shop style where the space is divided by labels, allowing each label to express its unique story. This setup offers a shopping experience akin to walking through the streets of Tokyo, right here in Singapore. While each section is distinct, they are connected by a unified wood-based design that brings them together seamlessly. The opportunity to mix and match products from different labels according to each customer’s preferences is a unique way to enjoy shopping at Lumine Singapore.

Looking ahead, how do you see the multi-label retail model evolving in Asia, and what role will your Singapore store play in shaping the future of fashion retail in the region you think?
We believe that Lumine style will become more prevalent as our customers incorporate the Lumine Singapore shopping experience more into their daily lives. At Lumine, customers can find the perfect coordination for themselves from a wide variety of brands and products. Our mission is to inspire people to experience the joy and pleasure of living through the lifestyle, culture, and art that Lumine offers.

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