East Meets East at Japanese BIT’Z KIDS NYC

BIT’Z KIDS is a Japanese clothing line with its own retail operations. The parent company, F.O. International Co., Ltd. was founded in Kobe, Japan in 1998. In just 12 years, it has become the largest baby and children’s clothing company in Japan, with 140 stores nationwide. In addition to its Japanese presence, the company also operates 40 stores in China and maintains a robust wholesale business with over 1,300 distributions. The BIT’Z KIDS clothes are based on the brand’s core values, providing the highest quality of specialty clothes and service at reasonable prices. The company aims to provide its customers with “total fashion” — comfortable, safe clothing with high functionality that can keep up with ever-growing kids.

Here is a look at how BIT’Z KIDS entered the U.S. market with its first store in New York City and how the retail store is an example of “East meets West” in children’s retail fashions.

When and how did you get started in children’s retail?

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BIT’Z KIDS opened its first NYC store in 2008, confident our concepts would be appreciated by parents with small children in urban areas.

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What was your background prior to this business?

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We had been researching kid’s apparel and trends in NYC for a while before we opened the store in NYC on the Upper West Side in 2008. We discovered that our signature products, elastic waist band pants, and many of our other styles were not yet in the USA market. After the success of our upper west side store opening, we knew our kids’ clothing items would be very successful.

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What was the biggest challenge you faced when starting up?

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Our logo for the U.S.A. was an early problem. Graphics designed by the parent Japanese company used the phrase ”keep smile.” The U.S. store knew this design and message would be difficult for an American audience to understand. However, the parent company did not think it really mattered much because it was just in fun.

Another example of a cultural difference was in our winter outerwear collection.
Winter temperatures in Japan and the USA are much different, especially in consideration of the severity of the weather in the northeast region of the U.S.A. We learned, and are now working hard to create U.S.A. original designs for outerwear to defend against the harsh winter climate in the Northeast.

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What is one thing you would have done differently?

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In Japan, almost all our stores are located in shopping malls.
In the U.S.A., Both of our New York City stores are located in stand-alone street level locations. We would benefit from more retail traffic nearby.

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What do you feel are the three biggest keys to your businesses’ success?

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1) Because of our quality signature products, especially the “elastic waist band pants” and its unique design, we have been able to “hit a nerve” with moms and kids looking for a cool look.

2) We provide a fun and happy retail space for customers. For example, we offer free origami lessons, a children’s play area, and a diaper changing station.

3) The Japanese take great pride in their consistency, and their hospitality. We believe in prompt courteous service. The Japanese are very proud of their culture and the quality of their designs and materials.

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What types of marketing are most effective for your business?

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We utilize a creative mix of online marketing, public relations and advertisements to build the brand and retail locations.

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How do you evaluate and choose new product lines to pick up?

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We select only soft-to-the-touch fabrics, plus we adore the easy-on and off styles of our unique, high-quality pants that feature elastic waist bands. We are constantly working on our designs and fabrics and seek manufacturers that create the best products.

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Do “green” or eco-friendly concerns weigh into your business decisions?

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Absolutely! We are in full support of any way we can help the Earth. We feel that by creating these high-quality clothes we are contributing by saving parents money. Plus, the long-lasting durability of the clothing also saves precious resources.

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What is one trend you’re currently seeing with customers?

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Our elastic waist band pants are very popular for children and have been well received in the U.S. market for comfort, fit and styling.

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How does your business make use of the Internet?

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Via the Internet, we have expanded our brand image and recognition. The Internet has also helped us attract new customers.

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What is one change/addition that’s had a positive impact for your business in the last year?

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Our second retail store opened in Tribeca, downtown New York City. The business direction is the same as in the past few years.

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What is one piece of advice you have for someone entering children’s retail today?

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Try to create a unique and challenging spirit and really make sure you love what you are doing. Try to create a comfortable and happy environment for the customers. Make sure the retail space considers the needs of parents and their kids. Children cannot always explain their comfort level with clothing, so we must assist the parents with making sure the child’s clothing in fact does fit comfortably and is not too tight or too loose.

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More About BIT’Z KIDS

Exclusive Denim Pants from BIT’Z KIDS!

Very comfy and stylish looking denim pants are available now only at BIT’Z KIDS! The popular Japanese casual-luxury baby and children’s clothing boutique is proud to announce its original, new denim pants and leggings perfect for not just playtime, but anytime. These stylish, functional denim pants feature a full-elastic waistband, making them stretchy and playful, and very quick to change in and out of.

The pant’s sophisticated silhouette is easy to match with a variety of tops, and the soft touch denim helps kids feel super comfortable. The best feature of all is these clothes not only look fabulous, but because of the care in design and fabric choice the clothes last a long, long time.

Introducing Kawaii Lovely Meow-Meow Swimwear

BIT’Z KIDS proudly introduces its Kawaii Meow-Meow swimwear that makes every little girl a shining star at the beach and pool! “Kawaii” is the most powerful fashion word in Japan; meaning adorable, charming, pretty, and lovable. BIT’Z KIDS adorable baby girl swimwear is available in sizes 12 months – 7 years. Each stylish swimsuit looks like a dress, but is actually a little girl’s swimsuit. Meow Meow swimwear features a sweet little kitten ice print and an eye-catching, red polka dot ruffle trimming. These playful and flexible swimsuits are easy to fit.

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