Aoyama Shoji Makes First Virtual Market Appearance With Joint Shop
A major Japanese business wear retailer is using a metaverse event to test new customer touchpoints and brand perception with a demographic that traditional advertising has struggled to reach.
Reporting from 1 sources: PANORA.
Aoyama Shoji Co., Ltd. will debut at Virtual Market 2026 Summer with a joint shop of Yofuku no Aoyama and SUIT SQUARE. The company aims to connect with younger generations in the metaverse, offering immersive spatial content and avatar customer service without direct sales, focusing instead on gathering user feedback for future shopping experiences.
Aoyama Shoji Co., Ltd. will appear at Virtual Market for the first time this July, operating a joint booth for its Yofuku no Aoyama and SUIT SQUARE brands. The company said it sees the metaverse as a way to open two-way communication with people in their 20s and 30s, a group it has found hard to reach through TV commercials and other conventional channels. The booth will not sell anything directly. Instead, it will display functional suits and office casual coordination, then watch how visitors react. Aoyama Shoji plans to use that data to design new shopping experiences later.
The booth includes a VR action show featuring a hero of light and a hero of darkness, each wearing a different suit line. Motion actor Masahiro Inoue, known for his lead role in Kamen Rider, performs the fight choreography. Visitors can also try on 3D models of the new Minna no Suit line using popular avatars Shinano and Raku, and take home free 3D models of those outfits.
Synthesized by Yomimono from the 1 cited source below, including Japanese-language reporting where cited, then editorially reviewed before publishing.