JAPAN REPORT: FASOLA Unlock the full potential... Go Uemura,
Merchandising and Logistics Department Director, Perfumes & Cosmetics and Product Division II, FaSoLa Shops
FaSoLa’s Akihabara Tax Free stores generated 38% of the company’s total travel retail sales in 2018.
FaSoLa is also benefitting from a series of new beauty pop-up areas in three locations in T1 airside; two in T1 south while the other is in T1’s north wing. “We have tried various Japanese
cosmetics brands such as Albion, Fancl and others in the pop-up shops,” says Uemura. “We’ve also had ReFa beauty appliances in different pop-up locations. We plan to keep each brand in a pop-up space for three months at a time, but like to extend this period if sales are good. “The brands we choose are not
already on sale in the particular T1 departure wing. We have also had Jo Malone along with beauty appliance brands Foreo and Yaman of Japan. “We are still considering new perfume and cosmetics brands for
our FY2019 programme; maybe we will do pop-up trial runs for Japanese brands.”
Luxury brands performing FaSoLa is also keen to highlight the impressive performance of its 11 luxury boutiques – +15% in value over the course of FY2018 – at which sales have grown at twice the rate of Narita Airport’s international passenger growth (+7%) during the past 18 months. FaSoLa’s luxury brand sales
grew 15% in value over the course of FY2018, double the rate of international passenger growth at Narita Airport, which registered 7% last year. These boutiques draw a huge number of Chinese passengers, who
FaSoLa witnesses a revival in liquor sales
Other products in FaSoLa’s Akihabara Tax Free shops attracting growing interest among foreign travellers include Japanese sake, which is popular with Chinese customers. “Japanese sake sales have grown
in double-digits,” says Shinichi Saiki, Purchasing Department Director in FaSoLa Shops’ Domestic Product Division I. “We frequently change our sake
are attracted by the wide range of designer labels and ‘competitive prices’; FaSoLa insists that its customers can make significant savings, in comparison with other airport and downtown duty free stores in Asia. “Our luxury brands are doing
very well, increasing far more than passenger growth,” confirmed Chihiro Oshima. Oshima has been recently appointed as the Merchandising and Logistics Department Director in FaSoLa Shops’
International Product
Division I. She joined FaSoLa from her previous position in NAA Corporation Marketing Division’s Retail Operations Department on 1 July, this year. “The main luxury goods
customers are still Chinese speakers, including Taiwanese and Hong Kong travellers,” adds Oshima. “They take over 50% of our luxury sales; mainland passengers have the
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“We have a plan to list more expensive sakes. We already have one costing JPY 40,000; we sell a few bottles each month.” Although sake is sold in FaSoLa’s
Akihabara Tax Free Shops, other Japanese spirits are displayed in FaSoLa’s duty free liquor and tobacco stores. Liquor sales are growing again, as
brands and try out new brands. Recently one of our expensive sakes has been selling well from the famous Dassai brand in Yamaguchi prefecture. “It costs JPY30,000 for the 720ml
bottle. It’s mostly foreign passengers buying, especially Taiwanese.
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FaSoLa introduces new Japanese spirits brands. “The liquor business has revived
compared to FY2017; sales rose 12% in FY2018,” says FaSoLa Shops’ Go Uemura. “Japanese Yamazaki and Hibiki malt
whisky supplies are still limited, but other Suntory whiskies and gin are selling. “Suntory Ao, a limited edition blended
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“The liquor business has revived compared to FY2017; sales rose 12% in FY2018… Japanese Yamazaki and Hibiki malt whisky supplies are still limited, but other Suntory whiskies and gin are selling.”
whisky we introduced recently is doing well; it’s reasonably priced, not a premium whisky. “Also, Chivas and Johnnie Walker in all
colours are doing well; we recently sold out of Johnnie Walker White Label.”
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