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Baroque Japan Limited Company Philosophy

Promulgated April 20, 2010

The Baroque Japan Group company philosophy is “Challenge.”

Many Japanese fashion and apparel brands today are going through difficult times. Baroque Japan is no exception. But we believe that by continuing to maximize the strengths we have cultivated up to now, we can launch Baroque on the world stage as a leading Japanese fashion brand.

Since the founding of Baroque Japan as Fakedelic in 2000, we have always been ahead of the game in presenting the unique look of the streets of Shibuya, available from no one else.

Our strength is in always introducing new, original fashions. This stems from our shop staff being involved in the planning process, as it is our shop staff who are the closest to and most attuned to what our customers want. In this way we reflect customers’ needs in our products. Our planning and production from the customers’ perspective have won us the kind of support whereby we can release high-quality products at affordable prices and with the right timing.

By grasping customer needs and creating hands-on new fashions available from no one else, we have established an identity. Maintaining and developing this identity is what motivates us above all else, and in doing so we experience the ultimate joy of personal growth along with that of the company.

We never lose sight of our starting point in what we do: feeling and thinking from the customers’ perspective, and from this point on we take up the challenge of gaining global recognition for Baroque as a fashion brand from Shibuya at the leading edge of the Japanese fashion scene.

We take up this challenge every day, our hearts set on the grand goal: to launch Baroque on the world stage as a leading Japanese fashion brand.

Five key strategies

We are implementing five key strategies to launch Baroque on the world stage as a leading Japanese fashion brand.

Challenge 1: To enhance the value of our existing brands

Our challenge involves returning to our starting point with each of our existing brands. By feeling and thinking from the customers’ perspective, we will continue to introduce new fashions, further enhancing our brand value.

Challenge 2: To launch new business categories

Our challenge involves launching new business categories and grasping the needs of new target customers to whom we can present new fashions and lifestyle choices.

Challenge 3: To go global

Our challenge involves establishing flagship stores on the foundation of what to date have been only experimental overseas flagship stores. There, too, we will start over from our original starting point: feeling and thinking from the customers’ perspective. From there we will make a full-fledged entry into the Greater China market.

Challenge 4: To optimize production and stay competitive

Our challenge involves optimizing our production system to reduce costs, streamline distribution, and shorten lead times, and to continue releasing our signature high-quality products at affordable prices with the right timing.

Challenge 5: To develop our human resources

Our challenge involves fostering human resources who always return to our starting point: feeling and thinking from the customers’ perspective. This is done through training sessions as well as everyday work. Every staff member must develop an awareness of, and fulfill his or her professional responsibility to help achieve, our grand goal of launching Baroque on the world stage as a leading Japanese fashion brand. We will also raise every staff member’s awareness of compliance and fulfill our responsibilities as an ethical company.