Steady Study Inc., a group company of SUNNY SIDE UP GROUP Inc. (Head Office: Shibuya-ku, Tokyo; President and CEO: Etsuko Tsugihara), has launched “ENCHANCE,” a digital showroom system that allows brands to complete all brand PR operations online, which were previously conducted offline, mainly in the fashion and lifestyle fields, in mid-June 2020. (URL: https://enchance.jp)

Starting with the launch of this system, our group will proceed with full-scale entry into the digital platform business, and will also expand service development in areas other than fashion and lifestyle.

■ The fashion PR industry, where “meeting people” accounts for the majority of operations, is being forced to transform

Steady Study Inc. is an independent PR company that joined our group on March 1, 2020. As a pioneer of “attaché de presse (PR/public relations representative specializing in the fashion industry)” in Japan, the company has grown by leveraging its extensive global network and proposal capabilities in the branding field. In particular, it has a wealth of experience and know-how in PR for the fashion and apparel sectors, and has been leading the industry in this area for over 20 years.

However, the work of “attaché de presse,” which involves “meeting people” through showrooms owned by each brand and agency, such as exhibiting samples and responding to rental requests, inevitably has limitations in terms of human and physical resources. In order to improve the operational efficiency of the industry as a whole, building a method to replace “meeting people = contact-based communication” has been a long-standing issue.

■ Birth of “ENCHANCE,” a digital showroom that digitizes all brand PR operations

Against this background, Steady Study Inc. is exploring new communication methods that will lead to the revitalization of the industry as a whole.

Then, in collaboration with the system and some functions of “Launchmetrics (Head Office: USA),” which comprehensively supports brand marketing activities, we have developed “ENCHANCE,” a digital showroom system that allows all brand PR operations that have been conducted offline to be completed online.

Initially, the system was scheduled to be launched several months later, but in light of the current spread of the novel coronavirus, we believed that the industry as a whole, which mainly relies on contact-based communication, needed to take immediate measures, and decided to launch it in mid-June. This system will allow all brand PR operations, such as exhibiting and managing samples, responding to rental requests, and reporting, which were previously conducted offline, to be performed online.

Please see below for the main features of this system.

■ Features of the “ENCHANCE” Digital Showroom System

① Digitization of showroom functions

・Complete everything from sample management to lease management and reporting on ENCHANCE
・Samples can be delivered directly from the warehouse through logistics services

② Distribution and viewing of brand content is now possible

・Not only look images, but also runway shows and campaign movies can be distributed and viewed
・Favorites can be registered and official materials can be requested for download

③　24-hour access is now possible, shortening lease operations

・Samples can be viewed, image materials can be downloaded, and lease inquiries can be made on ENCHANCE
・Schedules from events to leases can be managed all at once
・Access is simplified, expanding reach to the media

④ Visualization of trends and potential needs through the use of big data

・By utilizing accumulated lending history data, it can be used for research on trends and potential needs

⑤ Attaché de presse with 20 years of experience supports PR activities

In addition to providing digital showroom functions, we also offer a wide range of services to meet diverse needs, including branding and PR strategy consulting, influencer marketing, PR event planning, and domestic and international collection support.

■ ENCHANCE Service Concept

ENCHANCE = chance + enhance

The system name “ENCHANCE” embodies the desire to support the creation of new business opportunities by “enhancing” the frequency and quality of communication “opportunities (chance)” for each brand through online means.

We will promote the revitalization of the fashion PR industry by streamlining PR operations and supporting the creation of business opportunities through the provision of this system.

■ ENCHANCE Network

Leveraging a wide network based on 20 years of activity, reach out to new communities

■ System Overview

・System name: “ENCHANCE”
・Launch date: Mid-June 2020
・System usage fee: 70,000 yen per user per month (excluding tax) ~
・Expected users: Press officers of each brand and manufacturer (fashion, beauty, lifestyle, sports, etc.)
・URL: https://enchance.jp
*Please direct any questions or other inquiries about ENCHANCE to (info@enchance.jp).