Home > News Releases > New Style Select Shop "IdeaDire" to Open in Department Stores and Fashion Buildings in Spring 2007

News Release


New Style Select Shop IdeaDire Providing High-Quality Clothing Based on the Concepts "Feminine" and "Traditional" to Open in Department Stores and Fashion Buildings in Spring 2007

World Co., Ltd. is pleased to announce that it will open IdeaDire, a new select shop catering to career women around 30 years of age, in spring 2007. Three shops will be opened in March at the Daimaru Kyoto store, Matsuzakaya Nagoya Main Store and Seibu Ikebukuro Main Store.

Apparel emphasizing the inner you

Target market

Females around 30 years of age who enjoy both their work and private life and who are looking to improve themselves. This target group values their dignified side while appreciating inner tranquility. Without feeling the need to divide their wardrobe into formal and casual, these women seek fashionable clothing that elevates them to another level.

What is this new style of select shop?

While still having the look and feel of a typical select shop that maintains a consistent world view and that targets people with a discerning eye for fashion, IdeaDire is a new style, select store comprising a range of original apparel made with a silken touch from high-quality materials and fashionable purchased merchandise.

Three product lines personify a sense of uniqueness

The merchandise, expressing gentleness as well as strength desired by women, has been designed with the concepts "feminine" and "traditional" in mind. There are three unique lines to choose from: an elegant "collection line," a basic yet evolving "standard line" and a "daily line" focusing on comfort.

  • [Collection line 30%] - Fashionable yet naturally traditional with high quality -
    Suggests an exclusive world view with original apparel that embodies the latest trends and imported goods that add a finishing touch to style while staying true to traditional techniques.
  • [Standard line 60%] - Traditional and naturally feminine -
    Suggests innovative standard lines of apparel, including customized items unique to the brand that fuse overseas techniques into universally traditional items such as shirts, chino pants and trench coats.
  • [Daily line 10%] - Natural and relaxed -
    Suggests relaxed, comfortable wear, including cotton sweatshirts and cut and sew garments for women wanting to show their natural side.

Differentiation through well-thought-out manufacturing processes

Items place emphasis on manufacturing processes such as pattern design and material development, which determine product quality, to ensure comfort by making use of material's characteristics. Differentiation is thus achieved from a manufacturing perspective.
The store seeks to develop customized clothing through the utilization of well-established brands such as James Mortimer, an Irish shirt manufacturer, and Le minor, a French cut and sew brand, which use traditional techniques, in combination with unique design specifications that retain the flavor of the manufacturer and ensure garments that are ideal for the Japanese female form.

Store image

Brand Overview

Brand name IdeaDire
Combination of the Greek word "Idea" meaning "concept" and the French word "Dire" meaning "to say"
Store details
Opening dayStore
(Department Store)
March 1, 2007
Daimaru Kyoto
2nd 33m²
March 3, 2007
Main Store
1st, south building 66m²
March 26, 2007
Seibu Ikebukuro
Main Store
3rd 66m²
Sales start From spring / summer 2007
Target Females around 30 years of age who enjoy both their work and private life and who are looking to improve themselves
Concept Expressing fashionable and feminine characteristics with traditional items.
Draws out a woman's inner fullness and proposes the delight of adding apparel and goods that emphasize the uniqueness of self to your wardrobe.
Main sales channel Department stores, fashion buildings, etc.
Items handled Apparel, fashion accessories
*purchased:original = 20:80 *Proportion of fashion accessories:15%
Main items and
price range for
spring / summer 2007
Main itemsPrice range
Pullover (knit) ¥9,800 - ¥15,000
Cardigan (knit) ¥13,000 - ¥17,000
Pullover (jersey) ¥4,900 - ¥11,000
Shirts, blouses ¥19,000 - ¥31,000
Skirts ¥17,000 - ¥23,000
Pants ¥17,000 - ¥25,000
Jackets ¥25,000 - ¥35,000

WORLD Copyrights © WORLD CO., LTD. All rights reserved.

Copyrights © WORLD CO., LTD. All rights reserved.