MASH GROUP develops fashion, beauty, and lifestyle businesses under the slogan “Wellness Design.” Through sustainability, digital transformation, and global expansion, the company aims to break new ground, create high-impact experiences, and open up the future of the global fashion industry.
In the vibrant tapestry of Japan’s fashion and lifestyle landscape, one company stands out for its innovation, vision, and commitment to holistic wellbeing: MASH GROUP. Established in 1998 as a graphic design firm, MASH GROUP swiftly evolved into a multifaceted conglomerate, encompassing fashion (which started with SNIDEL and gelato pique), beauty, sports, food, and more. Through a lens of “Wellness Design,” the company has redefined luxury rooted in everyday life, sustainability, and consumer engagement, earning global recognition for its transformative approach.
Navigating the Changing Tides: Adapting to New Consumer Paradigms
As the global fashion and apparel market surges towards a projected $2 trillion industry, MASH GROUP remains at the forefront of the Japanese fashion industry. Hiroyuki Kondo, President of MASH Holdings, reflects on the company’s strategic shifts to cater to the dynamic demands of younger generations like millennials and Gen Z. “Approaching these younger generations is a vital part of our strategy,” says Mr. Kondo. Leveraging social media and digital marketing, the company curates exclusive experiences, limited products, and strategic c o llaborations to resonate with modern consumers.
And in an era where sustainability is at the forefront of the corporate social responsibility and ESG agenda, MASH GROUP has also made substantial strides towards environmental stewardship. “Reducing our CO2 emissions is paramount,” affirms Mr. Kondo, highlighting the company’s initiatives to minimize its environmental footprint. From sourcing sustainable materials used in their fashion stores, to implementing ecofriendly practices in production and distribution, MASH GROUP’s sustainability ethos permeates every facet of its operations. The company’s commitment to longevity and responsible consumption extends to product design, fostering a culture of reuse and conscious consumerism.
Digital Transformation : Seamlessly Blending Physical and Virtual Realms
The digital revolution has reshaped consumer behaviors, prompting MASH GROUP to embrace a seamless blend of physical and virtual experiences. The launch of the MASH STORE app, Instagram Live sessions with designers, press representatives, and personalized customer interactions exemplify the company’s digital prowess. Despite the e- commerce surge, MASH GROUP strategically expands its
