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  5. “Craftsman-like” Manufacturing by Small and Medium-Sized Companies Based on Japanese Sensibility

2011 Vol.1
“Craftsman-like” Manufacturing by Small and Medium-Sized Companies Based on Japanese Sensibility

2011/01/01

This paper discusses Chiso, a producer of Kyo-yuzen (fabric produced through a traditional dyeing technique), as an example of a successful business. The company was established in 1555 (Koji 1), which means that it has been in business for 456 years since its inception. Chiso is a luxury brand which, despite being relatively unknown by the general public, is known by most women who like the Japanese kimono and the company enjoys massive support from its customers. This paper analyzes why the Kyo-yuzen produced by Chiso attracts people and what differentiates it from other brands, mainly from the perspective of the creation of experiential value. The result makes it clear that the company has always sought to maximize experiential value while improving the company’s value by occasionally changing targeted market segments. The secret to Chiso’s longevity is nothing but its tireless effort to achieve the best design reflective of the trend of a given period and its pursuit of maximizing experiential value from the standpoint of customers and through the utilization of Japanese sensibility. This paper clarifies the reason why Chiso’s Kyo-yuzen is passionately supported by its customers: the company has created experiential value for its customers through its products manufactured with extreme care by skilled craftsmen.

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