Vitaly Inc.Nami Suzuki
Tell us about the services offered by Vitaly.
Vitaly’s newest business is an online service in which Fashiontech meets Fintech. Put simply, it’s a dress rental service; however, the dresses themselves won’t be owned by Vitaly, but by ordinary investors. Under this mechanism, Vitaly will manage those dresses so that they provide investors with a return on their investment. From the user’s perspective, the appeal lies in the fact that they can, at an affordable price, get the chance to wear stunning dresses made by desirable brands beyond their budget or brands not usually found in Japan. In addition, Vitaly will deal with the management of the clothes, so the owners of these dresses can turn a small investment into a hassle-free business.
By avoiding a focus on whether a brand is Japanese or foreign in assembling our range of dresses, we want users to become “fans of the world view behind the service that we provide” rather than “fans of dresses by a particular brand.” There are a number of incredible up-and-coming designers in Taiwan, Hong Kong, and South Korea right now, so I hope to go and buy some of those.
What typically motivates service users to rent a dress?
When a woman puts on a special outfit, she feels more confident and positive, and a bit different from her usual self. For instance, the nature of my job is such that I have lots of opportunities for speaking in public, so on those occasions, I usually wear clothes that make me stand a little taller, so that I can speak with confidence. But you do get a bit self-conscious if you wear the same outfits every time you speak to a big audience. It’s difficult to spend large sums of money on clothes that you’ll only wear a handful of times and I thought how great it would be to have a service that would make it easy to rent a nice dress on those occasions when you want to look a bit more stylish. And that’s how I ended up creating a service that I myself wanted. I really hope that this service will enable lots of women to discover new facets of their personality and enjoy themselves, by giving them the chance to wear nice clothes at an affordable price.
We intend to set a limit on the number of times that an outfit can be rented out, to guarantee that it’s in good condition, and also plan to implement thorough quality control, to ensure that clothes with even the slightest trace of deterioration don’t reach the user. This service has two missions: to help women experience happiness by wearing a lovely outfit and to increase the number of fans of the designers who created those beautiful clothes.
Tell us about your plans for future development
I want women to use this service to find their own unique style of beauty that is not fitted into the norms. I want them to choose an outfit because they think it will make them look pretty, not because it’s on-trend. I think that, if the outfits are affordable, women can try out clothes that they wouldn’t normally choose, and I’m a firm believer that each and every one of us has our own unique style of beauty. That’s why I want to fully build this perspective on the world into this service. Because if you don’t subscribe to this outlook, you can’t rent the clothing anyway.
I also want to use the business model of “managing goods to make a profit” to overturn the idea that purchasing = consumption. I think it’s fine if the person who buys the dress isn’t the one who wears it. Even older men could buy dresses that they think are pretty! ＜Laughs＞ I just want to use this mechanism to expand the range of purchasers and shake up Japan’s apparel industry. In addition, Japan’s one of the hardest countries for artists to achieve success. I hope that I can help to increase the fan base of the designers who create these outfits by ensuring that lots of people use this service. I get the feeling that entrepreneurs like us don’t get the same kind of recognition here as in the West. I want to make an impact on Japan’s hierarchy by achieving success in a business that unites artists with entrepreneurs.