日前新開幕的Lalaport南港朝聖之旅中，我意外邂逅了來自日本的年輕潮流品牌——「9090」，它隸屬於充滿活力的yutori服飾集團。
(圖片來源:官網)
這家集團善於捕捉年輕人網路社群的脈動，並巧妙地運用自創的NICO品牌開發模式：精準鎖定市場利基（Niche）、創造代表性商品（Item）、跨界聯名合作（Collabo）以及實體展店推廣與收益擴張（Offline），在短時間內成功拓展出22個獨具魅力的品牌。
憑藉這一連串獨到策略，yutori服飾集團在市場上迅速嶄露頭角，業績更是節節攀升——2025年第三季的單季營收高達31.7億日圓，其中線上通路的銷售貢獻已超過56%，使得該集團在Z世代服飾市場上佔據了舉足輕重的地位。
未來，yutori計畫通過併購與創新的社群行銷，進一步擴大品牌影響力，甚至邁足非服飾領域，如彩妝市場，展現出全方位的市場野心。這樣的轉型與拓展，不僅僅是商業策略的升級，更象徵著企業對新世代消費族群——從Z世代到Alpha世代——深入理解與尊重。
然而，當企業試圖吸納新創意與年輕視角時，內部傳統自上而下的決策模式卻往往使得創新提案在正式落實前便被否決，猶如初生的嫩芽未能及時破土。
這種兩代之間在經營理念與溝通風格上的隔閡，正反映出在現代企業運作與親子教育模式中，理解、尊重與共創精神的迫切需求，這也成為當下最重要且值得珍惜的價值所在。
Source: https://pse.is/7ch58s
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The winning formula of "Brand × Community" from Japan's yutori fashion group!
During a recent pilgrimage to the newly opened Lalaport Nangang, I unexpectedly encountered a trendy Japanese brand for young consumers—"9090," which is part of the dynamic yutori fashion group.
This group excels at capturing the pulse of young online communities and skillfully employs its self-developed NICO brand development model: precisely targeting niche markets (Niche), creating iconic products (Item), forging cross-brand collaborations (Collabo), and expanding through physical store launches and revenue growth (Offline). In a short period, they have successfully built 22 unique brands.
Thanks to this series of innovative strategies, yutori quickly made its mark in the market. Their performance has been on an upward trajectory—by Q3 2025, their single-quarter revenue reached 3.17 billion yen, with online channels accounting for over 56% of sales, securing a significant position in the Gen Z fashion market.
Looking ahead, yutori plans to further expand its brand influence through mergers and acquisitions and innovative social media marketing, even venturing into non-apparel areas like the cosmetics market, showcasing an all-encompassing market ambition. This transformation and expansion represent not only an upgrade in business strategy but also a deep understanding and respect for the new generation of consumers—from Gen Z to the Alpha generation.
However, when companies try to embrace new ideas and youthful perspectives, the traditional top-down decision-making process often leads to innovative proposals being rejected before they can be implemented, much like a budding sprout that never breaks through the soil.
This gap in management philosophy and communication style between generations underscores the urgent need for mutual understanding, respect, and a spirit of co-creation in modern business operations and even in parent-child education—values that are more important and cherished than ever.
