Growing a Women’s Accessories Brand via E-Commerce

A manufacturer in Gunma, Japan — originally focused on specialized industrial craftsmanship — launched a new business selling women’s accessories through an online store. Despite running social media ads, initial sales were nearly zero.

We began with in-depth market research, including user behavior and competitor analysis. This revealed a key issue: the product category they had chosen lacked consumer appeal.

By narrowing the focus to categories with clearly demonstrated demand and adjusting pricing based on competitive benchmarks, we repositioned their offerings. We also shifted ad strategy — from broad brand awareness via social media to conversion-focused Google Shopping ads targeting customers with high purchase intent.

Within weeks, the business began generating steady sales, and it now continues to grow — reaching monthly revenues of approximately ¥500,000.