With sophisticated designs that blend seamlessly into urban landscapes and exceptional functionality capable of withstanding harsh winter conditions, TATRAS has established a unique presence as a brand that combines both style and performance.
To extend the TATRAS brand experience into the spring/summer season, the brand introduced a new initiative: the personalized event “THE CRAFT JOURNEY,” held at the TATRAS Ginza and Osaka stores. The event featured a live embroidery experience using Tajima’s compact embroidery machine “SAI,” allowing customers to personalize their purchased items on the spot. In addition, through immersive spatial design expressing the atmosphere and aesthetic of the collection and exhibitions of works by embroidery artists, the event provided a special opportunity for visitors to experience the essence of the TATRAS brand.
For this feature, we spoke with Mr. Deguchi, VMD representative in the Marketing Department at TATRAS, who planned the event. He shared the inspiration behind the project and TATRAS’s spirit of creating unique brand experiences that can only be achieved through the physical retail environment.
TATRAS | The Spirit Behind “THE CRAFT JOURNEY” — Creating New Customer Touchpoints Through Brand Experiences
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TATRAS Marketing Department, VMD Representative : Kohei Deguchi
TATRAS
TATRAS, which will celebrate its 20th anniversary in 2027, is an apparel brand established in Milan, Italy, in 2007, with roots spanning Japan, Italy, and Poland. While the brand is widely recognized for its down outerwear, which combines urban design with outstanding functionality, in recent years it has expanded its product range to include lightweight outerwear, T-shirts, and other apparel.
Alongside the enhancement of its spring/summer collections, TATRAS has also been focusing on initiatives that communicate the brand’s unique identity not only through its products but also through immersive experiences offered in its stores.
The Choice of Embroidery: Creating New Value for Products
While TATRAS is widely recognized for its down outerwear, the brand has expanded its product range in recent years to include lightweight outerwear, T-shirts, shoes, and more, further enhancing its spring/summer collections. Beyond the products themselves, TATRAS has also been focusing on initiatives that communicate the brand’s appeal through the time customers spend in its stores and the experiences they enjoy there.
What kind of experience could best express TATRAS’s approach to craftsmanship?
While exploring possible event concepts, Mr. Deguchi turned his attention to Tajima’s embroidery machines, which were being used at the stores of other brands. Watching the live embroidery process firsthand, he felt that it could provide an opportunity to “add new value to TATRAS products”, which became the inspiration behind this project.
TATRAS has long incorporated embroidery into its designs. Because we are a brand that places importance not only on functionality and design but also on material selection and attention to detail, embroidery—expressing creativity through needle and thread—naturally complemented the essence of our brand. TATRAS is also a brand that places great importance on craftsmanship. We believed that by adding embroidery, we could convey the spirit of handmade craftsmanship through this event.”
“THE CRAFT JOURNEY” — Connecting Space, Experience, and Retail
“Creating new touchpoints with customers discovering the brand was one of our objectives. What we found was that we received many positive comments not only from new customers but also from existing customers saying, ‘I had been looking forward to this event,’ which showed us just how high their expectations were. I also believe that the event provided our staff with a valuable opportunity to connect with customers in a way that goes beyond their usual store interactions.”
The event was designed around three key elements: “space,” “experience,” and “retail.” The venue featured floral decorations inspired by the spring/summer resort collection, creating an atmosphere that reflected the TATRAS brand identity. Within this space, guests enjoyed a live embroidery experience using Tajima’s compact embroidery machine “SAI,” as well as live performances by embroidery artists, offering an up-close experience of the creative process as each piece came to life.
Furthermore, by connecting the experiences offered at the event directly to the appeal of the products and the purchasing experience, TATRAS created “THE CRAFT JOURNEY” as a comprehensive brand experience where space, experience, and retail come together as one.
A New Brand Experience Created Through Live Embroidery Services
What left the strongest impression on Mr. Deguchi was the speed of the process and the beauty of the final outcome.
“The first thing that stood out to me was how quickly the embroidery was completed. Despite being finished in a much shorter time than I had imagined, the quality of the finished embroidery was exceptional. I was truly impressed by how both speed and craftsmanship could be achieved at the same time.”
The live embroidery service creates new value by adding personalized embroidery to purchased items on the spot.
Mr. Deguchi describes the unique appeal of the live embroidery experience as follows:
“I believe one of the key attractions is that customers can watch the embroidery process as it unfolds. With live embroidery, not only the finished piece but also the ‘process of creation’ itself becomes part of the experience. The sounds of the machine operating and the movement of the needle create a sense of excitement and authenticity, and many customers stopped to watch the process. Seeing their reactions, I felt that this experience could deepen their attachment to the products even further.”
For TATRAS, embroidery is more than just a customization option. Customers select their designs while interacting with staff and share the anticipation of waiting for the finished piece. Through this process, an item transforms from something they have simply purchased into a one-of-a-kind piece created especially for them.
The special moment when the brand and the customer come together to create a single piece—that experience itself represents the new form of brand experience that TATRAS sought to deliver.
The Value of Physical Stores That Digital Experiences Cannot Replace
Online shopping allows customers to purchase what they want anytime, from anywhere. While convenience continues to improve, the unique value of physical stores—where customers can touch and feel products, engage in conversations with staff, and experience the atmosphere of the space—is also being reevaluated.
At TATRAS, with the goal of further enhancing the brand’s value, the company established a dedicated VMD team and has been working on initiatives to improve store presentation and create opportunities that inspire customers to think, “I want to visit.”
“Of course, I believe the value of real-world experiences is significant. While online shopping makes purchasing products easy, there are certain elements that can only be communicated by visiting a store—seeing and touching the products firsthand, and experiencing the worldview of the brand. That is why we want to continue placing importance on these kinds of physical experiences in the future.”
The live embroidery service is not simply a service designed to sell products. It allows customers to immerse themselves in the brand’s essence and craftsmanship, enjoy conversations with staff, and share the moment as their own one-of-a-kind piece comes to life. This experience itself represents a value that can only be created within a physical store. The possibilities for in-store experiences are continuing to expand.
Recommended Model
The featured machine at the event was Tajima’s compact embroidery machine “SAI”. It delivers refined, high-quality embroidery while remaining compact—ideal for pop-ups and limited spaces without compromising on finish.
