Japan's Largest Senior/Middle-Aged SNS Shuminokurabu x Fashion Center Shimamura Launch Co-created Travel Wear Born from the Voices of 380 Seniors. Collaboration Campaign with Nippon Travel Agency Also Held to Commemorate the Launch.
Othstance Inc. collaborated with Fashion Center Shimamura to develop and release travel wear for seniors, leveraging insights from the community of "Shuminokurabu," one of Japan's largest SNS platforms for seniors. The project reflects the specific needs of senior travelers, and a commemorative campaign with Nippon Travel Agency is also underway.
📋 Article Processing Timeline
- 📰 Published: April 26, 2026 at 19:00
- 🔍 Collected: April 26, 2026 at 10:31
- 🤖 AI Analyzed: April 26, 2026 at 12:05 (1h 34m after Collected)
Othstance Inc. (Headquarters: Shinagawa-ku, Tokyo; Representative Director and President: Ryoto Kikukawa; hereinafter "Othstance") has launched a collaborative product development project with Shimamura Co., Ltd. (Headquarters: Saitama City, Saitama Prefecture; Representative Director, President, and Executive Officer: Yuichiro Takahashi) by leveraging the community of "Shuminokurabu," one of Japan's largest SNS platforms for seniors and middle-aged individuals (420,000 members). To commemorate this collaboration, a campaign will also be held in cooperation with Nippon Travel Agency Co., Ltd., a major domestic travel company (Headquarters: Chuo-ku, Tokyo; Representative Director and President: Keigo Yoshida), offering 100 pairs a 5,000 yen travel coupon usable at Nippon Travel Agency through a lottery.
This project involved conducting surveys and interviews with 380 Shuminokurabu users in December 2025 to quantitatively and qualitatively extract insights into "what seniors look for in clothes to wear when traveling." The results were directly reflected in product development, making this a community co-creation type of product development model. The developed products will go on sale starting April 29, 2026 (Wednesday/Holiday) at Fashion Center Shimamura stores nationwide and on their online store.
Background of the Request | Shuminokurabu is a gathering place for "seniors who love travel"
The reason Shimamura chose Shuminokurabu as a product development partner this time is due to the high affinity of its member demographics. According to a survey, approximately 70% of its members are interested in domestic travel, and "travel" accounts for the highest information need at 45.2%, surpassing "health (40.2%)" and "gourmet (28.6%)". By directly collecting voices from 380 active senior travelers, this co-creation product development reflected subtle concerns and ideals during travel that could not be reached through general market research.
Reference: Shuminokurabu Media Kit
Click here for Shuminokurabu Media Kit
Three Senior Insights Discovered in the Survey
In December 2025, a survey was conducted targeting 380 Shuminokurabu users. The top responses for "functions desired in clothes to take on a trip" are as follows:
- Wrinkle-resistant material: A need to eliminate the hassle of ironing while traveling.
- Easy temperature adjustment: A demand for functionality to cope with temperature differences in tourist spots, vehicles, and outdoors.
- Stretchability: Reduces burden on the body and prevents fatigue during long periods of movement and walking.
These survey results were directly reflected in product planning and coordination settings.
Othstance's Track Record in "Co-creation Product Development"
In this collaboration with Shimamura, Othstance visualized seniors' travel needs through qualitative research and quantitative surveys, and directly reflected the results in product development.
Beyond quantitative surveys, Othstance also offers "Senior Business Research," a unique research service that combines qualitative interviews to deeply delve into "the true feelings and context behind the numbers." This service is utilized by companies that wish to advance product development and marketing for seniors with higher precision.
What is Senior Business Research?
It is a research menu that thoroughly analyzes a "specific individual" through qualitative interviews, rather than just viewing the mass quantitatively. By utilizing the Job-to-be-Done theory advocated by Mr. Christensen, it can grasp the "situation, context, and true feelings" of senior customers with higher resolution than just needs. It supports the development of products and services that are actually used, preventing them from merely being "vaguely for seniors."
Main Use Cases
- Exploration of new business themes and opportunity identification
- Implementation of user co-creation type PoC (Proof of Concept)
- Consideration of new CRM measures by extracting insights from existing customers
- Verification of product packages and UI/UX
Click here for service details
Collaboration Commemoration Campaign Overview
▼Application Period
April 29, 2026 (Wednesday) ~ May 31, 2026 (Sunday)
▼Prize
A 5,000 yen travel coupon usable at Nippon Travel Agency for 100 pairs selected by lottery.
*Please check the campaign special page within the Shimamura Group official app for coupon details.
▼Eligible Participants
1. Those who have registered as a main member of the Shimamura Group official app.
2. Those who have purchased collaborative products at Fashion Center Shimamura stores by presenting their app membership card.
3. Those who have applied for member benefits from the Shimamura Group official app.
*Participants must meet all conditions 1, 2, and 3.
▼How to Apply
Detailed application instructions can be found on the Shimamura Group official app.
https://www.shimamura.gr.jp/shimamura/featured/member/
About Othstance Inc.
Othstance's vision is "Life with joy as you age." It develops services for the senior generation. It also aims to develop services for companies targeting the senior generation.
This project involved conducting surveys and interviews with 380 Shuminokurabu users in December 2025 to quantitatively and qualitatively extract insights into "what seniors look for in clothes to wear when traveling." The results were directly reflected in product development, making this a community co-creation type of product development model. The developed products will go on sale starting April 29, 2026 (Wednesday/Holiday) at Fashion Center Shimamura stores nationwide and on their online store.
Background of the Request | Shuminokurabu is a gathering place for "seniors who love travel"
The reason Shimamura chose Shuminokurabu as a product development partner this time is due to the high affinity of its member demographics. According to a survey, approximately 70% of its members are interested in domestic travel, and "travel" accounts for the highest information need at 45.2%, surpassing "health (40.2%)" and "gourmet (28.6%)". By directly collecting voices from 380 active senior travelers, this co-creation product development reflected subtle concerns and ideals during travel that could not be reached through general market research.
Reference: Shuminokurabu Media Kit
Click here for Shuminokurabu Media Kit
Three Senior Insights Discovered in the Survey
In December 2025, a survey was conducted targeting 380 Shuminokurabu users. The top responses for "functions desired in clothes to take on a trip" are as follows:
- Wrinkle-resistant material: A need to eliminate the hassle of ironing while traveling.
- Easy temperature adjustment: A demand for functionality to cope with temperature differences in tourist spots, vehicles, and outdoors.
- Stretchability: Reduces burden on the body and prevents fatigue during long periods of movement and walking.
These survey results were directly reflected in product planning and coordination settings.
Othstance's Track Record in "Co-creation Product Development"
In this collaboration with Shimamura, Othstance visualized seniors' travel needs through qualitative research and quantitative surveys, and directly reflected the results in product development.
Beyond quantitative surveys, Othstance also offers "Senior Business Research," a unique research service that combines qualitative interviews to deeply delve into "the true feelings and context behind the numbers." This service is utilized by companies that wish to advance product development and marketing for seniors with higher precision.
What is Senior Business Research?
It is a research menu that thoroughly analyzes a "specific individual" through qualitative interviews, rather than just viewing the mass quantitatively. By utilizing the Job-to-be-Done theory advocated by Mr. Christensen, it can grasp the "situation, context, and true feelings" of senior customers with higher resolution than just needs. It supports the development of products and services that are actually used, preventing them from merely being "vaguely for seniors."
Main Use Cases
- Exploration of new business themes and opportunity identification
- Implementation of user co-creation type PoC (Proof of Concept)
- Consideration of new CRM measures by extracting insights from existing customers
- Verification of product packages and UI/UX
Click here for service details
Collaboration Commemoration Campaign Overview
▼Application Period
April 29, 2026 (Wednesday) ~ May 31, 2026 (Sunday)
▼Prize
A 5,000 yen travel coupon usable at Nippon Travel Agency for 100 pairs selected by lottery.
*Please check the campaign special page within the Shimamura Group official app for coupon details.
▼Eligible Participants
1. Those who have registered as a main member of the Shimamura Group official app.
2. Those who have purchased collaborative products at Fashion Center Shimamura stores by presenting their app membership card.
3. Those who have applied for member benefits from the Shimamura Group official app.
*Participants must meet all conditions 1, 2, and 3.
▼How to Apply
Detailed application instructions can be found on the Shimamura Group official app.
https://www.shimamura.gr.jp/shimamura/featured/member/
About Othstance Inc.
Othstance's vision is "Life with joy as you age." It develops services for the senior generation. It also aims to develop services for companies targeting the senior generation.