Beyond Sales: Apparel Company Holds "Fan Meeting Bus Tour" in Fukui to Foster Connections

IGA Co., Ltd. (Headquarters: Echizen City, Fukui Prefecture; Representative Director and President: Akinobu Igarashi), which operates "axes femme," held a "Fan Meeting Bus Tour" over two days, from May 16-17, 2026, allowing participants to experience the brand and the charms of Fukui.

This tour originated from customer feedback, such as "I want a tour where fans of the same brand can gather" and "I want to visit Fukui, the birthplace of the brand." This was the 6th time the event has been held.

The purpose of the tour is for customers to experience the appeal of Fukui, the brand's origin, while deepening connections among themselves and with the brand. It continues to be held as an event that boasts high satisfaction every time. The repeat rate of participants is also high, with some customers having participated every time since the first.

Fukui headquarters staff, who usually have few opportunities to interact with customers, directly provided hospitality, and store managers and staff from various parts of the country also participated. Furthermore, Representative Director Igarashi himself joined to greet and interact with customers.

Store managers and staff from all over the country rushed to welcome customers, and the beautifully dressed tour participants gathered at Fukui Station, creating a lively atmosphere.

The tour, filled with the charms of Fukui, started as they boarded the sightseeing bus. The interior of the bus was decorated in the style of axes femme, and various activities kept the atmosphere lively during the journey.

Two special days to experience the charm of Fukui and the brand's background

For the tour, a special itinerary was prepared, blending sightseeing, food, culture, and corporate activities, so that participants could feel the appeal of Fukui, the birthplace of the brand.

On the first day, participants visited Echizen Matsushima Aquarium and Mikuni Minato, where historical townscapes remain, experiencing Fukui's unique nature and culture. In Mikuni Minato, 'Kimonokko,' who are active in kimonos mainly in Echizen City, served as guides, narrating the history and culture of the charming townscape.

The subsequent dinner, themed "local production for local consumption," allowed guests to enjoy dishes made with local ingredients. There were also special performances by the Hokuriku-based kids idol unit [LumilU], mini YourStage, and special live performances, making it a time to enjoy the charms of Fukui with all five senses through the brand.

On the second day, the Fukui headquarters and logistics center were specially opened to the public. Participants observed the process of delivered products being photographed in the center's photo studio, and learned about initiatives such as the vintage clothing business, providing a glimpse behind the scenes of the brand that customers usually don't see.

Furthermore, a customer-participatory proposal meeting was held on the theme of "What if we plan the next fan meeting tour?" By having staff and customers brainstorm ideas together, it became an opportunity to experience the company's stance of "a brand created together with customers."

In addition, the tour offered a preview of the latest products, a special sale of antique fixtures actually used in stores, and a visit to Takefu Knife Village, where participants could experience Fukui's traditional industries, providing content that allowed them to cross-sectionally enjoy the brand's worldview and Fukui's culture and history.

It was not just a tourist tour, but two days where participants could feel the "people" and "region" behind the brand, and the values that IGA cherishes.

Dinner Experience Focused on "Local Production for Local Consumption"

The dinner held during the tour featured a special menu utilizing local ingredients from various parts of Fukui, based on the theme of "local production for local consumption."

The main dish used "Hakusan Pork" from Echizen City, characterized by its sweet fat and tender meat. Fresh vegetables procured from "Nawa no Hattori" in Echizen City were used for salads, and oven-baked chicken using "Yamauni," a traditional seasoning from Sabae City, Fukui-grown rice "Pikatsunta," local sake Echizen Kokufu Junmai Daiginjo "Taisuke fu," and tea made from tea leaves produced in Ajimano, Echizen City, were also served.

On the day, local people involved in the production actually came to the venue and had the opportunity to speak directly about the thoughts put into each ingredient and product. By allowing participants to learn about the background of how ingredients are produced and the feelings towards the region, it became a time to enjoy not just a "meal," but an experience that connected producers, the region, and customers.

By delivering the charm of the region through "food," the company is also creating "fans of Fukui itself," beyond just the brand experience.

An Era Beyond Just "Selling Things"

In recent years, in the apparel and retail industries, the importance of delivering "value other than things," such as "experiences" and "community building," has been increasing, rather than just selling products.

Our company actively develops projects that value "connections" between customers and with the brand, including fashion show events held nationwide.

This bus tour is also part of that effort, not only sharing the brand's worldview but also allowing customers to naturally connect with each other, successfully fostering brand fans along with the charm of Fukui.