Zero Morning Indecision. Moderato Challenges to Update the Concept of Attire with a "Next-Generation Dress Code"

Moderato Inc., which operates the D2C fashion brands "SOÉJU" and "SOÉJU k," and the beauty brand "TOERI," aims to free people from daily "decision fatigue" and realize a world where everyone can comfortably connect with society by delivering essential value stripped of waste.

We endorse April Dream, a project that aims to make April 1st a day for companies to announce their dreams. This press release represents the dream of Moderato Inc.

■ Our Dream: Eliminating the "Invisible Burden" of Dressing and Becoming a Bridge to Confident Social Connection
"What should I wear today?"

It is said that people make up to 35,000 decisions a day*1, and the first and biggest source of stress among them is "choosing clothes in the morning." We spend an average of 17 minutes*2 each morning wasting time in front of our closets.
Our dream is to eliminate this decision fatigue caused by choosing clothes, and the associated time and psychological costs.

Work, family, community. Living in modern times, we take on multiple roles as our life stages change, and simultaneously face physical and mental transformations. There's the pressure to "look presentable" and the dilemma of "not being able to spend money or time just on myself."

We aim to free people from such invisible constraints and provide the comfort of making a decision without hesitation the moment they stand in front of the mirror. For clothing to be a bridge to confidently connect with society, rather than a hindrance. That is the future we wish to realize.

*1 A common theory based on research by the University of Cambridge
*2 From a 2016 survey by a British apparel company

■ Our Approach to Realizing the Dream: Only Essential Value, at an Accessible Price
Our basic stance is to enable customers to achieve confident attire for any occasion without expending time or effort. At the same time, if existing TPO (Time, Place, Occasion) and dress codes are not suited to modern lifestyles and force endurance, Moderato will update the framework itself.

To establish this "next-generation dress code," we are promoting the following three approaches:

1. Streamlined Clothing: "SOÉJU" and "SOÉJU k"
We pursue designs that allow individuals to be themselves in any scene, without excessive ornamentation for daily wear. Simultaneously, we eliminate the effort required for daily care and the "invisible operational costs and psychological burden" caused by clothes lying dormant in the closet, achieving both functionality that beautifully supports daily life and value beyond the price.

By expanding "SOÉJU" for adult women and "SOÉJU k" which can be enjoyed regardless of gender, we broaden self-expression options for everyone and provide a high-quality base that fits any scene.

2. Time-Saving Cosmetics: "TOERI" and Business Diversification Expanding Our Domain
The impression around one's face is also a crucial element for confidently connecting with society. The beauty brand "TOERI," which maximizes each individual's inherent beauty, streamlines one's appearance with minimal, simple steps, minimizing "decisions" and "effort" in makeup.

Furthermore, we will not be limited to apparel and beauty in the future. To resolve customers' "invisible constraints" across all aspects of lifestyle, we will actively promote the development of new brands and business diversification, expanding the value of comfort we provide.

3. Digitizing the Stylist's "Eye": Customer Service DX and AI Utilization
To enable customers to achieve optimal attire effortlessly, we will evolve the personal styling expertise cultivated since our inception through technology.

While developing services that deliver the same value and enthusiasm as in-store experiences to remote customers, we will also promote the DX of the customer service experience. We will automatically tag customers' "concerns" and "preferences" with AI, assetizing them as "customer charts/profiles." This not only allows for highly accurate styling proposals free from individual bias but also accumulates and analyzes real voices that cannot be captured solely by online store purchase data, directly linking them to the starting point for future product development and new brand planning.

■ Updating Attire Leads to Updating Society
People who experience the comfort of making decisions without hesitation can use their freed time and cognitive resources for things important to them, such as new challenges, family time, or self-care. By solving the fundamental problems of fashion and enabling everyone to maximize their potential without being bound by fixed ideas, Moderato aims to create a "world where everyone can comfortably connect with society."

Message from Asuka Ichihara, Representative Director, Moderato Inc.
To my past self, who struggled with "what is the right thing to wear" within limited time and budget, and stopped short of feeling confident in my attire. And to you, who are now trying to connect with society amidst roles and changes. We will remove the "burden of decision" from morning outfit choices and deliver moments where you naturally stand taller in front of the mirror.
Clothing is not meant to bind you, but to be wings for your freedom. For everyone to be themselves and comfortably connect with society. Making such a "next-generation dress code that frees from constraints" a norm in society is our dream.

* "April Dream" is a project by PR TIMES where companies announce their dreams they wish to realize on April 1st. We are seriously committed to achieving this dream.

[Moderato Inc. Company Profile]
Company Name: Moderato Inc.
Representative: Asuka Ichihara, Representative Director
Head Office Location: VORT AOYAMAⅡ3F, 2-1-12 Shibuya, Shibuya-ku, Tokyo
Establishment Date: December 2014
Capital: 189 million JPY
Business Activities: Apparel retail, personal styling services, cosmetics sales
URL: https://moderato-inc.jp