Enhancing Customer Experience with a New Design Embodying the Corporate Slogan 'Always with you, sharing emotion': Sony Store Fully Renews Stylist Uniforms for the First Time in 10 Years

Sony Marketing Inc. (Headquarters: Minato-ku, Tokyo; President: Daisuke Kawaguchi; hereinafter "Sony Marketing") will renew the uniforms for stylists who provide product and service guidance at Sony's direct-managed "Sony Store" locations for the first time in 10 years. The new uniforms will be worn starting Friday, March 27, 2026, at all five Sony Store locations nationwide (Ginza, Sapporo, Nagoya, Osaka, and Fukuoka Tenjin).

This renewal was carried out under the corporate slogan established by Sony Marketing: "Always with you, sharing emotion." With the goal of creating an environment where stylists can face customers with pride, the voices of stylists working across the country were reflected in the design. Based on their feedback, the new design concept "Technology × Emotion" was adopted, pursuing both "comfort" and "Sony-ness" to provide the best hospitality and emotional experiences.

■ Background of the Renewal

Corporate Slogan: "Always with you, sharing emotion."

In April 2025, Sony Marketing formulated the corporate slogan "Always with you, sharing emotion" to further strengthen engagement with customers. Stylists, who interact directly with customers, are the ones who embody this slogan on the front lines. Believing that an environment where stylists can work with confidence and without stress is essential for them to evolve from "people who explain" to "people who deliver emotion," we have fully renewed the uniforms for the first time in 10 years.

■ New Uniform Concept

"Technology × Emotion"

Under the concept of "Technology × Emotion," the new uniform aims for a design that expresses the resonance between precision and sensibility. The refined tailoring and calm color tones express professional reliability, while metallic lines incorporated throughout represent the advanced nature characteristic of Sony. Additionally, the genderless silhouette expresses diversity.

Through these elements, we have shaped an image of harmony between the reliability born from the precise technology found in Sony products and the emotion (sensibility) that draws close to the customer.

The uniforms are finished to leave a lasting impression on both the wearer and the observer, providing a sense of security to visiting customers and creating memorable experiences.