Case Folio
Blue Shears: Bespoke in Japan

Article Details
Pub. Date : Jun' 2019
Product Name : The IUP Journal of Case Folio
Product Type : Article
Product Code : IJBS21906
Author Name : Caroline S L Tan
Availability : YES
Subject/Domain : Management
Download Format : PDF Format
No. of Pages : 11



The case introduces the students to the world of Blue Shears and bespoke tailoring, as it faces the question of whether to expand its market or otherwise and how to manage its brand and social media platform more effectively. What is interesting about this case is that it can be used in different courses from three different angles: Segmentation, Targeting and Positioning (STP), social media marketing and brand management.


Hiroshi Kubota, founder and CEO of Blue Shears, a bespoke tailoring brand based in the heart of Tokyo was staring absentmindedly and scrolling through pictures of wool suits with #savilerow on Instagram. Having developed his craftsmanship from five years of working in London at Gieves and Hawkes on Savile Row, Hiroshi decided to launch his own brand, Blue Shears in Tokyo in 2005. Since the creation of Blue Shears, Hiroshi has been busy with building a client base and holding shows in both international and domestic circuits.