“The Forefront of PR Shaping the Future of the Fashion Industry” – Managers Discuss steady study’s Work [Part 1]

SUNNY SIDE UP GROUP handles a wide range of PR for people, products, and concepts across various industries, including sports. Among them, steady study stands out with a particularly distinctive presence.

steady study Inc., which joined SUNNY SIDE UP GROUP in 2020, is a pioneering “attaché de presse” (PR and communications specialist focused on the fashion industry) celebrating its 25th anniversary this year. To date, the company has developed PR and marketing operations for numerous brands both domestically and internationally.

This time, we spoke with three individuals who form the core of the organization about steady study’s business and the people who work there.

From the vibrant careers of these three professionals to their future prospects as members of SUNNY SIDE UP GROUP, we present the appeal of steady study in two parts.

Before Encountering steady study: “I’ve Always Been Interested in Fashion”

Takamoto:
I wanted to work in a fashion-related profession since my student days. However, there were few such companies around my university, which was far from the metropolitan area, and on top of that, it was during the employment ice age. There were virtually no new graduate recruitment opportunities at all.

I decided to move to Tokyo first, and after graduating from university, I started working at a foreign-affiliated hotel.

I think I started noticing what fashionable female students were wearing around middle school. It was during this time that I developed a vague interest in fashion. Fashion is something that can brighten your mood, make you feel positive, and give you a bit of confidence.

Even after working in another industry, my passion for fashion never cooled, and when I found steady study’s job posting, I thought “This is it!” and applied without hesitation.

PR I Senior Manager Maiko Takamoto

Oda:
I probably have the most job changes among the three of us.

Like Takamoto, I wanted to work in fashion since my student days, but I didn’t get the opportunity when I graduated from university.

At the company I joined as a new graduate in the employment information industry, I worked in sales, and then decided to study abroad in France.
During my time abroad, I worked as an assistant to a local designer, which strengthened my desire to pursue a career in the fashion industry. This experience also made me conscious of “public relations” as a way to engage with fashion.

After returning to Japan, I worked in sales again at my previous job, but at one point a Japanese brand was exhibiting at Paris Fashion Week, and through that connection, I finally achieved my long-held dream of working in the fashion industry. After that, I experienced in-house PR at several companies, and through an acquaintance’s introduction, I joined steady study, which brings me to today.

PR II Senior Manager Ayumi Oda

Okazaki:
My first career as a working professional was as a freelance writer. For many years, I admired the creative world of hair and makeup artists and stylists, but I struggled to gain understanding from my parents’ generation… I spent my days searching for my career path.

Through various connections, I moved from Osaka to Tokyo and worked as an editor-in-chief’s assistant, then realized my long-desired dream of studying in America. I studied graphic design there.

Because I went abroad aspiring to be a fashion journalist and could utilize my English and graphic design skills, I joined steady study after returning to Japan. The job posting mentioned “overseas business trips,” which also attracted me.
When I visited the office for the interview, a girl wearing lots of jewelry and carrying various clothes passed right in front of me. It was exactly like the world of “The Devil Wears Prada.” That was my first impression (laughs).

Actually, I left the company once when I moved to Sweden, but after returning to Japan, they reached out to me, and I’m still working here today.

Planning Director Miki Okazaki

steady study’s Work: “Tuning to the Client Based on Accumulated Case Studies”

Takamoto:
Recently, steady study underwent a major organizational restructuring. Currently, the PR team is divided into two teams, with an additional planning team.

I serve as Senior Manager of PR I, with managers below me, assistant managers below them, and then staff members.

In terms of work, approximately 80% consists of annual contract client work centered on fashion brands, with the remaining 20% being one-off projects across a wide range of fields.

Rather than one member handling only one brand, we often work in teams with multiple members, so each member handles multiple brands. Since we can’t focus on just one thing, multitasking and broad knowledge are required.

We receive requests such as “We want to increase brand awareness,” “We want to create content using influencers,” and “We want to hold an event before launching a product or store.” We strive to make the most of our expertise while aligning with the client’s intentions.

Oda:
PR II, which I belong to, certainly has showroom operations and retainer work, but we also have many short-term contract clients that aren’t fixed.

Previously, we were called the event team, so even now, for example, we receive requests from large globally expanding brands wanting to implement initiatives (events) in Japan that they’ve tried in other countries. We handle the planning and operations for event implementation, such as which media to invite and which celebrities to invite.

Since the company started with fashion PR, we handle many fashion-related projects utilizing that network, but we’re not limited to that—perspectives on culture, art, food, and more are also necessary.

Okazaki:
I serve as the director overseeing the planning team. This department often serves as the point of contact for new inquiries, and because I’ve lived abroad for a long time, I frequently handle overseas clients.

When we receive inquiries, we conduct hearings and plan proposals in collaboration with PR team managers. Our role is to reference relevant examples from steady study’s extensive past case studies and tune them to the client’s needs.
While such case studies and know-how are important, at the same time, as a company policy, we try not to have fixed ideas like “We are a ○○ company.”

Even if something is unfamiliar, we’ll take on the challenge if there’s a reasonable prospect of success, and we think about how we can somehow help the client. I feel that our representative Kamide’s attitude has become a strength of the team.

We were also involved to some extent when digital platforms that have now become indispensable to daily life entered the Japanese market. It was deeply meaningful to support clients during the phase when the fashion industry underwent rapid and significant changes, such as the spread of so-called flea market apps, online auctions, and other secondary distribution and e-commerce sites.

I believe this experience also led to the launch of our in-house digital showroom “ENCHANCE” in 2020.

People Working at steady study: “They Have a Certain Gal Spirit and Are Tough”

Takamoto:
Perhaps due to the nature of the industry, we have many young female members. The main demographic is from the late 20s to 30s, and the office is surprisingly lively (laughs). Since we handle trendy things, everyone is sensitive to new developments.

Some people are well-versed in niche fields, while others have broad but shallow antennae for various things—it really varies from person to person.

Okazaki:
In terms of personality, all members have a strong core.

However, it’s not simply that they’re strong-willed—even if they have a gentle atmosphere, there’s a certain backbone… They have a kind of “gal spirit” and are tough. They’re greedy about what they engage with while also being modest, and above all, they’re incredibly sincere.

Takamoto:
Not everyone necessarily has toughness from the moment they join—I get the impression that they grow gradually through experience.

And there’s no gender difference in growing strong. Now that fashion and various other things are becoming borderless, I think we’ve created a flat environment where, in a good sense, you don’t feel gender differences.

On the other hand, in an organization where women are the majority, the unique sensibilities and perspectives of men are also very useful.
When working with many clients, members handle both men’s and women’s brands regardless of their own gender. In such cases, the strong cultural interest and keen eye for detail that comes from being a fashion-loving man who actually wears those clothes can lead to effective PR…

Being able to exchange opinions and make proposals incorporating firsthand voices as stakeholders is also one of our company’s strengths.

While the company is friendly regardless of gender, the rare fashion-enthusiast men within the team seem to be bonded even more strongly (laughs).

Oda:
Overall, there are many people who excel at communication.

They enjoy interacting and conversing with people, and it doesn’t burden them. Since there are many opportunities to collaborate across departments, everyone works while being considerate of their surroundings and thoughtful of others.

Okazaki:
We sometimes wear clients’ clothing, and when forming teams within the company, members who match the brand’s philosophy are naturally assigned more often. Everyone can express themselves through their attire, including clothing, hair, and makeup.

During events and such, we work behind the scenes and dress appropriately for the occasion, but during regular work, it’s basically free. While spending time at steady study, one’s self-understanding of “this is who I am” deepens rapidly.

In that sense, watching new graduate members grow is truly enjoyable. I feel like the individuality they had when they joined is simply being strengthened. It makes me happy to see them receive stimulation and their sense of self become clearer.

Takamoto:
There’s definitely a lot of stimulation in this work.

Events you’ve worked on appear on television, you get filmed when media coverage happens while you’re attending to celebrities, you can get information about the brands you handle early on…

Okazaki:
For example, interactions with visiting creators are also very stimulating. I’ve been moved while listening to interviews right next to them.

Being able to hear directly from the creators themselves, in their own words, about the thoughts embedded in their designs and products is something very rare and honorable.

Oda:
Being able to witness precious moments might be the greatest appeal of this work.

Of course, there are challenges unique to our company with its frequent cross-cultural communication, but I feel that the sense of accomplishment when completing a job becomes even greater precisely because we’ve experienced such precious moments.

Takamoto, Oda, and Okazaki have each walked their own unique career paths and now lead steady study.

In Part 2, these three individuals, who have been involved in PR for fashion and lifestyle brands for many years and manage diverse members, discuss the rewards of steady study’s work and the type of people who are a good fit.

Please look forward to the next installment!

Part 2 is here