Today, I’d like to talk about operating profit from a slightly new perspective: Mental Performance, or “Menpa.”
Until now, discussions in fashion business have largely focused on sales-driven themes—cutting costs, increasing turnover, and driving traffic. However, as anyone who closely observes the field knows, there are many brands that sell well yet fail to retain profit.
Today’s consumer decision-making environment has become extremely demanding.
Social media, information overload, comparison fatigue—many customers are now in a state where “choosing itself feels exhausting.”
This is where Menpa, the level of mental consumption experienced by the customer, becomes critically important.
Experiences with low mental performance only sell through discounts.
On the other hand, high mental performance experiences lead customers to purchase with confidence, reduce complaints and returns, and ultimately preserve operating profit.
Today, we will organize how this concept can be translated into practical design within the fashion business.
投稿者プロフィール
- I am an advisor and lecturer with over 30 years of experience in the fashion industry, both in Japan and internationally. Leveraging practical, hands-on expertise gained in the field—from product planning and sales strategy to brand building—I support small and mid-sized brands in increasing revenue and solving management challenges. Achieving tangible results for my clients is my greatest motivation, and I focus on providing realistic, actionable, and repeatable solutions. If you are facing challenges in growing your brand or improving your business performance, please feel free to reach out. I am committed to contributing to the sustainable development of the apparel industry.
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