Discovering My Strengths: The Career Path Carved with a Proactive Spirit

Hello! Welcome to Onward Group’s Medium page. Onward Kashiyama has a department called the Fashion Marketing Section, which promotes marketing initiatives to maximize the appeal of brands and products through market trend analysis and consumer needs understanding. This time, we are delivering an article featuring Yukari Mori, who has built a long career in the world of fashion marketing. She shares her journey, including the launch of new businesses and her current role in marketing.

Leveraging a Global Perspective: How I Entered the Fashion Industry

Editor: What led you to join Onward Kashiyama?

Mori: I’ve always loved clothes and had a desire to work in the fashion industry. At the time, Onward Kashiyama stood out to me due to its dynamic global business, including licensing operations and other initiatives that served as a bridge between Japan and international markets. Being a returnee who grew up abroad, I personally wanted to work in a role that would connect Japan and the world. That aspiration led me to join Onward Kashiyama in 2007 as a new graduate.

Editor: That idea of being a “bridge” is quite striking. What kind of career have you built since joining the company?

Mori: For the first two years, I worked in sales for an imported brand. Then, I became involved in launching a new select shop in Japan, serving as a buyer for about 8 years. After giving birth, I transferred to the marketing department, where I continue to work today.

Editor: It’s impressive to be part of a new business launch team in your third year as a new graduate! What do you remember most from your time as a buyer?

Mori: The select shop we launched had its roots overseas, so there was a lot of direct communication with the local team, which matched my desire to work as a bridge between overseas and Japan. At that time, however, I was still a young employee with only two years of sales experience, essentially starting from scratch in terms of both experience and knowledge. I had to cover my lack of experience as a buyer with negotiation skills and building trust. During my buyer days, I handled around 50 designer brands, managing various tasks such as overseas negotiations, contract discussions, and inventory management, often working late into the night. It was tough but rewarding.

Editor: Being a buyer requires not only a sense of fashion but also numerical skills, right?

Mori: I think I was relatively good at balancing sensitivity and numbers. The job of a buyer requires not only pursuing your favorite fashion but also the ability to plan and manage SKUs (inventory management units) when implementing them in stores. The launch of the select shop provided an opportunity to learn intensively in a short period what would typically take years of experience. I am still grateful to my boss at the time for entrusting such a significant role to a young employee like me. Although there were many tough moments, it was the biggest turning point in my career, allowing me to encounter challenging work where I could leverage my strengths, different from my previous sales experience.

How Hit Products are Born: The Thought Process of a Fashion Marketer

Editor: What are your current responsibilities in the Fashion Marketing Section? Mori: My work goes beyond researching market trends and fashion movements. Based on broader societal shifts and competitor analysis, I help determine what kind of products we should plan for upcoming seasons, and I present those ideas in strategic planning meetings within the company. I also analyze global fashion collection data to predict trends, create weekly internal reports, and conduct on-the-ground research. Recently, I’ve also been involved in company-wide promotions, making proposals from a marketing perspective on how to best communicate and promote our products.

Editor: What do you find most rewarding about working in fashion marketing? Mori: I enjoy being able to look at fashion from many different angles — whether it’s through the lens of people’s lifestyles or shifts in the times. It’s really exciting when I can uncover a new facet of fashion or when one of my predicted trends comes true. Collaboration across departments is essential, and I always think about how we can enhance brand value and deliver that to the customers beyond. That’s where the real impact of marketing lies.

Evolving Yet Uncompromising: An Inside Look at Onward Today

Editor: What’s your honest impression of Onward as a company?

Mori: One of the best aspects is how much more supportive the work environment has become over the years. There’s been a clear shift toward valuing work-life balance — like encouraging paternity leave and embracing remote work. The company has evolved from a more rigid, traditional atmosphere into one that supports diverse and flexible ways of working. The appointment of female executives also reflects this progress, and I see it as a meaningful sign of change. At the same time, I feel we now need to adopt a more proactive and daring mindset. With this supportive environment in place, it’s important to move beyond maintaining the status quo and start encouraging innovation, fresh thinking, and risk-taking.

As diversity becomes more valued, I believe it’s crucial to foster a culture where individuals can fully express their unique perspectives and strengths. Going forward, I think it’s essential that we build on the foundation of a comfortable working environment and shift further toward a culture that actively empowers people to take on new challenges with confidence.

Know Yourself Early, Think Deeply: A Message to Future Colleagues

Editor: Do you have a message for students or others hoping to enter the fashion industry? Mori: I hope they can identify their strengths early and think deeply about how to apply them to their work. Everyone’s strengths are shaped by their unique experiences, and discovering what makes you different often takes time. That’s why it’s important to ask yourself: what kind of experiences will help you uncover your strengths? And how should you spend your time to gain them? Continuously reflecting on those questions may be the shortest path forward. Understanding the company you want to join is just as important. If you approach your work while staying aware of the company’s direction and future goals, you’ll be better prepared to raise your hand without hesitation when the right opportunity arises — thinking, “This is where I can really shine.”

At Onward Group, we’re involved in a wide range of businesses, from apparel to lifestyle products, so there’s a wealth of opportunities. From my own experience, I’ve learned how valuable it is to take on different challenges throughout your career. Keep your perspective broad, and don’t be afraid to try, even if it means failing. Keep pushing forward!

Mori’s Must-Have Item

Mori: I try to be intentional about switching between work and personal time. After lunch, for example, I make it a point to brush my teeth or use a scented cream — small habits that help me reset mentally.

Since marketing involves a lot of multitasking, keeping a fresh and focused mindset is essential. These little rituals really help me stay sharp throughout the day.

Author of this article Takahashi: Public Relations for Onward Holdings Co., Ltd

As a student who spent most of my time learning multiple languages and bellydance, I was impressed by the diversity of Onward’s brands and thought, “This is democratic!” In 2020, I joined Onward Kashiyama as a new graduate and was assigned to the Public Relations Division of Onward Holdings the following year.