The Mechanism of New Retail Format Creation in Japanese Eyeglasses Industry : The Case of JINS Inc.

The objective of this study is to clarify the mechanism of retail format creation from the viewpoint of innovation and competition targeting the process of JINS Inc. which created a retail format in Japan. The innovation of JINS is (1) destructive pricing, (2) simplification of the unclear pricing, (3) the rapidity of making eyeglasses. Since the existing dominant design is deeply ingrained in existing major chain stores, it is difficult to respond JINS’s innovation immediately. JINS defined its original innovation as a competitive advantage and rapidly established a new format in the eyeglasses industry.