Musashi was a province of Japan, which today comprises Tokyo Metropolis, most of Saitama Prefecture and part of Kanagawa Prefecture. It was sometimes called Bushū. The province encompassed Kawasaki and Yokohama. (My Japanese Hanga)
Chotaro Miyamoto emigrated to Hawai‘i from Japan on the ship named the Tokyo Round in 1885. He started ‘Musa-Shiya’, a store in Honolulu on ‘A‘ala Lane, not far from River Street and named it after his hometown province (the name was a combination of Musashi and ‘ya’, meaning ‘place’ or ‘store.’ (Hope))
“Miyamoto sold dry goods and did some custom tailoring. His son, Koichiro, was sent to Japan at the age of six in 1901. A couple of years later, Chotaro moved his business to a new location on King Street, near River Street and the busy Honolulu fish market.”
“After the merchant died, his son, Koichiro, despite poor English skills and scant business knowledge, moved back to Hawai’i in 1920 to run the family business.”
“Miyamoto wanted to expand Musashiya’s tailoring business. The young merchant had been sending broadcloth orders to the big textile firms in England, but due to World War I, he didn’t receive his fabric orders and impatiently ordered more.” (Hope)
“Year after year Musa-Shiya had sent his order for shirtings to the Englishmen. The first year of the war his order was unacknowledged. The second year passed and there were two orders in England for Musa-Shiya that were unfilled.”
“He sent more orders.”
“Patience and persistence were his two virtues. Patience and persistence made this particular day the saddest day of his life, when he read the custom’s house manifest on a huge box from England. The orders of five years had been filled in one shipment! The little shirt maker saw his end. It was beyond him to save himself.” (Haase)
“There was young Miyamoto, suddenly surrounded by many bolts of the finest English broadcloth. The store overflowed, and more was on the dock.”
“Fine broadcloth in those days meant only one thing. Fine shirts. So the young merchant sought out the finest seamstresses in Honolulu, and they began making very fine shirts indeed.”
“Miyamoto now had to sell those quality shirts. He went to the advertising offices of Charles R. Frazier, where copywriter George Mellen became intrigued with Miyamoto’s pidgin English.” (Hope)
“Now Musa-Shiya had a friend, a haole friend … The haole friend was inspired. The little shirtmaker agreed that the big business man’s advertising agency could run the shop of Musa-Shiya should it so desire.”
“The little shirtmaker began to live in the advertising pages of a Honolulu newspaper. The advertising man had chosen the obvious and easily overlooked style of copy. He wrote Musa-Shiya’s tale of his business … in pidgin-English.” (Haase)
“Here are the headings and introductory of one of his ads … ‘Owing to slightly perspiring climate of Honolulu and adjacently adjoining territory all these persons abiding therein require more than usual undershirt. Undershirt for every day practically inevitable. If more fat, sometimes two for day is advisory.’”
“He follows this with an announcement of ‘good news of undershirts 10 per cent off for one week.’ … (and later includes,) ‘Because shop of Musa is very small and locality obscuring, prices is also, but explorer will find’”. (Dry Goods Economist, December 12, 1922)
“Observe also the diplomatic way in which Mr. Musa introduces the subject of sweaters and explains why these warm garments are needed at times even in Hawaii. His ad on this line of merchandise says:…”
“‘Speaking of sweater in Honolulu may be misconstewed for insult to famous climate. Yet not so. Climate at some instance require sweater.’”
“He speaks of the use of sweaters in automobiling and also ‘when obtaining generous perspiration by long tennis and other muscle excitement.’ In the latter case ‘sweater,’ he points out, ‘is natural result for protection from Sneeze.’”
“Mr. Musa’s English is peculiar, but it is away ahead of the Japanese (or any other foreign language) that most of us could write. And Economist readers will admit, we believe, that there is nothing the matter with his instinct for effective publicity.” (Dry Goods Economist, December 12, 1922)
“He found the way to bring people to an obscure shop. The advertisements, attracting attention by their typography and drawings, were read. If the reader of the advertisement stopped to analyze the copy he would find that it dwelt upon the fact that the little shop was hard to find …”
“… but once found there were great rewards to be had in un usual shirtings for the persistent one. Of course the copy didn’t neglect to say that price would be in keeping with the size of the shop. By this method the agency man created great interest in Musa-Shiya throughout Honolulu.” (Haase)
“During the first week, the advertisements followed close upon one another. At the end of the week the agency man called on
the little shirtmaker. ‘You didn’t think it could be done, did you?’” … ‘No, but business very good and every body say very nice advertisement.’”
“The spectacle of a solid line of busy clerks behind the counters now replaced the old scene of Musa-Shiya and his partner sitting in the corner of the shop, finding time heavy on their hands.”
“The clerks were not only selling shirting, but handing out Musa-Shiya’s ginghams, flannels and silks, for it should be known that Musa-Shiya sold a general line of dry goods, and that the advertising was moving those goods also.”
“From that week on the little shirtmaker continued to advertise. Advertising is now part of his business. He likes it. He hears from his advertising from all ends of Hawaii. Tourists in Hawaii clip his advertisements and send them home. These tourists, themselves, come to the little shop.”
“The clippings they send bring others when they come to Honolulu, and even bring orders from people in distant lands who never expect to come to Honolulu, but who have been goaded into action by the advertisements.”
“(H)e says : ‘Because for appreciating delightful results business and many customers now coming this shop where shirt make and dry goods American and Japanese style selling …’”
“‘… also following very nice advertisement in Star-Bulletin daily news papers for two year mostly, feel very kinely for advertisement which everybody say very nice advertisement and asking one copy keeping person ally which have not got so order make some more on piece paper from house of printing.’”
“‘We incline mystery for this action but explaining away clearly when man living his home Kansas U. S. sending old shirt also advertisement also letter demand six shirt hand made similar to this one but pongee kine.’”
“‘Also one lady thin kine living home Boston, U. S. presenting advertisement from many month old ask if this same shop Musa-Shiya and while writing hand book with short pencil print one side ‘Fire Insurance.’ This lady not buying shirt and something else but saving come again and smile nicely.’” (Haase)
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