Guided by the product concept of "helping people to travel more comfortably by inheriting the Japanese sense of aesthetics, feelings, and spirit to create 'ideal forms of carrying,'" we begin the manufacturing process by envisioning the situations in which products will be used, and the people who will use them. Then we determine the ideal production location, price, quality and functions, by selecting from a wide range of elements -- including the vast technical knowhow that we have accumulated, the background of today's fashions and styles, and the needs and wants of the users. This allows us to propose ideal designs without being restricted by fixed ideas.