Tokyo Girls Collection gets green

Written by: Rebecca Milner on September 11, 2008 at 2:29 am | In LIFESTYLE / FASHION, MARKETING IDEAS | 2 Comments

At exactly 3pm the 7th edition of the much-feted Tokyo Girls Collection began with the following address: “From a tiny cell phone it was born. Emerged suddenly from the chaos and sparked a revolution.” The revolution being the ability to be able to buy whole outfits as you see them coming down the runway in real time with your mobile phone at the event. That, and the appearance of over 300 popular fashion magazine models, is the beauty of the TGC, which attracted an impressive 22,700 young fashionistas to Yoyogi Stadium for the all-day event.

More impressive however was how the event managed to take the current eco trend to heart and beyond the now ubiquitous eco bag (though the latter were selling like hot cakes in the retail pavilion).

An intermission video featured models answering the question, “What’s your ecology?” to tune of saying no to plastic bags and using “my hashi.” Vivi model Jun Hasegawa gets credit for saying that she actually turns the shower off while soaping her hair. Considering the influence these models have over mainstream fashion, it is a safe bet that more than a few fans will want to emulate their ecological ways. To that effect, the event featured a booth where visitors could sign a “My Challenge” pledge to reduce their daily CO2 output by 1kg, which a number of the models had also signed.

Uniqlo, an oddly unfashionable partner, chipped in by bringing its recycle project to the event, asking visitors to drop off unwanted clothes at the entrance for recycling or donation.

Perhaps the most out-there element of the greening of the event, however, was the planting of three trees outside of Shibuya station. Called the Shibuya +1 no Mori (Shibuya +1’s forest) was created on July 31 through cooperation with the NPO Gaia Initiative and included celebrity appearances by the likes of Yu Yamada.

While three trees may not seem like a forest, the symbolic act draws on the character for “mori” (forest), which is made up of three tree symbols. Shibuya is the heart and retail center for most of the brands participating in the show.

Another interesting departure for this season’s event was the decision to include a collection of runway shows by more high-end select shops, at the expense of the inclusion of a few regularly featured, reasonably priced ones. Organizers Girlswalker.com and Xavel seem to be priming the event’s fans for graduation from Shibuya 109-style “real fashion” to more high end shops. An interesting move, and we’ll be watching to see what they do next.

Looks from select shops Free’s Shop, Another Edition, Loveless, pictured above. And by the way, in case you were wondering, it is all about plaid this fall.

From Spiral Girl, Moroko Bar, and Cecil McBee, pictured above.

Tags: Eco, Fashion, Girls, Harajuku, magazines, Models, Shibuya, Tokyo Girls Collection
Category: LIFESTYLE / FASHION, MARKETING IDEAS
Other categories: DIGITAL LIFE, PRODUCT INNOVATIONS

Smart Vendor car vending machine in Shibuya

Written by: Michael Keferl on June 16, 2008 at 1:46 am | In MARKETING IDEAS | 24 Comments

Yeah, there’s something about us and automatic goodness today…

We’ve seen plenty of interesting vending machines all over Japan, even for outright marketing, though the recent Smart Vendor in Shibuya Station might just take the creativity award home.

Holding a full-size Smart Car, the faux vending machine has two choices (coupe and cabrio), and a convenient slot to insert the amount you need (about $20k). Of course, this is a concept only, but is a nice extension of their already creative vending machine idea that fits right into the Japanese love for instant gratification on-the-go. Besides, could you do this with any other car without it seeming like a big joke?

Pushing the button on the vendor won’t exactly pop out a car, but it does dispense a branded tube containing pamphlets on the new models, dealer information, and a sheet of Smart Car stickers featuring the available colors.

Now the big question: Will the Smart Car become a hit in Japan? One would think “yes” because of limited space, but cutting the car in half still won’t give us anywhere else to park unless the parking spaces are cut in half as well. However, with rising gas prices and a burgeoning Eco movement in Japan, it just might make the dent it wants to.

The Smart Vendor’s time in Shibuya Station is now over, but you can catch it in three more spots around Japan in the next month.

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More info at PlaySmart.jp

Tags: Marketing, Promotions, Shibuya, Smart Car, Vending Machines
Category: MARKETING IDEAS
Other categories: DIGITAL LIFE, LIFESTYLE / FASHION, PRODUCT INNOVATIONS

Ikebukuro department stores share neighborhood love

Written by: Rebecca Milner on June 14, 2008 at 7:31 am | In LIFESTYLE / FASHION, MARKETING IDEAS | No Comments

Department store’s tendency to want to one-up their competitors usually means some cool new developments, like the Tokyu and Seibu department store rivalry that produced some of Shibuya’s more interesting retail establishments, Tokyu Hands and Shibuya 109 (Tokyu), Parco and Loft (Seibu).

So we are not sure what to make of the report that Seibu and its Ikebukuro rival, Tobu, will be working together on the Seibu Tobu Cooperation Ikebukuro Information Center, which will have information on sights, dining, and entertainment in the area.

Seibu and Tobu are the major department stores in Ikebukuro, an area that has been drawing attention for the June 14th opening of a new subway line. The rivals will both participate in the Love Ikebukuro Fair on June 14th and 15th and are joint sponsors for the information center, which is located at the basement entrance from the new line to the Seibu store.

The location is also being used for a limited time to pass out free Seibu and Tobu branded eco bags featuring Toshima ward (where Ikebukuro is located) character Toshima-kun (live model pictured below).

Meanwhile, the Japanese Department Store Association has announced an impressive collaboration between all stores to launch, yup you guessed it, an eco bag.

The “Depato Regi-Bag,” released in honor of the G8 summit will be available from July 7th at all department stores in the country for ¥600. Customers are entitled to a ¥50 discount when they use the bag.

Tags: department stores, ecology, Fashion, Ikebukuro, Shibuya
Category: LIFESTYLE / FASHION, MARKETING IDEAS
Other categories: DIGITAL LIFE, PRODUCT INNOVATIONS

Marketing fun in Shibuya with Hachiko and J-Pop

Written by: Rebecca Milner on May 29, 2008 at 11:59 pm | In MARKETING IDEAS | 1 Comment

Zexy, a popular bridal magazine, has co-opted Shibuya’s beloved icon Hachiko for its current elaborate marketing campaign. While the original dog statue was created to commemorate the loyalty of a dog who met his master everyday at Shibuya station, this new effigy of Hachiko has been created by Zexy to serve as a mascot for women in love.

From this week in honor of the magazine’s 15th anniversary, Zexy is launching a one-month limited-time site for PCs and mobiles, called the “Love Special Site,” that is overseen by the image of a doe-eyed, tiara-wearing, Chihuahua-esque character named Hachiko. The site features a daily love horoscope and a love message board, plus information about Hachiko’s very limited appearance this week in front of the Tsutaya media store at Shibuya crossing.

The “real” character is a surprisingly natural looking robot dog, atop a pedestal modeled after the original statue, that needless to say attracted crowds of mobile phone picture takers. While you have your mobile out, you can also scan a giant QR code poster to take you straight to the website.

Meanwhile, down the street, pop idol duo the Vanilla Beans staged an interesting publicity stunt in a truck parked in front of Shibuya 109. In promotion of their new single Nicola, the pair donned retro flight attendant ensembles and hung out (looking kind of bored) inside the window-fronted truck.

Guess which act drew the most attention (and mobile photographers)? Yup, the robot dog.

Tags: Bridal, magazines, music, QR Codes, Shibuya
Category: MARKETING IDEAS
Other categories: DIGITAL LIFE, LIFESTYLE / FASHION, PRODUCT INNOVATIONS

Big haired big brothers take over Shibuya 109-2

Written by: Rebecca Milner on May 6, 2008 at 10:50 pm | In LIFESTYLE / FASHION | 1 Comment

An unlikely fashion revolution is taking place on the top floors of the Shibuya 109-2 shopping complex. While 109-2 is typically considered to be the younger sister of popular teen fashion center Shibuya 109, with junior high-school girl friendly fashions, two years ago the top floors became home to 109 Men’s, the base camp of the increasingly popular onii-kei fashion movement.

Last month, 109 Men’s underwent a major renovation, taking over an additional floor that had previously housed a cosmetic emporium for the girls who shop downstairs.

Mood-lit shops with names like Kingdom and Buffalo Bobs are decked out with the latest tight t-shirts and jeans, flannel shirts, and black leather jackets.

Onii-kei, or “big brother style” is the male version of the sexy gyaru (”gal”) style popular among teenage girls who hang out in Shibuya. However as the gyaru (think dark tanned skin, teased and bleached hair, heavy make-up, and impossibly short skirts) have been cleaning up their act recently, the men are picking up the slack. For the past year onii-kei guys, with their extreme “wolf hair,” have been on the rise.

Big belt buckles, loud hats, heavy silver jewelry, and pointy shoes are key accessories for the onii-kei look.

This purikura print club arcade is the only remnant of the 7th floor’s previous incarnation as a girl gathering spot. Though, in an weird twist, it gives the girlfriends a place to hang-out while the boys do their shopping.

Tags: Fashion, Onii-kei, Shibuya
Category: LIFESTYLE / FASHION
Other categories: MARKETING IDEAS, DIGITAL LIFE, PRODUCT INNOVATIONS