Trend-watching: SBY @ Shibuya109
A recent store on the 8th storey of the fashion forward Shibuya 109 building, has opened its doors as the de facto trend-watching place to be - SBY
For the defined customers of ages 15-18 (highly influential opinion leaders & market maverns).
And for the watchful marketers of companie, who use it as a test-pad and observation haven before formal public launches.
The place is divided into 3 areas: Sampling, sales & cafe. Teens can try new product samples at the sampling section: new sweets, drinks, snacks, food, shampoos etc.
Oh and here's how effective mall marketing should be - like Shibuya 109
Malls should convey constant marketing messages to its patrons, delivering its tenants benefits (of their rental's worth) and branding/differentiating the mall in the minds & hearts of patrons.
We don't really see this in Singapore.
And at least a cost-effective & highly influential campaign effort should be made on the worldwide web. Just like Shibuya 109, which takes the effort to market its shop tenants' trendy products and produce interesting content to induce shoppers/patrons.
Was there years ago. How I want to go back!
Labels: fashion, japanese fashion, press features
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