Ged Carroll

Tokyo Girls collection: shopping with a Japanese mobile twist

Published: (Updated: ) in consumer behaviour | 消費者行為 | 소비자 행동, culture | 文明 | 미디어와 예술 | 人文, japan |日本 | 일본, marketing | 營銷 | 마케팅 | マーケティング, web of no web | 無處不在的技術 | 보급 기술 | 普及したテクノロジー, wireless | 無線 |무선 네트워크 | 無線 by .

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Tokyo Girls Collection and Shibuya Girls Collection are twice yearly events held in Tokyo ran by blogs and that highlight the latest Japanese fashion ranges to young women. The women usually live outside Tokyo and usually attend the event in person or watch it streamed live online. 

The events attract 20,000 attendees. What is very impressive about the events is:

The data that they’ve gathered about their attendees show an impressive engagement with the online internet.

mobile internet minutes per day JPG

Attendees spend 98 minutes a day on the mobile internet.

mobile commerce experience JPG

70 per cent have ‘experienced’ m-commerce in the past year. Kawaii doesn’t only mean cute, but serious spending power and mobile connectivity.

Why they work (thanks to my friend Junko Furukawa for this insight):

More Japan related content here.


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