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"Calculating Backwards from Experiences to Enjoy Fashion" – What SHIBUYA109 lab. Discovers About the Trend Market of Generation Z

2022.11.21

As a symbol of Tokyo's Shibuya and enduringly beloved as a trendsetter for youth, SHIBUYA109. The new generation-focused youth marketing research institution operated by SHIBUYA109 Entertainment Corporation, SHIBUYA109 lab., conducts market research primarily on "around 20 (ages 15-24)," the main target of SHIBUYA109, and analyzes from a unique perspective.

What are the characteristics of the current youth market, especially Generation Z, and how do they enjoy fashion? We interviewed Mai Osada, Director of SHIBUYA109 lab., to find out more.

PROFILE

Mai Osada

Director of SHIBUYA109 lab.

After working in a comprehensive marketing company, mainly conducting research and PR support for product development and branding for cosmetics, food, and toy manufacturers, joined SHIBUYA109 Entertainment Corporation in 2017.
Set up the marketing department as the marketing manager at SHIBUYA109 and founded the youth research institution "SHIBUYA109 lab." in May 2018. Currently, spending each day interacting with 200 "around20 (ages 15-24)" per month.

Unable to Understand Today's Youth

First, please tell us about the background of the establishment of SHIBUYA109 lab.

Originally, SHIBUYA109 was operated within the business department of a company managing Tokyu-affiliated commercial facilities. In 2017, SHIBUYA109 Entertainment Corporation was established as a separate entity focusing on SHIBUYA109-related businesses.

From the same year, we started marketing activities that paved the way for our current initiatives, conducting monthly surveys of 200 visitors to SHIBUYA109. The information gathered was then shared with external companies, leading to the establishment of the full-fledged youth marketing research institution "SHIBUYA109 lab." in 2018.

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