2022.11.21
"Calculating Backwards from Experiences to Enjoy Fashion" – What SHIBUYA109 lab. Discovers About the Trend Market of Generation Z
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.
At that time, we did not have a marketing department, and our approach to youth was partially dependent on the strength of store owners and the image of "The Holy Land of Gyaru." However, with the rising utilization of social media, the external environment changed, and we found ourselves unable to understand the current youth.
We still conduct visitor surveys, interviewing visitors aged 15 to 24 at SHIBUYA109 once a month. We ask the selected respondents to fill out a questionnaire, asking about things that catch our attention in those items, such as "What type of fashion do you like?" or "What's trending right now?"
Additionally, more than once a week, we invite some of the respondents who participated in the surveys to our company for group interviews, collecting necessary information to understand youth. For example, we delve deeper into various real aspects of young people, asking questions like "How do you buy cosmetics?" or "How do you enjoy your otaku activities?" not limited to SHIBUYA109.
The role of SHIBUYA109 lab. is to collect various data for marketing activities at SHIBUYA109, as well as engage in marketing consulting businesses involved in product development for various companies.
Do you feel that trends change quickly as you continue visitor surveys since the foundation?
Yes, very quickly. We create research reports picking up trends from the monthly surveys of 200 people, and we realize that the cycle is becoming faster year by year.Especially regarding influencers, at the beginning of our research, we thought the faces would change every six months, but now they change drastically in just two weeks. We feel the impacts of TikTok are significant there. Various people and trends keep emerging, and young people are very quick to consume these trends, so we feel we need to continue our regular surveys to keep up.
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