Retailers take on 'Wild & Sexy Young Men' under a unique media blitz
12 Jun '06
2 min read
Men's magazine “Men's Egg” is said to be the starter of the trend for “Wild & Sexy Young Men”, through using charismatic reader models. Those following the “Wild & Sexy Young Men” trend are known in Japan as the “Onii-kei” translating to the “Big Brother Type”.
These young men are in the so-called “metro-sexual” zone with flashy accessories, wild hair-styles, and slim outfits.
Still, this new trend is still rare in that retailers have not caught on with the fast movement and lack stores in places other than Shibuya Tokyo.
This gap between demand and supply has brought retailers to make up for lost sales through creating shopping sites online, on cell phones and on magazines.
This is how it works: retailers put their new products on magazines, mainly on “Men's Egg” and other popular magazines and sell through the shop catalogues within the magazines and on cell phone site magazines.
Retailers have already seen positive results in the media mix with sales growing from 15 percent to 50 percent, due to rapid increase of those accessing from suburban areas.
This type of media-mix has a great attribute other than reaching out to customers outside of the capital area. This method allows retailers to have monthly MDs.
The trend for “Wild & Sexy Young Men” is very dynamic in that trends shift quickly, requiring retailers to be very flexible in their merchandising. By placing items on magazines monthly, they are ableto keep low inventory and keep up with the trend.
There are movements towards building stores like 109-2 Men's, holding mainly the “Wild & Sexy Young Men” targeted brands, in suburban areas at present. Still, until the plan becomes reality, many are enjoying the cyber shopping method.
marketing@alchempro.com
