Keywords and abbreviation probably never is too significant as it is in Japan's fashion market. Each type of fashion has its own name and the person wearing the trend is called in such trend. Categorizing Japan's fashion in just age segments, unless you are a casual retailer, will lead to turmoil.
And recently, the keywords are noticed more than ever and retailers/ magazines are competing to create a keyword that will bring them to marketing heaven.
Some of the most representative keywords are as below: Gyaru: Meaning “Gals”. They are the tanned young girls in Shibuya. Usually in their 10's to early 20's. They represent the fashion in 109.
Gyaru-O: the “Gal Boys”. The term is slowly decaying as Wild and Sexy Shibuya Casual is taking its place.
One~Kei: The big sister type. These girls wear frills, have volumed hair, and is much more softer than the Gals.
Onii~Kie: The fashion for the metrosexual but much more laide back than the Gal Boys. They are into import brands such as Gucci, D&G, and Louis vuitton.
Celeb: A quite recent term implying Celebrities. Fashions of celebrities such as Paris Hilton, Lindsay Lohan, Victoria Beckham is focused.
Ero-Kawaii: Translates as Sexy-Cute. The style includes a lot of skin, but covers with a cute arrangement. A singer started this trend.
Choi-Waru Oyaji: A little wild middle aged man. This trend has created a social phenomenon, starting from the men's magazine Leon. The rise of men's fashion could be lead back to this keyword.
marketing@alchempro.com
