Summer is finally here in Japan. The student population is all out of school, the working population will go on summer vacation in the beginning of August.
This is a great chance for many retailers to gain sales and marketing becomes even more significant. As people go on vacations to the suburbs, to the beach, and overseas, where else can they compete? Retailers answered this question with many different strategies.
Chloe, who had opened a Chloe Café the previous year and had quite a success, is opening a juice bar not in Tokyo but in Osaka for a month. They will serve different juices per a week or so and sell the drinks with small Chloe beach bags in matching colors with the drink. Summer, thirst, beaches; the summer keywords put together equates to Chloe Juice.
The positioning of the juice bar is also an interesting point, as why are they putting it in Osaka and not Tokyo, the fashion capital? One, they would like to expand themselves into other prefectures and two, during the summer vacation, most of the people in Tokyo go back home to their parents: which is usually not in Tokyo.
Tommy Hilfiger has collaborated in opening a beach house near the Shonan area which is a beach area near Tokyo. Most of the people living in Tokyo go to this beach as it is convenient.
The beach house offers foods and drink services as well as parasol rentals, beach chairs, showers and the usual services most beach houses supply, but with more class.
marketing@alchempro.com
