The uniforms of the staff, designs of the parasols and towels have all been created by Tommy Hilfiger Japan. Tommy Hilfiger, sports brand, beach, club: the image adds up almost too well to the consumers.
The above two examples are related to summer and many department stores hold events relating to summer in their stores as well, and these strategies are important, but at present, it takes more to lure and satisfy the Japanese consumers.
Collaborations and these marketing and developments have become somewhat too standard to the consumers. They are still successful and the consumers will go, but once you walk down the streets of Tokyo, you realize that “special” events, fascinating interiors, completely over the head concepts are everywhere.
The products indeed have to be superb in order to sell in Japan, but the atmosphere they are sold in makes all the more difference. For example, select shop “Loveless” is a store holding many very selected import items. The store is built like a cave, in a basement.
It is dark with club-like lightings with bar counters, little sofa's that make you feel as though you are in a club. Then going to B2, you are in a cave. Another example would be “A Bathing Ape” with T-shirts displayed in poster holders that you see at Tower Records. Shoes are sold in packages superhero figures come in, and some are placed on a belt conveyor.
When daily shopping is as exciting as it is in Tokyo, special marketing strategies have to be something more than extraordinary; it has to blow the consumers away.
marketing@alchempro.com
