Int. cons. behav. team awe final pres

Gyaru – Shibuya Girls Team AWE Jan Lindhoej 10BN936H Akihiro Nakajima 08BN086K Alexander Tanno 10BN942K Toru Uchikado 08BN025A Benjamin Walch 10BN934N

Content Introduction Segmentation Bases for segmentation 4 criterias for targeting the segment Gyaru in contemporary Japan Consumer behaviour Recent trends Opinion leaders The future? Conclusion ?

Introduction Gyaru – Stereo type : Shibuya Girls Arrised in Shibya round the 70s due to the construction of big shopping stores. Highly fashion concerned High velocity market, and dominated by trends and fads e.g. fur tails,”fake” glasses, ganguro make up … In 2010 the estimated market was worth 900 billion yen.

Segmentation Geographic: Mainly metropolitan areas Demographic: Female 16-23 years Mainly live at home/ Good relation with their parents Part-time job ensures disposable income Psycological: Personalities: Self oriented and self awareness, but belong to a community at the same time. Psychographic: Being Gyaru is a fashion oriented Lifestyle, but they also cherish family and friends.

Segmentation 4 criterias for targeting a market segment Identification: Rather easy Sufficiency: The segment has a significant size Stability: The segment is stabile, but the market is in a constant flux. Accessibility: Ensured through magazines, television and the internet. Furthermore does the majority of this segment live in metropolitan areas.

Gyaru in contemporary Japan Defined by details Collectivism – Belong to a subculture dominated by fashion The style/fashion is accepted by the society Recognized by corporate Japan, since they are a highly profitable segment and has a significant purchasing power Celebrities have adapted the style and are evolving/innovating it (Opinion leaders & trend setters)

Consumer Behaviour Recent trends: The fur tail accessory . Origin? AyumiHamasaki (J-Pop singer) Increased popularity through opinion leaders such as magazines (egg, Happie Nuts…) and celebrities.

Consumer Behaviour Recent trends: The fur tail accessory . How did it become the new popular fad? Strong collectivism (subculture) Internal fashion competition. Who dresses the best? Adapted to the Gyaru ”uniform” Word-of-mouth

The future? The next trend within this target group is unknown and rather difficult to predict. Some forecast shows that the “fur” element will be dominating. As for the target group, people will enter and exit, hence is constantly renewed. E.g. The first Ganguro Gyaru are now housewives, and the entire lifestyle is for the majority a phase, starting round age 16. The majority exits in the early 20s due to radical changes in their life e.g. job hunting, marriage …

Conclusion Unlike numerous other subcultures (Mods, Goths, Skins, Punks …) the Gyaru subculture is NOT as static. The core of their consumer behaviour is dominated by fads and trends. One could argue that since its constant evolving it would be wrong to classify the Gyaru as a subculture, BUT since they all share the same beliefs and interests, which is at a variance with those of the larger culture, it would make sense to classify the Gyaru as a subculture.

? AKA the Darth Vader twist ”Luke I’m your father”

Our presentation is a product that we want to sell. Product : ? Target : The class. 50/50 gender mix. Further segmentation : The men (main focus)! Why ? In order to create some opinion leaders for our product, the Key Informant Method was applied “Who are the most influential people in the group?” According to participation score : The class is male dominated. (460 vs. 330points) How to attract men? Cars, alcohol, power tool, things that explode, SEX ! How to appeal to women? Fashion.

The end product The Gyaru segment was chosen. Why? Emotional vs. Rational message: Because sex sales! (emotional) and at the same time fashion could be included (emotional). The rational message (the often boring analysis) can now be delivered in a nice package, and make this a good product/presentation

Thank you for listening.

References Key chains have tails. Retrieved from http://keyholder.byoubu.com/dabacvyc/ Yoko Takaoka, 2009, ギャル文化」に見る新しい消費特性 ( Observation of Gyaru culture and its new consumer behaviour/trends). Space & Environment Institute. Retrieved on from http://www.mitsuifudosan.co.jp/s-e/infomation/pdf/report_091221.pdf NIKKEI TRENDY NET, 2010, ギャルの経済効果は9000億円超！「2010年ヒット商品」1位は"しっぽ"？ ( The economicmarket of Gyarurelatedproductsexceeds 900 billions yen, The biggest hit in 2010 was the fur tail), retrieved onJanuary 5th 2011 from http://trendy.nikkeibp.co.jp/article/column/20101215/1033942/?ST=hitken&ref=rn Gyaruhistory. Retrived from http://fashion-icon.jugem.jp/?eid=22 Dentsu incorporated, 2005, Dentsu Gal Labo, retrieved onJanuary 5th 2011 from http://www.dentsu.co.jp/marketing/gallabo/index.html

Int. cons. behav. team awe final pres

by Benjamin Walch

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Int. cons. behav. team awe final pres Presentation Transcript