Shibuya. The New Space Dedicated to the 15/25 Age Group

The new space dedicated to the 15/25 age group proposes to decypher their codes, their lifestyle and their buying habits. SHIBUYA is a joyful, colourful name inspired by the Tokyo district of the same name where fashions are born, frequented by a rather particular, showy tribe of girls with a very expressive look: Shibuyettes. Japan is the number 1 fashion-consuming country, with the most beautiful stores, flagship stores and new places. It is therefore only natural that it should become a source of inspiration for this sector reserved for Lolitas and their « Petits Princes ». The multi-code fashion of teenager-chameleons is dissected: it may be aspirational or a question of identity, gadget or essential, logo or no logo.

THE 15-25s - THE DECODER: SHOPPING The 15-25 age group intrigues the press, giving rise to a great number of studies… and for a very good reason:

- a « Lolita » spends close to 1,000 euros per year.

- shopping is the favourite activity for 52 % of this 15-25 age group (Source Ipsos).

- The 8-18 age group is rich with 1.5 billion euros of pocket money (source Consojunoir).

BEHAVIOUR: The teenager in perpetual mutation is a constantly evolving human being, difficult to define and full of surprises. Whilst adults stoically await the sales periods, the compulsive teenager consumes all year long:

- 69% buy the article desired, the moment they see it.

Sons and daughters of Streetwear:

– 45% are inspired by the looks seen in the street (Ipsos).

Marked by the Cool Attitude and stamped with the codes of Hip Hop, Lolitas and « Petits Princes » mix products, delving into the whole gamut of price ranges, from the lowest to the designer brands. It is a manner to prove their freedom, to create their own identity.

It is a complex and complexed generation, a narcissic generation in the search for recognition.

SELF IMAGE

- 55% of the 15-25s feel the need to be recognized by others

- 68% find themselves seductive when looking in the mirror

- 42 % need to feel seductive and sexy at all times (Ipsos)

From the age of 12, girls wear make-up to go to school: Make-up brands and multi-brand stores such as Séphora have understood this and created very Girly spaces and corners. Just as Dim which, following their « Oh les Filles » line, has now launched themselves into the beauty product market.

CONTRADICTIONS

The 15-25 age group - a generation of contradictions with:

- a strong attraction to brands but a refusal of diktats

- impulsive buying patterns, avid for all that is new, but expert in the matter

- buying patterns both faithful and versatile

REACTION: SHIBUYA proposes – in the heart of the SO LOFT space – 50 international labels of ready-to-wear and accessories, permanently renewed and adapted to the changing desires of this 15-25 age group.

EVENTS

An exhibition of photos of the incredible Japanese dolls from the book Blythe Style by Gina Garan.