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? - Ayumi Hamasaki (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 economic market of Gyaru related products exceeds 900 billions yen, The biggest hit in 2010 was the fur tail), retrieved on January 5th 2011 from http://trendy.nikkeibp.co.jp/article/column/20101215/1033942/?ST=hitken&ref=rn

Gyaru history. Retrived from http://fashion-icon.jugem.jp/?eid=22

Dentsu incorporated, 2005, Dentsu Gal Labo, retrieved on January 5th 2011 from http://www.dentsu.co.jp/marketing/gallabo/index.html