Shibuya 109, the iconic fashion building run by Tokyu Malls Development (TMD), unveiled its new brand logo, 40 years after the building was first opened.
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The main cylindrical building outside of Shibuya station remains a standout landmark in the area, and this is emulated in the new logo, but its role as the mecca of ‘gal fashion’ is now all but dead.
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Shibuya 109 opened in 1979 and for years, it was young women’s fashion hub, featuring and making the names of brands like Cecil McBee, Egoist, and Sly. The building’s sales peaked at ¥28 billion in 2008, but fell to half that number within six years.
Michael Causton is the co-founder and partner at JapanConsuming, a specialist research firm on Japanese retail and consumer markets. Founded in 2000, JapanConsuming has become the leading provider of insights on Japanese retailers and consumer trends to retailers, brands, government agencies and investors. As well as a highly regarded monthly report on the market to help subscribers keep up to date with the latest trends and data. JapanConsuming produces in-depth reports on retail sectors, seminars on key trends and consulting on market strategies and future trends.
(Source: Japan Consuming)