Since independence as a new company "SHIBUYA 109 Entertainment" in April last year, it is President Tomo Kimura, who is pursuing fundamental reforms without being held by the past successful experiences of SHIBUYA 109 (hereinafter, 109). Last year, we conducted internal consolidation such as public relations and marketing system, and since this year we are beginning to take various measures toward the outside. Particularly in the media, the big topic was gathered in the change of "109 logo" established as a symbol of Shibuya since its opening in 1979. 109. What has happened to 109 now, which has been reigning as a sacred place for gal culture? In this key person interview, President Kimura who promotes drastic reform was welcomed, and I gently told the thought for "New 109 making".

If I do not think about the next strike at the best time, I will definitely drown in my successful experience.

_ Why did you separate Tokyu Malls Development into a company last year and made SHIBUYA 109 entertainment independent?

Tokyu Malls Development (TMD) has been operating with the management of "commercial facilities" including rural, railway lines, suburbs, and all 109, but considering the future era, it is impossible to win very much Is not it? Especially in the case of 109, with business conscious merely as developer (commercial facility management) business will not be established. Therefore, as a special company "SHIBUYA 109 Entertainment (hereinafter referred to as" 109 enterprise ") which operates SHIBUYA 109, it is good to strengthen the point of contact with young people on the theme of" entertainment "while making full use of the advantages of 109 brands I guess. There are two main reasons leading to it. First of all, we aim to realize the "entertainment city SHIBUYA" which the Tokyu Group places in the framework of town planning, one thing that we can contribute to the city development of Shibuya. Then, if we talk a little real, there was a structure that 109 sales accounted for a substantial part of the revenue of TMD, and that revenue was being returned to the whole SC along the railway line. It is honestly dilemma from people who work there that earnings are not reinvested in 109. With the independence, I think that it is a very big change that the profit can be used directly as it is towards maximizing the value of 109 brands as it is.

_ I think that consumption behavior of young people is changing a lot compared to the past ago, but is there a sense of strong sense of crisis against the survival of the future 109 brands?

That's a lot. Even when looking at sales, tenant sales are gradually declining, with peaks before and after the Lehman shock peaked. There are various reasons, such as consumption and lifestyle changes, or the rise of EC, it is never just due to 109 brands. Especially for us management of commercial facilities, each tenant has to make contact points with the last BtoC, it will become a multifarious matter by all means. Also, marketing that can respond to changes in the market, speeding up measures, and so forth, there were not even such systems in 109. Business is always drowning in the experience experience if you do not think about the next hand when it is the best. 109 is in such a state, has long led the fashion of young girls, and has created a great success experience among the Tokyu Group. However, when 109 challenged big, it also affected the sales composition of TMD, so we were unable to make drastic changes until now. Last year, as independence as a specialized company, we can say that we are finally in the process of thinking about only 109 and focusing on it.

_ What was the most important thing that became the new organization of President Kimura?

109 As the start of the enterprise company, the most important factor was to prepare a publicity system. Of course, there was the Public Relations Department from the age of TMD, but in the past we have released a PR release of events to be held in a single building "I will do something campaign" "I will do such an event" "A famous celebrity will come" Only. First of all, I will rebuild the public information system from scratch, I will tell firmly to BtoB and BtoC what 109 enterprises and brands think about and what they are thinking .... I think that this was a very important start. Especially I feel the response that information dissemination for BtoB has been strengthened a lot. These activities have become fruit, and recently companies that have interests and empathy with 109 enterprises and companies that can cooperate as partners are gradually increasing.

広報に続き、「マーケティング体制」も整備しました。先ほどお話しした通り、今まで109ってマーケティング機能がゼロだったんですよ。そこで昨年4月にマーケティング専任チームを組織し、「アラウンド20」の実態を調査するための「SHIBUYA109 lab.（シブヤ109ラボ）」を設立。まずは担当が自分の目と耳で若い人達の中に飛び込んでいって、若い人たちが何を考えているのかを、しっかりと聞き始めるというところから始めようと。毎週、様々切り口でグループインタビューを行っています。僕も後ろで彼女たちの話を聞いていることがあるのですが、この子達のうち、何％がこう言っていたというのはあまり重要ではありません。「マスニッチ」というらしいのですが、むしろ、少数派の声でも「こういう声があったね」という中にヒントがたくさんあります。これが今後の109の方向性を示す基礎になるのはもちろんですが、渋谷や若者たちを相手に商売したいという企業へのアドバイス、コンサルティングにも繋がっていくと考えています。外部調査会社に全てお任せして、統計学的に膨大な数値から 何かを導き出すことも時には重要ですが、直接私たちが若い人たちの生の声を聴き、様々な新鮮な切り口でそこにある"本音"を引き出すことは、リアル店舗を持つ強みと合わせた説得力になります。

It is becoming difficult to differentiate "Marquee system is like this!"

_ Recently, it is often said that "Do you have few young people from Shibuya?" How is it like you president Kimura?

I do not know if the whole city of Shibuya is, but as far as looking at the number of 109 visitors, young people are not decreasing. Even though we have a group interview, there is no mention that "Young child has gone to Shibuya." However, until a long time ago, it was concentrated in Shibuya, but there is an impression that children who are traveling around several cities, such as Harajuku and Shinjuku, and using different cities are increasing. People in the media would like to write, "Your number is decreasing from Shibuya!" But actually the route was decentralized with the opening of the FUKU-TOSHIN LINE , and between Shibuya and Harajuku But, I think it is also affected by the increase in people walking around Cat Street than before, and walking.

_ Does not the youth expectation of Shibuya have changed?

Youth who won Colombia at the World Cup Russian Football Tournament and shares joy at the Shibuya scramble intersection

I think that the expectation that young people have in Shibuya, "Do you have something when you go to Shibuya?" For example, it seems that it appears from the excitement of Halloween, Countdown, and the World Cup of the Football of the other day. However, there was also a bit overkill, and this time the World Cup of Football also suffered problems such as molesting and pickpockets, but it is a hooligan in foreign countries. A negative voice saying "I do not want to go to Shibuya for a bit of scary" is beginning to appear. It is not a good thing for the city of Shibuya to become such a lawless zone. When we were students, when we got drunk, I was jumping into the old fountain and pond in front of Shibuya station, so I do not know the feeling that young people are excited. However, there are things you can do and bad, so I think you want to have a little more order.

_ I'd like to ask about recent fashion, but I feel that fast fashion is becoming mainstream, and young people who nominate brands are decreasing. Is there anything currently popular as 109 series fashion?

Marketing survey shows that the young children who say "no brands you like" have the most voices. "Today is a faction, but the next day is a young school" such as doing no money, I will change what I wear on that day that day. In a sense, it may be wonderful and wise. As in the past, there is no trend or epidemic that "80% of children coming to 109 are this", and there is a tendency that patterns are considerably dispersed. It seemed a while ago, but since it makes it difficult to distinguish "Marquee family is like this", we also make as many shops as possible to create stores so that people with various patterns come to visit It is.

How do you plan to make "109 likeness" while making _109 fashion difficult to see?

109 Frequently, it says that it is like Marcue, but even if we ask our employees "109 likeliness", everyone's opinion is different. So we are trying to promote business with this common recognition, saying "I'm going to make it more visible" that it seems like 109, I like it. That was the reason why I launched 'Shibuya 109 Lab' in 2018. Instead of leaving it to an external marketing company, employees listen to live voices from young people and exchange opinions. I am thinking that not only selling clothes but also the dreams and hopes of young people can be realized by grasping the ecosystem of young people. Currently, "Making You SHINE!" Is listed as 109 brand statement, but I think that realizing the brand statement will lead to "109 likeness".

While listening to young people's story through investigations, there are so many who take care of the connection between people and people, despite SNS penetration. We set up a sales floor called "DISP !!! (Display)" on the 8th floor from April last year. This is a pop-up store that approaches entertainment / content such as animation, YouTube, games, etc., to a limited zone, in addition to music and artists, but a lot in many people with a great taste and a hobby I have you come. It is said that "an age when things can not be sold", but I am moved by what I like, sympathize with the stories there, and people gathered together stimulate each other. Display is beginning to be recognized as people gathering such insurrections and creating new ones. Just simply "sell fashionable items" will not hold as 109 in the future. It is said that "the era of consumption from consuming goods", but I think that it is useless if the young people are to shine and realize their dreams is not in the big concept of business.

It is our pleasure to realize our dream to shine young people.

In addition to _ display, could you tell us about the attempt to start a new one in the past year?

Like Display, "IMADA MARKET (IMADA Market)" which is deployed in the basement second floor has been doing for a year. This is a pop-up store that can have contact with real customers, for individuals, influencers, startups, internet business companies, etc. From my point of view, I think that those who do business honest net only profit (laugh). But if you are an Internet company interacting with customers who do not see it online, you probably want to feel the point of contact and echoing with real customers. The basic structure of Imada Market is that 109 will provide know-how and sell to them without experience of over-the-counter sales. Until now I was swapping the whole contents in about one month according to the theme, but this was hard with considerable effort. Also, there are cases in which the sales period is over when the product starts selling finally "This is it!" .... "Well then it's better to rearrange the MD a little bit," so permanently like K fashion, 60% popular things, 20% of influencers doing, seasonal things like 20% In combination, I restarted from April this year. I have repeated trial and error over the past year and I feel that I have accumulated retail know-how a lot.

_ In addition to the pop-up store, we are also focusing on projects to support young people to embody "Making You SHINE!"

Mr. Nicole Fujita who took part in the event of 109 (Photograph taken July 22, 2018)

In February of this year, model Nicol Fujita opened a new store "NiCORON (Nicolon)" at 109. I think that Nicole is the representative of a girl who fulfilled her dream in her teens, such as "I want to launch my own brand" or "I want her to appear in a cylinder of 109". So at the same time launched the "teenage dream support project", I got about 1600 applications from the public when I dreamed about dreams. I chose three dreams from among them from the secretariat, first of all my first dream is "I want to do a behind the scenes work such as a fashion show", the other one wants to become a make-up artist, the last person "I want to become a fashion designer". Just as I had an event called "super-teens - ULTRA TEENS FES" where Nicole plays on the runway at Chiba · Makuhari on March 31, I would like to work behind the scenes "I want to be a make-up artist" The child actually worked as a back side of Nicole in the event.

Another child who is aiming for designers is doing the secretariat of the high school cultural festival, "I want to make staff jumpers that can be worn by the original from the original". So we asked Nicole to see the design of the jumper and got advice, we 109 helped with the production and completed a lovely jumper. Although there was a cultural festival in June, despite the hot summer like midsummer, they stayed until the end without taking off any staff jumpers, their smiles are truly wonderful ...... We went to see the cultural festival and it was impressed. At a later date, I received impressions from her, she seems to aim at going to college university. I felt that it was connected to the first step towards their dreams, this time it was the first time, I think that I would like to continue in the future. In the same plan to support the dreams of young people, we are doing "109 LIVE LIVE" at the event space of the shop. Starting qualifying last year, I played the final game in April of this year, a teenage girl named KIMIKA won the championship. Shortly afterwards she will leave for New York for work, but support will also be provided by 109. Helping young people to make "Making You SHINE!" Come true is also very meaningful for our 109 employees. Watching the girls at the moment when girls shine will be a spiritual satisfaction and pleasure of employees who will help them and I think that they will lead to pride in working.

_ With the rise of the net, what is required for future commercial facilities?

It is often said that it is simply making a clue, making a cot ... .... What is integration with making koto? Until now we have not understood well either. When we thought something deeply we saw something deeply, it was said that overwhelming location and the personality of the building, and we would like to expand the target a little more, we narrowed it to "Arando 20" I think that the target will be a big advantage. Certainly B to C is a bit lower in sales, but I am proud that the recognition and brand power of 109 for BtoB is still overwhelming. Commercial facilities that sold only things within the last 10 years will decrease considerably, and the floor will evolve more. Perhaps the commercial facility will change to a place where you can experience various experiences and create a view of the world of companies and brands. Already on the client side, the choice of commercial facilities has begun, and whether it is not just the number of visitors, but what attributes are people coming up with, can you target the images of companies and brands? I think that 109, which has focused on targeting, will surely become a facility selected from various companies.

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