The drop by about a young woman who visited the Shibuya from the provinces to say and always have SHIBUYA109. Now occupy the position of immobility as epicenter of the young women of the trend, including a high school girl, it has also increased attention from overseas. SHIBUYA109 reform to, who Yasuaki Hagiwara worked on as general manager, and the process to create a trend, we heard such as the future of the policy.

Large decision to narrow down the target to the high school girls

- Hagiwara-san What time is the went to general manager of the Shibuya 109.

Because that of 1997, it is 10 years this year. Shibuya 109 is opened in 1979, the all generations as the omnidirectional type of commercial facilities as a target, we have much to continue the business. However, the fiscal around 8 years sales in the rickety, for the sake of survival had been demanded major reforms. However, even when such, only shop on the first floor underground was selling like loose socks in for schoolgirl it was very prosperous. So, here it is targeted to high school girls generation to take the plunge now to the fact that whether or not. It was a big bet. Staff around the whole country, collected a "sharp" fashion brands such as is said to gal system, was replaced gradually store. Then, in 1997, since sales rose about 20% to 30% believe that "not wrong in this direction", we further promote the reform. This I will around the time of the "first stage" of the nascent SHIBUYA109.

- Or then, Will advanced the reform in any strategy.

Initially, or rather a little hoody, mother There were images, such as do not want to go to a daughter. We since high school girls had gathered called Ganguro. From it 1999 around, appeared "charisma clerk" from brands such as "EGOIST", it has become a boom, I'm a national name recognition of SHIBUYA109 has increased in one fell swoop. We call this time as the "second stage". Salesperson us of the same age with customers from this time is not only to sell, involved from the planning, now also appeared in the media, such as magazines and television. Thereby we went born sense of unity between the sales staff, such as those out to the media as a customer and reader model. Currently as the "third stage", it has been promoting the "Holy Land" of SHIBUYA109. The part is in the hotel's environmental improvement, for example, from in and renovated the entrance from the underground was so invisible outside, the outside world is the aim is to strengthen the unique world of SHIBUYA109 that have been isolated . In addition, since recently is rising is our age, this until the employee education and to pursue CS up a notch (customer satisfaction) than to enrich the facilities for staff, arrange a more comfortable working environment also we are turning to it.

There is a sense of mission to feed the world emerging brand

- By a series of reforms, or sales were remained how.

Sales of pre-reform, FY 1995, but was 14 billion yen, last year became the nearly double 26.6 billion yen. Since the 1990 fiscal year of the bubble heyday was 19 billion yen, it said to smooth transition. The basis is maintained for about 1.2 million yen efficiency is the top of the commanding lead among the country about 2,500 hotels shopping center.

--SHIBUYA109 Of strength is, where is it?

Currently, 9 There are 110 stores in the floor, would be one of the integrated effect is greatest strength of that that everything is to target the 17 to 22-year-old. For those not familiar with the fashion of this age, but any store also looks similar, actually Loco system and the hard casual system, natural casual system, is divided into romantic-based, cute system, Serebukajuaru system such as 15 taste of. In other words, even visiting any high school students, I want clothes I go to hand. From SHIBUYA109 is successful, but all over the country of fashion building has created a floor a collection of brands that are unanimously referred to as the "109 system", are you whole integrated in one house building, Japan, yea, even in the world, here SHIBUYA109 only no. By this strategy, be SHIBUYA109 itself has enhanced the value of the brand, I think the cause of victory so far.

- Or tenants, Will has been screened in any such criteria.

Always there is a feeling that you want to place a new fashion, I emerging brand is the center. Emerging brands, fast and the only change to reflect read the trend in goods, magazines and flexibility of time or to tie-up, it's better and further manufacturing of personality. Since the big brand has solidified image, because it takes the time to not be diverted, create a new product immediately. In addition SHIBUYA109, we have stuck to the incubation function. Designers and creators hope us to realize the dream with a force here. Gathered brands that are not known yet the world, it also increases the overall uniqueness SHIBUYA109 in which every single brand grows. In other words, So we are both growing.

"SHIBUYA109" appearance (center = cylinder portion)