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New! Shop Review
I bought some practical underwear including Heattech. The male and female shop assistants are half and half. There wasn't mature staff and most looked like in their 20's to 30's. There are many shop assistant who know the shop layout and items very well, and they efficiently deal with my queries every time. Because the shop is always busy and the staff is moving around, I don't feel any inconvenience when I want to ask where items are, but it's difficult to ask for their help as they don't spend much time to each customer to give coordination advice. The shop is very big and often crowded. The inside display isn't tidy and a bit difficult to find items. Although I went to check Heattech items that was featured in ads, the display was not straightforward and even the bargain items were very difficult to find. The staff soon showed me around when asked. I could decide straight away as she explained about the size range and design variations precisely. The item display isn't perfectly done, but I don't have any issue as long as I can ask shop assistant as they have wide knowledge about items. However I feel that it isn't easy to shop overall as it's difficult to get shop assistants when the shop is crowded.
No amiability or greeting and just gathered around the till. They ignored me when I passed by. No greeting, even 'Can I help?'. There was no shop assistant who was going to tidy up items even when they were messy. They were expressionless and looked scary anyway. I decided to go home because my purchase desire disappeared. They are at the bottom in the service industry.
I often pop in as there are many babies, kids items, and it's easy to go with a pushchair for its wide aisles. Because the sections for babies and kids clothes are towards the back, it's comfortable to shop as I want to be left alone and I can take time. However, taking a pushchair to the ground floor might be a bit awkward. Bought a few kids long sleeved shirts for Autumn as it was getting colder. GAP is nice for bulk buy as the price is reasonable and they offer discount to mobile phone reward members.
Went for shopping to MOUSSY Mito EXCEL shop. Bought a knit top. The inside was in chic atmosphere and everything had been totally replaced by Autumn items. When I was looking around, the staff came to talk to me. It was very helpful as she recommended some coordination that suited this top and gave me an advice. Also I was pleased as she told me about the new arrivals and popular items. I could learn for my future coordination. I wanted a pair of trousers and tried them on. Although they were very comfortable, I decided to leave them to next visit and just bought the top.
Although the shop was very crowded due to bank holiday, I was impressed with the shop assistants who efficiently served, taking order for alterations and tidying the items. I hesitated to ask when they were busy but asked the staff about coordination for job hunting activity and I was pleased that she kindly gave me some advice without any annoying face. I could see that their staff training had been efficiently given as they gave shopping baskets as soon as they saw customers who were awkwardly holding items in their hands, and they looked after some cranky kids.
I love fashion! Tips to enjoy being fashionable.
Divided fashion into genres
Shops and magazines divide the taste of fashion into genres in order to set the target demographic because there are many tastes of women's fashion. Compared to the fashion of kids and men, it's unique that women's fashion genres are various.
Conserva-Kei is the fashion expresses femininity and women's soft charms. It's the genre created by the word "conservative" meaning as not progressive and its character is to keep up with the current basic and feminine trend. It's also know as the fashion most men prefer.
Urahara-Kei is the high sensitive fashion in the center of stores along Harajuku street and Shibuyagawa street. Its unique point is to dress stylishly with own favorite tastes.
We call Mori-Girl(forest-girl), who prefers the calm and soft fashion themed on the natural girl who is likely in forests.
Besides, Feminine-Kei is placed between Mori-Girl and Conserva-Kei. They prefer clothes made by soft fabric such as the chiffon and the lace and the feminine sweet fashion.
There are other fashion genres like Gal-Kei, Mode-Kei, Punk-Kei, Himegal-Kei(princes and gal), Gothloli-Kei, Kirecagi-Kei(Clean and casual) and etc.
Character of fashion magazines and tenants
Many fashion magazines for women are created and defined the target audience. Akamoji-magazine(red lettered magazine) like JJ, ViVi, Ray and CanCam and others targets mainly to Conserva-Kei. It's easier to find the magazine of your favorite genre by finding out each magazine's target, for example, More, with and STORY are to Feminine-Kei and Zipper is to Mori-girl.
And the tenants where accommodate many fashion brands tends to heavily show each fashion genre's character depending on the conditions of location and so on. There is a feature that the fashion building 109 in Shibuya is mainly for Gal-Kei, Marubiru and LUMINE Yurakucho in Marunouchi area are for Conserva-Kei and Feminine-Kei.
Changes of the trend in the past decade
The fashion trend for women will change very rapidly.
In the middle of the 2000's, the style blending the opposing items together such as casual items with dressy items and rock items with feminine items by own sense was popular. It was because there were less charismatic icons and more women pursuing their individualities. The reader model who is non-professional reader rather than the professional model started to appear on magazines and they came to gain popularity.
And the trend is the appearance of Mori-Girl and the rise of fast fashion. Yama-Girl(mountain-girl) derived from Mori-Girl was born so that there were more women finding out their favorite tastes. In addition, the fast fashion became popular in 2000's and established its popularity and international fast fashion brands became to be widely developed and that is also one of characters.
Since 2010, the recurrence of the fashion in 90s and 80s has been seen. It's said that the fashion trend is supposed to be in and out in 20-year-cycle but they catch new popularity by translating themselves into a modern style. Many women support items like high waist skinny pants, producer-maki sweater(sweater draped over the shoulders), floral-printed pants and botanical print.
The tip to brighten women might be enjoying dressing up with own values more than anything, although the fashion has many genres and trends. It can be said that the popularity of the fashion pursuing own values and responding to not the conventional fashion but fashion trends proves that women enjoy it.