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New! Shop Review

  uniqlo setagaya kamimachi

I bought a sleeveless shirt and a draped T-shirt. They are my favourite this Summer as they are pretty and easy to coordinate. It was the first time to go to Setagaya Kamimachi shop but it was easy to shop as the shop was just right size that was easy to find the items I wanted. It was quite close from Kamimachi station, and easy to find as the shop was facing Setagaya Street (next door to the bakery). When I asked 'Do you have this in small size?', the staff soon went to look for it and she was kind. There were many nice items among the bargain items on the sale table and I want to go again.

Hamburger King
  shimamura forte yukinori

The shop is on the 2nd floor within a supermarket called BELC that was about 20-minute walk from Myoden station. The shop was neither big or small, and it was comfortable to look around everything. Went there for an underwear combo but it was difficult to choose because it seemed to be the timing that the items were being replaced and there weren't many. I bought the items at regular price after all because the size on the bargain items didn't fit. There were many mums with primary school kids and junior high school students as it was on Sunday and the shop was on the 2nd floor of the supermarket. I'm going to pop in again if I have another chance.

  honeys chitose

I was looking for a long dress that can be worn by a pregnant lady. There was a nice item at a sale in the different shop within the same brand, and the staff politely dealt with me when I asked if they could order it for me. Because I was told that it would be difficult to order sale items after all, I tried on the other item. (I didn't buy it as it didn't suit me...) Although I had my kid with me, it was very helpful as the staff treated him well with a smile! There was only one shop assistant when I went in, but it was very easy to go in as the shop wasn't very crowded and the staff was efficiently working. I saw her serving other customers with a lovely smile when she was called.

  UNIQLO LAZONA Kawasaki Plaza

Bought a V-neck T-shirt and a pair of boxer shorts from the men's AIRism range for dad's gift, as his request. The staff kindly told me about the sizes when I asked. The shop is within a huge shopping mall and the inside of the shop is very big. I often go there as the staff keeps items tidy and I can shop comfortably. When I asked for gift wrapping, the staff explained that there were 2 different styles. I was satisfied that she politely wrapped them in front of me.


I was going around several shops the other day as I really wanted to buy a pair of gaucho trousers. I was almost giving up because I was chubby and gaucho trousers made my body look expanding. Although I couldn't pick the right one, a shop assistant came to help me. I was originally looking for them in Khaki but she recommended Black when I told her that I was worried about my hip line. She also said that they would look trendy if worn with a top in Khaki or Brown that were currently popular. There were many different types of gaucho trousers and she politely explained each feature. She gave me a total coordination idea. By choosing the tight colours for gaucho trousers worn with a top in trendy colours or my preferred colours, it definitely looked well balanced. I could shop to my satisfaction as the staff was nice and kindly listened to my issues. Her advice was also precise. Although she seemed to be looking after other customers at the same time as there were around 4 other customers, it was nice that she served me smoothly by making an eye contact with other shop assistants.

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.

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It's published the ranked by its own aggregate in Fashion Collect! You check the shop of good reputation, and let's reference when shopping!

Popular shop ranking

Let's check nationwide shop of popular brand!

It's published the ranked by its own aggregate in Fashion Collect! You check the shop of good reputation, and let's reference when shopping!

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