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Avocado
  Rirandture LUMINE Shinjuku

Purchased 2 dresses. Although they didn't have them in my size but one size down only, I bought them as the staff suggested to try them on and they were perfect fit. I could buy those cute dresses in the size that suited me without ordering by her quick thinking. I took my kid with me but I was pleased that the staff talked to him amiably. She sufficiently served me despite the shop was busy.

MocoMoco
  OFUON LAZONA Kawasaki Plaza

I bought a Pink Magic Snood in last Autumn. I also looked at some knitwear. There are many fashionable female shop assistants who are in their mid 20's, and their advice is perfect and I can trust them as they sufficiently point out inconvenient issues. The shop that is on the 2nd floor in LAZONA is easy to go in as there are not clear boundaries between the aisles and the shop. There are always a few mannequins that wear seasonal items, and they are eye catching. Because we can see the items in the shop from outside, I often find the items I like and happen to pop in despite I didn't have any intention to go in. I saw the item from outside the shop by chance and went in when I bought the Magic Snood. I asked how to use it and the staff demonstrated several ways. I recently liked the knitwear on a mannequin and popped in to ask, same as I did to the snood. Then the staff said that she wouldn't recommend this to me. Because it was purposely made bigger as the design, it was too big for me who was shorter than 150cm. It didn't suit me actually. It was very trustworthy that the shop has such staff who points out the inconvenient issues, rather than just giving us nice compliment.

Moti
  UNIQLO LAZONA Kawasaki Plaza

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.

Megami
  g.u. takinomizu

Me and my friend bought gaucho trousers in Black. They were comfortable and I was pleased that I could finally bought them as I wanted them for a long time. I also bought a T-shirt and I could enjoy shopping with friend as there were many varieties of T-shirts. It was very nice that the staff quickly dealt with it when I asked if there were in different sizes. Although I used to feel that it was a pain to be talked by shop assistants when I went to boutiques, I enjoyed shopping at this shop as they didn't unnecessarily talk to us.

NabeMako
  UNIQLO urada Tokyu Plaza

Bought a pair of skinny jeans in Black. There are about same number of male and female shop assistants. Their age range is wide and you can find the staff who is in the same generation as yours, regardless of your age. Because it's a huge store, everybody is rushing around and they don't spend much time for each customer. The staff doesn't seem to be able to catch up for the size of the store and the great amount of items, and there aren't many shop assistants who are familiar with the items as they can't answer precisely to questions. The inside is big and clean but I feel it's uncomfortable as it's always crowded and busy. I often have to walk around the store to look for the item as there is no information board to show where the items are, and sometimes I get tired. When I asked 'Where can I find this item?' showing my smartphone screen, the staff seemed to be inexperienced and she made me wait for a while rather than showing me around straight away. I was annoyed because she couldn't answer soon when I asked whether there were any colour variations. The Navy pair that was one of the colours out of 2 I wanted to buy was out of stock and the staff placed an order for me. Although I decided not to buy them after I saw the actual item that came in a few days later, the staff politely dealt with it despite my cancellation.

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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Popular shop ranking

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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!

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