SHOPPING FOR GROWNUPS:
New Complexes Target Older Consumers
June 13, 2000
A New Era in Shopping?
Shibuya Mark City hopes to usher in a new era by targeting a slightly older range of consumers than is commonly found in Shibuya--women aged 25 to 35. The building complex comprises a large 25-story hotel along with a 23-floor office tower containing 5 floors of parking, and boasts a total floor space of 140,000 square meters (34.6 acres). From the first basement level to the fourth floor is a commerce zone offering 55 restaurants and retail outlets. The complex touts itself as a "real facility where adults can come together."
Though there are few strikingly novel shops, items for sale at the outlets target young female consumers and include conservative but fashionable business suits, high-quality wrist watches, and foreign-brand cosmetics. A 400-meter (437-yard) promenade styled in the image of a downtown street runs through the building's fourth floor. Customer traffic to the complex so far has been plentiful, thanks to its convenient location and a railway station situated in the building.
Other shopping centers are striving desperately to distinguish themselves from their competitors by enlisting the aid of influential retailers to add original flavor to their product ranges, upgrading facilities for children, and bringing in famous foreign restaurants.
Up to now, previous attempts in Shibuya to develop shopping facilities aimed at adults have met with one setback after another, which is one more reason why many will be watching in anticipation to see whether Shibuya Mark City succeeds.
Copyright (c) 2000 Japan Information Network. Edited by Japan Echo Inc. based on domestic Japanese news sources. Articles presented here are offered for reference purposes and do not necessarily represent the policy or views of the Japanese Government.