Since September, 2008, Isetan department store in Shinjuku, Tokyo, has operated a successful section called “Isetan Girl,” which offers affordable fashion items, accessories, and interior goods aimed at Japanese women from mid-teens to early 20s. Stylish yet affordable Japanese brands such as Rich, Plush&Lush, and Cher.  The focus here is not on the luxury goods that Isetan has long been associated with, but rather functionality and affordability. A new shop sells the Japanese brand Bonica, offering casual clothes to be worn at home.

When planning the department, Isetan survey consumers in the target group and found that women in their teens and 20s choosing clothes based on various people’s opinions and expectations, depending on the situation. At home, their own opinion governs what they wear, at school and on weekends that of their friends, and at formal occasions the opinion of their parents is the important thing. Accordingly the store is divided into five different sections: Weekend, Private Time, Campus, It! Girl, Communication.

A recent addition is Swati, a shop that sells decorative candles shaped like high-heel shoes and other interior items. Other shops sells affordable jewelry and accessories.

A Starbucks location on the floor was specially designed to create a communal feel, with shared sofa seating rather than private tables.

japan, retail, women