The marketing message of personal survival against the odds reemerges in the theme for the next edition of TOKYO GIRLS COLLECTION: “The Hunting!” The autumn/winter edition of the high-profile fashion-show-slash-mobile-commerce event is due to take place on September 5, 2009 at Yoyogi National Gymnasium with a concept of, according to the organizers, “lighting-up the world with girl power as a tonic in tough times.” Otherwise known as “retail therapy”.
The news in Japan is dominated by headlines of economic malaise and political incompetence. Spending money frivolously is definitely not in fashion. SAVVY SPENDING is in. As such, the other two key elements in The Hunting! concept are “young women empowering themselves” and, less high-minded, “tracking down those must-have items at TGC!” Must-haves this season will feature masculine images such as armor to promote “strong women”, according to a press release.
The event is organized by mobile fashion site GIRLSWALKER.COM and, as in previous years, the clothes worn by models in the show will be available for purchase immediately via the site. TGC released data from its own research that says Japanese in their late teens and early 20s it surveyed currently spend almost 100 minutes a day using the mobile Internet, 10 minutes more than a year ago. About 65% shopped online using their mobiles over the last year.
New this season is TOKYO GIRLS PARADE, a website where users can pull a fashion slot machine to create Nintendo Mii-like avatars dressed in random fashion looks from Tokyo. (The website is currently avaialable only in Japanese.)
Here’s a clip from last season’s TGC: