Harajuku girls expected to shop at Bic Camera
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Japanese electronics retailer Bic Camera is targeting teenage girls in a new concept store set to open in the quirky Harajuku shopping precinct.
Harajuku has been renowned globally as a destination for cosplay fans since way before the pastime became mainstream – and it is something of a mecca for teenagers chasing hip fashion labels and indulgent confectionery and beverages.
Bic Camera has 41 large-format stores in Japan and counts Best Denki in its shareholder ranks. It plans to sell beauty appliances including facial treatment devices and hair dryers along with cosmetics, stationery and funky smartphone cases at the new store.
The Harajuku shop, to open on Takeshita Street this weekend, will have two floors – one underground – with a footprint of just 330sqm, making it the company’s smallest to date.
After refining the concept, the company plans similar stores elsewhere in Japan.
Questions & Answers
Q.What is Bic Camera hoping to achieve with this new store concept?
What is Bic Camera hoping to achieve with this new store concept?
Bic Camera aims to target teenage girls in the Harajuku shopping precinct with a store selling beauty appliances, cosmetics, stationery, and smartphone cases. The company plans to refine this concept and open similar stores elsewhere in Japan.
Q.How does the new Harajuku store compare in size to Bic Camera's other locations?
How does the new Harajuku store compare in size to Bic Camera's other locations?
The new Harajuku shop will have a footprint of just 330 square metres across two floors, including one underground. This makes it the company's smallest store to date, contrasting with its 41 large-format stores in Japan.
Q.What kind of products will be sold at the new Harajuku Bic Camera store?
What kind of products will be sold at the new Harajuku Bic Camera store?
The new store will focus on beauty appliances, such as facial treatment devices and hair dryers. It will also sell cosmetics, stationery, and distinctive smartphone cases, specifically targeting teenage girls visiting the Harajuku area.
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