Gyaru mama!

GAL MAMAS

Five Find-Outers

Albert 10bm904jAsami Toshida 08bn085h

Charlie Allard 10bn933lMayu Kubomura 08bn043j

Thérèse Vu Xuan 10km905c

• Background• Trends• Communities• Markets• Conclusion

Agenda

“The Gal Style” in Japan–1990s~– “Loose socks”–Mini-skirts on school costumes–Heavy makeup–Colored hair

Background

“The Gals” grow up……–1990s: 15~18 years old–2000s: 25~28 years old– Increasing female workers–Passion for fashion

GAL MAMAS

Background

-A charismatic Gal Mama– Long eyelash–Nail arts–Gorgeous fashion–Hair style

Momo-Eri

Trends

Trends

NozomiTsuji

SaekoDarvish

TsubasaMasuwaka

Japan Gal Mama Association– Spreading the “Gal Mama Culture”– Sharing the problems among Gal Mamas–Running Shops for Gal Mamas–Market expansion of Gal Mama fashion

Groups

“Meets” –Getting together at cafés, parks

and shopping centre

– Sharing information with other Gal Mamas

Groups

Gal Mamas as Consumers -Spend more money on fashion, leisure

than Non-Gal Mamas

-Market size: 300000 People 　 -Income: less than \3,000,000

Markets

Remarkable market - Word of mouth (Having a strong sense of togetherness) - Draw media attention

Many firms are interested in this market→Example of Ajinomoto company http://www.youtube.com/watch?v=O5isE4F6zu8

Markets

Magazines–180,000 sales/month– “Mama-Mo”

（ Mama-models ）– Street fashion photos

Markets

Online shops–5,000,000PV/day–1,900,000 active users– \4,560,000,000 sales/ year–Cheap, and gorgeous products

Markets

Goods produced by the charismatic Gal Mamas–Matching outfits

Markets

–High heel slippers

ConclusionGal Mama Market–An attractive market which is growing fast–The target segment includes the kids–Key points: Mobile phone service

References

– Asahi Newspaperhttp://www.asahi.com/national/update/0925/TKY201009250155.html

– Nikkei MJ 2010,9,1– Japan Gal Mama Association HP

http://galmama.jp/– I love Mama

http://www.lovemama.net/– Japan Shop

http://www.shopbiz.jp/js/news/65939.html– RBB Today

http://www.rbbtoday.com/article/2010/04/08/66950.html– Japan Times

Kaho Shimizu, 2006, ‘For entrepreneur, 21, being a ‘gal’ is pure fashion, not fringe’, 22 November, retrieved 4 January, Newspaper Source Plus

Thanks for listening