Overview

“Fashion Trends” by You. Until now, fashion trends were created by a select few designers. We defined the newly opening Yurakucho “LUMINE” department store as “a place where consumers themselves would create trends.” From two months prior to the opening, we posted over 1000 style designs on a teaser website and on Facebook every day. Consumers voted on which styles they would want to wear by clicking the Facebook “Like” button. Real-life Facebook “Like” buttons were set up in front of the then-under-construction store. The preferred styles of women who frequent Yurakucho were reflected in real-time. This resulted in 700,000 “Likes,” with a record 400,000 “Likes” coming from the real-life “Like” button. On the day of the opening, there was a fashion show featuring the most “Liked” clothes. All outfits worn by the models could be purchased on the spot. This resulted in 300,000 visitors and sales of over 6.5 million USD in three days. It also generated approximately 42 million USD’s worth of publicity.