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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