HBEAUTY&YOUTH just opened in Aoyama on April 29, 2016. The concept of ” cool clothes for Tokyo adults ” has become a hot topic of conversation. In this issue, we will introduce the “appeal of H BEAUTY&YOUTH ” from a consumer’s point of view.
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H BEAUTY&YOUTH’s appeal (1) “Targeting adults who have moved away from select stores
Although the store is owned by United Arrows, which operates a number of popular select stores, it is surprising that its target customers are “adults who no longer frequent select stores.
In the 90’s and 00’s, people enjoyed fashion while shopping at select stores, but nowadays, people are different… In other words, we will once again create a store that resonates with a generation that has moved away from select stores. The first step is to understand that the reason for their shift away from select stores is “the change in life stage and the homogenization of select stores. We are developing stores that “focus on who wears what without putting trends at the forefront, ” so that they are suitable for situations such as when adult customers look for clothes to match when they buy high-brand shoes or bags. In fact, I myself have often felt that major select stores have a weak individuality because they offer the same kind of clothes. I have been thinking to myself, “I haven’t been shopping at select stores lately… ” For those of you who have been thinking, “I haven’t been shopping at select stores lately… If you have been thinking to yourself, “I haven’t been shopping at select shops lately…” then this may be just the store for you.
H BEAUTY&YOUTH’s appeal (2) “Innovative product presentation and high quality customer service
The following is a consumer’s perspective on how the concept of “attracting adult customers who have moved away from select stores” is embodied in the store.
Many select stores have tried to increase sales by narrowing their product lineup to basic real clothes. However, since other companies in the same industry have adopted the same strategy, we have entered an era in which it is difficult to fundamentally differentiate products by simply having different price ranges and tastes for each line. Under such circumstances, I felt that H is devising ways to showcase its products and serve its customers. All products are not divided into genre categories on the sales floor, but are developed according to life scenes such as weekdays, weekends, resorts, and bedtime. Also, unlike regular stores, the merchandise is arranged in a non-gender-specific manner, so couples and families can enjoy shopping.
On the first and second floors, there are original products from H and BEAUTY&YOUTH, standard items such as Levi’s, surf brands such as Hurley, “Nonnative,” “Unused,” “Engineered Garments,” ” UNITED ARROWS There is also a sneaker area in the center of the second floor, which is great for sneaker lovers.
I also felt that the customer service is one of the attractions of this store. The style is to respond to the customer’s needs, not to ask questions or make recommendations in a conventional way. They do not propose trends that are more than necessary, nor do they impose a lifestyle inspired by faraway foreign countries. It seems that “H” is the most popular assignment within the UNITED ARROWS group, and this is my own guess, but it may be a gathering of the company’s cutting-edge staff.
H BEAUTY&YOUTH’s appeal (3) “Secondhand clothes in spite of being a select store? It also has a Pack T area!”
Even if you are a fashion lover with a generous wallet, it is not likely that you “buy only high-brand clothes. Depending on the situation and their mood, they sometimes reach for a low-priced T-shirt or a unique piece of vintage clothing.” For such people, there is an attractive development there.
The basement floor of H has a section of attractive used clothing that has been purchased by discerning buyers from select stores. The entire floor is a secondhand clothing area, a bold development. It is interesting to see the gap between the high-class sales floor and the vintage clothing area.
In the vintage clothing area, there are many attractive vintage items ranging from standard/low-priced items to vintage Levi’s (some of which cost several hundred thousand dollars…) and Talking Heads 80’s cut-and-sewns. This vintage clothing area is said to be very popular among H
Another feature of this area is the collection of affordable pack T’s and sundries such as “Haynes” and “Fruit of Bloom”, the originators of pack T’s. For example, BEAUTY&YOUTH’s “BEAUTY&YOUTH” has a large collection of vintage T’s and sundries.
For example, the “3PIECES T-SHIRT” specially ordered by BEAUTY&YOUTH for Hanes is reasonably priced at 5400 yen (tax included) for a pack of three. It is made of 100% ringspun cotton and is knitted with a degree of stuffing to give it not only a comfortable feel, but also a sophisticated atmosphere. The wide range of sizes from XS to L is also available, so it can be enjoyed by all genders.
Attraction of H BEAUTY&YOUTH (4) “PIZZA SLICE, a popular pizza restaurant where you can enjoy the real taste of New York, is also located here!
After shopping, you may want to take a break and have a bite to eat, and just outside the underground exit of H is the popular Daikanyama pizza store ” PIZAA SLICE2. Since its opening in Daikanyama, PIZAA SLICE2 has quickly become a popular restaurant, thanks in part to its easy “cut to order” service and authentic New York taste. A second store has now opened in the basement of H, and is crowded with people of all ages from Japan and abroad.
The pizza is sold by the piece, not the whole, so it is “easy to eat every day. The texture is a faithful reproduction of the authentic taste of New York, and I personally couldn’t get enough of the crispy, crispy texture.
Each table also has four spices available: red pepper, garlic powder, oregano, and black pepper. It is fun to be able to change the flavor of a simple, textured pizza with the spices of your choice.
The Omotesando branch has an open and bright atmosphere that is hard to believe it is in a basement, making it a convenient place not only for shopping at H, but also for lunch with friends, family, or a loved one, or even just for a light drink.
Lastly, H’s booklet, MAP, introduces the charms of Aoyama with a map, so you can enjoy yourself even after you leave the store.
Store Outline]
H BEAUTY&YOUTH
Address: 3-14-17 Minami-Aoyama, Minato-ku, Tokyo
TEL: 03-6438-5230
Business hours: 11:00 – 20:00 (*PIZZA SLICE: 11:30 – 23:00)
Closed: No regular holidays
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