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SHIBUYA109
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FASHION IN SHIBUYA

Shibuya 109 is a fashion mall where the latest fashion items are available. It also serves as a marketing zone for young consumer behaviour and latest trends. This popularity made this building one "brand" known as "MARUKYU", and has become the mecca of young casual fashion geared especially towards ladies.

Today, many marketers continuously to find out the latest demands.
SHIBUYA109 2005 10/5
TWO BIG BOOMS
By the time SHIBUYA109 became a brand called "MARUKYU", two big booms had set off from this single building: the first is "KO-GAL" boom and the second, "charismatic salesclerk boom".
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HISTORY OF "MARUKYU"
- Two Big Booms -

By the time Shibuya 109 became a brand called "MARUKYU", two big fashion currents have evolved from the phenomenon. The first is "KO-GAL" boom and the 2nd is the charismatic salesclerk boom.

The current "MARUKYU-fashion" is going in the sexy adult direction. Young, charismatic salesclerk ladies devise how to stay in the newest fashion trend.
"KO-GAL"
- high school girls -

"KO-GAL" usually refers to female high school students. They have created a unique fashion style and became the leading models of many teenage girls accross the country.


GAL-SYSTEM: THE "KO-GAL" CULTURE

The high-school girl boom produced a culture called "gal-system". As a result, although it was in the streets when media (ex. magazines like "cawaii") targeted the KO-GALs, soon high school girls startes to cover many fashion magazines and their fashion made KO-GAL more popular than ever.
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