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Shibuya of future talks about the KEY PERSON key person

Long interview of [key personnel] to be active mainly in the Shibuya. Place a "Shibuya of appeal" through their words.

Shibuya is a city that everyone can spend at the life-size. I do not want to become a "closed city"Shibuya and Harajuku, in the heart of Shinjuku, site to continue to send to realistic trend of Tokyo of the city and the young people "WEB ACROSS". Classic planning to analyze the young people of the fashion trends, "fixed-point observation" has also been continuing already more than 25 years. This time, in the Takano Oyakemitsugo's site editor-in-chief, we heard a thought for the Shibuya of the transition and the city. Increasing number of adults in the city, it is progressing mix of generation--- Please tell me the first issue of the history of the WEB across.
1974, is the "Parco report" is the predecessor that was created in order to convey the trend of the world, including the fashion to the owner's tenant is our opening to Parco. In 1977, started selling in bookstores as "Monthly Across", on both sides of the defunct in 1998, was resurrected as "WEB ACROSS" on the Internet in 2000.
Speaking of 1974, era although the Shibuya Parco in the previous year was opened, there was still nothing has happened in the city of Shibuya. In this magazine, we have launched a concept regarded as one of the "media" Shibuya of the city. And say why the media that's, instead of developing a large capital, life for people and workers, the implications such as a person to come to play, because I caught it's Shibuya of properties to development among which are mixed. This region is the interesting from the time, the periphery of the region is the gang often expressed as "Shibuya". Even now, Harajuku and Ebisu, Nakameguro something also, I think you have an image that is lumped "Shibuya" is formed. The Shibuya from the old days, attracting around "magic" I think such things were like.

--WEB Across classic planning of "fixed-point observation" is, What kind of began in the circumstances.Shibuya, Harajuku, Shinjuku of the three places in once a month, to observe and analyze the youth fashion trends "fixed-point observation", the survey planning was originally Parco have "town is a media" to reflect the concept of It was launched in 1980 as one.
At the time, progress in the diversification of values, the direction of the trend has become difficult to grasp, out on the town if it observed young people of clothes and hair style, makeup, belongings, etc., analyze it in Kogengaku approach by, it was supposed to be trying to predict the next era. Since then, including in the magazine defunct continues for more than 25 years, ever-changing, but the state of the realistic town has continued to record and analyze, meanwhile, the number of staff involved is about 100 people, further, shooting those who help us and interviews applies even to more than 20 million people. In other words, "fixed-point observation" is, it's also in the record of the protagonists of street fashion (Tokyo of youth and fashion).

- The age group of people visiting the Shibuya does it change.
This one - two years is similar to 10 years ago phenomenon, it has overall become mature. To do this, and that the 40's before and after with the values ​​of "forever young even" generation has actually increased in the city, that the fashion trend is "mature style", young people of fashion grown-up I feel that there are two aspects that appear on. By increased adult, in the Shibuya of recent generations are mixed, it is diversification of people walking the streets. Once a population that becomes the protagonist of the city had changed and rattle with a period of three to five years. When in the fixed-point observation after about "It's a new sense of values ​​Do" and three to five years even if more and more people to be led to think that, also the next group appears with a new sense of value. Everyone into adulthood is going to generational change. For example, 1995 is, imitating the everyday wear of the super model, for although the casual items such as black stretch pants and Chibi Luc dressed mature girl was full of town, visited to the next, slim woman mono was the boys dressed, called the clothes was wearing a "soft punk". Of course, changes in fashion is seen in any town, always Shibuya is ahead of the other of the city, of the expression is also remarkable is the feature. You never get tired even though continued to town watching only the large town of such a change.



Consumer of Shibuya has a high "consumption deviation value". Do not be fooled by a tricked into going (laughs)- The shop of the changes in the city of Shibuya, how do you take a look.
The new shop born one after another, consumers have been culled to judge. Its speed is fast, shop out before it noticed it was gone, it does not have at least that. Consumer of Shibuya have discerning eyes, I think that there is a high "consumption deviation value". Since the fashion-conscious, at first glance, but is also immediately jumped likely to gimmick, to be or was surprisingly calm. Shop to expand its for multi-store also, only Shibuya is no less likely to have taken a different product mix and other town. Of course, but I think that it is a strong sense that the shop of large capital system than the actual sales "Shibuya = flagship store", regardless of such propaganda, in the Shibuya does not enter customer unless fit the town. A small record shop, such as in the corner of the other hand building or booming. Such characteristics, will has become the base for forming the Shibuya distinctive skyline.

- Shibuya of charm, you think that it is in any manner or.There is a capacity to accept a wide variety of people, coziness everyone spend at the life-size is I think that it is attractive. It is possible and you are keeping the multifaceted nature without stain to the city a large capital, will the creative person is often the environment to his work has been affected. I to adults who do not have a tie has to walk a lot during the day. And come back to Shibuya from per Marunouchi, it will feel really relieved (laughs). Also a place easy to navigate with the area around also, is a place interesting Shibuya. Three positions of the fixed-point observation is carried out on the same day, when you try to interview the young people in Shibuya, there is no less likely to be referred to as "a little while ago was also called out in Harajuku". Stroll the neighborhood and get off at first to Harajuku Station, walk to Shibuya via the Koen-dori and Cat Street. Shibuya the city or will or because it is cone-shaped. Not only Harajuku, such as Aoyama and Ebisu, starting from the neighboring town, the there is a flow that will be sucked into the Shibuya of the city is the fact.

- Finally, do you have a message to the Shibuya.
Previous "Shibuya is a city to be had in the life-size" also leads to a story that, but Shibuya everyone I think that the city can become a "leading role". So, I want everyone to talk the "Shibuya theory of me." The bosom (bosom) to accept such a diversity, also I want you to continue to have forever. This earlier, it appears to have been planned redevelopment of and around the station, but do not want to become a "closed city" by the large-scale development, such as those found in other large city. At first glance, Do I want to through protect anyone can swagger "open city" of the city, which was a mess, and I think.

■ profile
Takano Oyakemitsugo's
In 1992, he joined the PARCO CO., LTD. "Across" editing room. Other in charge of the "fixed-point observation" for more than 15 years, the analysis of magazines and media, involved in consumer-based marketing analysis such as through a youth-generation theory. The fall of 2000, "WEB ACROSS" opened at the same time he became editor-in-chief. Currently, in addition to operating the same site, research and product development from the external company, trend analysis, consulting, has also carried out, such as lecturer at universities and educational institutions.

WEB Across WEB Across"Street marketing" concept, Shibuya, Harajuku, Shinjuku Tokyo and the city with a focus on, WEB site to report to realistic young people who gather there. Predecessor was first published in 1974, "Parco Report", first published as the "Monthly Across" in 1977. Once a month from 1980, observation and to analyze the young people of the street fashion in a three-point of Shibuya, Harajuku, Shinjuku "fixed-point observation" has been started. "WEB ACROSS" is launched in October 2000. Since then, it has continued to place a Tokyo fashion trends Yuku move to the center Shibuya.

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