Japan Marketing News

Top 10 things Japanese consider in choosing eyeglasses

In April 2007, goo Research conducted an online survey amongst 1,094 Japanese consumers asking them what things they place emphasis on when choosing eyeglasses. goo did not publish details as to how they "framed" the question (ouch), but it appears from the data that respondents were able to answer "yes" or "no" as to whether specific things were important to them.

Here are the top 10 results:

1) Frame design 100%
2) Low price 82.8%
3) Frame/lens are lightweight 67.2%
4) Heaviness of lens 55.7%
5) Shape of lens 36.2%
6) UV protection lenses 32.3%
7) Service of shop staff 29.3%
8) Product selection 27.4%
9) Lens color 19.9%
10) Material frame is made from 18.7%

Japan has been going through an eyewear craze for the past few years and glasses have become important accessories amongst both fashionistas and the hoi polloi. International as well as established Japanese brand names remain important , but thanks to the significant ongoing demand for well-styled, reasonably-priced specs, a number of trendy discount chains like Zoff and Hatch, which carry their own labels, have sprung up to offer consumers everything-included glasses (eye exam, frame and lenses) for prices as low as ¥5,000 (compare this to ¥30,000-¥50,000 or more for designer models).

Need more information? Click here.

A deluge of boots for Japan's rainy season

Anybody with even a passing interest in Japanese fashion soon notices that Japanese women exhibit an exceptional fondness for boots. And things that are cute.

Putting the two together, you get the mini-boom of this rainy season: cutsie bootsies.

Of course, this isn't the first year rubber and vinyl "rain boots" have graced Japan's shoe departments—but there does seem to be elevated interest—and I've been seeing broader selections and special displays at shoe shops and department stores all around town.

Products run the gamut in price, design and country of origin (plenty of local offerings too), but pop styles seem to be getting the most attention.

Speaking of attention, high-end brands have been making a splash in this arena as well. Check Japan's retailers along with online sites like Yahoo Japan and Rakuten and you'll encounter styles from Chanel, Gucci, Pucci (no surprise there), Coach and more.

This seems to be one of those little fads that's co-evolving in multiple markets, but given Japan's love for all things cute, I'm counting on seeing some awfully endearing ensembles around Harajuku and Shibuya in the coming weeks.

Now only if it would rain. . .

Have a little heart, Tokyo

Gotta love the graphics approach used by Tokyo Metro in their latest TV ads and posters. Visit their website to watch the commercials (including a web-only version) and to download your very own copy of their PC wallpaper (above).

Effective Japanese TV ads: Coca Cola

In the US, Coca-Cola is using its "tried-and-true" taste-test approach in its TV ads for Coca-Cola Zero (ads here). "Really it tastes almost the same."

Alternatively, when it comes to advertising in Japan, Coke Zero's TV ads create the sense there's something different about the product.

Watch the Japanese ads here and see which approach you prefer.

The heroine wears Prada

Three years ago the animated Japanese adventure film Appleseed was released to wide acclaim both in Japan and 30 overseas markets. In October, the second installment of the Appleseed saga, Ex Machina, is scheduled to open on the big screen here in Japan. Many of the key figures involved in the production held a press conference last week, just down the street from my office—at of all places—the Tokyo Prada flagship store.

Was this merely an attempt to add some panache to your typical run-of-the-mill movie press conference?

Not on your life.

It turns out that the ferocious-yet-feminine cartoon heroine of this John Woo-produced spectacle will be sporting a very special wardrobe designed by Miuccia Prada herself (graphic at right composed of original images here and here). Apparently, the queen of streetwise luxury was impressed by the stunning 3-D graphics of the original film and leapt at the offer to work on this "cool, innovative and edgy" sequel.

But Prada and John Woo aren't the only big names enthused about Ex Machina. A number of talented musicians are also involved, including Academy-award winning artist Ryuichi Sakamoto, plus Towa Tei and Cornelius.

Ex Machina is based on the manga of the same name written by celebrated creator Shiro Masamune (Ghost in the Machine). The movie is directed by Shinji Aramaki and co-produced by Terrance Chang (Face Off). Warner Brothers has picked up international theatrical and video distribution rights and is expected to release the film outside Japan sometime next year.

View trailers for Appleseed and Ex Machina here and here.

Effective Japanese TV ads: Evian

Evian Japan is currently running a nicely effective ad that uses some great computer graphics to turn the main character into walking water. Copy: "The water in your body is replaced every six weeks. So replace your water with one that has a great balance of minerals." Overall, it's a great concept, very nicely executed.

On the other hand, it appears to be strongly "inspired" by the approach Otsuka Seiyaku used in its TV campaign for Ion Water last autumn. That ad was pitching the purifying effects of Ion Water, and to demonstrate, computer graphics were used to turn its main character into walking purity (a partially transparent woman).

Here are stills from each. The Evian ad is on the left, Ion Water, the right.

Since good ideas are like viruses, they do, of course, spread. In this case, it appears the import brand has taken a cue from the Japanese one.

You can watch the entire Evian ad here. The Ion Water commercial is no longer available online.

"Better than a sharp stick in the eye"

Actually, this ad for Black Regain says "Black Regain. Better than taping your eyes open."

If you're not familiar with Regain, it's one of Japan's best-selling energy-drink brands. Regain Black is a recent line extension that combines vitamins and supplements with a walloping dose of caffeine. Perfect for those Japanese advertising execs and creatives intent on burning the midnight oil. . .