design:retail - July 2018 - 33

shopping with paco

033

Takeaways from
Harajuku

PACO UNDERHILL
CEO & FOUNDER
ENVIROSELL

p.underhill@envirosell.com

GREW UP IN Asia and have been travel-

ing to and from Japan since I was a small
boy. My books were popular Japanese
bestsellers. (It helped that my publisher
specialized in mystery novels, not anthropology books.) Envirosell opened a
Tokyo office in 2003, and we have a broad crosssection of Japanese clients that we work for globally. Some of that work has been showcased in this
magazine. I spent 10 years on the board of advisors
at Japanese advertising agency Hakuhodo, and was
the first foreigner in that role. It was one of the most
interesting experiences of my professional life.
For merchants, marketers and particularly designers, Japan is a magical place that changes how
you see things. The Japanese often look at a problem and come up with a solution that, at first look
from our Western eye, is illogical-but at second
look is so practical. From the Zen gardens to the
hybrid engine, from raw fish to washing machines
that wash your clothes in ionized bubbles rather
than water, there is a lot to take in.
Visiting for the first time, Tokyo is clean and
quiet. No trashcans on the street. Smokers carry a
personal ashtray, so no discarded butts. All the hybrid cars and trucks are startlingly stealthy as you
walk narrow back streets. You see small children
and teens riding public transportation by themselves in a country that prides itself on civic safety.
In a crowded city, the politeness is ubiquitous.
Harajuku is my most favorite district in Tokyo. It
is also popular with teenagers. Here are images to
whet your appetite for your next adventure.

PACO UNDERHILL IS THE FOUNDER OF ENVIROSELL AND AUTHOR OF
THE BOOKS "WHY WE BUY" AND "WHAT WOMEN WANT." HE SHARES
HIS RETAIL AND CONSUMER INSIGHTS WITH DESIGN:RETAIL IN THIS
BI-ISSUE COLUMN.

[2]

[1]

[4]

[5]

[6]

[ 1 ] TAKESHITA STREET
Harajuku is a shopping
district in Tokyo. It attracts
hip teenage girls and a
few boys. It's a pilgrimage
site facilitated by safe and
easy public transportation.
Harajuku station is a stop
on the JR-the National
Railroad-so the draw is not
only from across Tokyo,
but the broader metro area.
On weekends and after
school, it's a mob scene of
school uniforms and girls
dressed up like animé stars.
This narrow street is the
dip-stick of teen trends-
clothing, cosmetics, food
and electronics.

[ 2 ] STREET FOOD
A spiral cut potato-a cross
between a French fry and a
potato chip. Easier to carry
and eat, and oh so visual. Every year, there are new and
different street foods and
"girl"-focused offerings.
[ 3 ] RETAIL AND THEATER
This candy store has
costumed staff, which sets
up the photo/selfie opportunity. The staff has a good
time playing the part, handing out samples and getting
their picture taken.

[3]

[7]
[ 4 ] THE MASK
You have seen the picture
of Japanese wearing facemasks. It is seen as good
manners if you have a cold
or a cough not to spread
germs. But why wear the
generic white mask when
you can have this?
[ 5 ] THE PHOTO BOOTH
Crowds of girls line up
waiting to use photo booths.
Each booth showcases a
look. The output is autophotoshopped images that
duplicate the look of the
images on the outside. The
photos are then printed on

small stamps that are pasted
into photo albums and
shared with friends.
[ 6 ] SET FOR SELFIES
This cosmetics store has a
set for selfies. In our digital
era, why not play to the
camera almost all of us
are carrying? It ends up as
bottom-up advertising.
[ 7 ] THE SMALL PURCHASE
Your key customer has a
limited amount of money in
her pocket. Socks like this
are collected and traded.

Photos by PACO UNDERHILL

Table of Contents for the Digital Edition of design:retail - July 2018