Curiously, games developer Sega -- rarely a big player in the fashion industry -- just announced the opening of 'P+closet,' the soon-to-be largest Purikura facility in Japan.
For the uninitiated, Purikura is the unusual photo-printing trend which is particularly popular among Japanese and Korean teens. Specially outfitted photo booths allow friends to photograph themselves and then digitally manipulate those pictures with overlays, slogans and logos.
Sega is proposing that, instead of subway stations and malls, Purikura booths should be housed in a special building, where girls can try on designer clothes and take pictures. Hence, the 'P+closet,' which is set to open in Tokyo's trendy Shibuya district.
But 'P+closet' isn't simply about teenagers having fun; it's main purpose is to sell clothes -- indeed, all the brand name threads on display are available for purchase. But Sega is taking a risk by exclusively relying on 'tryvertising' to move products, despite the method's recent success all over Japan.
Why This Trend Is Growing
- Purikura Marketing
- Innovative marketing technique where brands offer Purikura photo booths to combine fashion with imaginative pictures.
- Specialty Fashion Stores
- Establishing specialty fashion stores dedicated to providing interactive experiences can be the key to retaining consumers and increasing revenue.
- Interactive Fashion Photography
- Experimentation with interactive and creative fashion photography systems can lead to higher consumer engagement and revenue.
Industries Being Reshaped
- Apparel Industry
- The apparel industry can explore the idea of combining gaming and fashion to better engage with the younger generation.
- Photography Industry
- The photography industry can invest in creating interactive booths ready for events, pop-ups, and festivals to attract attendees.
- Entertainment Industry
- The entertainment industry can collaborate with fashion brands to develop immersive and interactive experiences for consumers to engage with.
