A New Time to Buy

Esteemed members of the board, I am here today to present what I think will be the next great advance for our fashion company.  And I’m sorry I have been delaying this presentation for a few days, but I’ve been trying to work out all the kinks in the app, which I’ll get to in a moment.

We all know how valuable fashion is.  With our branding tie-ins with primetime dramas, we’ve been at the forefront of fashion.  These shows are single-handedly responsible for our success.  Gabriella Lukács, in her essay “What’s Love Got to Do with It? Love Dramas and Branded Selves,” expresses the concept that dramas are a focal point for fashion in Japanese society.  

 But what if we could get ahead of the ball, rather than following these shows?

Introducing Shoppr, the first predictive clothing picker!  Our relationship with dramas is one of us lagging behind.  With this app, we could jet ahead of the shows and make our sales before the clothing is ever even aired!

Imagine the prime examples of our target audience: people who express themselves using the clothing shown in our partner dramas.  What if we both allow and encourage these consumers to buy the featured clothing before the show even airs?  For the premium we’ll charge, they’ll have the ability to wear this fashionable clothing before even the actors on the show do!

In order to do this, we’ll have to create a list of fashions that will be showcased in the drama and allow our users to buy these clothes days before the show airs.  If we encourage consumers to buy these clothes early for a premium, it will slowly encourage the rest of them to.  All we’d have to do is take publicity shots of our actors wearing their assigned wardrobe for the week, and then we’d be able to market these clothes without even needing to showcase them on the show!  It would allow us to show more clothes and require less time on the actual program dedicated to actually having these characters wearing them.  

Using Shoppr, we could assign value to these brands on our own.  And based on the concept on consumer fetishism, our customers would be more than happy to be on the frontlines of fashion, even before their favorite characters can!  

~Alex Gorinsky

“Tarento Me!”

“Tarento me” are going to be the new words on the street. Tarentos have become increasingly popular for strutting off the latest fashion trends and flipping the freshest hairstyles while portraying the struggle of finding true love as actresses in trendy dramas. Since this genre has achieved groundbreaking ratings of 30% according to Gabriella Lukacs, trendy dramas contain the answers, “tarentome.com”.The admiration from fans will be the foundation of what can become something wonderful. While fans are watching trendy dramas, they’re subliminally advertised of the current trends. They’ll identify themselves as the characters tarentos play. So, step one, they must look like tarentos.

“Tarentome” entails the latest fashion trends worn by current tarentos including blogs, professional advice, criticism and a virtual shopping portion. With the partnership with tarentos currently on the front pages of fashion magazines, they’ll be able to advertise their fashion to their fan base, “parasite singles”.Lukacs identifies these individuals, or our future customers, as 18-34 year old single women who still live with their parents  and are unfortunately unable to find a husband due to the economic recession, double burden of work and domestic responsibilities, gender discrimination and limited opportunities.

“Tarentome.com” will not be just an ordinary shopping website, it will also provide opportunities for aspiring tarentos. As the popularity of the site grows, the demand for new fashion trends will grow. This will enable new job opportunities for fans to set what could be the latest fad. They can now actually become a tarento! We can create partnerships with these individuals and sell their designs and fashions. Not only will we create everlasting business partners, but loyal customers whose dreams may be achieved through us! This also will help them fight through the slums of the economic recession, expand their opportunities and a tarento.

Very few young people lack smart phones in an age when technology is a necessity in communication—and older generations are increasingly catching onto this fad, as well. These tiny touch screens are visible virtually everywhere you go, providing access to endless entertainment via data plans and wifi. Imagine an app which furthers this entertainment to an addictive, escapist fantasy world in which young women can redesign their lives.

Love dramas—a subtype of trendy dramas—have an incredible aesthetic appeal which creates consumers of viewers regardless of the plot. They “offer information on the latest lifestyle trends,” which I certainly intend to do in creating this app (Lukacs 44). Users can first design their character and answer basic questions about their character’s interests and desires. Then, they embark upon a journey which they create by choosing from a series of answers and possibilities as the game goes on. In this way, the game appeals to all kinds of women, giving them the option to explore a virtual reality tailored to their specific needs.

The “modern girl,” as described by Barbara Satos, is ever-changing with the latest trends, making an app the perfect platform for this game—updates apply automatically, so we can continuously introduce what’s popular and get rid of what’s not.

By charging a low fee for the app, itself, with the potential for additional in-app purchases, we can cost-effectively appeal to the masses in a fun and unique way.

How about you choose the scenario?

Office Lady unlocks her phone after her long day at work. There are many texts, and calls waiting for her reply. However, she first touches an app that is written, “touchdrama”. It seems like she is watching a trendy drama just like the drama she can watch through the television until the screen stops and she chooses the left button. You might be wondering, “what is this person doing?”

Actually, this is the proposal that I want to suggest as our newest app. Women has been big consumers in the media industry through the television drama. However, this system has caused a problem of the way how those trendy, love dramas portrait women. According to Gabriella Lukacs’ “What’s Love Got to Do with It? Love Dramas and Branded Selves”, she states that dramas portrait female protagonist’s personal flaws and weaknesses should be corrected then she can find her Mr. Right to marry which will lead her to ultimate happiness that is called marriage.

In order to solve this problem of dramas, I suggest this “touchdrama” app. By choosing their own drama, women can be both consumers and creators of the media. It is 21st century, and marriage is not the only way that leads women to happiness. Their happiness just can be equally found in their career also. I believe this app will be a big phenamenon in the market!

Who says you can’t buy love?

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We’ve seen the impact that love dramas can have on our demographic of women aged 18-34.  We know that the producers have been “aggressively blurring the line between televisual entertainment and commercial information.” (Lukacs, 120).  It is time for us to take it to the next level and offer some of these lucky viewers a chance to be a part of it.

Our campaign will begin by offering a sweepstakes for a chance to live a day in the life of a love drama.  It will include a trendy wardrobe provided by our sponsors and the lucky winner(s) will enjoy a day full of trendy, and also sponsored, locations.  Similar to a host club, our winner(s) will be escorted by a handsome young man who will act as their love interest, who will also shower them with attention and allow them to live a day full of romantic bliss.

The entries to this sweepstakes will be awarded by having our contestants shop in our trendy shops as well as visit our trendy locations that will be featured in our love drama.  One entry will be given per item purchased.  In addition, mystery locations will be posted via social media for last minute events at a location of our choice, to which our viewers can attend and receive a free entry.  Supplies of course will be limited at these events.

A campaign this massive is bound to create a consumer frenzy among our audience, which will be very attractive to our sponsors.  But it will also allow our new drama to be quickly noticed by a larger population with our strategic positioning.  Who knows, maybe we’ll even find our new talent within our viewers.  After all, they don’t even have to be talented and girls will flock to the chance of upward mobility.

Introducing “DRESS JUST FOR ME”

I know everyone in life has come to that point where the morning they have no idea, what to wear, how to dress according to the weather, and how do they want their outfit to reflect them. WELL the invention is here!!! Introducing the newest form of building your personal sense of style while remaining up to date with the latest fashion. This small handheld device allows you to take/upload photos, pick and choose certain fabrics, and surveys your preferences when it comes to types of clothing. The program becomes accustomed to your personal style based on your likes and dislikes and incorporates it into the latest fashion. The best part about this device is that NO ONE will have your outfit.

This will become the newest “trendiest” device that EVERYONE will want to have. Since Sato states “the fashionable aspects of consumerism were said to be everywhere visible” and knowing that Japanese popular culture is high influenced by Western culture, more specifically Americans, we would shoot a commercial that featured young Americans, male and female, using this device. As an infomercial, it would demonstrate the important features of this handheld, and how much easier it makes life, especially in the morning. The most significant highlight of the commercial features “a modern girl” and how she expresses the greatness of this device. Since “the first image of her captures the public eye” according to Sato, it would be drawn out in a way that made young girls and also “parasite singles” want it. The modern girl uses this device as she’s getting ready to enjoy a night out, and before dates. Everyone utilizes this new technological advancement before a major event where they want to pop out and look important. These important details are incorporated in this commercial, the device is meant “to provide a public form of consumer-generated leisure that presaged the looming transformation in lifestyles”.


Imagine the ease of online shopping with the intimacy of a physical store. With the immersive capabilities of virtual reality devices, we will provide potential consumers a new way of interact with products, entertainment media, and many more potential services. This software platform is called mystage. By creating virtual spaces modeled after popular tourist sites, we can give our consumers a novel shopping experience. A minimalist heads-up display will appear to float in front the consumer, allowing them to play videos, music, and manipulate full-scale 3D models of physical products in real time. All of these actions serve as gateways for potential purchases. This menu will also allow purchases of 360 degree virtual reality shorts with A-list actors.

This project is inspired by the marketing strategies of the Fuji Network, particularly their trendy dramas which help promote consumer culture. Gabriella Lukács argues that these trendy dramas utilized three strategies to reinforce consumerism: the “tarento system”, “trendy music”, and “fashionable locations.” The advantage of this approach to trendy dramas is that it is not purely centered around a story, but around disparate images, and co-branding a lifestyle. The particular narratives of trendy dramas however are directed mainly towards single women in their late teens to their early 30s. Therefore its audience is limited especially when concerning the risks of an emerging technology like virtual reality. Our project is modular and customizable by age, gender, nationality, and lifestyle preferences to gain a wider audience. We may use certain metrics to better understand our audience.

The main advantage of this software platform is that the content is provided by external partnerships. The main challenge of this project is maintaining those partnerships with different companies, ensuring they provide consistent quality content for this platform.

Dominate the Oricon with Current Events! Changing the Subject of Pop Music

Alright team, let’s talk about our J-Pop idol agency. We’ve signed a contract with an up-and-coming girl group and agreed to choose the subject matter of their songs. But do we want to do the same old “maidens in love” thing? In the current industry? Those are a dime a dozen. No, we need some more impact; we need something that keeps giving. What is there always news of? The news itself.

Before you tell me to empty my office cubicle, hear me out. Singing about current events isn’t a new thing in Japan. Ever hear of the yomiuri? They did exactly what I’m talking about: sing the news. They used their songs to market their kawaraban to the common pedestrian (Groemer 235), and sales were instant: right then and there! How great would it be to sell CDs that fast? Instead of taking to the streets to promote, we can broadcast advertisements everywhere thanks to commodity that is the Japanese television. It can’t be a daily thing, of course; can you imagine trying to churn out new songs every time a story breaks out? Heck, we can make our own channel too, our own newscast. But we can do something weekly, like a “This Week in the News” broadcast with our girl group. Our broadcast will only have part of the breaking news in it, you see. To hear it all, they have to buy our CDs or download our songs online. To keep up with the weekly releases, I think online sales for new songs are better, and we can compile a month’s worth of news on an album at the end of the month.

But that’s not all. We have television, and we have girls. Our next step is working on their image: let’s base them on “the Modern Girl.” We all know the Modern Girl: she’s what the everyday girl wants to be. Her image changes with the times. Is this not perfect for keeping our ladies in style? “She… symbolized consumption and mass culture…” (Sato 49) Do I smell sponsors? If we have our girl group rock super fashionable clothes and hang out in the trendiest places, our sponsors’ places, we can get even more recognition. If we only have a weekly show of the news, what are we going to fill the rest of our time slots? We can have separate programs for promoting our sponsors. We can have a series following our girls as they shop at cute [sponsorship] boutiques and eat at quaint little [sponsorship] cafes. “Style (and consumption) has become the normative consciousness” (Lukac, 143), after all. Shopping sprees and stylish outfits, isn’t that the dream of parasite single women?

So let’s review: pop songs about current events, mass media advertisement, and Modern Girl idols. The hook of our project is the ingenuity of pop music news. We keep them interested with our sales. And we get sponsors and support through the Modern Girl image. It’s a big investment, but I have a good feeling about this. Let’s see how it goes.

Dramas for the Women Left Out


What you want to do, at the end of the day, is expand your audience and lock in loyalty.

While what I am about to propose may seem counterproductive to engaging in a larger audience but it creates a loyalty- something which is key to creating a hyper-consumeristic lifestyle that most of us in the media industry strive for.

These women who watch these dramas- these housewives, or office ladies, or teenagers- they are all grouped into this same idea of wanting to find love- specifically, with a man. This formula works time and time again, and I do not think there is a need to change it. If you will, I think we just need to tweak it. There is one group of women that is constantly excluded from these trendy and love dramas that Gabriella Lukács describes. There are plenty of 18-34 year old women that are being looked over as a potential customers.

These are the women who love women.

If you create a f/f love story that follows the same kind of story line that these dramas use while keeping the fashion and product placement in, the only thing you will do is gain a loyal and thankful fan-base. After being ignored for most of history and most of media, people who haven’t’ seen themselves represented will grasp at what is offered. You will create a community, an extremely loyal fan-base who will buy any and all things associated with the one thing that represents and includes them in society.

There is nothing that says that straight females wouldn’t watch, either. Percentage of viewership will either stay stable or grow. Some of the most popular shows in the United States have characters that fall under the queer umbrella and they are some of the most beloved and revered, even by their straight audience.

MyGinza. The Interactive World for the Modern Girl

Since its inception, the internet has become a breeding ground for cultural trends and phenomenons. It has allowed users to go beyond the confines of their immediate surroundings and engage in a diverse community that share a common interest. The Ginza district in Tokyo is known for its eclectic lifestyle and the modern girls who inhabit it. It fosters a unique community with so much to offer that no modern girl wants to miss out on. How can the modern girl keep track of all that’s new and happening in the neighborhood? MyGinza. MyGinza is an online community that allows the modern girl to thrive. Not only can users connect with each other, but department stores, cafes, dance halls and all the other things that make a modern girl’s heart flutter can too. They can alert users to the latest trends or let them know about their next sale and directly communicate with their favorite patrons as well. The more users use MyGinza, the more reward points they can win that can go towards discounts and freebies at their favorite participating store. Users can also set up shopping events where they can shop and socialize with each other. MyGinza allows users to shop the way they want to shop, with the trends  they want being presented to them and allowing a community to grow from that.

The Ginza district has been a cultural hub for ages. And MyGinza helps pay homage to that. In the 20’s, the flapper moderism of the up and coming modern girls thrived on the streets of Ginza. The H ga-za movie theater fueled that moderism with the strong influences from Hollywood and ultramodern consumerism became a way of life. MyGinza will establish the consumer power of modern girls and allow it to grow.