Word: teninning
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...only tsunami-size fashion trends that breeze through in weeks, months or, like, whenever. And when it comes to knowing exactly which shade of beige Tokyo's trendsetters want to wear and how low-slung they want their jeans, those teen-targeted labels recruit heavily from among the karisuma tenin (charismatic salesgirls) of the Shibuya 109 building. "They started hiring us because we wore different, interesting clothes and the magazines were using our pictures. For a while, everyone knew who I was," explains 23-year-old Mana Takai, now designer for Jassie, another trendsetting label. Almost in unison, every label...
...most profitable labels foster tight working relationships with Japan's myriad, ubiquitious teen fashion magazines. Karisuma tenin can spawn trends inside Shibuya, but they can't reach the countryside or abroad without a fashion mag's endorsement. Japan's high-school girls read, on average, at least five fashion magazines a month, which means the influence of the right Tokyo glossies can be huge. "If a magazine advertises a certain brand or look, girls will buy it," Takai says. The most popular ones tend to showcase karisuma tenin in their brand's clothes, launching waves of copy-cat teenagers...
...seeing knockoffs throughout Asia. Like most stores in that narrow gallery of boutiques, Moussy's floor space is less than 15 sq m, but since opening in May last year, sales have totaled around $9 million. Moussy's fashionista-in-chief Yoko Morimoto, 23, is a former karisuma tenin who is putting her own spin on kawaii. The look Moussy is flogging can best be described as otona (adult) type?sophisticated, chic, the look a girl wears when she wants some respect. It's a toned-down reaction to the big platforms, streaked blond hair and rebellious styles...
...this new medium is "Durium Junior." For more than two years Durium Products has been selling flexible, shatterproof, one-side recordings of popular tunes, on news and cigar stands. Peak sales have reached 500,000 weekly, at 15? per disc; but the average is about 200,000. Formerly these tenin. discs played for only three min.; now, through a new "micro-channel" process (more grooves), introduced three or four months ago, they play for five min. The Durium Junior will play for one and one-half min. Durium Products claims there will be no waste circulation: people...
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