Development of Limited-Time Shopping-Street-Style Events Through “生活のたのしみ展”

「This was due to the difference in timing from the same period of the previous year, when the content festival “Seikatsu no Tanoshimi-ten” was held, because it is scheduled to be held in June, the third quarter, of the current fiscal year, as well as a decline in sales of fashion-related products.」

「The eighth edition of the content festival “Seikatsu no Tanoshimi-ten” was held in Shinjuku from 9 January. In addition to popular projects such as “MOTHER BAZAAAAR!!,” 57 stores participated, including new projects offering unique product selections such as “The Things YURI ISHIDA Lives With,” and total sales reached a record high.」

「Meanwhile, sales of general merchandise and apparel-related products remained weak because “Seikatsu no Tanoshimi-ten” was not held during the current fiscal year and because of the unusually warm winter.」

「In the previous fiscal year, the content festival “Seikatsu no Tanoshimi-ten,” which brings together various shopping projects and events, was held from 29 April. Sales declined in the current fiscal year because the event was not held. The next event is scheduled for January 2025.」

「Seikatsu no Tanoshimi-ten was held in Shinjuku for 7 days from 29 April. The event ran for 1 day longer than the previous one, brought together approximately 70 stores and programs, and generated the highest total sales in its history.」

「The company also held Seikatsu no Tanoshimi-ten in Shinjuku from 29 April. The event ran for 1 day longer than the previous one, brought together approximately 70 stores and programs, and generated the highest total sales in its history.」

「“Seikatsu no Tanoshimi-ten” was held live in Shinjuku for the first time in 3 years, over 6 days from 29 April, generating the highest sales value ever.」

「“Seikatsu no Tanoshimi-ten” is scheduled to be held during the third-quarter accounting period of the current fiscal year.」

「Sales of products other than planners declined 22.2% year on year, mainly because “Seikatsu no Tanoshimi-ten,” which was held online in the cumulative first quarter of the previous fiscal year, was not held in the cumulative first quarter of the current fiscal year.」

「At “Hobo Nichiyobi” in Shibuya PARCO, the “Words from MOTHER and the Shop” exhibition was held to coincide with the launch of “Words from MOTHER,” a book containing all the words from the three previous games in the “MOTHER” series. We were also able to hold a wide range of events, including “The Knitting Wilderness: Mariko Mikuni Exhibition,” which traced the 20-year career of knitwear designer Mariko Mikuni (三國万里子), while implementing measures to prevent the spread of COVID-19.」

「The “DELI na Seikatsu no Tanoshimi-ten” event, held online due to the spread of COVID-19」

「Sales from events and other activities declined because large-scale events were cancelled and company-operated stores voluntarily suspended operations from April through June due to the impact of COVID-19.」

「During the third-quarter accounting period, sales from large-scale events and other activities decreased from the previous third-quarter accounting period because large-scale events and operations at directly operated stores were suspended due to the impact of COVID-19.」

「The fourth “Life's Pleasures Fair” was held in Marunouchi, Tokyo, from 17 to 21 April 2019 under the theme “Tokyo and the World.” Although the average transaction value declined because the venue was divided into multiple areas, the number of transactions increased. Total sales over the 5 days were at the same level as those of the second and third events, contributing to sales.」

「The fourth “Life's Pleasures Fair” was held in Marunouchi, Tokyo, from 17 to 21 April 2019 under the theme “Tokyo and the World.” The company worked with stylists, creators, brands and businesses to produce a diverse range of products including apparel, household goods, food and art under the theme of “the pleasures of everyday life,” and sold them in physical stores arranged like a shopping district. More than 10,000 servings of the newly launched Hobo Nikkan Itoi Shimbun retort curry, “Kare no Ongaeshi Curry (Chicken),” which was sold in advance at the event, were purchased. Sales on the website “Hobo Nikkan Itoi Shimbun” also began in May. Total sales over the 5 days were at the same level as those of the second and third events, contributing to sales.」

「From 19 to 24 September 2018, we held a touring exhibition of the third Seikatsu no Tanoshimi-ten, which had been held in June 2018, at Hankyu Umeda Main Store in Osaka. This sales event was developed as a shopping-street-style collection of physical stores, in which the company worked with stylists, creators, brands and companies to produce a diverse range of apparel, household goods, food and art products under the theme of “enjoyment in daily life.” The total number of transactions over the 6 days was approximately 33,000, in line with the levels recorded at the second and third events, contributing to sales.」

「From 19 to 24 September 2018, we held a touring exhibition of the third Seikatsu no Tanoshimi-ten, which had been held in June 2018, at Hankyu Umeda Main Store in Osaka. This sales event was developed as a shopping-street-style collection of physical stores, in which the company worked with stylists, creators, brands and companies to produce a diverse range of apparel, household goods, food and art products under the theme of “enjoyment in daily life.” The total number of transactions over the 6 days was approximately 33,000, in line with the levels recorded at the second and third events, contributing to sales.」

「For both the second and third events, the number of stores was doubled and the event period was extended from 3 to 5 days compared with the first event held in March 2017. The second event generated approximately 31,600 transactions over the 5 days, while the third generated approximately 35,300, contributing to sales.」

「The second “Life's Pleasures Fair” was held from 15 to 19 November 2017 at Roppongi Hills Arena. This sales event was held under the theme of “the pleasures of everyday life.” The company selected a variety of stylists, creators and brands, produced a diverse range of products including shoes, apparel, household goods and food, and sold them in physical stores arranged like a shopping district. Compared with the first event held in March 2017, the number of stores was doubled and the event period was extended from 3 to 5 days. The event generated approximately 31,600 transactions over the 5 days and contributed to sales.」

「The second “Life's Pleasures Fair” was held from 15 to 19 November at Roppongi Hills Arena. This sales event was held under the theme of “the pleasures of everyday life.” The company selected a variety of stylists, creators and brands, produced a diverse range of products including shoes, apparel, household goods and food, and sold them in physical stores arranged like a shopping district. Compared with the first event held in March 2017, the number of stores was doubled and the event period was extended from 3 to 5 days. The event generated approximately 31,600 transactions over the 5 days and contributed to sales.」

「The second “Life's Pleasures Fair” was held from 15 to 19 November at Roppongi Hills Arena. This sales event was held under the theme of “the pleasures of everyday life.” The company selected a variety of stylists, creators and brands, produced a diverse range of products including shoes, apparel, household goods and food, and sold them in physical stores arranged like a shopping district. Compared with the first event held in March 2017, the number of stores was doubled and the event period was extended from 3 to 5 days. The event generated approximately 31,600 transactions over the 5 days and contributed to sales.」

「The “Life's Pleasures Fair” aims to increase the number of events held each year and expand the scale of each event, thereby increasing the value delivered to users.」

「This sales event was held under the theme of “the pleasures of everyday life.” The company selected a variety of stylists, creators and brands, produced a diverse range of products including shoes, apparel, household goods and food, and sold them in physical stores arranged like a “shopping district open for only 3 days.” The event generated approximately 15,700 checkout transactions over the 3 days and contributed to sales.」