Today I want to get discussion going about something that is popular in Japan.
I will be featuring one of my favourite Japanese brands, Murua, to help explain.
In Japan, clothing brands spend a lot of time representing themselves and their staff.
The presentation of the staff reflects on the store and brand, which makes a lot of sense.
This is done through not only their clothing and accessories, but make-up and hair too.
So with every new season some of the brands and stores send their shop staff (usually the store manager) off to a special meeting. Here, they are taught the key make-up and hair looks for that season, for the brand. The looks compliment that season’s collection, and make the brand and staff stand out. The manager then goes back and passes on this information to the shop staff, who are then expected to use these key looks in their everyday make-up & hair routine, whilst at work.
The shop staff are not forced to re-create the looks step-by-step and are allowed to add their own personal flair.
This means that they can retain their own personal style within the brand, much like those who work for clothing stores are expected to wear clothing from that store, or make-up counter staff are expected to wear make-up from that brand.
I personally would love to see something similar in stores like Topshop that have their own make-up line. I know a lot of clothing and department stores have rules on what kind of make-up to wear (subtle etc) in the UK, and are asked to be on-trend, but it’s not usually like this. I think it would inspire the customer more and help represent the brand too, whilst adding a little something extra. I do fear that it restricts people’s personal tastes a bit, but I think there’s always room to be inventive. However I think this works so well in Japan because of customer loyalty, so I’m not sure if it would catch on.
