October 18, 2013
  • Rakuten, Inc.

Parco Opens Limited Time Store on Rakuten Brand Avenue

-Disseminating the Latest Fashion Trends and Culture from Shibuya-

Through this store, Parco plans on disseminating the appeal of Shibuya Parco to Rakuten Ichiba customers by selling a variety of merchandise, including Japanese anime related goods from the three categories popular at Shibuya Parco of “Shibu Pop,” “Meetscal Store by Once a Month,” and “Parco Select Shop,” stylish goods from a host of different countries and regions, and unique fashion items, among others.     


Parco is actively working to disseminate new information while keeping abreast of rapid changes in the consumer market under an online strategy announced in fiscal 2013, and defined by the slogan “24-hour Parco = Omni Channel.” To date, Parco has embarked on a number of new approaches under this slogan, including setting up official social networking service accounts for 19 of its stores located across Japan, and launching Parco Show Window, an e-commerce site that links its online shopping mall Parco City with the online shopping sites of its tenants.  


Meanwhile, Rakuten Ichiba has increased the amount of merchandise it offers on Rakuten Brand Avenuewhich sells brand name items and also supports fashion businesses throughout Japan. Rakuten Ichiba is also working with Stylife Corporation, a Rakuten Group company, to promote collaboration with major fashion lines as part of its efforts to expand its fashion e-commerce business.


Rakuten anticipates that Parco’s limited time only merchant store will help to create connections with new younger customers by providing the latest fashion trend items, and disseminate information on popular culture through Rakuten Ichiba.

Overview of the Shibuya Parco 40th Anniversary Limited Shop

         Store open:           Friday, October 18, 2013 to Tuesday, December 31, 2013

         Store site:            http://event.rakuten.co.jp/fashion/rba/special/parco/ (within Rakuten Brand Avenue)


 Produce Concept: About to celebrate its 40th anniversary, Shibuya Parco is proactively
implementing a strategy to make it a focal point of information on
fashion and culture. As part of this strategy, it is marketing products
under three unique genres.

■Shibu Pop
 The Shibu Pop genre was created in September 2012 as a platform for disseminating information on popular culture using the contents of Cool Japan, including anime, figurines, and social television. The Shibu Pop online shop will offer a lineup of products including exclusive limited time only merchandise and jointly developed goods. 

■ Meetscal Store by Once a Month
The Meetscal Store by Once a Month is a specialty store for fashion, sundries, food, and travel set up independently by Parco in 2012 that focuses on the theme of “Meets Culture, Meets Local.” Its online shop will carry merchandise closely based on its own unique world view and ethnic tastes.

■Parco Select Shop
 The online Parco Select Shop will feature a special selection of merchandise for a limited time only shop at Parco Shibuya, including unique sundries, accessories, and original leggings .

*Please note that the information contained in press releases is current as of the date of release.

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