``We want you to push your back'' ``This week's special delivery team'' October 25, 2021 issue
Iso Kimi Hanami / Deputy Editor-in-Chief: Leo type A born in 1983. She joined "WWD JAPAN" in 2018 through the fashion industry newspaper. I like reading fortune-telling, but I'm the type who quickly forgets what's not convenient for me. (Right) Natsumi Yoneyama / Writer: Capricorn type A born in 1993. After working as a reporter for the editorial department of "WWD JAPAN", he became a freelance writer this summer. "I don't believe in fortune-telling," but I look forward to "Shiitake Fortune-telling" every week ILLUSTRATION : UCA
"WWD JAPAN", which is published every week, provides the interest and depth of the industry through analyzes of trends and movements in fashion and beauty, and in-depth news. In the special feature at the beginning of the book, we will deliver a passionate message to revitalize the industry with the theme of keywords, categories, and markets that are particularly noteworthy. Here, the reporter in charge of such a feature looks back frankly. (This article is an excerpt from the October 25, 2021 issue of ``WWD JAPAN'') [Image] Snuggling up to ``I want you to push your back'' ``This week's special delivery team'' October 25, 2021 issue
Iso-kun: I thought that since the corona crisis, the spiritual trend has been strengthening, such as promotions for good luck with wallets becoming a hot topic, and beauty companies launching healing and healing.
Yoneyama: But when I interviewed them, they were all doing it for more than five years. Rather, consumer sentiment seems to be changing.
Iso-kun: That's right. In a survey by Hakuhodo's Life Research Institute, the number of women in their 20s who answered "yes" to the question "Do you believe in fortune-telling and fortune telling?" increased by 17 points in 2020 compared to 2018.
Yoneyama: That's a dramatic increase (laughs).
"WWD JAPAN" October 25, 2021 issue
Iso-kun: According to Hakuhodo, women in their 20s are often forced to make decisions about their lives. When I think about myself and my future, there is a need for fortune-telling to push her back, so I thought there would be business opportunities there.
Yoneyama: Certainly, 20s are included in the main target. I don't believe in fortune-telling, but I agree that it's easier to make a decision when you have "something" to push. When choosing cosmetics and clothes, it seems that people are beginning to focus on things like "it seems like it will improve your luck" or "it will give you power".
Iso-kun: I thought shopping was actually stressful for a lot of people. I interviewed a fortune-teller and personal stylist who uses her experience as a salesperson for many years to suggest styling while fortune-telling a person's lucky color. I thought that the color and styling suggestions based on diagnosis and fortune-telling are the same.