Exterior of Ginza Six

Management Strategy＞

Urban Dominant Strategy

Growing and Coexisting with Local Communities
that“fame attracts fame.”

Ginza Six

We think there are two key factors for success (KFS)The Ginza area’s largest luxury mall“Ginza Six”
made its grand opening on April 20, 2017 drawing

One is the“combination of different elements”throughmuch attention from all over Japan and even frominitiatives beyond company level. Ginza Six is a big

abroad. More than half of 241 world-class quality

project for which four companies including J. Front

brands that were carefully selected and collected are

Retailing, Mori Building, Sumitomo Corporation and L

flagship stores. In addition, the creation of unconventional

Catterton

store environment using art, customer management andcompanies which have totally different backgrounds andanalysis using ICT, and promotion creating a buzz andcorporate cultures jointly aimed at creating new world-

conscious of being spread on SNS are also a symbol ofclass value and put together their wisdom and energy in“discontinuous growth”we aim at.

the world’s leading commercial area Ginza. As a result,RealEstatecollaborated.

Thesefour

By category, luxury brands are very popular among

we think the unprecedented“innovative luxury mall”

affluent people in Japan and inbound tourists to Japan.

causing a buzz worldwide was born by the chemical

Fashion items are steadily creating customer loyalty byreaction that occurred among these four companies oroffering Ginza Six limited items. Cosmetics draw

“four different elements.”

customers from Japan and abroad by actively providing

The other is many brand new ideas we tried toward

unique services and events. Food products are also“discontinuous”growth, not an extension of the status

popular due to successful lineup of items available only

quo by choosing to abandon our past successful

at Ginza Six, many of which are sold out.

experiences and“not to make it a department store.”We

Another feature of this project is a great deal of

could create special experiences and values available

attention from the media. In April when it opened,

only there including luxury duplex boutiques adding

the total number of media exposures includingcolor to the façade, store space design such as the boldbefore and after its

atrium welcoming visitors with art, the unique layout of

opening such as TV,

passages reminiscent of the“back alleys in Ginza”andnewspaper, magazine

the floor composition beyond the so-called framework ofand the Internet, wasdepartment store’s merchandise classification. In otheras many as 8,200. The

words, in the era when online shopping is rapidly

overwhelming number

growing and it has already been said that “onlineofexposures

shopping is driving out real stores”in Western countries,

created a chain reaction

we think we could present an“answer”to the questions

People in line at opening

26in Ginza Six.

media

Management Strategy

Map around Matsuzakaya Ueno store

UenoFrontier
Art SportsTower

Kasuga-dori-dor

Okachimachi
Panda HirobaiMontbell

Art in the atrium of Ginza Six

Nakaokachimachi Station
Tokyo Metro Hibiya Line Showa-dori

Shiseido
Beauty Salon
Matsuzakaya Beauty Gaden
Ueno
Pet Salon Libon
Main

JR Okachimachi Station

Ueno Hirokoji Station
Tokyo Metro Ginza Line ChuoToei Oedo Line

Ueno Okachimachi Station“What values are expected of real stores to provide

Okachimachi area, which was named “Shitamachi.

and what is the meaning of the existence of realMaparoundMatsuza
dissemination of local information and appeal
usingthestores?”

Front,”started in full swing. Specifically, we enhanced

community site“Ueno ga Suki.”At the same time, by
creating multiple sales spaces in conjunction with thisUeno Frontier Tower“Ueno ga Suki,”we built a new mechanism to increase

The south wing of the Matsuzakaya Ueno store wasrebuilt and“Ueno Frontier Tower”opened on November
4, 2017. With an anchor tenant Parco on the 1st to 6th
floors, the Matsuzakaya Ueno store on the 1st basement
floor, Toho Cinemas on the 7th to 10th floors and highly

customer loyalty, which helps strengthen customer
relations. In addition, by holding various events startingfrom the adjacent “Okachimachi Panda Hiroba” todramatically increase our ability to attract customers,
we will contribute to revitalizing the whole area.

functional offices on the 12th to 22nd floors, acommercial complex as a new landmark in the area wasborn.
This is the first big development project jointly
implemented by Daimaru Matsuzakaya Department
StoresandParco.

TheinitiativesofDaimaru

Matsuzakaya Department Stores and Parco achieved acertain result in joint sales promotion and others in theareas where the stores of the two companies are
adjacent to each other. And we think this project led us
to enter into a stage where the Group synergy with
Parco shifts into full swing in more situations. The new
Parco store opened in this“Ueno Frontier Tower”was
named “Parco_ya,” which is an example of new
initiatives with unprecedented concept. Specialty shops
there were selected to attract the customers who visitthe adjacent Matsuzakaya Ueno store or Toho Cinemas
Ueno and workers in offices on upper floors.“Parco”
opened a store in a new area in the 23 wards of Tokyo
for the first time in 44 years. Under the new name“Parco_ya,”the store contributes to tapping a new

Promoting urban development in key areas
In addition to these big development projects, theGroup will make active efforts to further expand realestate leasing area in urban areas which can be
expected to grow.
New commercial facilities which opened, or will
open, in fiscal year 2018 include four projects by theReal

EstateDivision

Harajuku

ZeroGate,

At the same time, in five key areas including
Shinsaibashi, Kyoto Karasuma, Kobe Motomachi,
Nagoya Sakae and Ueno Okachimachi, we will also
clarify respective “area strategies” by implementing
promotion

Urban

for

department stores and motivating
people to visit the areas
in collaboration with local
communities to promote theUrban Dominant Strategy for

thisgrowing with local communities.

“Ueno Frontier Tower,”
theprograms

developing the areas aroundIn conjunction withMatsuzakaya Ueno store andUeno Frontier Tower

projects.

2018.

thanofsevenor so around flagship department stores in fiscal year

customers.
opening

totaling

Furthermore, we are considering promoting five projects

Parco’s existing target

theMatsuzakaya

Gate business of Parco such as Kyoto Zero Gate andthe surrounding environment and catering to a littlepeople

Daimaru

Nanzenji area, Kyoto and three projects by the Zeromarket in the area with a brand lineup suitable forolderofDepartment Stores such as“Blue Bottle Coffee”in theDominant

Strategy in the Ueno

Blue Bottle Coffee Kyoto Cafe

Integrated Report 201827