Men with high interests in fashion and beauty who love to act in a self indulged & manly manner towards females.. These men are now newly identified as Sir Café au lait in research around fashion/beauty awareness in young generations carried out by Dentsu Lab. These young males are considered to be highly active in the consumerism of male products especially in the Social Media arena. So yes, these guys are the ones you want to be targeting to spread your buzz!
Café au lait sama? I know what you mean. Here’s a boring explanation of what it is: The Japanese language uses a broad array of honorific suffixes for addressing or referring to people. Sama (様 【さま】) is a markedly more respectful version of san. It is used mainly to refer to people much higher in rank than oneself, toward one’s customers, and sometimes toward people one greatly admires. When used to refer to oneself, sama expresses extreme arrogance (or self-effacing irony), as with ore-sama (俺様, “my esteemed self”). — From Wikipedia.
The men categorised as Sir Café au lait have both male and female elements in their personalities. They have high interests in the fashion and beauty fields. Around 70% of them use hair wax and skin toning lotion daily. More than 70% of them have a ‘favourite fashion label’. Also they don’t miss the biggest habit in the female world — 55% of them are into ‘relationship talk’ (girls talk, basically) amongst boys. They are eager to work hard to further their career and have very high aspirations. They are also highly influential. More than 70% says their friends bought something they recommended in the past. They are into shopping themselves.
So how big is the percentage these useful boys dominate in Japan? Pure Sir Café au lait are only 10% (appx) of all (sadly). But don’t be disappointed because tier two group (appx 31%) are warming up the benches just behind the frontline.
More than 61% of them use smartphones and more than 62% love tweeting and sharing on Facebook. Compared to other categories, they are doubly more active in the Social Media.
Let’s get ready to get the attention of these boys! Here’s a quick list of what I think would be important to appeal to them. Not that I’ve carried out a large amount of research, but browsing through the internet and I can see the trends going around.
1. Good looking smooth design — A big ‘NO’ to bad design
2. Anything Italian, Pitti Uomo is a bang on
3. European based Satorialism (They probably love chest hair too!)
4. New Technology (Business focused)
5. Quality Craftsmanship
6. New trends in Europe are H O T
7. iPad online magazines
8. A text balance in design of 50-50% English & Japanese
9. Foreign influence — Travel is H O T
10. Business, Business, Business
I hope you found it interesting. Any thoughts?
Kana & The JAPAN BUZZ Team