AneCan: Media Leads Production and Consumption

The auspicious launch of AneCan magazine may have appeared at first as the simple spread of CanCam‘s conserva-cute culture up to an older female demographic. But the inauguration did not just concern the birth of a single publication: AneCam worked with apparel makers and department stores in a coordinated effort to create a whole new market segment.

Last year,  CanCam‘s publisher Shogakukan released a special Oneesan-kei CanCam (Older Sister CanCam) issue to test the waters for starting a more “elegant” version of the magazine that would target women in their late 20s. Sales were superb, and decisions were made to push towards a regularly-publishing separate monthly magazine for this audience. The effort culminated in AneCan‘s March debut.

While Shogakukan experimented with an older audience, domestic apparel makers who supply the specific brands featured in CanCam started working towards a new set of brands that would represent  the AneCan style. For example, the following companies created the new brands:

The first issue of AneCan apparently sold almost 90% of its projected 320,000 copies in five days. To correspond with the magazine launch, Isetan department stores held a special exhibition of the main “AneCan” brands for a week period in their seven stores across Japan. In just that short time, the six brands sold ¥35 million. Between other stores and online sales, the brands all reported amazing sales (Arpege had ¥7 million sales in just one week), and many reported that their items specifically featured in AneCan sold out completely. From the perspectives of the publisher, the apparel makers, and the retailers, the AneCan launch was a massive success, and they gave form to a new market segment to which they could continue to sell products.

General lessons to learn from this successful media-manufacturer-retailer coordination:

  1. Japanese magazines often define markets rather than respond to them. In this case, a successful magazine did not “curate” or style its own look out of pre-existing brands but instead coordinated the creation of new brands appropriate for its readership.
  2. Consumers will gravitate towards the purchase of specific items featured in the magazine as these are seen as perfectly “safe.”
  3. Consumers want clarity in branding: i.e., these brands are “AneCan” brands featured in an “AneCan” retail space. Everything from all angles lined up to make the purchase an easy choice.

Sources: 『売れる「姉キャン」系ブランド30代もつかむ』繊研新聞平 成19 4月4日

This article originally appeared on the Diamond Agency blog clast.

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