2019/10/15

The first lecture of the endowed lecture series “Topics Study I-2” by Daimaru Matsuzakaya Department Stores Co., Ltd. was held on Thursday, September 26th.
This active-learning course will be comprised of a total of 14 classes, with the cooperation of the Daimaru Matsuzakaya headquarters and the Daimaru Kyoto store. It includes lectures by corporate officers, store visits, and project planning and presentation.

The first lecture was led by Mr. Kimihiko Kitagawa, Daimaru Kyoto’s store manager and corporate officer. “I’m going to turn you all into Daimaru fans,” said Mr. Kitagawa, as he proceeded to explain how the department store was designed to embody the city of Kyoto and to become a dominant landmark in the neighborhood in their urban development plan, which was aimed to elevate the image of the community with Daimaru Kyoto as the focal point. With an occasional touch of humor, he not only emphasized how Daimaru is aimed to evolve together with the community, but also went on to describe their unique management and branding strategies such as their mascot character “Detchii-kun”, advertisements that don’t reveal what’s on sale, and collaborating with young adult books.

“Daimaru Kyoto aspires to be a one-and-only store. Ideas from young people like you are always welcome,” said Mr. Kitagawa in a friendly manner, as the 9 students who attended the lecture listened attentively to every word.

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