On the 25th, Laforet Harajuku, celebrating its 35th anniversary this year, will kick off its summer sale, "LAFORET GRAND BAZAR," which will run until July 29th.
While department stores have been delaying their sales since last year, the building is known for promoting itself as "Japan's latest start and best value," starting about a month later than other stores each season. Furthermore, the sale period is limited to a total of 10 days, five days in summer and five days in winter. This policy of promoting sales at full price and not extending sales has been in place for over 30 years.
Regarding the reason for the delayed sale, Kyohei Fukuda, public relations manager for Laforet Harajuku Co., Ltd., explains, "This policy has long been recognized by both customers and manufacturers. We have no plans to change it in the future. Our attitude of selling quality items at low prices, rather than leftovers, has taken root." Laforet Harajuku's sale dates are sometimes listed in Japanese guidebooks published overseas, and as the sale approaches, he receives inquiries from overseas about the schedule.

Tokyu Plaza Omotesando Harajuku, which opened across from Laforet Harajuku in April last year, started its sale a month earlier, but "it has not had any impact because our approach is different to begin with. This is reflected in the results of our sales so far. What's needed is not a strategy that follows the trends of other stores, but planning a sale that will satisfy Laforet Harajuku's customers," says Fukuda. "I think the opening of Tokyu Plaza has livened up the entire Harajuku area."

All 120 or so shops participated in the sale, and the last time, approximately 300,000 people visited the store over five days, with 70,000 on the first day alone. During the sale, all Laforet Harajuku employees will work together as a team to respond and prepare a variety of sales plans unique to the store.