セシルマクビー ファビュラス

セシルマクビー・ファビュラス(Fabulous CECIL McBEE)は、2008年2月、セシルマクビー(CECIL McBEE)の姉妹ブランドとして誕生しました。

ブランドロゴは「Fabulous CECIL McBEE」と書かれますが、読み方は「セシルマクビー・ファビュラス」となります。

本家のセシルマクビーよりも、少し高めの年齢層をターゲットにしたブランドです。

セシルマクビーも、本来は18歳から25歳くらいの女性をターゲットとしていたブランドですが、手頃な価格帯から、お洒落に関心の高い女子中高生の利用客も目立ちます。

通称セシルと呼ばれ、渋谷系ギャルの聖地ともいわれる渋谷109でダントツの売上を誇り、セール時ともなれば大変な混雑となります。

渋谷109店で正月に売り出された福袋は、3000個近い福袋が当日完売、あまりの人気ぶりにセシルマクビー特設会場が設けられるほどでした。

セシルマクビーもまた「ファストファッション」の代表格とされており、商品のサイクルは非常に早く、ワンシーズンでウェア300型、雑貨は100から150型を展開します。

移り変わりの激しい流行を敏感にキャッチし、次々と新商品が展開されるため、顧客も飽くことなく店に通うことができるのです。

キラキラと可愛いものが大好きで、ちょっぴり大人にも憧れる、お洒落に一番興味を持つ年頃の女の子たちが夢中になるのも納得できます。

セシルマクビー側も、そうした低年齢層の顧客をターゲットにしたスクールラインを展開しており、ティーンの顧客が更に増えているようです。

こうした低年齢化する顧客と一線を画するためか、新たに、20代の顧客を意識したセシルマクビー・ファビュラスを誕生させ、新展開を見せています。

Fabulousとは、女性にとって最上級の褒め言葉になるそうです。

ファビュラスのコンセプトは、「オトナの女性ならではのCOOL & SWEETなエレガンススタイル」、等身大の自分より、ちょっぴり大人のレディを演出したい、見られることを意識し始めたワンランクアップを目指す女性のためのブランドとなっています。

ファビュラスでは、セシルマクビーのテイストを残しつつ、丈の長さやライン、スタイリングで大人の女性を演出します。

店舗も、OL御用達といわれるプランタン銀座や大手百貨店を中心に展開し、セシルマクビーとの差別化も図っています。

「10代からセシルファンであったけど、そろそろギャル系ファッションは卒業かも」と感じていた20代の顧客にとって、ファビュラスの誕生は嬉しいニュースではなかったでしょうか。

いくつになってもセシルの甘いテイストを楽しんでいたい、そんな女性達を満足させてくれるのが、セシルマクビー・ファビュラスです。

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