BEAMS marks 50 years with a women's campaign tied to an 11,000-yen in-store gift
BEAMS, the Japanese select-shop chain whose floors anchor department stores and malls nationwide, is pairing a new 50th-anniversary brand film with a purchase-triggered gift and two Tokyo transit takeovers — a straightforward footfall play.
BEAMS said it released a new brand film for its women's label on October 8, built around the message "まるごと愛してゆく" (roughly, "loving all of it"), to mark the 50th anniversary of the company's founding as a single Harajuku shop in 1976.