People who like flamboyant fashion and colours that stand out are not necessarily motivated by a lack of confidence and desire to show off. Certainly people who like plain and simple fashion may often be calm and sensible, but choosing glamourous brands and appearances can also be a way to express a person’s strong will.

The advantage of in-person shopping is that you can "try it". While online shopping is a flow of purchasing items visually on a screen, real shopping is at a physical store. In a physical store, you can buy a product knowing how the product fits you by stimulating the senses of touch and sight.

In the Omotesando area, which points from the street of Omotesando to the area around Omotesando Station, there are many brand stores. It is famous as a shopping street with select shops and well-known beauty salons. In the alley, there are many large and small general stores, apparel shops, cafes, and it is famous for its unique brands.