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AnyMind Group powers Japanese live-streamer Momochi to launch live commerce apparel brand Lil Ambition

A pop-up exhibition of the entire product lineup will be held in Daikanyama on 20 & 21 November 2021

AnyMind Group, an end-to-end commerce enablement platform for brands, influencers and publishers, has today announced that the company has supported Japanese Gen Z live-streamer, Momoko Ushie (Momochi), for the end-to-end enablement of her apparel brand, Lil Ambition. Product sales on the Lil Ambition official online store will start at 8:30 PM (Japan Standard Time) on 27 November 2021.

Through AnyMind Group, Momochi was able to tap on various platforms including AnyFactory, AnyShop and AnyLogi to create and launch her brand, for brand and product planning, product designing, product manufacturing, e-commerce site build and enablement, and logistics.

Prior to the launch of the brand, an exhibition featuring the entire product lineup will be held in Daikanyama, Shibuya, Tokyo, for two days from 20 November 2021 to 21 November 2021.

    Lil Ambition official online store:
    Lil Ambition official Instagram:
    Lil Ambition official Twitter:
    Lil Ambition official LINE:

    Momochi rose to fame by using her experience working at an apparel store to provide easy-to-understand and useful information on fashion, beauty, and other similar topics to live commerce audiences, helping her to gain a large following, particularly amongst Generation Z. In addition products that she introduced on her live commerce streams sell out immediately, creating a consumption behavioral trend called “#ももち買い(Momochi-buy)” amongst her fans and followers. For example, she was able to sell 3,000 units of a green juice she created herself within 10 minutes. Momochi has also collaborated with brands to sell 7,000 pieces of clothing in just a few days.

    Her new brand, Lil Ambition, is an apparel brand that Momochi worked on personally, based on her desire to build a brand that encourages people to take the first step towards grasping their own happiness with their own hands.

    For the first product lineup, five types of apparel and three types of accessories will be sold, including a mermaid line dress, knitwear with a variety of colors and playful designs, an oversized coat, and a brooch with a brand logo motif.

    At the exhibition on 20 and 21 November 2021, visitors will be able to try out the products and experience her worldview. To commemorate the launch of the brand, limited edition novelties such as stickers will be given to visitors of the exhibition.

    Creating a brand for users through a fan co-creation project

    Whilst creating the Lil Ambition product lineup, Momochi worked with her fans throughout the product creation process. This process – from planning and decision-making, all the way to the launch – was live-streamed on Momochi’s Instagram, YouTube and other social media platforms, and the brand was developed reflecting the voices of her fans.

    Momochi has also been recruiting brand ambassadors from amongst her fans, who are particularly passionate about the brand and want to grow together with the brand. As a result, over 1,000 entries to be a brand ambassador were received, from which 10 were selected to be “Lil Press” (a name given to brand ambassadors of Lil Ambition). As representatives of the wider user audience, they will be actively involved in activities such as taking part in planning meetings and product development, modeling for photoshoots and PR activities centered on live-streaming.

    Lil Ambition product lineup (Part of them)

    Belted Long Coat

    Price: ¥18,480 (tax inclusive) / Color: ivory or brown / Size: free-sized

    This tailored coat is designed to be oversized and has a length of over 120cm. It can be worn free-form or with the belt fastened for varied looks.

    Mermaid Dress

    Price: ¥8,250 (tax inclusive) / Color: Brown or black / Size: Small and medium

    The slim-fit mermaid line dress is designed to show off the lines of the body beautifully. The clean neckline and gathered sleeves create a sense of ease.

    Sleeve Frilled Turtleneck Knit

    Price: ¥6,930 (tax inclusive) / Color: Red, white, yellow or pink beige / Size: free-sized

    This turtleneck knit features a shape narrowed from the elbows down and a ruffle design at the sleeves. The top has a generous body width and exquisite calculated length, and can be worn either tucked in or tucked out.

    On the launch of Lil Ambition, Momochi said: “We have been working on creating products with the hope that people will take the first step towards grasping their own happiness in their own hands, by wearing our clothes. The brand has and will be co-created with fans through live-streaming and the products will be sold online and through live commerce, utilizing my experience gained through daily live streaming for almost three years. We hope that we will always be there for you as you take on the challenge of realizing even the little ambitions in your life, and that we will be able to give you a push to reach your big ambitions one day.

    About Momoko Ushiie (Momochi)

    Momochi is an apparel store employee turned live-streamer and YouTuber, and her YouTube channel has close to 400,000 subscribers and about 180,000 followers on Instagram. She is a fashion lover who broadcasts live at 10:00 pm every day. 90% of her followers are female, particularly in the Gen Z demographic. Momochi’s first style book, 「ももちのクセが強すぎた。本」 has been reprinted twice, and she has created a consumer trend called “#ももち買い(Momochi-buy)”.

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