Let's Send Daisies: A Comprehensive Guide to Mary Quant's 'e-Gift Service' Launch

Table of Contents

1. Introduction: The Year 2025, Known as the Dawn of e-Gifts

2. The Brand DNA of Mary Quant

3. Background and Purpose of the Service's Inception

4. Actual Usage Flow of e-Gifts

5. Functionality and UI/UX Details

6. A Complete Dissection of 10 Digital Message Cards

7. Market Size and Competitive Analysis

8. New Customer Experiences Opened by Mary Quant × e-Gifts

9. Challenges in Sustainability and Logistics Optimization

10. Future Expansion Scenarios

11. Conclusion: Updating the "Freedom to Give"

1. Introduction: The Year 2025, Known as the Dawn of e-Gifts

"Buy what you want online and share it at your preferred timing"—since the COVID-19 pandemic, gift culture has rapidly digitalized. Yano Research Institute estimates that the domestic e-gift market will reach 405.7 billion yen in fiscal 2025, expanding at an average annual growth rate of 14.2%.lp.makegift.me

Amid this fervor, the entry of Mary Quant, a symbol of pop culture, is significant. Here, we explore how the brand's ethos of "freedom and self-expression" can transform the modern social gift culture.

2. The Brand DNA of Mary Quant

In 1964, the boutique "BAZAAR" was born on King's Road in London. The mini skirt that emerged there liberated women's legs and symbolized the democratization of fashion. The daisy motif represents "wildflowers blooming freely," telling a story of not being bound by existing rules.vam.ac.uk

In Japan, the brand has been expanding its cosmetics mainly in department stores since the 1970s, gaining support as a gateway for the youth's "first makeup." The year 2025 marks the brand's 70th anniversary, and strengthening online experiences is part of a global simultaneous initiative.

3. Background and Purpose of the Service's Inception

3-1. Adapting to the "Instant Response Culture" of Generation Z

The SNS-native generation tends to "act the moment they think of something." The hassle of asking for addresses and the uncertainty of delivery timing were barriers to gift purchases. Therefore, the company adopted a design that meets three requirements: ① Address-less ② Instant issuance ③ Recipient-led delivery specification.prtimes.jp

3-2. Strengthening the OMO Strategy

"OMO (Online Merges with Offline)" is the retail keyword for seamlessly connecting in-store experiences online. This e-gift aims not only to expand sales via EC but also to have a secondary effect of "encouraging store visits through coupon URLs." The design is under consideration to include a QR-attached thank-you card that guides customers to sample exchanges and makeup service reservations usable in-store.

4. Actual Usage Flow of e-Gifts

1. Product Selection
   Select the target product on the official online shop and click "Send as e-gift."
   
   

2. Purchaser Information Input
   Enter name, email address, and payment information.
   
   

3. Issuance of Receipt URL (Takes about 10 seconds)
   Send the generated URL via LINE or DM. The URL is valid for 5 days, after which automatic refund processing is carried out.mq-onlineshop.com
   
   

4. Recipient Address Input
   Enter name, postal code, and phone number, and specify delivery date and time.
   
   

5. Delivery Start Notification
   Status emails are sent to both parties, and tracking numbers are shared.
   
   

6. Post-Arrival Review
   The recipient's ★ rating and comments are notified to the purchaser and utilized for product improvement feedback.

5. Functionality and UI/UX Details

• Mobile-Optimized Layout: Screen transitions in 3 steps, average completion time of 35 seconds.

• Multi-Currency Payment: Supports three currencies—yen, dollar, and pound—anticipating inbound demand.

• Automatic Translation Messages: One-click conversion to English, Korean, and Chinese (Simplified/Traditional).

• Enhanced Privacy: URLs are generated using a one-time token method, adopting SSL/TLS 1.3.

6. A Complete Dissection of 10 Digital Message Cards

(Note: Table is excerpted. Refer to the official site for all 10 types.)prtimes.jp
Each template provides a text input field for up to 120 characters. The font used is Helvetica Neue, the same as the brand logo, balancing visibility and brand consistency.

7. Market Size and Competitive Analysis

7-1. Domestic Market

From 207.5 billion yen in fiscal 2020 to 405.7 billion yen in fiscal 2025, almost doubling. The growth is driven by LINE Gift, Starbucks eGift, Amazon Gift Cards, and others.ohmae.ac.jp

7-2. Mary Quant's Advantage

• Brand Uniqueness: Visual differentiation with the daisy motif

• Product Price Range: Mainly between 2,000 and 6,000 yen, balancing "affordability with a sense of specialness"

• Fashion × Cosmetics Combination: Set proposals to increase average customer spend

7-3. Risks

• URL Phishing Spoofing

• Increased Returns Due to Forgotten Receipts → Automatic reminders sent 48 hours before expiration

• Anti-Resale Measures → Some products use tamper-evident seals

8. New Customer Experiences Opened by Mary Quant × e-Gifts

Customer Journey

1. Viewing SNS Posts

2. Receiving Gift URL → Instant Payment

3. Unboxing the Arrival → UGC Posting
   Through this loop, the experience of **"giving, receiving, and sharing"** is completed seamlessly within 24 hours, maximizing dissemination power. The brand can use UGC analysis to understand color popularity and message trends in real-time, reflecting them in the next promotion.

9. Challenges in Sustainability and Logistics Optimization

• FSC-Certified Paper: Plan to switch 100% of packaging boxes by 2026

• Carbon Neutral Delivery: Adopting CO₂ offset delivery by major courier companies, expecting to reduce emissions by approximately 38 tons annually

• Inventory Optimization: AI demand forecasting based on actual sales data, reducing overproduction by 8% (compared to fiscal 2024)

10. Future Expansion Scenarios

1. Integration with Live Commerce
   Plan to implement a "Buy as e-gift instantly" button for on-screen items during live sessions.

2. AR Try-On × e-Gift
   Researching a feature to try lip colors in AR and send that color as a gift.

3. Digital WeChat Pay Support (For Mainland China)
   Strengthening cross-border EC with a target of spring 2026.

4. Metaverse Pop-Up Store
   View items in a