Convenience Stores Beef Up Apparel to Attract Young Shoppers
Tokyo, Oct. 4 (Jiji Press)--Major convenience store chains in Japan are expanding their apparel offerings, including clothing and fashion accessories, to attract more young consumers. While convenience store apparel has traditionally been purchased mainly to meet urgent needs, such as during business trips or rainy weather, operators hope that rolling out products emphasizing design and mat...
Major convenience store chains in Japan are broadening their apparel selections, incorporating clothing and accessories, in an attempt to appeal to younger shoppers. Convenience store apparel has historically been bought primarily for practical reasons, such as during travel or inclement weather; however, retailers anticipate that introducing fashionable products will prompt more individuals desiring trendy items to patronize convenience stores.
Seven-Eleven Japan Co. collaborated with apparel firm And ST Co. to launch 28 limited-edition items, encompassing T-shirts, scrunchies, and scarves from And ST's nico and Lowrys Farm brands, which resonate with young women. These products were made available in Seven-Eleven Japan stores nationwide on September 25. According to Seven-Eleven Japan, customers aged 50 and above constituted roughly 40 percent of its store visitors during the previous fiscal year, whereas those aged 20 and younger accounted for approximately 17 percent.
Attracting younger consumers is crucial for Seven-Eleven Japan's long-term growth, according to Junko Watanabe, head of the company's merchandising division. The retailer aims to double its apparel sales by fiscal 2025.
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