The Cool Biz campaign has definitely changed men's aspects towards fashion. The campaign has brought great increase in sales of shirts, but has also made men more fashion conscious. They are more particular about colors, designs, materials, and question things women question when shopping. The consciousness has flowed into the bags market, with men choosing bags in coordination with the outfits they wear.
Before, the middle aged business men in Japan had been recognized by the young population as being unfashionable, and un-trendy. Now, these men are creating a social phenomenon and slowly becoming a target for the fashion industry.
marketing@alchempro.com
