Great expectations from Cool Biz campaign frizzle out
05 Jul '06
2 min read
Cool Biz campaign started a month ago and whilst the term and style has been adapted by many, retailers are not seeing as much movement as they hoped.
Retailers had started their campaigns 2 months earlier, volumes had been doubled but all this seems to have brought only excitement in the market and not too much action towards it.
The early placement of spaces for Cool Biz products lasted only in the beginning. Demands were high in the early stages but as Japan faced cooler and upsetting weather in June, summer products made little movement and Father's Day campaigns ended somewhat pathetically.
Although the results are below expectations, men's consciousness towards trends have not changed.
Many department stores noticed that belts are selling well. Matsuzakaya had sold 20 percent more belts than most spring summer seasons, Tobu Department store sold well basic leather belts as well as casual belts for the jacket styles totaling a 50 percent growth in belts.
Seibu Department store had seen positive movements in luxurious import belts as well as pocket-chiefs and other accessories fit for Cool Biz.
Shirts are selling at a positive pace, surpassing the 30 percent growth of last summer. The most popular for Renown had been pink alternate striped cleric shirts, and shirts with no top buttons, import material, and high-priced shirts are also very popular. On the contrary, white basic shirts are declining in sales volume.
marketing@alchempro.com
