Although the turnover for reduced priced products is doing well, little by little, the Japanese society is changing in consumption behavior. The segment that retailers are highly concentrating on now is men, especially men in their late 30's to 40's.
This group's interest in shopping and fashion is a recent phenomenon led by the popularity of the magazine Leon, rising interest in metrosexual, and most of all the Cool Biz Campaign. We cannot discard the fact that men's trend towards shopping was a key element that had brought department store sales back up.
This group holds the key to men's fashion, not in terms of trends, but in terms of consumption on high-quality goods and others; a significant factor that manipulates retailers and their strategy in this sales season.
As these survey results reveal, men are spending more and more on their attires and do not specifically wait for sales. Men's market is very big in Japan at the moment with more and more men becoming more conscious about what they wear.
With these men willing to spend quite an amount on clothing and with not too much particularity on bargains, department stores and their strategies to shorten their sales period is not too bad of an idea.
Approximately 16 percent of the men surveyed replied as to purchasing at the start of the season supporting the strategies and suggesting that we should not be too startled about short sales terms but be ecstatic about the start of the new season.
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