Summer has just set in but when visiting department stores and retailers, one cannot help but notice the autumn colors lining up already.
This strange phenomenon is related to the tendency for summer sales to begin on July 1st, much earlier than they had started formerly.
With these early sales, summer products are nearly sold out by the beginning of August, and slowly the autumn colors start to line up.
Adding up with the fact that magazines start featuring autumn products as early as their August issues, released in mid July, consumers want to wear summer styles but with autumn touches. And that is where the autumn color, summer material products come in.
The autumn color, summer material products are very popular amongst the buyers at department stores nowadays.
The colors are the basic autumn ones such as brown, red, purple, and beige but are cotton in terms of material. The products are ideal for wearing until September.
Consumers want to wear the shorts and sandals during this season, but at the same time want to start catching the upcoming trends of autumn.
This kind of demand is hard to grasp, but is the exact segment to fill in the gap between summer and autumn products.
Many retailers are starting to view that weather has almost too much to do with sales.
Especially as Japan had experienced a long rainy season, and as sales dropped, the phrases sung by the industry in unison was that “the cold weather brought less customers”.
marketing@alchempro.com
