The autumn/winter trend for women gathers around feminine dresses and tops whilst masculine pants are also focused on. These pants are wider and come in pin-stripes and other details that are simply very masculine.
Of course the women in Japan are very feminine, but one cannot help but notice that the men in Japan are becoming more feminine than the women.
Men and their interest in fashion has been growing since the start of Cool Biz campaign and also with the publications of men's fashion magazines, but this interest is far beyond what the industry has expected to the point that some men seem more feminine than their girlfriends.
Men's beauty product market is now at 4.6 trillion Japanese yen. The men's floor at 109-2 has become such a big hit that the 5th floor will become another men's floor with 10 new stores. 109-2 had built their 6th floor as a men's floor and have been surprisingly successful.
The new addition will be similar as the 6th floor with sexy and wild as the main theme, but will target men in their 20's to 30's; a much older segment than the original floor.
Some say that this new development will be the first few steps in turning 109-2 as the men's building. Many other retailers are increasing strengths in their men's division as it is the growing market.
With just that in mind, one might think that it is quite normal to have more shopping places for men, but what is interesting are the products within the stores. The theme of sexy and wild brought out glittery, studded, tight-fit, and other styles that expose much more skin than what men's wear usually showed.
marketing@alchempro.com
