Japan's Midsummer Women's Business War Heats Up

High-value-added products and cool and comfortable design demanded the post-quake market. In June of this year, the Japanese department store’s women’s business battles were in full swing, and sales of high value-added products and various functional regular-priced products had improved. Because of the time-limited power supply, air-conditioning facilities are not fully used, and cool function tops and trousers are greatly favored by the consumer market. In addition, dresses are more popular than consumers because they are cooler and more comfortable to wear than other clothing.

The overall increase in brand sales began on June 1st. Department stores have successively launched promotions. It is expected that the peak season for sales will continue until the end of September with hot weather. Although the business warfare in June was mostly due to discounts by merchants, it has shown a recovery trend compared with the May recession, and total sales have also reached 90% of the same period last year. In the future, major shopping malls will further expand the category of functional apparel products based on existing products.

At present, apparel manufacturers have achieved even higher sales compared to the same period of last year. Starting in May, many brands have achieved year-on-year sales growth. From June 20 to June 26, the sales of Onwards’ brand “Free Zone” regular-priced products increased by 15% year-on-year, and cumulative sales in June also exceeded the level of the same period last year.

Sanyo Chamber of Commerce's brands EPOCA, MACKINTOSH PHILOSOPHY, and Paul Stuart all achieved a 10% growth, and the overall sales of the women's planning department also exceeded last year. From June 1st to 26th, Itokin's store brand increased by 11% for ESPIE, Jocomomola7%, Sybilla6%, MK MICHEL KLEIN4%, and ELLE PLANETE1%.

StyleStyle, Stylecom, Alyesbury, and other performances of Tokyo Style also surpassed last year. RENOWN's branded Ensuite’s existing regular-priced product sales remained unchanged from last year. WORLD's brands Untitled and Reflect also reached the sales level of the previous year in June. Most brands also launched new models in June and guaranteed sales through various marketing methods.

Cool Touch Product Launched In Time In June, Ensuite brand sold only 5,000 trousers for cotton and polyester blend fabrics, including some cost-effective special products, but the overall market demand for design, fabric materials and added value Strong performance. The "Free Zone" brand shirts made from Italian fabrics cost 17,000 yen. Although the price is 2,000 yen higher than traditional products, it is still sold out quickly.

Itokin has applied the natural dyeing environmental protection technology to 13 brand new shirts at the same time, which has played an important role in driving the company’s sales. Jocomomola and ESPIE launched a 13,000-yen short-sleeved new product and sales are very promising. The brands will also launch regular-priced products in July.

Men's clothing sales are roughly the same. After the introduction of limited-time power supply measures, businesses have made corresponding products. The Sanyo Chamber of Commerce introduced a cool sensation fabric product to each brand with good results. EVEX by KRIZIA introduced nylon and polyester blended trousers (priced at 9900 yen) and MACKINTOSH JIS cotton-blend knit top (11,000 yen). The sales of Tokyo Style's ICEFIT and copper ammonia fabric cool touch tops are also very good.

Based on functional fabrics last year, ICEFIT products joined some lace elements of cotton fabrics this year, and the prices rose slightly, but the market responded well.

At the same time, due to limited power supply after the disaster in Japan, the use of air conditioners is limited. Therefore, textile products for air-conditioner diseases are expected to be slow-moving. Affected by this, the product designs for summer smocks and woolen fabrics that are worn in the air-conditioned environment have also been adjusted, and the market sales have been relatively stable.

High value-added new women's clothing sold in June, sales of dress products, "free zone" brand sales increased by 10% year-on-year, Sybilla increased by 13%. "Free Zone" uses copper ammonia fiber/cotton/hemp for the development of the product price of 29,000 yen, Sybilla Indian linen / cotton as the raw material of embroidery style products price of 39,000 yen, became the best-selling this season.

The style of the pair's collar was comfortable to wear and the activity was convenient. The price of the silk-calendered Paisley printing product launched by UNTITLED was 24,000 yen, and the sales situation was getting better. Paul Stuart also added a cool-processed mercerized cotton product for a temporary price of 43,000 yen. Companies generally stated that this year's summer sales season will continue until the end of August. During this period, they will also launch new products and best-selling models in order to strengthen the sales of regular-priced products from July to August.

In July, the proportion of Tokyo Style's launch of summer functional products to the market increased by 2 to 2.5 times from the same period last year. In the same month, the Sanyang Chamber of Commerce's Women's Planning Department increased its budget for new business plans by 10%. Touch-sensitive and UV-protective fabrics will be used in many brands in July. From July to August, the amount of regular-priced products (including additional products produced in free zones) should be equal to last year.