Japanese Midsummer Women's Clothing Business War Heating Up

High value-added products and cool comfort design for post earthquake market demand

In June of this year, Japan Women's clothing business in department stores is in full swing, and sales of products with high added value and various functional prices are getting better. Due to limited power supply, the air conditioning facilities are not fully used, and cool function tops and trousers are greatly favored by the consumer market. In addition, the dress is much cooler and more comfortable than other garments, and it is also popular among consumers.

Brand sales overall rise

From June 1st onwards, Department store Shopping centres have launched promotional activities. It is expected that the peak season will continue with the hot weather until the end of September. Although the boom in business war in June was mostly due to discount sales, it has been recovering compared with the sluggish May. Total sales also reached 90% in the same period last year. In the future, the major shopping malls will further expand the category of functional clothing products on the basis of existing commodities.

At present, Clothes & Accessories Manufacturers have achieved flat or even higher sales compared with the same period last year. Since May, many brands have achieved year-on-year sales growth. On June 20~26, the sales of Onward's "free zone" brand goods increased by 15% over the same period last year, and sales in June also broke through the same period last year.

The brand EPOCA, MACKINTOSH PHILOSOPHY and Paul Stuart of Sanyang chamber of Commerce have achieved a 10% growth, and the overall sales of women's clothing planning department also surpassed last year. On June 1~26, the growth rate of Itokin (Yi Du Jin) store brand was ESPIE increased by 11%, Jocomomola7%, Sybilla6%, MK MICHEL KLEIN4%, ELLE PLANETE1%.

Tokyo Style's brand Styleme, Stylecom, Alyesbury and other performance levels also surpassed last year. RENOWN's brand Ensuite's sales of existing prices are flat compared with last year's. WORLD's brand Untitled and Reflect also reached the sales level in the previous year in June. Most brands also launched new models in June and ensured sales through various marketing methods.

Cool touch product Timely launch

In June, the Ensuite brand sold only 5000 pairs of cotton pants and polyester blended fabrics, including some special priced products with high cost performance, but the overall market showed strong demand for design, fabric quality and added value. The "free zone" brand sells shirts made of Italy fabrics at a price of 17000 yen, although the price is higher than the traditional product of 2000 yen, but it is still sold out quickly.

Itokin (Yi Du Jin) has applied natural dyeing technology to 13 brand new shirts, which has played an important role in stimulating the sales of the company. Jocomomola and ESPIE have launched 13000 yen new products, and sales are very promising. All brands will also launch progressive commodities in July.

Men's clothing sales are about the same. After the introduction of the time limit power supply measures, businesses have launched corresponding commodities. The Sanyang chamber of Commerce has introduced cool and cool fabric products to all brands with good results. EVEX by KRIZIA has launched nylon and polyester blended trousers (priced at 9900 yen), and MACKINTOSH PHILOSOPHY cotton blended knitted jackets (11000 yen) are hot. Tokyo Style's ICEFIT and its copper and ammonia fiber cool feel top coat are also very good.

ICEFIT products were functional last year. Fabric On the basis of this, some cotton lace texture elements were added this year, the price rose slightly, but the market reaction was good.

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

Women's wear with high added value sells well

In June, sales of the "free zone" brand increased by 10% over the previous year, and Sybilla grew by 13%. The "free zone" uses copper ammonia fiber / cotton / linen as raw material to develop products priced at 29000 yen, and Sybilla embroidered style products with India hemp / cotton as its raw materials sell for 39000 yen, becoming the best seller of this season.

The collar's style is comfortable and easy to move. The silk calender printed by UNTITLED is priced at 24000 yen, and sales are improving. Paul Stuart has also temporarily introduced a cold felt processing mercerized cotton product at a price of 43000 yen. Companies generally say that this summer sales season should last until the end of 8. During this period, they will launch new products and best-selling funds to enhance sales of 7~8 months.

In July, the proportion of summer Tokyo Style functional products to the market increased by 2~2.5 times compared with the same period last year. In the same month, the women's clothing department of the San Yang chamber of Commerce increased 10% of the budget for the new project. The cool touch and UV protection functional fabrics will be applied to many brands in July. In July, the market share of ~8 positive products (including products added to the free zone) should be unchanged from last year.