Major convenience store chains in Japan are expanding their apparel offerings, including clothing and fashion accessories, to attract more young consumers. While convenience store apparel has traditionally been purchased mainly to meet urgent needs, such as during business trips or rainy weather, operators hope that rolling out products emphasizing design and materials will encourage more people seeking fashionable items to shop at convenience stores. Seven-Eleven Japan teamed up with apparel company And ST to release 28 limited-edition items, including T-shirts, scrunchies and scarves from And ST’s “nico and...” and “Lowrys Farm” brands, which are popular among young women, in stores across the country on Sept. 25.
According to Seven-Eleven Japan, people in their 50s and older accounted for about 40% of visitors to its stores last fiscal year, while those in their 20s and younger made up only about 17%. Seven-Eleven Japan aims to double its apparel sales from fiscal 2025. FamilyMart was the first convenience store chain to boost its apparel business.
In 2021, it hired a well-known designer and began nationwide sales of its in-house brand Convenience Wear. Its focus on design and functionality led to the brand’s socks and handkerchiefs becoming major hits. A flagship store that opened in Tokyo this July has fitting rooms and carries about 300 products.
FamilyMart aims to raise sales 50% from the previous fiscal year to ¥30 billion in fiscal 2026. Lawson has expanded its lineup and sales spaces for Ryohin Keikaku’s Muji brand clothing items since April. On Tuesday, it rolled out gloves and other items in collaboration with lifestyle goods maker Bruno.
According to the Japan Franchise Association, convenience store customer traffic has been falling year-on-year for 14 straight months on a same-store basis. Amid a challenging business environment due to population decline and inflation, attention is focused on whether convenience store chains can attract customers specifically seeking apparel items and boost per-store sales.
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