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Major Convenience Store Chains Expand Apparel Offerings, Aiming to Attract Younger Customers with Fashion-Forward Visits
Major convenience store chains are stepping up their apparel offerings, including clothing and fashion accessories. Seven-Eleven Japan has teamed up with major apparel company Adastria to launch 28 Seven-exclusive items nationwide on September 25, including T-shirts, scrunchies, and seasonal scarves from Nico and and Lowrys Farm, both popular among young women. According to Seven-Eleven, about 40 percent of last fiscal year's customers were aged 50 or older, while those in their 20s or younger accounted for only about 17 percent. Junko Watanabe of the merchandise division stressed that acquiring younger customers is essential for continued long-term growth, and indicated a plan to double apparel sales by fiscal 2025. FamilyMart, which moved early to strengthen its clothing lineup, began nationwide sales in 2021 of its own brand Convenience Wear, developed with a famous designer. Its flagship store, which opened in Tokyo in July this year, carries about 300 items and includes fitting rooms, with a target of 30 billion yen in sales for fiscal 2026, 1.5 times the previous fiscal year. Lawson also expanded the range and floor space for Muji clothing from April, and on September 29 launched items including gloves in collaboration with the lifestyle brand Bruno. According to the Japan Franchise Association, customer traffic at existing convenience stores has fallen below the same month a year earlier for 14 consecutive months, and attention is focused on whether apparel can create destination-purchase demand and lift sales per store.
3382.JP · Demand · Positive Seven-Eleven Japan launches 28 exclusive apparel items with Adastria to attract younger customers and aims to double apparel sales by fiscal 2025.
7453.JP · Demand · Positive Lawson expands Muji clothing range and floor space and launches Bruno collaboration items, part of convenience-store apparel push.
Lawson, Inc. · Demand · Positive Lawson expands Muji clothing range and floor space and launches Bruno collaboration items, part of convenience-store apparel push.