Major Convenience Store Chains Expand Apparel Offerings, Aiming to Attract Younger Customers with Fashion-Driven Visits

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Summary · why it matters

Major convenience store chains are expanding their apparel offerings, including clothing and fashion accessories. Seven-Eleven Japan has partnered with apparel giant Adastria to launch 28 Seven-exclusive items nationwide on September 25, including T-shirts, scrunchies, and seasonal scarves from the popular young women's brands Nico and and Lowrys Farm. 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 attracting younger customers is essential, and the company aims to double its apparel sales by fiscal 2025. FamilyMart, which moved early to strengthen its clothing lineup, began nationwide sales of its own brand Convenience Wear in 2021, featuring a famous designer. Its flagship store, which opened in Tokyo in July this year, is equipped with fitting rooms and carries about 300 items, with a target of 30 billion yen in sales for fiscal 2026, 1.5 times the previous year. Lawson has also expanded the range and floor space for Muji clothing since April, and on September 29 launched gloves and other items 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 products can create destination-purchase demand and boost sales per store.

Impact on assets 3

Digital Finance & Tokenization▲ · 1 stocks
Seven & I Holdings Co., Ltd.
3382
▲ PositiveDemandrelevance

Seven-Eleven Japan partners with Adastria to launch 28 exclusive apparel items nationwide, aiming to double apparel sales by fiscal 2025 and attract younger customers.

Consumer Discretionary▲ · 1 stocks
Energy Transition & Power Demand▲ · 1 stocks

Off-coverage companies 1

Lawson, Inc.Private▲ Positive
Demandrelevance

Lawson expanded Muji clothing range and floor space and launched Bruno collaboration items on September 29 to drive store traffic.

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