Japanese convenience stores expand their clothing business from ‘emergency use’ to ‘daily wear’… Increased sales and diversification of customer base

Large Japanese convenience store companies are focusing on securing younger customers by strengthening their fashion and clothing businesses as growth slows due to high prices and population decline.

According to the Yomiuri Shimbun on the 9th, convenience store clothing, which had been focused on 'emergency wear' for sudden rain or business trips, has recently been rapidly expanding into the 'daily wear' area.

7-Eleven Japan, in collaboration with a famous clothing company, will introduce a total of 38 types, including 23 types limited to Seven, such as mufflers, T-shirts, and Hello Kitty hoodies, at stores nationwide starting on the 25th.

Through this, 7-Eleven plans to double clothing sales and expand its customer base, which was mainly men in their 50s or older, to include younger people and women.

Family Mart, which introduced the concept of fashion to convenience store clothing by launching T-shirts, socks, and umbrellas under its own brand 'Convenience Wear' starting in 2021, launched '47 prefecture (metropolitan government) socks' with representative regional flower colors this month.

Last July, dresses and jackets were sold at the Azabudai flagship store in Tokyo.

Family Mart set its clothing sales target for 2026 at 30 billion yen (about 262 billion won), a 50% increase from the previous year.

Lawson, which has partnered with 'MUJI' and operates a dedicated section within the store, also doubled the display space for MUJI clothing starting last April and began selling baby clothes from the children's clothing brand, increasing related sales by 30% compared to the same period last year.

However, some point out that convenience stores have a smaller store area compared to fashion specialty stores, and the purchase frequency of fashion items is significantly lower than that of food, so trends change quickly, so there is a limit to profit expansion.