Fashion, cosmetics, grooming aren’t markets

just for women anymore

- Debbie Howard

(This article first appeared in the November 28, 2011 issue of The Nikkei Weekly)

M

ost marketing efforts related to fashion,

cosmetics and grooming in Japan are directed

toward women, but it looks as though men

are gaining in importance as a potential target that

several companies have recognized, and with which they

are realizing success.

The most recent example is the new Hankyu Men’s

Tokyo store, located in the increasingly fashionable

Yurakucho district, and just having opened Oct. 15.

The store caters to males aged in their late 20s to 40s,

and features nine floors of all things male. These include

expected items such as men’s accessories (shoes, belts,

ties, underwear and socks) and luggage and leather

goods, as well as newer entrants to the men’s product

array, such as men’s cosmetics, stationary and jewelry.

In addition, the floors offer a clear view of pretty much

any style a man might be seeking: resort and casual style,

dress-up style, modern traditional style (business wear,

casual wear and order-made suits), “light mode” style

(casual wear, business wear, accessories and bicycles),