With the huge popularity and commercial success of “cool-biz” this past summer are you ready for “warm-biz” this fall/winter?
Cool-biz, heavily backed and promoted by the Japanese government and corporations as well as apparel manufacturers and retailers was highly successful for several reasons; the sweltering heat and humidity of the Japanese summer coupled with the potential for power outages and electricity cuts due to the earthquake and tsunami.
Warm-biz, which found its roots in 2005, has not really caught on – yet. And though the Japanese government has yet to begin promoting warm-biz for the coming fall/winter months, corporations still seeking energy savings and apparel manufacturers and retailers (especially department stores) seeking sales have already begun to promote warm-biz to their employees and customers.
To see the direction warm-biz sales are heading look no further than Japanese denim and casual apparel company Edwin, which is already forecasting an increase of 60% in sales of casual pants for men, while Onward Kashiyama is predicting double-digit growth for men’s casual pants. In terms of tops, Fabricant, license hold for Lacoste in Japan has already seen sales of long sleeve polo shirts increase 10% from the same time last year.
Is this the start of a trend? Is it supply meeting demand or supply driving demand?
Diego, an office worker in Ginza I spoke to this morning told me he would not embrace warm-biz as he feels for his line of work in sales it is too casual and he would not feel comfortable attending a meeting with clients dressed in chinos and turtlenecks.
Will other male office workers feel the same? And what do their female co-workers think?
Aki, an offer worker in Ginza told me she would like to see some of her male coworkers dressed more causally in the winter though there has to be a line; no chinos and no grandpa vests!
Do you hear that Japanese men – no grandpa vests.
Information Fabricant, Onward Kashiyama, Edwin Co. & Nikkei