Dress Up Man Day campaign begins

22 Sep '06

3 min read

Japan Apparel Industry Council calls for a campaign held at men's floor of department stores every season under the name of Dress Up Man Day.

This campaign is set up to aid the start up of each season and also to increase demands for men's fashion. This autumn winter's theme will be “Sexy Autumn Men”.

The theme will bring forth dark autumn colors such as dark purple in the chest and gray for the suits, but also concentrate on the main stream trend of “British Traditional”. This campaign will be covered on the men's magazine Leon, and have the icon model show different styles under this theme in 4 pages. This coverage will later be used as POP visuals in stores.

Thanks to the Cool Biz campaign and the large impact brought upon by magazines, Dress Up Man Dan campaign, will welcome their 6th campaign with great excitement.

Still, the sales in spring and summer had been very dull. Most claim the weather had much to do with the downhill, but others have become aware of the fact that the male consumers are becoming stricter in terms of what they wear.

Last year's Cool Biz campaign had pushed the shirt market up to a position no one would have ever imagined them to be at. The demand had rippled into the casual market with men buying casual button down shirts.

With this year's campaign, department stores and apparel companies will bring out to the very front the gray tone. They hope to create a new wave of demand by holding variety of gray tones and recommend colors such as purple and other colors that would have not sold well before for neckties.

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