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Summer clothing selling well amid scorching heat

Jiji Press

A woman looks at summer clothes at a department store in Tokyo on Thursday.

Jiji PressTOKYO (Jiji Press)—Summer clothes and cold desserts are flying off the store shelves in Japan after the end of this year’s rainy period in late July brought scorching summer heat.

Temperatures have been topping 35 C in central Tokyo. A department store official expressed hopes for a sales boost after a sluggish July.

At department stores, sales of ladies’ summer wear are on a recovery from the low levels marked during the rainy season.

“Demand for one-piece dresses is coming back,” an official at Tobu Department Store Co.’s flagship store in Tokyo’s Ikebukuro district said, noting that their sales have risen about 20 percent from a year before since the end of the rainy season.

At Sogo & Seibu Co.’s Seibu Ikebukuro flagship department store, sales of resort wear swimsuits complete with a dress to walk around the city jumped about 50 percent.

Parasols are selling fast this year, especially those for men. Demand for men’s parasols has been boosted by the Environment Ministry’s campaign to increase the number of male parasol users.

“[Men’s parasols] have begun selling well since the end of the rainy season, and sales at all of our stores in the week through Sunday have grown 2.7 times over a year before,” a Sogo & Seibu official said.

Sales of cold desserts such as shaved ice and sports drinks are also on the rise. At Seven-Eleven Japan Co. convenience stores, sales of Akagi Nyugyo Co.’s Garigarikun popsicles in the week after the end of the rainy season grew 1.9 times from a year before, while sales of Otsuka Pharmaceutical Co.’s Pocari Sweat sports drink rose 1.8-fold.

The sales volume of shaved ice desserts at department stores in Tokyo rose around 10 to 30 percent from that during the rainy season. “Cold desserts that can cool down the body are perfect for the summer heat,” a sales clerk said.

At electric appliance retailer Bic Camera Inc., the sales volume of air conditioners doubled in the roughly 10 days after the end of the rainy season, while the number tripled for fans.

“Purchases of air circulators have been also on the rise as a way to deal with places the cold air from air conditioners can’t reach,” a Bic Camera official said.Speech

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