Ozaki shoji, one of Japan's biggest makers of school uniforms, has a problem. Its core product is in increasingly scarce demand, as the number of Japanese children drops. So Ozaki Shoji has branched out into casual wear, in the hope of widening its target age-group. A small rival, Onoto, which like Ozaki Shoji is based in the south-western prefecture of Oka-yama, seems to be having a harder time adapting. Its managers think that a trend towards more individualism in schools is also reducing demand for uniforms, in addition to the demographic trends that are hurting their firm. The problem is not confined to uniform-makers. Low birth rates mean not only fewer schoolchildren in Okayama, but also fewer young workers for Onoto's factories. This is just the start of a demographic shift that will trigger profound changes in Japan's economy and society.
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