With the aim of exploring the future direction of merchandising by specialty fashion shops, we carried out a study of the transition and current state of fashion merchandise, using Japanese specialty fashion shops for the mature female generation as subjects. The study was carried out in two ways: an examination of the literature on the theme of fashion, and a survey at the storefront. The results are as follows:1. According to the results of the literature examined Specialty fashion shops have been around since about the 1960s as a type of apparel sales business. After going through a period quantitative enrichment and then qualitative enrichment of apparel, the specialty shops are now facing a time in which lifestyle and fashion are becoming inseparable. Reflecting this trend, the specialty shops are being segmented, based on the customeru27s diversified tastes in lifestyle.2. The specialty shops have changed from those featuring a single product line, with a deep assortment within that line to those carrying multiple lines with an assortment corresponding to the concept of the shop.Merchandising by specialty fashion shops for the mature generation is expected to become lifestyle-oriented, and the market is expected to change from a nationwide operation type to a community based type.
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