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Fashion Guidance for Aging Japanese Lads
Slick Magazine Entices Young-at-Heart 'Elder Boys' to Trade a Little Cash for a Lot of Cool
Washington Post --TOKYO, Dec, 16 -- For 12 straight years, sales have fallen in Japanese department stores, with clothing sales -- t he most important category for revenue and profits -- driving the slide.
Behind the sagging rag trade is demography. Young spenders are increasingly rare. And there are swelling herds of older savers.
Enter OilyBoy -- a slick new magazine designed to excite consumption among "elder boys."
Weathered, wrinkled and bald though they may be, the aging Japanese lads who read OilyBoy are still out on the town, drinking. Or up in the mountains, backpacking. Or down at the beach, surfing....
