Apparel makers, department stores and other fashion-oriented businesses are striving to attract women in their 40s and 50s as they remain active consumers, regardless of economic conditions.
"When we were university students, we had part-time jobs and spent our money on brand-name dresses and bags," says a 47-year-old planning manager at a company in Tokyo's Ginza shopping district. "Those in our generation have a feeling we're always the main characters in society."
After an overseas assignment, the company employee married and now has two children in elementary school. Although busy with both parenting and work, she still pays attention to fashion trends and cosmetics.