By Wonsuh Song
FamilyMart in Japan introduced a casual clothing brand called “Convenience Wear,” and it has been making waves. Offering basic items like underwear, socks, and T-shirts right in the convenience store is a novel idea—one that combines inexpensive prices with surprisingly decent quality. Sales have already surpassed 45 million units, reflecting the strong customer response. After personally visiting a FamilyMart and trying out their products, I’ve come to see firsthand how the principle of “ease” can become a true innovation.
Until recently, my perception of convenience stores was that they were just places to pick up a quick snack or small household items. However, the current moves within the convenience store industry go far beyond “just grabbing a bite.” In particular, FamilyMart’s bold introduction of items like bras, T-shirts, and socks shows that consumers can now conveniently pick up clothing any time, anywhere. The bra I purchased was both comfortable and reasonably priced—enough to make me realize that now, even buying clothes at a convenience store makes sense.
Naturally, this new approach does have some hurdles. Some critics worry that convenience stores might overshadow smaller local retailers, or argue that their designs are too plain to create a distinctive brand identity. Yet from the customer’s point of view, it’s hard not to be pleased with the convenience: affordable prices, decent quality, and easy access in every neighborhood. Many who try such items tend to become repeat buyers, so this market has a strong possibility of expanding further.
It’s noteworthy that this convenience-store innovation is unlikely to remain confined to Japan. In South Korea, for instance, stores are starting to offer novel services—like freshly blending smoothies on the spot—proving that even “small but impactful” transformations can have a ripple effect. Products that used to require a trip to a large shopping mall or an online marketplace can now be picked up at your local convenience store. With the advantage of a physical presence and round-the-clock accessibility, convenience stores are reshaping the landscape of everyday shopping.
Admittedly, many convenience stores in rural areas have been closing, which is worrisome. Still, these sorts of innovative services could open new possibilities for those willing to adapt to local needs. By tailoring product lines and services to their regions, convenience stores could evolve beyond the concept of simple retail outlets and emerge as real “everyday platforms.”
Ultimately, FamilyMart’s strategy—often described as “Uniqlo-inspired casual clothing”—shows us a blueprint for the future of convenience stores. Offering comfortable products at affordable prices, always within easy reach, directly aligns with consumers’ demands today. If convenience stores continue to focus on the “ease” that people desire, they are likely to remain a catalyst for innovation in how we shop and live.
Wonsuh Song (Ph.D.)
Full-time Lecturer, Shumei University / NKNGO Forum Representative
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