Leon is the leading magazine for the more mature man in Japan
An unexpected surge in sales of fashion magazines aimed at men in their 30s and 40s has taken the magazine industry by surprise. Bucking the general downward trend in sales for print magazines, titles like Leon have been getting snapped up by style-conscious guys over the past two years.
According to the National Publication Association’s Publishing Research Institute, sales of men’s magazines for the 30-40 age bracket began to rise around 2010. Sales of these magazines were up a whopping 38.3% from Jan. to Nov. in 2012 compared to the same period the previous year, climbing from 2.66 million copies sold in 2011 to 3.68 in 2012. Just five magazines fit into this niche market, with Leon taking the largest slice of the market share, accounting for a third of sales. The other magazines are Oceans, Uomo, Men’s Ex, and 2nd.
Though Leon was responsible for creating the concept of the “choi waru oyaji” — which roughly translates as “bad-ass middle-aged dude” — personified by fashionable middle-aged guys like Italian heartthrob Panzetta Girolamo, this does not appear to have been the trigger for the trend. It’s more likely that the recent women’s magazine concept of the “ikedan,” or cool husband, has inspired women to buy men’s magazines for their husbands in an effort to get them to improve their appearance.
For single men in their 30s and 40s, it may have been the explosion in en masse dating activities, such as machi kon events, that drove them to the magazine racks for tips on sharpening up their looks, making them better equipped to duel it out with younger, more fashionable rivals. According to J-Cast, these guys aren’t a bunch of aging rams dressed up as lamb, they’re simply men who would like to take care of their looks, whether to score a date or simply to score brownie points with the wife.
The trend has, of course, had a positive impact on the clothing industry. Yano Research Institute reports that in 2011, sales for menswear (including suits, western clothing, and accessories) were up 2% on the previous year. Meanwhile, the Japan Department Stores Association reported a 1.7% rise in the sale of men’s suits in 2011 compared to the previous year. Furthermore, the men’s department of Isetan in Shinjuku reported that sales of suits and western clothes were up 2% for the period between April and September in 2012.
The growing market has inspired Hankyu department store, which previously concentrated on women’s clothing, to open up Hankyu Men’s Tokyo in Yurakucho in Oct 2011. Since then, they’ve clocked in impressive sales of over 12 billion yen. We expect to see other department stores follow their lead.