Changes in Senior Women's Behavior and Deteriorating Mail-Order Profitability Due to Warm Winters
First written in FY2024-Q3. 2 of 3 entries say "Materialised", first in FY2024. Latest entry: FY2026-H1.
halmek holdings moved to the "Worse" side of this theme in 2024, 6 years after the typical company in this theme (2018).
The whole theme swung hardest in 2024: 22 of 30 companies on the "Worse" side.
21 other companies' latest entry also says "Materialised".
- FY2026-H1MaterialisedAnnual report
「The sales efficiency of fashion products designed for extremely hot weather deteriorated as the company struggled to respond to the heat」
In addition to weak sales of winter products due to the mild winter, sales efficiency of fashion products designed for extremely hot weather deteriorated, and this was cited as a factor behind lower profit in the Harumek business. - FY2024MaterialisedAnnual report
「Meanwhile, as the negative impact of the easing of the COVID-19 pandemic on the company's business, changes in the behavior of its senior female customers have become particularly pronounced since autumn. For example, whereas customers previously tended to purchase products used at home, since autumn demand has shifted toward items such as clothing to wear when going out and makeup products for going out. These factors, together with weak sales of winter products due to the mild winter, reduced the conversion of catalog distribution into sales and eroded profitability.」
Demand among senior women actually shifted toward products related to going out, while sales of winter products were weak due to the mild winter, resulting in lower sales conversion and profitability. - FY2024-Q3First statedAnnual report
「Meanwhile, as the negative impact of the easing of the COVID-19 pandemic on the company's business, changes in the behavior of its senior female customers have become particularly pronounced since autumn. For example, whereas customers previously tended to purchase products used at home, since autumn demand has shifted toward items such as clothing to wear when going out and makeup products for going out. These factors, together with weak sales of warm-weather products due to the mild winter, reduced the conversion of catalog distribution into sales and eroded profitability.」
The company explained that demand actually shifted toward products related to going out and that sales of warm-weather products were weak due to the mild winter, resulting in lower sales conversion per catalog distributed and lower profitability.