[Senior Trend] On the 1st Floor of Keio Department Store in Japan, Senior Shoes Instead of Luxury Goods

In Tokyo, there is a street known as the Harajuku for grandmothers. It is the Jizo-dori shopping street near Sugamo Station in Toshima Ward. The Japan National Tourism Organization introduces this place as a travel route from the Edo period. Over 200 shops line the street, selling all kinds of goods for the elderly, from clothing and shoes to health foods. There is a temple called Koganji, famous for its Kannon statue said to heal illnesses, attracting many sick people and their families. Red underwear, believed to bring good luck, is also a specialty. Large price tags written in red letters for easy recognition, vehicles allowed only at specific times, and curbless sidewalks make it safe and convenient for cane, walker, and wheelchair users alike. Most of the staff and customers are seniors. Since both shop owners and regular customers naturally age together, people in their 60s and 70s are common, and several regulars are even in their 80s. Benches for resting are placed at regular intervals, and bulletin boards for posting flyers are found throughout, featuring various hobby classes and seasonal food introductions. Osteopathy clinics and dental offices are relatively frequent, and lottery ticket booths and jelly and miscellaneous goods shops shaped like Buddha statues were interesting. Because it is an old shopping street, not only is the composition familiar, but prices are relatively low, which draws many seniors.

The most impressive place was the Keio Department Store. Located in the heart of Shinjuku, Tokyo, it was a paradise for grandmothers and grandfathers. Unlike Korea, where a ‘senior avoidance’ strategy seems to be the trend, this store appeared to actively consider visits from senior customers. There was much to learn from its spatial layout, product selection, and service composition. First, the spatial layout was different. Usually, the first floor of a department store is the highest-grossing area, so luxury bags or high-end cosmetics brands are placed there, but here, functional shoes for seniors and hats for warmth or heatstroke prevention are located. Pet snacks and chairs placed throughout were also distinctive. Seniors in their 70s or 80s typically browse the first floor, then take a dedicated elevator to the 8th floor for caregiving and daily necessities shopping, and shop for fresh foods in the basement level 1 before leaving. Those in their 50s or 60s visit relatively more floors, and I followed that flow.

Taking the dedicated elevator to the 8th floor of the department store leads to the ‘Heartful Plaza.’ It is a space dedicated to caregiving products, senior foods, and assistive devices. Each store has staff who understand the physical and mental conditions caused by aging well and provide detailed explanations about products and services. There are resting areas and chairs throughout, allowing shoppers to have a light snack or rest while shopping or paying. The hearing aid store was small but offered various colors, types, sizes, and functions of hearing aids. Insurance consultations related to hearing aids were also available on the spot. The wheelchair store distinguished between home-use and outdoor-use wheelchairs and allowed selection by body size. Wheeled carrier-type shopping baskets seemed essential for grandmothers. They came in various patterns and shapes; high-end models even had motors and could transform into chairs. Canes were essential for grandfathers, and some were designed to prevent getting lost for dementia patients. A store displaying colorful wigs also featured natural gray hair. There was even a place for kimono repairs.

In the service section, the clothing and beauty corners were remarkable. Many photos of grandmother models were visible, but rather than being glamorous or pretty, the models reflected the average body shapes of each generation. Next to the women's clothing store was a health food corner. While selling wrinkle-improving cosmetics, they offered soft foods for people with weak teeth as bonus products. The hobby goods store had various sewing machines, threads, drawing tools, and easy plant-growing supplies. The bakery’s bread sizes were unusually small, so I asked about it. They made smaller portions at lower prices to accommodate seniors who have reduced digestion or appetite compared to before. There were also breads suitable for people with underlying conditions like diabetes. There was a corner for meditation and psychological counseling, and pamphlets related to wills caught attention. A space for 15-minute massages was also available. The ATM had large, easy-to-read guide posters, and the food court offered seasonal special menus and old-style dishes favored by seniors.

What was surprising was the price. For the same floral sweater, the 8th-floor (senior) store priced it in the 200,000 won range, the 3rd-floor (youth) store in the 100,000 won range, and the Harajuku secondhand shop in the 10,000 won range. Simply by design, they looked similar, but the quality of the fabric, durability, and services differed. It seemed to reveal how much purchasing power the senior generation has as consumers. By approaching middle-class and above senior customers as a comfortable department store, it became a good space not only for their peers but also for their children and grandchildren to visit together. On the 9th-floor terrace, senior friends were resting and looking at the items they had purchased, and on the 7th-floor children’s store below, family shopping groups with grandmothers or grandfathers were visible. In Korea, families with babies often say department stores are the most convenient because they are easy to navigate with strollers and have well-equipped restrooms. Watching a place in Japan where seniors shop comfortably made me realize anew how important convenience is for everyone from children to the elderly.

Looking at the positive changes Japan has made due to super-aging, aging is not necessarily sad or gloomy. Although it is to attract senior consumers and open their wallets, companies and the government are creating and providing customized products and services that maximize convenience. It is not only good for seniors but also comfortable for me and safe and easy to use for children. Seeing Japan, where the senior business market has fully opened, makes me look forward to new developments in Korea, which is approaching a super-aging society.

Lee Boram, CEO of Third Age