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Rise in miniskirts signals economy truly on the up
By Ryann Connell
July 31, 2004
Japan's economy is finally back on track. Bonuses are up, optimism is high and
sales of pricey consumer items like air conditioners and plasma TVs are brisk.
All this adds up to another boom in miniskirts, long an indicator of fair
financial fortunes and a reasonable income generator of their own, according to
Spa! (8/3).
A micro-miniskirt boom now heralding Japan's restored business climate will
likely contribute some 22.6 billion yen into the economy, according to the
men's weekly.
"Put simply, when men have some money they gain self-respect, which in turn
makes them confident and more active. Their feel-good attitude reflects first
in their work, then also turns toward love and sex," Isamu Saito, a Rissho
University psychology professor, tells Spa!, adding that these feelings
normally spark a miniskirt revival. "Men are particularly sensitive to visual
stimulation and have a tendency toward thinking everything women do has a
sexual connotation. So, if a woman wears a miniskirt, there's a considerable
chance men will take this as a sexual overture and regard a woman in a
miniskirt as being sexy. No matter how mistaken they may be in their belief,
the men are still excited, and become even more active."
Which, in turn, makes the market more lively as frisky fellars start flashing
the cash to get a piece of the action, or simply just a piece.
Japan's Miniskirt Effect is first felt through women. If just 5 percent of the
country's 11.72 million women aged from their late teens to 29 buy a miniskirt
at an average cost of 15,000 yen, it will pump a whopping 8.7 billion yen into
the market.
And if these gals spend another 10,000 yen apiece on accessories, beauty
treatment or nail polish, the effect grows by a further 351 million yen.
Guys in their 20s to mid-30s, of who there are about 13.5 million, can add 13.5
billion yen to the miniskirt effect just by spending an extra 10,000 yen each
as they try to woo the lasses in their skimpy skirts.
Economic commentator Haruhiko Sato says the financial benefits of the micromini
stretch even further.
"When women buy a miniskirt, they want to go out and show it off. If women go
out, so will guys. This leads to more encounters and more couples forming,
which in turns provides a boon for the food and leisure industries. Guys who've
been thrilled by the exposed women but not fortunate enough to find a partner
of their own will use their money relieving frustrations in the adult
entertainment business," Sato tells Spa! "Women will want to make sure they
look their absolute best, so they'll throw money into things such as beauty
treatment, hair removal, bath fragrances, skincare, vitamins to make their
inner self more appealing, diet products and gyms. Consumption of spicy foods,
or those said to have dietary qualities, will also skyrocket, making Vietnamese
or Japanese cuisine popular. Women will want to take photos of themselves in
miniskirts, which sparks booms in digital camera sales, or the use of instant
photo machines where you can take full-body shots."
Many worry that the excess of exposure also leaves women open to increase
victimization at the hands of Japan's multitude of molesters.
But this also provides business chances, according to the economist, as women
buy summer shawls and stoles that provide enough cover to dull any excitement
that could prompt a pervert to paw, yet can still be removed relatively simply
when the woman wants to flaunt what she's got.
"Women wanting to conceal their legs," Sato predicts to Spa! "could also create
massive sales of large bags (they could place on their laps) or groping
prevention goods.
Copyright 1999-2004, Mainchi Daily. All rights reserved. Ryann
Connell is a Staff Writer and Senoir Desk Editor for the Mainchi Daily News. No
content may be reproduced in whole or part without written permission.
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