In Japan over the past couple of years, we've seen washable wool in everything from Konaka men's suits to sweaters by UNIQLO.
And now it turns out that manufacturers of women's suits are getting in the game too. Last week a Nikkei article mentioned that Isetan recently teamed up with Inéd, a popular brand amongst Japanese office ladies, to offer limited-edition, washable Inéd suits at prices comparable to the brand's regular offerings.
In tough economic times, shoppers start thinking hard about justifying each purchase they make, and providing a "reason why" allows them to spend more freely. "Just think about how much I can save on dry cleaning costs. . ."
Although it's not an answer for everybody, leveraging new technology like this may be one way to get Japanese consumers to revisit your brand. It's worked before on products that were technology-oriented to begin with, and also on items like fashion and sweets—normally not the kinds of things sold on functional benefits in other countries.
