Seven-Eleven Japan is collaborating with a major apparel company to sell fashion goods including everyday items such as socks and hair ties and seasonal products like scarves and gloves.

They include T-shirts and sweatshirts featuring Hello Kitty.

About 40 percent of customers at 7-Eleven stores are aged 50 and over, and expanding the customer base to younger generations has become a challenge.

With the new lineup, the company hopes to attract women in their 20s to 40s.

Seven-Eleven also says it aims to generate buzz among younger people on social media.

Convenience store operators are increasingly focusing on apparel products.

FamilyMart, which has already moved into the category, saw sales grow to about 20 billion yen last fiscal year, while Lawson has increased its selection of Muji clothing items by 1.7 times.