Despite previous generations wearing traditional clothing near-entirely, following the end of World War II, Western clothing and fashion became increasingly popular due to their increasingly-available nature and, over time, their cheaper price. It is now increasingly rare for someone to wear traditional clothing as everyday clothes, and over time, traditional clothes within Japan have garnered an association with being difficult to wear and expensive. As such, traditional garments are now mainly worn for ceremonies and special events, with the most common time for someone to wear traditional clothes being to summer festivals, when the is most appropriate; outside of this, the main groups of people most likely to wear traditional clothes are geisha, and sumo wrestlers, all of whom are required to wear traditional clothing in their profession.