Nina Jobst
Research expert covering South Korea
Fashion market in Japan - statistics & facts
The Japanese apparel market was among the largest in the world. While traditional clothing has remained an integral part of Japanese culture, the industry has been adapting to Western fashion trends and, in turn, setting trends itself. National dresses like kimonos are nowadays worn mostly on special occasions or bought as souvenirs by overseas tourists. Instead, so-called Western-style clothing, referring to non-traditional items such as pants, skirts, and suits, has replaced traditional garments in everyday life. A major factor influencing the shifting styles has been apparel manufacturers and retailers, whose clothing sections are dominated by an assortment of Western clothing.
Fast fashion companies such as Fast Retailing’s popular brands Uniqlo and GU have been steadily rolling out new styles through their seasonal collections and limited-edition collaborations with popular media. With FamilyMart venturing into apparel retail through its “Convenience Wear” brand, a new fashion segment known as “convenience store fashion” (“konbini fashion”) has emerged in Japan. Though still low in purchase ratio, this segment has attracted consumer interest as an affordable and accessible fashion option.
A recent trend in the fashion landscape is a form of guilty consumption. Fashion brands labeled as ultra-fast fashion have emerged as competitors targeting mainly young consumers through online marketing channels. Although shoppers acknowledge the environmental impact of short product lifecycles, some are attracted to the design variations and low prices as they chase trends on a budget. As such, affordability, design, and trends will continue to be driving factors in purchase decisions in Japan’s fashion market.
Diversity of Japan’s fashion brands
Japan is home to large fashion brands catering to the diverse demands of consumers, ranging from affordable casual wear to high-end luxury fashion. Whereas global fashion shows are major trendsetters for the imported luxury fashion segment, local fashion events showcasing casual wear primarily by Japanese brands are directed at the general public. Domestic brands present their newest product lines by partnering with fashion magazines targeted at teens and young adults.Fast fashion companies such as Fast Retailing’s popular brands Uniqlo and GU have been steadily rolling out new styles through their seasonal collections and limited-edition collaborations with popular media. With FamilyMart venturing into apparel retail through its “Convenience Wear” brand, a new fashion segment known as “convenience store fashion” (“konbini fashion”) has emerged in Japan. Though still low in purchase ratio, this segment has attracted consumer interest as an affordable and accessible fashion option.
Sustainable fashion trends
In recent years, SDG concepts have become recurring topics of discussion in online media and on TV. With consumer awareness of sustainable shopping habits rising in Japan, fast fashion brands have been trying to distance themselves from the image of short product lifecycles and wasteful consumption. Collection services and sustainable materials are being built into marketing strategies to promote the eco-friendliness of brands. Nonetheless, direct disposal as household waste remains the preferred method when the season for wardrobe changes arrives.A recent trend in the fashion landscape is a form of guilty consumption. Fashion brands labeled as ultra-fast fashion have emerged as competitors targeting mainly young consumers through online marketing channels. Although shoppers acknowledge the environmental impact of short product lifecycles, some are attracted to the design variations and low prices as they chase trends on a budget. As such, affordability, design, and trends will continue to be driving factors in purchase decisions in Japan’s fashion market.
