Appetite for apparel

Japan is one of the world’s largest fashion apparel importers and considered a trendsetter for other countries in Asia. Its clothing and textile market is stable, but competitive, also since consumer spending has decreased in the past years. While fast fashion chains such as UNIQLO and Muji are flourishing in Japan, consumers value high-end fashion products, seeking fashion with higher quality. Besides quality, primary purchase drivers are comfort and fit. While specialty stores and department stores are still the primary channel for apparel sales, the e-commerce channel emerged and grew significantly since the pandemic. Since recent years, there is more awareness about sustainability and human rights in the apparel supply chains, though Japan is still behind compared to Western countries.