Japan Apparel Market Size, Key Trends and Brands, Consumer Behavior, and Forecast, 2020-2025
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The apparel market size in Japan was ¥9,640 billion in 2020. However, inflation will drive the market so that it fully recovers by 2024, with a forecast CAGR of less than 1% from 2019-2025. The pandemic led many consumers in Japan to adapt to work from home and even when restrictions were eased, many continued hybrid work schedules. There is also a trend in Japan that is geared towards comfortable, multi-purpose clothing that can be worn for various occasions, which has driven sales of casual wear and sportswear. Within sportswear, both technical and athleisure styles are expected to remain popular amongst Japanese consumers, with sub-categories such as leggings and trainers set to outperform most other categories from 2019-2025.
The Japan apparel market report offers a detailed analysis of the apparel market in the country with COVID-19 impact. It includes analysis of COVID-19 impact on customer shopping behavior, key apparel retailers, sector analysis, trends, and retailer reactions.
Overview of the Japanese apparel market
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What are the market dynamics of the Japanese apparel market?
The pandemic hampered spending in Japan’s apparel market. Moreover, the health crisis affected consumer and business confidence, leading to cautious consumption, especially for discretionary products like apparel. However, the apparel market saw a moderate rebound in 2021, with sales expected to have risen by more than 9% in 2021, driven by the online channel.
The apparel market is set to recover by 2024, driven by the strong inflation and increased interest in casualwear such as tops & t-shirts and shorts & trousers. A heightened interest in health & fitness spurred on by the pandemic will boost sportswear sales, with items like leggings and trainers particularly driving spend.
Swimwear and shoes & boots will fail to return to pre-pandemic levels by 2025, and ties will be a big losing category, as consumers will purchase fewer formal accessories as office wear becomes more causal. Purchases will only be out of necessity when people are expected to dress in formal attire for work or special occasions.
What are the key categories of the Japanese apparel market?
The key categories of the Japanese apparel market are womenswear, menswear, childrenswear, footwear, and accessories.
Japan apparel market, by category
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What are the key distribution channels of the Japanese apparel market?
The key distribution channels of the Japanese apparel market are hypermarket/supermarket, brand’s own store, online – retailer (e.g.: supermarket/retailer’s website), online – direct from brand, department stores, other retailers, online – social media website, online – regular subscription, online – other, and open markets.
Supermarkets and hypermarkets are the most popular channel to purchase apparel from among Japanese consumers, as these locations offer greater convenience and their value offerings appeal to those that are more economically conscious. Japanese shoppers rapidly shifted purchases to the online channel amid the pandemic, however, many continued using retailers’ and brands’ physical stores. Additionally, social media has become a channel of importance as customers started spending considerable time on these platforms.
Japan apparel market, by distribution channel
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What are the major brands of the Japanese apparel market?
The major brands of the Japanese apparel market are UNIQLO, Nike, Alpen, Nishimatsuya, GU, Chanel, Gunze, Muji, Hermès, and LL Bean.
UNIQLO
The retailer came out as the biggest winner in 2020 gaining a 1.1ppt market share as its casual, practical basics were in demand during the pandemic. In Q1 FY2021/22 (for the three months ending 30 November 2021), its global sales were up almost 1% on a two-year basis, as its investments in innovation and growing its online capabilities gave it an edge over the competition.
Nike
The brand’s wide sportswear range and robust image give it greater appeal amongst Japanese consumers looking for trend-led sportswear items. Its inroads into direct-to-consumer have proved beneficial to connect with customers, as has its efficient online platform, with global revenue for Q2 FY2021/22 of more than 9%.
Alpen
Alpen’s expertise in technical sportswear and growing consumer interest in outdoor activities led to growth in market share. As a result of its store expansion and emphasis on experience-based retail, the brand will continue its strong appeal among Japanese customers.
Nishimatsuya
The retailer’s focus on childrenswear and maternity wear helped to prop up sales during the pandemic due to the essential nature of such clothing. However, the company must review its offerings to retain sales growth, as childrenswear volumes are set to decline over the forecast period.
GU
The brand’s market share increased by 0.1ppt in 2020 as it was able to capitalize on the casualization trend by being available on the right channels, with promotions and brand messaging which resonated well with Japanese consumers.
Japan apparel market, by key brands
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Market report scope
Market size (2020) | ¥9,640 billion. |
CAGR (2019-2025) | <1% |
Forecast period | 2019-2025 |
Key categories | Womenswear, Menswear, Childrenswear, Footwear, and Accessories |
Key distribution channels | Hypermarket/supermarket, brand’s own store, online – retailer (e.g.: supermarket/retailer’s website), online – direct from brand, department stores, other retailers, online – social media website, online – regular subscription, online – other, and open markets. |
Key brands | UNIQLO, Nike, Alpen, Nishimatsuya, GU, Chanel, Gunze, Muji, Hermès, and LL Bean. |
Scope
- Despite being less affected than other countries, the pandemic quashed Japan’s apparel spend by ¥1,835 billion.
- Brands that focus on a clear brand image and incorporate culturally relevant designs have gained popularity.
- Casualization, along with the interest in sportswear, is here to stay and will drive the apparel market.
- Online is the main channel of growth for apparel in Japan, with brands heavily reliant on physical stores losing share.
Reasons to Buy
- Gain a comprehensive view of the Japan apparel market and forecasts to 2025.
- Explore new opportunities that will allow you to align your product offerings and strategies to meet demand following the impact of COVID-19 on the apparel market.
- Investigate current and forecast trends in apparel categories to identify the opportunities offering the most potential.
- Understand who the main competitors are in the sector and the price positioning.
World Co.
GU
Nike
Adidas
Alpen
Nishimatsuya
Zara
AOKI
Wacoal
Table of Contents
Frequently asked questions
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What was the Japanese apparel market size in 2020?
The apparel market size in Japan was ¥9,640 billion in 2020.
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What is the market growth rate of the Japanese apparel market?
The Japanese apparel market is expected to grow at a CAGR of less than 1% during 2019-2025.
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What are the key categories in the Japanese apparel market?
The key categories of the Japanese apparel market are womenswear, menswear, childrenswear, footwear, and accessories.
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What are the key distribution channels of the Japanese apparel market?
The key distribution channels Japanese apparel market are hypermarket/supermarket, brand’s own store, online – retailer (e.g.: supermarket/retailer’s website), online – direct from brand, department stores, other retailers, online – social media website, online – regular subscription, online – other, and open markets.
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What are the major brands of the Japanese apparel market?
The major brands of the Japanese apparel market are UNIQLO, Nike, Alpen, Nishimatsuya, GU, Chanel, Gunze, Muji, Hermès, and LL Bean.
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