The Japanese fashion market (which includes womenâs wear, menâs wear, childrenâs wear and fashion accessories) is one of the largest markets in the world with retail sales of over Â¥9,800 billion in 20
Fashion sector in Japan
Japan is one of the world?s largest fashion markets. It leads the market in Asia, and other
countries in the region look to Japanese trends.
Outside the EU, Japan is the second largest export destination after the US for the British fashion
The Japanese fashion market (which includes women?s wear, men?s wear, children?s wear and
fashion accessories) is one of the largest markets in the world with retail sales of over ¥9,800
billion in 2011 (approximately £80 billion (£1 = ¥120)), up 1.8% from 2010. There are many
Japanese stores nationwide; approximately 250 department stores, 500 fashion boutique chains,
and many other independent stores.
British fashion is generally well accepted amongst Japanese consumers. Japanese society
appreciates the uniqueness of UK design and admires the long history of British fashion brands.
?Made in the UK? is considered by many in Japan as a sign of authenticity.
? Japanese buyers are likely to be interested in British heritage brands made in the UK
which have a long history
? Men?s wear
? Emerging talent
Latest export opportunities ? Fashion
Latest export opportunities ? Japan
Getting into the market
? Direct sales to retailers: this is often the first step for UK companies entering the market
for the first time. UK companies should ensure that their retail prices in Japan are the
same at any store throughout the country. This is important for branding purposes.
? Appoint an agent: this is the best way to present your design or item as your agent will be
responsible for both sales and public relations.
? Distributors / trading houses: again, it is important to ensure that your retail prices are the
same and that you know who your retailers are.
? License your brand: production and delivery are taken care of in the market, however be
certain to maintain control of your brand image.
? Set up an office in Japan: this will provide you with full control over your brand although
a significant investment will be needed to do this.
More about doing business in Japan
Market intelligence is critical when doing business overseas, and UKTI can provide bespoke
market research and support during overseas visits though our chargeable Overseas Market
Introduction Service (OMIS).
To commission research or for general advice about the market, get in touch with our specialists
in country - or contact your local international trade team.
Ms Kae Miyazawa, British Embassy Tokyo. Tel: +81 (0)3 5211 1164 or email:
Contact your local international trade team
UKTI runs a range of events for exporters, including seminars in the UK, trade missions to
overseas markets and support for attendance at overseas trade shows.
Latest events ? Fashion
More about OMIS and other UKTI services for exporters