Bags and Luggage in Japan

PROSPECTS

Handbags maintains strong growth as more women enter the workforce and have money to spend

Handbags remained one of the fastest-growing areas of bags and luggage in 2019, supported by inbound tourism, as well as domestic demand. With strict guidelines on product labelling and severe penalties for counterfeit goods, Japan has become a trusted market in which counterfeit products are rare.

Changing office environment and diversified offer drive growth in backpacks

Backpacks was the most dynamic category in bags and luggage in 2019, driven by the trend towards casual office wear in the market and demand amongst schoolchildren. Changes in the office working environment, where staff are being encouraged to dress more casually partly in order to reduce the use of air conditioning and save energy, are driving a shift from business bags to backpacks amongst office workers.

Subscription sharing services expanding in bags and luggage

The rise of the sharing economy and a growing consumer emphasis on “lightweight living” are leading to the increasing presence of shared products and subscription service models in bags and luggage. More and more sharing services are gaining traction amongst Japanese consumers, including Laxus, Sharel and ORB.

COMPETITIVE LANDSCAPE

International brands introduce personalisation services

Global brands maintained a strong presence in bags and luggage at the end of the review period, underpinned by prestigious images and high levels of consumer recognition and trust. Moreover, major high-end brands worked to consolidate their positions by offering new services.

Domestic brands target local demand

While major international players continue to dominate, independent local brands are striving to compete by offering designs tailored to demand trends amongst Japanese consumers. For instance, Ace Co Ltd offers business backpack ranges, including Kanana project and EL-B-Sac, which target the growing number of women in the paid workforce in Japan.

Growing demand for small, lightweight carry-on bags

As travel on low-cost carriers continues to increase and consumers become increasingly conscious of luggage size and weight allowances when purchasing flights, there is growing demand for small, lightweight carry-on bags and trolleys that comply with cabin weight restrictions. Moreover, manufacturers are increasingly expanding and promoting the range of such products available.

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