Designer apparel and footwear (Ready-to-Wear) was negatively impacted by store closures during the state of emergency in April and May in 2020. Consumers chose to stay at home in order to avoid catching and transmitting the virus.
The cancellation of major life events also negatively impacted the category in 2020. The new school year starts in April in Japan which is followed by graduation ceremonies in March and entrance ceremonies in April, when formal wear is purchased for both children and parents.
Despite the extremely challenging trading conditions in 2020, many well-established luxury brands actively invested in new stores and brands, planning to leverage on the potential of Tokyo and Osaka in a world after the pandemic recedes. For instance, Dior launched its Dior Blue Dot collection exclusively in Japan in September 2020 for the autumn/winter 2020 line.
While a strong recovery for designer apparel and footwear (Ready-to-Wear) is set to be seen in 2021, the category is expected to achieve lower growth rates for the remainder of the forecast period than those achieved prior to the pandemic. The ongoing decimation of inbound arrival flows due to the arrival of new variants of the virus in many countries around the world and extremely high transmission rates will mean a continuation of border closures.
Designer brands adopting trends such as streetwear and introducing more casual, everyday wear that can easily be incorporated into an outfit found favour with younger Japanese consumers who may not have previously shown an interest in luxury brands. Moreover, the rise of the sharing culture, which may initially seem to threaten sales of luxury brands has served to introduce younger consumers to luxury brands and familiarise them with designer apparel and footwear products.
Prior to the pandemic, Japan witnessed a notable development in industry players’ efforts to target younger consumers with the emergence of virtual influencers – computer-generated characters intended to promote brands. These include the pink-haired “virtual model”, Imma, which went viral in Japan in the early part of 2019 as well as male virtual influencer, Liam Nikuro.
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Understand the latest market trends and future growth opportunities for the Designer Apparel and Footwear (Ready-to-Wear) industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Designer Apparel and Footwear (Ready-to-Wear) industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Designer Apparel and Footwear (Ready-to-Wear) research and analysis database.
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