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.
In the review period, various luxury players introduced initiatives to incorporate Japanese culture into their brands as an attempt to demonstrate localisation and attract the attention of Japanese consumers. For example, from April-June, Chanel collaborated with manga artists Kaiu Shirai and Posuka Demizu; artists known for their popular manga “The Promised Neverland” – and together hosted an art exhibition called “Miroirs – Manga meets Chanel”.
As designer apparel and footwear in Japan showed a sluggish performance during COVID-19, various events were held by players to help the category regain momentum. For instance, from March to May 2021, Louis Vuitton held an exhibition called “Louis Vuitton &” to celebrate the various collaborations between Japanese artists and the brand over the 160-year history of the brand.
Designer apparel and footwear is set to continue its rebound over the course of the forecast period, with growth across all categories, although current value sales are not set to return to the pre-pandemic level until 2024, when tourism is likely to have seen a full recovery. One of the slowest rebounds is expected for department stores.
While major luxury players such as LVMH and Kering still dominate designer apparel and footwear, it is also important to note that some disruptive luxury brands are newly entering the Japanese market. For example, luxury hotel Aman introduced apparel and personal goods brand THE ESSENTIALS BY AMAN from 2021.
As a continuing trend in apparel, new subscription services continue to emerge in the market. For instance, in March 2021, Daimaru Matsuzakaya Department Stores from J Front Retailing launched an online luxury apparel subscription service called AnotherADdress.
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Designer Apparel and Footwear (Ready-to-Wear)
This is the aggregation of designer apparel and designer footwear.See All of Our Definitions
This report originates from Passport, our Designer Apparel and Footwear (Ready-to-Wear) research and analysis database.
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