COVID-19 transformed people’s lifestyles, with a shift from the traditional trend of dressing for the office, the gym, and around town, each according to the time, place and occasion, to a borderless style that does not depend on the occasion. In addition, people’s growing health awareness also led to the continuation of fitness trends such as golf, running, yoga, and gym attendance, and sporty outfits have therefore become established as a standard style rather than a transient fashion trend.
People have come to expect that sportswear is incorporated into everyday life, not just used for athletic purposes, and is worn seamlessly, regardless of the occasion. For example, in June 2022 adidas launched adidas sportswear, a new apparel label that puts comfort and fresh style at the forefront, appealing to consumers with its brand concept of sports-born, everyday use as main message.
Japanese consumers are increasingly becoming sensitive to diversity and inclusion, with this especially true amongst younger generations. Unlike most fashion brands, sportswear brands as a whole do not target specific demographics based on gender or age.
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Understand the latest market trends and future growth opportunities for the Sportswear 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 Sportswear 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.
Sportswear is an aggregation of performance, outdoor and sports-inspired clothing and footwear. Sportswear includes products designed for all ages including sportswear for children. Sportswear includes items across all clothing and footwear categories: shorts and trousers, dresses and skirts, tops, jumpers, jackets & coats, track suits/athletic sets, underwear, swimwear, hosiery, accessories including headwear, gloves, scarves. Please note sportwear is duplicated category and sports clothing and footwear products are also included across all relevant clothing and footwear categories.See All of Our Definitions
This report originates from Passport, our Sportswear research and analysis database.
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