Demand for womenswear is expected to be positive in 2023, with continued although slowing growth for the rest of the forecast period, as opportunities for in-person social activities and holidays are expected to recover further. Throughout the forecast period, however, current value sales of womenswear will remain at lower levels than before the pandemic.
The growth of domestic e-commerce sales of fashion products was boosted by COVID-19, but after 2023, a certain number of consumers are expected to return to physical outlets to shop again, as opportunities to go out are revived. Already since April 2022, government restrictions on going out have eased, with e-commerce sales growth therefore becoming slower than in the past for Z Holdings, for instance, which has the fashion shopping website ZOZOTOWN, and Mercari, a flea market platform.
While sales of formalwear are expected to struggle in the long term, due to lifestyle changes brought about by COVID-19, sales of fashion products which appeal with their comfort, and outdoor wear are expected to remain strong due to the increase in the amount of time spent at home, remote working and studying, and the popularity of outdoor leisure activities, which brought in new users through COVID-19. In response to this trend, from 2020, Workman, which traditionally offered highly functional casualwear for professional male workers in construction and other industries, started to expand its outlets to target female consumers.
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Understand the latest market trends and future growth opportunities for the Womenswear 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 Womenswear 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 is the aggregation of women's outerwear and women's underwear, nightwear and swimwear.See All of Our Definitions
This report originates from Passport, our Womenswear research and analysis database.
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