With the continued impact of COVID-19, social contact remained suppressed in 2021, with consumers continuing to work and study from home and limit socialising. This continued to limit sales of womenswear in 2021, as opportunities to wear new clothes were rare.
Whilst sales of formal clothing were hit hard by the COVID-19 crisis, home seclusion and the increase in working and studying remotely boosted demand for comfortable apparel such as loungewear. In addition, the COVID-19 crisis served to push consumers to take up new interests, especially in terms of outdoor activities, as they could enjoy them even during the pandemic, staying away from crowds in the cities.
The enduring economic impact of measures introduced to limit the spread of COVID-19 led to a considerable increase in budget-consciousness amongst consumers and undermined consumers’ willingness to spend on clothing. During the COVID-19 crisis, women were exposed to more severe job losses than men in Japan, because many women are employed in the service sector, which was largely affected by infection control measures such as store closures.
Women’s occasion-based apparel segments, such as formalwear, were hit particularly hard by the reduction in social contact due to the COVID-19 crisis. In 2022, it is expected that demand will revive to some extent, as people start to get back to offices, face-to-face social activities and going on holiday.
In the forecast period, consumers are expected to buy fewer items of clothing, but this may lead them to buy a few favourite pieces rather than many items. Also, the Japanese government is trying to increase the number of working women to cover gaps in the workforce due to the declining population.
On the whole, low-priced fast fashion brands are expected to remain strong in the forecast period due to continuing consumer price-consciousness. At the same time, however, there is growing consumer awareness of sustainable fashion, and fast fashion brands are also trying to create more sustainable products to attract 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.
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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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