Yuiko Mitani is a research analyst covering Beauty and Fashion industries in Japan at Euromonitor International. Yuiko holds a Bachelor’s degree in Fashion Marketing and Branding at Nottingham Trent University in the UK, during which she researched corporate use of cause-related marketing. Prior to joining Euromonitor, she has experiences in consumer surveys, fashion PR and marketing. Yuiko’s core interests include changing consumer interests and behaviours, particularly towards brands with ethical/ innovative approaches.