"Womenswear in Japan" is now available at Fast Market Research

From: Fast Market Research, Inc.
Published: Tue Oct 20 2015

Womenswear in Japan declined slightly in current retail value terms in 2014 to stand at ¥3.4 trillion. More and more young women are reducing their spending on apparel and increasing their expenditure on leisure activities, dining out and smartphones. In contrast to the popularity of patterned and colourful leggings in 2013, high-waist skirts became the most popular item during 2014. Tucking tops into mid-length pencil or flared skirts was a fashionable style. Due to the popularity of such a style emphasising the waist, demand for shapewear increased among women in the 30s-40s age segment. Sporty fashion was another key trend in 2014, and young women incorporated sneakers by sports brands such as New Balance into their daily fashion. A typical style in 2014 was sweatshirts, high-waist skirts, socks and sneakers or slip-on shoes. Fashionable outdoor apparel positioned for street fashion also saw increased sales.

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Competitive Landscape

Fast Retailing Co Ltd continued to lead womenswear in 2014, as one of the most influential companies in the market. The company’s largest brand, Uniqlo, continued to see positive growth in 2014. The company focused on the increasing number of international tourists visiting Japan as its customers. The company opened the third global flagship store – UNIQLO OSAKA – in October 2014. The global flagship store is positioned as a showcase for the latest Uniqlo trends. Osaka is attracting many international tourists due to the increasing number of low cost carriers at Kansai International Airport. The number of international tourists visiting Osaka exceeded Japanese tourists visiting the city, making Osaka one of the core cities in Asia. With the new flagship store the company aims to attract international tourists and raise brand awareness.

Industry Prospects

Womenswear is expected to be flat at constant 2014 prices over the forecast period. The trend in pursuing comfortable apparel is expected to continue to be driven by the women’s changing perceptions regarding fashion. The trend is emerging not only in outerwear but also underwear. Uniqlo by Fast Retailing increased value share in 2014 by successfully promoting its bra top and wireless bras. To meet the changing demand among women, a leading women’s underwear player, Wacoal Corp, launched a campaign during the summer of 2014 to promote its wireless bras under its Une Nana Cool brand. The campaign was successful by offering various coordinates using its patterned colourful wireless bras. In February 2015 the company also launched Otona no Cotton Bra. Even though the product is an underwired bra, it is made of natural fabric and marketed as gentle on the skin. Triumph International Japan Ltd also began promoting the Koisuru Bra, which emphasises its comfort, for the spring of 2015. Such underwear is expected to increase its presence over the forecast period.

Report Overview

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