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Clothing and Footwear in Japan
Euromonitor International, Dec 2007, Pages: 31
Our Clothing and Footwear in Japan report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2001-2006) and analysis by distribution format allowing you to identify the sectors driving growth. It identifies the leading companies, leading brands, and offers strategic analysis of key factors influencing the market. Forecasts to 2011 illustrate how the market is set to change.
Product coverage includes: clothing (accessories, knitwear, mens outerwear, socks, stockings and tights, underwear and nightwear, womens outerwear) and footwear
Data coverage: market sizes (historic and forecasts), company shares and brand shares.
Why buy this report?
- Get a detailed picture of the clothing and footwear industry;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
EXECUTIVE SUMMARY
Declining Sales in 2006
Clothing and footwear sales in Japan declined in both value and volume terms in 2006, due to the
underperformance of various subsectors. Despite most key players trying to restore vibrancy to the market, prevalent price discounts eventually led to a lowering of overall sales. The increasing level of cheap imports from China, the growing popularity of second hand clothing and footwear outlets and rising economic concerns among Japanese consumers all resulted in a reduction in spending on expensive clothing and footwear items.
Fashionable and Innovative Items To the Rescue
Clothing retailers tried to compensate for declining value sales by introducing fashionable and innovative clothing and footwear, such as germ-free textiles, as well as stepping up price promotions. Demand for childfriendly, comfortable and safe apparel continued to draw demand. In 2005, ‘Cool Biz’ and ‘Warm Biz’ campaigns when Aoki introduced a new range of clothing styles aimed at businessmen led to an increase in sales.
Key Players Work Overtime
Clothing and footwear retailers aggressively campaigned to improve sales during the review period, extending their outlet numbers, opening hours and expanding product ranges. This resulted in some growth in volume terms, but had little impact on value sales.
Tie-up Strategy
In order to beat the competition, key players regard business connections as a way to survive in the clothing and footwear industry. In 2006, Aoyama pursued greater market share by entering into a tie-up with Culture Convenience Club Co Ltd’s T-Point program, which has 18 million members.
Product Safety Comes First for Uniqlo
Despite poor performances, key players maintained their integrity, protecting customers and continuing to gain trust. In 2006, Uniqlo built a system for stringently product safety checking and quality control throughout the planning, production, distribution and sales stages. In June 2006, baby short pants were recalled due to formaldehyde emissions (formaline) exceeding the level stipulated in Ministry of Health, Labour and Welfare Ordinances. In the same year, it also stopped the sale of boy’s swimming trunks which posed the danger of skin being pinched and injury caused by mesh materials used.
Falling Birth Rates Threaten the Market for Clothing and Footwear
Key players in the market for clothing and footwear struggled in the face of falling birth rates. This led to a setback in overall industry performance over the course of the review period. This means demand may be even weaker in the forecast period so many companies will be looking for strategies to cushion poor sales. Manufacturers may eventually resort to transferring all production to other neighbouring countries, which will lower prices and constrain value sales growth.
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