The following research report contains market research, analysis, statistics and business intelligence relating to research on Streetwear Industry In Japan.

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ABSTRACT
1. Summary: X-Games, outdoor, Utility-chic and street are the hot themes in the Japanese casual/sportswear apparel market. The Commercial Service Osaka (CS Osaka) conducted a survey with almost 1000 Japanese casual/sports wear buyers at the U.S. Apparel Show in Tokyo (January 1999) and found these to be the current trends in the market. In addition to the survey, Japanese apparel and industry newspapers also report that the X-games theme is the leading trend in the casual/sportswear market. U.S. apparel makers who would like to establish or increase their business in Japan should see the last paragraph for our promotional recommendation.

2. Results of the survey:

CS Osaka, with national responsibility for promoting U.S. apparel in the Japanese market, conducted a survey to find what categories of apparel buyers currently deal with or have interest in at the 18th U.S. Apparel Show held in Tokyo, January 1999. Approximately 1000 buyers answered the questions. The most popular items were T-shirts and sweat shirts followed by outdoor wear and street/casual wear. Based on interviews with buyers, X-games theme T-shirts were the most interesting items for many buyers.

Category No. of response %

T-shirts/sweat shirts 600 60.9%

Outdoor 420 42.6%

Street/Casual 371 37.6%

Sportswear 269 27.3%

Hawaiian 254 25.7%

Military 188 19.1%

Vintage 132 13.4%

Resort wear 125 12.7%

Children's 84 8.5%

Leather wear 81 8.2%

Other Men's (jackets, suits, etc.) 36 3.7%
Other Women's (elegant, contemporary, etc.)

1. 2.8%

Others 37 3.8%
1. U.S. Apparel Show:

The U.S. Apparel Show is the only trade show in Japan exclusively featuring Made-in-USA casual wear. The show has been launched for the last 18 years by the Office of Textiles and Apparel and the Commercial Service Japan of the Commerce Department. The 1999 show attracted almost 4,000 casual wear buyers and the exhibitors wrote more than $4 million in orders during the three-day show period. 2. X-games:

As in the U.S., X-games (in Japan, called Extreme sports) is gaining popularity in Japan. Skateboarding, surfing, in-line skating and MBX are becoming fashionable. Not only the sporting equipment itself but apparel and accessories related to these X-games have been leading the trends. Surfing apparel was the hottest trend last summer and is still attracting the younger generation. This year, skateboarding is also leading the trends. Several industrial newspapers confirm these trends. Main items for X-games apparel are T-shirts and sweat shirts, shorts, shirts, jeans, shoes, etc.
3. Outdoor:

Outdoor seems to be stable in the market. Trends for the 1999/2000 fall/winter season are:
a. mainly for town use, but use functional materials for outdoor activity use.
b. Standard items (ex. mountain parka, field jackets, etc.) with functional pockets (for CD/cassette players and a cell phone, sunglasses, etc.)
c. Add the taste of winter sports, such as snowboarding.

1. Utility-chic:

Work wear and military taste are still popular, and they are expected to be the No. 1 category for the next fall/winter season, according to suppliers. 3-D pockets, removable sleeves, functional work-taste, basic colors like beige, khaki, gray, charcoal are the main factors for the upcoming season.
2. Street:

Street casual wear seems to have three categories.

1. so-called "American street," which reflect biker's fashion, silver jewelry, images of dragons and scalp.
2. New York: Fashion originated from lifestyle in New York. In Japan, New York has been recognized as a center of culture and fashion as the New York Collection becomes more and more popular in Japan. 3. Nature, Ethnic, Oriental:

Casual fashion originated from music such as soul, R&B and rap.

1. CS Osaka Comment:

American lifestyle-related apparel is still very popular in Japan. Also, Japan is the largest overseas market for the U.S. apparel industry. Although the Japanese economy has slowed, the 1999 U.S. Apparel Show was extremely successful, with a 36% increase in the number of visitors and a 74% increase in the immediate sales at the show over the previous year. CS Osaka would like to urge suppliers of U.S.-made casual wear to take advantage of these trends. The next U.S. Apparel Show, the only trade show in Japan which exclusively features America-made casual wear, will be held from January 25-17, 2000 in Tokyo. We are planning to highlight T-shirts/sweat shirts and other hot items of greatest appeal to attract the largest and best quality audience of Japanese casual wear buyers. For further information about the apparel market, please contact CS Osaka at:

The Commercial Service (CS) Osaka

U.S. Consulate General, Osaka-Kobe

Phone: 81-6-6315-5959 Fax: 81-6-6315-5963 Contact: Todd Thurwachter/Hirono Taki

For further information about the U.S. Apparel Show:

Office of Textiles and Apparel

U.S. Department of Commerce

14th & Constitution Ave., NW, Room H-3100

Washington, D.C., 20230

Phone: 202-482-2859 Fax: 202-482-5155

E-mail: william_dawson@ita.doc.gov

Contact: Bill Dawson

DISCLAIMER
Information in this report relies on sources including Government Publications, Opinions of industry experts and other public sources. Infomat can accept no responsibility for the accuracy or completeness of such information or for loss or damage caused by any use thereof. All prices subject to change without notice.

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For the 2008 Edition

Published: 2006 August
Market: Mens Womens
Region: Japan
Industry: Apparel
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