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

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ABSTRACT
What are Japanese buyers are looking for?

What are leading Japanese casual wear buyers looking for? A panel discussion was held at the International Fashion Fair on July 27, 2000. Four buyers from leading casual wear specialty stores attended as panelists, and over 600 apparel business people, from retailers to manufacturers, attended the discussion.

The four stores represented were: Ships (37 stores throughout Japan), Beams (63 stores), United Arrows (32 stores) and Barney's Japan (2 stores). These stores are very popular among consumers and are recognized as trendsetters in the casual wear market. These stores are called "select shops,"carrying various items from various brands, including many imported brands, which match the image of the store. Apparel business people were very much interested in learning what these buyers are looking for when purchasing for the stores.

The discussion was more abstractive than logical so it may not have been very clear for U.S. casual wear suppliers to understand exactly what items would have potential in the Japanese market. But we hope that this will give quality U.S. casual wear suppliers a hint on how to deal with Japanese buyers.

1. Attractive Designer:
All buyers agreed that a designer itself is very important. They buy when they like the designer even if the total collection is not complete. Is he or she attractive? Does he or she have a clear concept on what he or she is doing? Do the designs meet the image of the designer? It may be suggested that your designer(s) meet Japanese buyers at a business meeting. However, they also mentioned that they usually don't buy a full line of products offered. They pick select items which meet the image of their stores because it will differentiate them from other stores.

2. They buy what they like rather than trend items:
The buyers at the panel were called "charisma buyers."Manufacturers and other buyers want to know what these "charisma buyers"buy. But what they said was that they buy what they want to wear or what they think is cool. They said that they would prefer to buy something they really like than current trend items that they don't really like.

3. Originality:
They don't want to sell the same items that other stores sell. Therefore, if Japanese companies ask that you sell the item to the Japanese market, U.S. suppliers may ask the reason. If the answer is regarding the originality, you may want to be flexible for some modification.
4. How do they find new brands?
At last, how they find new brands? All the buyers attend the major trade shows and collections in the world. They also do research, walking around the towns and cities they visit. The other important way to find new brands is introductions by friends or people they know. It is very helpful when the brand is still small.

Participating in trade shows is the most effective way to introduce your products and to meet the right people, especially in a foreign market. The U.S. Department of Commerce offers a very reasonably priced marketing opportunity in Japan for U.S. casual wear suppliers who manufacture products in the U.S.A. The U.S. Apparel Show at the International Fashion Fair, scheduled from January 16-18, 2001 at the Tokyo International Exhibition Center, has been recognized by Japanese casual wear buyers as the only place that they can see the latest American casual fashion before MAGIC. The U.S. Apparel Show joined the International Fashion Fair (IFF) for the first time in 2000. Over 26,000 apparel industry representatives visited the IFF, and the U.S. Apparel Show was the busiest area in the entire show. The exhibitors sold over $4.6 million during the three-day exhibition period.

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.

$3500 USD
For the 2008 Edition

Published: 2006 August
Market: Mens Womens Childrens
Region: Japan
Industry: Apparel
Pages: 45
Delivery: 7-12 Business Days
SKU: infre0000368