Japan has long been one of the world’s largest fashion markets. In Asia, Tokyo is a hub of creative fashion, with Japanese designers and foreign designers rubbing shoulders in ultra-trendy neighbourhoods of Harajuku, Shibuya, Daikanyama, and elsewhere. Trends change regularly led by fashion-savvy and affluent consumers. There are approximately 250 department stores, 500 fashion boutique chains, and many other independent stores country-wide.
British fashion is well regarded amongst Japanese consumers who appreciate the uniqueness of UK design and admire the heritage of British fashion brands. It is the largest market for UK fashion outside the EU and the US.
‘Made in the UK’ is considered by many in Japan as a sign of authenticity. Key opportunities exist for British heritage brands which are made in the UK, emerging talented designers, brands with Royal Warrant association, and stores/collections with links to celebrities or other leading cultural icons in music and society.