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Inbound tourism, tech innovation, and experiential retail drive growth in apparel and footwear
Apparel and footwear in Japan demonstrated resilience in 2025, with 3% retail current value growth, reaching JPY8,489 billion, driven by inbound tourism and experience-driven retail. Tech innovation is reshaping apparel and footwear. With the extreme summer heat brands are launching advanced materials and product innovations that emphasise breathability, UV protection, and moisture control. Growth is set to continue, with a forecast retail current value CAGR of 2% over the next five years, reaching JPY9,450 billion by 2030. Brands will need to adapt to evolving consumer preferences, focusing on functionality, sustainability, and immersive retail experiences. The popularity of offline retail, coupled with the growth of e-commerce platforms like TikTok Shop, presents growth opportunities for brands.
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Overview:
Understand the latest market trends and future growth opportunities for the Apparel and Footwear industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Childrenswear
- Apparel and Accessories
- Menswear
- Womenswear
- Jeans
- Hosiery
- Footwear
- Sportswear
If you're in the Apparel and Footwear industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Apparel and Footwear in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Apparel and Footwear in Japan?
- Which are the leading brands in Japan?
- How are products distributed in Japan?
- How is the rise of e-commerce shaping demand?
- What % of apparel and footwear sales are made via grocery retailers?
- Do consumers want premium quality or fast fashion?
- How will COVID-19 and recession impact demand?
- How important is sustainability in Apparel and Footwear in Japan?
- Where is future growth expected to be most dynamic?
Apparel and Footwear in Japan
Inbound tourism, tech innovation, and experiential retail drive growth in apparel and footwear
Chart 1 Key Trends 2025
Tourism, functional products, and sports events fuel growth despite challenges
Apparel dominates, but footwear and sportswear see greater dynamism
Chart 2 Nike's New Collection Introduced for the World Athletics Championships
Inbound tourism drives growth, with Onitsuka Tiger a standout brand
Chart 3 Onitsuka Tiger Captures Global Attention with Flagship Store
Tech innovation drives growth in functional fashion to address warmer summers
Chart 4 Yellow Uniqlo Promotes UV Protection Through Transit Hubs
Growth set to continue, with collaborations an important driving force
Functionality, sustainable practices and changing culture likely to impact growth
Fast Retailing and Shimamura lead through wide distribution and strong brand recognition
Chart 5 Analyst Insight
LVMH-backed investment firm acquires Kapital, signalling shift towards niche Japanese labels
Offline retail remains dominant as many consumers prefer to try before buying
TikTok Shop set to accelerate growth in retail e-commerce
Chart 6 Real GDP Growth and Inflation 2020-2030
Chart 7 PEST Analysis in Japan 2025
Chart 8 Key Insights on Consumers in Japan 2025
Chart 9 Consumer Landscape in Japan 2025
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Childrenswear in Japan
KEY DATA FINDINGS
Childrenswear defies headwinds with safety, innovation, and tourism-driven growth
Chart 10 Key Trends 2025
Value growth continues, but declining birth rate limits volume growth opportunities
Chart 11 Cooling Items Gain Traction in Childrenswear Amid Extreme Heat
Volume sales also hampered by resale and rental
Chart 12 ECOLIFE COCO Expands Across Japan with Accessible Locations
Inbound tourism boosts sales of premium childrenswear and value sales
Chart 13 Mikihouse Strengthens Inbound Strategy with Boutique Launch and Tourist Engagement
Economic factors and tourism expected to drive demand for childrenswear
Girls’ apparel to remain the most significant, while baby and toddler wear will see challenges
Functionality, online communities and AI-driven retail to shape childrenswear
Chart 14 Analyst Insight
Leading retailers maintain strong positions through strategic collaborations
Offline retail dominates childrenswear through extensive retail networks
With the popularity of shopping both online and offline, omnichannel retail is significant
Apparel Accessories in Japan
KEY DATA FINDINGS
Apparel accessories sees polarisation and demand for functional accessories
Chart 15 Key Trends 2025
Continued growth, especially for hats/caps, although ties and belts lose some relevance
Functional needs drive demand for specific accessories
Chart 16 3COINS Offers Affordable Accessories Targeting Consumers with Limited Budgets
Climate extremes drive functional innovation in apparel accessories
Chart 17 Uniqlo UV Cut Face Cover Provides a Practical Response to Rising Summer Temperatures
Consumers prioritise practicality and affordability in apparel accessories
Hats/caps to lead growth due to practicality and safety
Chart 18 Analyst Insight
Innovative products and services to shape apparel accessories
Fast Retailing maintains its lead through functional product development
Convenience stores see growth in apparel accessories with affordable private label lines
Chart 19 FamilyMart’s Convenience Wear: Disrupting Japan’s Fashion Landscape
Opportunities for companies to grow by leveraging the latest trends
Offline retail dominates, with convenience stores rising thanks to affordable accessories
Retail e-commerce sees the rise of social commerce
Menswear in Japan
KEY DATA FINDINGS
Comfort and functionality propel growth in menswear
Chart 20 Key Trends 2025
Rising demand for products to better manage the heat
Chart 21 Functional Innerwear for Japan’s Hotter Seasons
AOKI capitalises on inbound tourism with tailored experiences
Chart 22 AOKI Targets Inbound Tourists with Tailored Menswear Experiences
Shifting workplace norms drive menswear evolution
Chart 23 Elevating Business Casual for the Modern Workplace
Tourism will continue to impact sales of menswear
Functionality to drive growth in men’s nightwear, but men’s outerwear will continue to lead
Sustainability initiatives to shape menswear strategies
Fast Retailing leads menswear with versatile basics
Opportunities for growth through differentiation
Offline retail continues to dominate menswear for the personal experience
Retail e-commerce gains ground in menswear, with social commerce emerging
Chart 24 Analyst Insight
Convenience stores disrupts sales channels in menswear
Womenswear in Japan
KEY DATA FINDINGS
Functional textiles and rising number of working women contribute to growth
Chart 25 Key Trends 2025
Growth seen for womenswear in 2025, with several key growth drivers
Resale and rental services gain traction among professionals, impacting primary sales
Chart 26 AnotherADdress.biz Offers A New Format for Workwear Access in Japan
Technological advancements drive innovation in functional textiles
Chart 27 UV Shields to Sweat Control: Technology Reshapes Womenswear
Inbound tourism drives demand for localised and exclusive womenswear
Chart 28 Zara’s Japan-Exclusive Collaboration Reflects Inbound Demand for Cultural Immersion
The rising working female population will drive demand for professional attire
Technology expected to reshape womenswear
K-fashion and personal expression set to drive growth
Chart 29 Analyst Insight
Fast Retailing and Shimamura lead with innovative strategies
Strategic acquisition to enhance operational efficiency and innovation
Offline retail remains dominant as consumers still value tactile experiences
E-commerce poses moderate competition to offline stores
Jeans in Japan
KEY DATA FINDINGS
Inbound travel, craftsmanship, and casualisation drive sustained growth for jeans
Chart 30 Key Trends 2025
Market polarisation impacts the growth of jeans in 2025
Chart 31 Levi’s Opens Flagship Store in Nagoya Featuring Tailor Shop
Japanese denim blends heritage with experiential tourism
Chart 32 Okayama Prefecture: Japan’s Denim Capital Embraces Tourism in 2025
Denim takes its place in professional wardrobes
Chart 33 AOKI Expands into Office-Ready Denim with its MeWORK Women’s Line in 2025
Made-in-Japan denim set to contribute to growth
Premium jeans will maintain its dominance, but market polarisation will remain evident
Sustainability and customisation to shape the future of denim
Chart 34 Analyst Insight
Itochu and Fast Retailing lead jeans with legacy brands
LVMH and Daidoh expand their presence in jeans through strategic acquisitions
Offline retail dominates jeans due to the importance of fit, and the in-store experience
Social commerce platform TikTok Shop set to drive continued growth for retail e-commerce
Hosiery in Japan
KEY DATA FINDINGS
Slow growth due to maturity, but opportunities remain
Chart 35 Key Trends 2025
Tabio's character collaborations contribute to growth
Chart 36 Tabio’s Character Collaborations Drive Growth for Hosiery
Non-sheer hosiery dominates
Inclusive innovations impact product design and functionality
Chart 37 Inclusive Hosiery for Diabetic Foot Care
Advanced technology is reshaping hosiery in Japan
Chart 38 Sleep Tech Hosiery for Cold Feet
Functional innovations set to drive growth despite saturation
Health and self-expression to impact sales
Chart 39 Analyst Insight
Gunze, Tabio Corp, and Shimamura lead through innovation
Opportunities arise from innovation and niche targeting
Offline retail remains dominant, with convenience stores having an impact
Retail e-commerce emerges as strategic growth engine
Footwear in Japan
KEY DATA FINDINGS
Footwear thrives on comfort and functionality, with continued growth projected
Chart 40 Key Trends 2025
Consumers prioritise comfort and functionality in footwear
Wellness trend drives demand for functional footwear in Japan
Chart 41 OOFOS Drives Japan’s Recovery Footwear Movement
Inbound tourism fuels sales, with unique designs and cultural authenticity driving sales
Chart 42 Liberato’s Tatami Footwear Captures Interest of Tourists in Asakusa
Ageing population set to drive demand for functional footwear
Sustainability and technology integration to shape future trends
On's flagship launch signals Japan's growing role in global sneaker fashion
Chart 43 Analyst Insight
Asics, adidas and Nike maintain their leading positions, with Asics taking the top spot
New entrants and product launches drive opportunities
Chart 44 Kizik’s Hands-Free Footwear Enters Japan Following Growing Popularity for Slip-Ins
Offline retail remains dominant with enhanced in-store experiences
TikTok Shop social commerce impacts retail e-commerce
Sportswear in Japan
KEY DATA FINDINGS
Sportswear thrives on versatility, innovation, and sustainability
Chart 45 Key Trends 2025
Functionality meets fashion to drive sales of sportswear
Sports apparel drives sales, but sports footwear sees stronger growth
Events contribute to growth in sportswear
Chart 46 Sports Events Spark Growth in Sportswear in Japan
Tech-savvy consumers drive demand for functional sportswear
Chart 47 The North Face introduces Climate Adaptation Product Line
Sportswear for everyday fashion set to drive growth
Technology, niche sports, and sustainability to shape the landscape
Chart 48 Analyst Insight
adidas, Asics, and Nike lead despite emerging competition
Offline retail dominates, with the opening of new outlets to meet tourist demand
Chart 49 Columbia Increases its Retail Presence in Tourist-Heavy Districts
TikTok Shop emerges as new e-commerce channel
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Apparel and Footwear
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- Baby and Toddler Wear
- Boys' Apparel
- Girls' Apparel
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- Belts
- Gloves
- Hats/Caps
- Scarves
- Ties
- Other Apparel Accessories
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- Men's Nightwear
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- Economy Men's Jeans
- Standard Men's Jeans
- Premium Men's Jeans
- Super Premium Men's Jeans
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- Men's Jackets and Coats
- Men's Jumpers
- Men's Shirts
- Men's Shorts and Trousers
- Men's Suits
- Men's Tops
- Other Men's Outerwear
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- Men's Swimwear
- Men's Underwear
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- Women's Nightwear
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-
- Economy Women's Jeans
- Standard Women's Jeans
- Premium Women's Jeans
- Super Premium Women's Jeans
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- Women's Dresses
- Women's Jackets and Coats
- Women's Jumpers
- Women's Leggings
- Women's Shirts and Blouses
- Women's Shorts and Trousers
- Women's Skirts
- Women's Suits
- Women's Tops
- Other Women's Outerwear
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- Women's Swimwear
- Women's Underwear
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-
- Nightwear
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-
- Economy Jeans
- Standard Jeans
- Premium Jeans
- Super Premium Jeans
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- Dresses
- Jackets and Coats
- Jumpers
- Leggings
- Shirts and Blouses
- Shorts and Trousers
- Skirts
- Suits
- Tops
- Other Outerwear
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- Swimwear
- Underwear
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- Sheer Hosiery
- Non-Sheer Hosiery
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- Children's Footwear
- Men's Footwear
- Women's Footwear
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- Performance Apparel
- Outdoor Apparel
- Sports-inspired Apparel
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- Performance Footwear
- Outdoor Footwear
- Sports-inspired Footwear
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Apparel and Footwear
Apparel is the aggregation of clothing and footwear. This dataset covers retail sales of apparel through both store-based retailers and non-store retailers. Excludes black market sales (i.e. untaxed, generated within informal retailing)and duty free sales (travel retail). Items must be new when sold to the consumer; second-hand/used items are excluded. Antique and/or vintage clothing and footwear is also excluded.
See all of our definitions
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This report originates from Passport, our Apparel and Footwear research and analysis database.
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