COMPETITIVE LANDSCAPE
Leading retailers maintain strong positions through strategic collaborations
Childrenswear in Japan is characterised by a competitive landscape led by major players which maintain their strong positions through their extensive distribution networks, with hundreds of outlets across the country that make childrenswear easily accessible to families nationwide. In 2025, Shimamura Co Ltd (Birthday and Shimamura) held a 14% retail value share, Nishimatsuya Chain Co Ltd held 10%, and Fast Retailing Co Ltd (Uniqlo) held 8%.
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Overview:
Understand the latest market trends and future growth opportunities for the Childrenswear 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.
If you're in the Childrenswear 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 Childrenswear 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 Childrenswear 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 Childrenswear in Japan?
- Where is future growth expected to be most dynamic?
Childrenswear in Japan - Category analysis
KEY DATA FINDINGS
Childrenswear defies headwinds with safety, innovation, and tourism-driven growth
Value growth continues, but declining birth rate limits volume growth opportunities
Volume sales also hampered by resale and rental
Inbound tourism boosts sales of premium childrenswear and value sales
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
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 and Footwear in Japan - Industry Overview
Inbound tourism, tech innovation, and experiential retail drive growth in apparel and footwear
Tourism, functional products, and sports events fuel growth despite challenges
Apparel dominates, but footwear and sportswear see greater dynamism
Inbound tourism drives growth, with Onitsuka Tiger a standout brand
Tech innovation drives growth in functional fashion to address warmer summers
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
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
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Childrenswear
- Baby and Toddler Wear
- Boys' Apparel
- Girls' Apparel
Childrenswear
This is the aggregation of baby and toddler wear, boys' clothing and girls' clothing.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Childrenswear research and analysis database.
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