COMPETITIVE LANDSCAPE
Itochu and Fast Retailing lead jeans with legacy brands
The competitive landscape of jeans in Japan is fragmented The leading companies, Itochu Corp and Fast Retailing Co Ltd (Uniqlo), each held only a 4% retail value share in 2025. Itochu Corp remained the leading company in jeans in Japan in retail value terms in 2025, through its ownership of legacy brands such as Edwin, Lee, and Something.
LVMH and Daidoh expand their presence in jeans through strategic acquisitions
In 2025, significant mergers and acquisitions were observed in jeans. For instance, LVMH acquired Kapital, a Japanese denim brand known for its artisanal craftsmanship and Americana-inspired designs.
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Overview:
Understand the latest market trends and future growth opportunities for the Jeans 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 Jeans 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 Jeans 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 Jeans 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 Jeans in Japan?
- Where is future growth expected to be most dynamic?
Jeans in Japan - Category analysis
KEY DATA FINDINGS
Inbound travel, craftsmanship, and casualisation drive sustained growth for jeans
Market polarisation impacts the growth of jeans in 2025
Japanese denim blends heritage with experiential tourism
Denim takes its place in professional wardrobes
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
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
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:
Jeans
- Economy Jeans
- Standard Jeans
- Premium Jeans
- Super Premium Jeans
Jeans
This category includes trousers/pants made of denim. It comprises of all lengths including capris and shorts. Most popular brands include: Levi’s, Lee, Wrangler. Jeans are further broken down by price platform. A full list of price bands in local currency for the 46 researched markets is available upon request. Please speak to your account manager to get a copy of these.
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 Jeans research and analysis database.
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