COMPETITIVE LANDSCAPE
Fast Retailing leads menswear with versatile basics
Menswear in Japan is moderately concentrated, with Fast Retailing Co Ltd, the parent company of Uniqlo, maintaining its strong lead in 2025 with a 19% retail value share, followed at a distance by other notable companies, such as Mizuno Corp with 5% and Shimamura Co Ltd with 4%. Fast Retailing’s strength can be attributed to its successful strategy of offering versatile, high-quality basics that appeal to a wide range of consumers, from young to older generations across both work and personal settings.
Opportunities for growth through differentiation
There were no significant mergers or acquisitions in menswear in Japan in 2025, and none are anticipated in 2026, suggesting stability in the competitive landscape. Companies are therefore expected to focus on organic growth strategies, such as product innovation and expanding their retail presence.
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Overview:
Understand the latest market trends and future growth opportunities for the Menswear 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 Menswear 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 Menswear 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 Menswear 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 Menswear in Japan?
- Where is future growth expected to be most dynamic?
Menswear in Japan - Category analysis
KEY DATA FINDINGS
Comfort and functionality propel growth in menswear
Rising demand for products to better manage the heat
AOKI capitalises on inbound tourism with tailored experiences
Shifting workplace norms drive menswear evolution
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
Convenience stores disrupts sales channels in menswear
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:
Menswear
- 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
Menswear
This is the aggregation of men's outerwear and men's underwear, nightwear and swimwear.
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 Menswear research and analysis database.
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