IntroductionJapanese apparel market is said to be taking a drastic change from the time the kimono robes were swapped in exchange of the western threads. The recent innovation are being driven by channel, consumer and the competitive shifts on the market in regard to the concerts with rapid online migration are recasting the business models that have created opportunities for lucky businesses as they lock out others. Despite this, the Japanese apparel market isn’t doing positively today as compared to the years of 2005. Its market price profit is said to declining by 2 percent on yearly basis.
This challenge doesn’t seem dangerous to the marketers for it posses great potential for great market players in the Japanese apparel market. Some of the underlying factors to this drastic change can be explained through PEST analysis which imply to political, economic, social and technological issues affecting the market growth. Driving forcesJapan economic growth The Japanese economy is one of the driving forces behind the success of the Japanese apparel industry. Japan is one of the countries today which is doing well economically as well as technologically.
With the economic growth many industries are doing competitively well. From the case after the post-war the Japanese economy and customer needs for fashion and lifestyle-related products emerged which eventually led to the development of the industry. TechnologyJapan is doing tremendously well in terms of technology hence its one of the countries doing well in terms of technology. Through the use of mobile technology, websites made the Tokyo Girls Company to attract more than 20,000 young females’ visitors in total. Using the mobile phones and the audience were able to check fashion merchandise for their favorite’s models hence purchasing them online without any difficulties.
Technology therefore has made it easier for customer’s to access products easily online as well as purchase them without any difficulties. Advanced technological capabilities of Japanese apparel business is a driving force which apart from enabling consumers to make online purchases it has led to the provision of aesthetic and valued products which meets the needs of the customers. Lifestyle and Subculture of the Japanese consumersThe highly concentrated consumer market for fashion especially in Tokyo is one of the driving forces behind the success of this industry.
The Japanese culture is of considerable interest attracting many consumers from overseas as well as investors. Many of the Japanese products are considered as cool which has made many of the Japanese fashion companies to make efforts of turning the growing consumer interest towards Japan into actual demand for their own individual brands and products. Xavel’s fashion portal site Xavel’s girl’swalker. com is Japan’s largest female fashion mobile media platform targeting at FI consumers through commerce, content and community.
This has had a significant impact on the apparel industry with many consumers using their cell phones to make purchases making it one of the top mobile websites in Japan. This has made it easier for many users to enjoy shopping while relaxing at home after work. Various events have been organized such as the Tokyo Girls Collection TGC which was launched in 2005.The event’s goal was to disseminate Japanese real clothes to the world and contribute to innovation in the Japanese fashion industry. Unlike the existing fashion events which have their focus placed on people within the apparel industry, TGC’S central focus was on the general consumers.
Guests would enjoy mobile shopping while experiencing live fashion show is taking place. Through the Xavel all the fashion items worn by models on stage were available for purchase on site via customer’s cell phones. The TGC event and its operation through the real time TGC website has attracted a great deal of attention from both consumers and media.