Fast fashion gain ground and Mid-range in Tokyo: shopping still the main leisure activity

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On a Sunday in June in Tokyo, a crowd gathered around Forever 21, the recently opened American fast fashion store in Harajuku. The recent crisis does not seem to have any effect on consumerism in the young fashion district. The Japanese do not appear to want to give up shopping, their main leisure activity.

In the past few months, fast fashion brands: H&M, Topshop, have come to Tokyo, setting up close to Zara, Gap and Mango and creating a real buzz. Although savings levels have increased – the average amount of household savings is still close to 130000€ Tokyoites and people who come to the capital from the provinces do not balk at spending for attractive style at very soft prices. Japanese stores, Uniqlo first, as well as chains like Point, Yevs or Collectpoint, are not left behind, competing with famous multi-brands like Beams and United Arrows which are leading stores in the district. Why are they so successful? Because these brands perfectly meet young Japanese women consumer’s expectations. Unlike their elders who made luxury brand’s success, young Japanese women prefer following the latest trends and renewing their wardrobe with less expensive items. They are also sure of their taste and know how to mix-and-match brands to create a look that expresses their personality. Young consumers also turn away from luxury brands for accessories, preferring the mid-range or “affordable” luxury. Therefore, the Matsuya and Mitsukoshi department stores, located in the Ginza district, Tokyo’s shopping temple for young employees who work in surrounding office buildings, with most of their sales floors allotted to luxury brands, have seen their sales drop to the benefit of the Printemps Ginza and Marui that offer mid-range items. “Second lines” by famous brands, produced in the Southeast Asia under Japanese license, fill the aisles.


Leather goods: best sellers in the department stores

Leather goods accessories, especially for gifts, are best sellers in department stores, with 40% of turnover from fashion items. According to Miyako Otsuka, communication Manager for the Isetan Mitsukoshi Holdings department stores, mid range bags sell for between 40000 and 100000 yen (about 300 and about 750€). She states that the Japanese’s immoderate attachment to brands is in the past. Now purchase decision is determined by added value and price. Only brands that are sufficiently creative in attractive design and that have impeccable quality do well. At Isetan Mitsukoshi, there are two offers: hing end and luxury brands, all from abroad, and Japanese-made brands with a large range of prices and models. Needless to say, the latter is growing. A decade of recession in the 90s did not spare Japanese department stores and the current economic crisis accelerates their decline, with the drop in luxury product sales that for a long time was the main source of revenue for sales area renters. Department stores are changing their strategy to increase consumer attraction. They used to rely on wholesale importers who took risks for sales slumps, taking back unsold items, however today an increasing amount of purchases are direct sales. Buyers have a larger responsibility to find original and creative articles in order to stand out from competition and follow current trends, like choosing “two-in-one” clothing and accessories: a skirt that becomes a dress, a reversible bathing suit, a bracelet that can be a hair accessory, a multi-use bag (a pouch, a shoulder bag, hand bag and back pack all-in-one) and shoes with removable ornaments.

Publication: Sacastar.com

Sacastar.com is the main french online bag store. With more than a hundred brand, we propose new collection and famous leathergood brands. Founded in 2009, Sacastar.com proposes a very large selection of bags and luggage online, with more than 5000 products in sales, Sacastar.com is the largest selection of handbags, backpacks, business cases, urban bags, luggage, and travel accessories. Discover each universe of the bags and tendency of leather with Sacastar.com. Shipping is completely free and we’re committed to providing each customer with superior service. From personal assistance to convenient and real-time order tracking, Sacastar in-house customer service representatives are focused on customer satisfaction. We carry a complete line of premium and popular brands, including Lancaster, Lancel, Le Tanneur, Gerard Darel, Thierry Mugler, Arhur et Aston, Texier, Paquetage,Eastpak, Ted Lapidus and Samsonite. From backpacks and carry-ons to computer cases and handbags, Sacastar combines the best selection of products with unrivaled service and extremely competitive prices.

Sacastar is on Twitter and Facebook. Don’t miss all the leather good news on our handbag’s blog.

Contact: andre@sacastar.com

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