Trends in Japan 2009: fast fashion

December 28th, 2009 by Felicity Hughes

Fast fashion outlets like UniQlo are doing well in the recession

Little could stop the Uniqlo momentum in 2009

It was the year that rocked luxury brand names as Versace made the unbelievable announcement that Versace SpA stores would close nationwide and more affordable brands such as H&M, Zara, Forever21 and Uniqlo began appear in areas once reserved for swanky brand-name fashion. While the world sinking deeper into recession, “fast fashion” retailers proved that there was still a way to make a quick buck. Last month Zara opened their 50th store in Japan (a bigger space in Shibuya) and H&M opened a new branch in Shinjuku. Forever 21, which doesn’t yet have the brand cachet of H&M or Zara, threw down the gauntlet in April with its Japan debut in Harajuku  and, the last time I checked, it was still full of bargain hunters.

In 2009, cash-strapped consumers also benefited from how-low-can-you-go price wars. Uniqlo’s cheaper spinoff store g.u. started selling jeans for ¥990 earlier in the year, which was followed by Don Quijote’s Jonetsu Kagaku (passionate price) of ¥690 per pair. However, when you consider the wages of the workers making them at factories in Cambodia and China, you might question the true cost of such cheap clothing.

On a more environment-friendly note, some young Japanese girls embraced the recessionista trend of recyling old clothes into a new look. Used clothing outlet Don Don Down  opened two new stores last month, proving that at least some Japanese are willing to wear outfits that are a little rough around the edges. Many of those scouring the nation’s flea markets were fashioning old clothes into new outfits, a process dubbed remaku (remake) and those not handy with a sewing machine could buy the eco-friendly recycled look from stores in trendy areas like Shimokitazawa or Koenji.

As long as the recession continues, the lower priced end of fast fashion is bound to continue reaping a profit (and we’re bound to see more creative and crafty ways to remix and recycle the resulting mountain of thrown-away threads). Despite the trend toward fast fashion U.S. luxury casual brand Abercrombie & Fitch felt optimistic enough to try to break into the Japanese market by opening a new store in Ginza last week. The success or failure of this significantly more expensive store will prove a useful barometer for other luxury brands hoping to expand their markets in these lean times.

Tags: , ,

Comments are closed.


Recent Posts

  • J-blip: Ipsa’s Face Melody

    Every face has a name, a story and . . . a song? That’s the idea behind cosmetic company Ipsa’s newest creation. We should, uh, take it at face value, but the company claims that its Face Melody program can measure the user’s appearance and write a unique tune based on their attributes. The application […]

  • Japan celebrates the GIFs that keep on giving

    GIFs — which stands for graphics interchange format, don’t you know — have made the Internet an even more enjoyable place than before, and we have the receipts to prove it. These digital designs were technological wonders back in the days of AOL and Netscape (Google it, kids). But they eventually went from high-tech animation […]

  • Smart absolutions: Send off your sins with just one click

    The two-step method to purification.

  • Attack of the plant hunters, green carnivores and fleshy girls

    Never promised you a rose garden, but how about a fleshy plant or a stag-horn fern?

  • Make 12th-century art using 21st-century tech

    The Choju-Giga, the famed animal caricature ink paintings displayed Kyoto’s Kozan-ji Temple have been captivating people for centuries. The four scrolls, which date to the 12th and 13th centuries and depict rabbits and monkeys getting into mischief, are often cited as the first manga comics in Japan’s history. Now art lovers can create their own […]

  • Fuji Rock bound? Make sure you survive in style

    A few items that will help you stay dry and happy during Fuji Rock Festival’s unpredictable weather.

  • Pokemon ages ungracefully with middle-aged ‘Ojisan Monsters’

    “Ojimon” is a new mobile game where players can catch middle-aged pocket monsters and make them do their bidding.

  • The new face of Japanese beauty products

    A wise woman once said that beauty is pain, but that doesn’t mean that it has to be boring. With designer face masks, even the simple act of skin moisturizing can become fun. Face masks rose to popularity after the 2011 Korean BB Cream craze. Over the past four years, the “lazy girl” alternative to […]

  • Dominique Ansel caters to Tokyo’s (semi)sweet tooth with cronuts and s’more

    Long queues will mark the spot where Dominique Ansel wil be serving a vast array of creative desserts and, of course, his famed Cronut.

  • Load up YouTube because it’s morphin’ time!

    Summon your Megazord because the Power Rangers are heading to YouTube — and it’s all in Japanese. “Mighty Morphin’ Power Rangers” was a hit children’s show back in the ‘90s that featured campy acting, ridiculous monsters and possibly the best theme song of all time. It was actually based on the long-running “Super Sentai” TV […]