OL is simple and loves makeup, gentleman is casual and fashionable, and even a small item can trigger Japanese fashion!

As one of the centers of fashion trends in Asia, Japan's fashion industry is quite developed, and clothing culture has become an indispensable part of Japanese life. At the same time, young people are increasingly accepting Western culture, so fashion tastes are gradually converging with European and American groups. . However, due to differences in body shape, climate, and living habits, Japanese fashion trends still have their own uniqueness.

If you don't do your homework carefully, you will hit the rocks!

With so many fashion items vying for the trend C position, how do Amazon Japan sellers choose? Hurry up and ask the old fashion driver!

Hello everyone, the old fashion driver is here. It is my mission to keep up with the global fashion culture and deliver the latest trend insights to Chinese sellers! Get in my car and listen to my fashion stuff.

You may have long known the various local cultures in Japan that are popular in the world – cherry blossom viewing, tea ceremony, animation, etc., and you may have a clear understanding of the rhythm of Japan's sales season throughout the year, but the consumer market is changing with each passing day, regardless of the local history. Culture is still a new trend or niche culture, and there is still information gap for most sellers.

The old fashion driver reminds sellers that they can better grasp local consumption trends from a local perspective:

The impact of national culture — from selected populations to universal coverage

In Japan, makeup has become a "national culture". Most Japanese girls start to learn makeup from a young age. From the age of 8 to 80, they have to wear makeup even if they take out the garbage, and it will be considered impolite to show people without makeup. Faced with the use of cosmetics on different occasions and the need to touch up makeup anytime, anywhere, cosmetic bags of different sizes and functions have become a rigid need.

Image source: Japanese women's magazine " Sweet"

In addition, women of different styles and age groups will also pursue different styles of cosmetic bags. Cosmetic bags are not only necessary items, but also items for Japanese women to promote their style and personality. Girls will share their newly bought cosmetic bags on various occasions to show their fashion sense. In a Japanese fashion magazine's all-round survey of women of different ages , cosmetic bags ranked second in the "top 10 essential items in women's bags".

However, don't think that makeup is a women's patent. In Japan, many men also have a cosmetic bag. Women's cosmetic bags are full of makeup products, while men's cosmetic bags are mostly items to keep themselves "tidy". This is because Japanese people value the first impression of being clean and tidy when working outside. And maintaining a meticulous appearance at all times, without the essential tools to carry around, is difficult.

In addition, in many companies in Japan, employees’ business trips are decided on an ad hoc basis, so the daily toiletries must be carried with them. At this time, a moderately sized cosmetic bag is essential. Japanese male star Yoshida さん revealed in an interview what is in his carry-on cosmetic bag. The rich content makes people amazed: It turns out that Japanese boys are also so "exquisite"!

Today, Japanese department stores usually sell men's cosmetic bags. Even big fashion brands have produced a "toiletry bag" (which can be translated as a wash bag) that is full of texture and suitable for men this year. However, compared to the cosmetic bags used by women, men's cosmetic bags are mostly dark in color. However, the cosmetic bags searched by online shopping are still the majority of products that are biased towards women's needs. Breaking through the stereotypes and digging deep into the undiscovered and unmet needs of men – such as men's cosmetic bags, toiletry bags – may bring surprises.

Tips for veteran drivers

From women-dominated to universal coverage, cosmetic bags, as a reflection of Japanese storage culture and a display of personal style, vividly reflect the influence of Japanese local culture on people's consumption habits. It is suggested that sellers can learn more about the details of Japanese life, increase the diversity of designs to meet the preferences of local consumers, tap the needs of new people that have not been met, and enrich their selection.

Men's

1. 1 Men's autumn and winter coat

customer portrait

Market target group: Market target group: Target customers cover 16-50 years old. But mainly young and middle-aged customers aged 28-35.With the process of informatization and economic conservatization, the customers of the younger generation in Japan are also getting closer to European and American customers.

Characteristics of consumption behavior: In the choice of autumn and winter coats, the pursuit of simplicity, convenience and functionality has changed from the pursuit of high-end brands to the pursuit of cost-effectiveness and functionality; the style design is also inclined to the European and American style, no longer insisting on a formal sense of formality, but Emphasizes warmth, leisure and fit

Suggestions for selection

Style: sub-categories include down jackets, coats, jackets, vests

►Down jacket: the style is mainly based on fit, and the basic requirement is to keep warm

►Coat: Simple style, mainly for business occasions with suits, the pursuit of texture, self-cultivation style

►Jacket: Mainly in plain colors, it constitutes a casual style that matches the windbreaker and knitted sweater, and the overall simple and slim design

►Vest: V-neck sweater vest with shirt suit, electric vest

Material:

►Down: polyester

►Coats: wool, polyester, nylon, cotton

►Jackets: Polyester, Cotton, Nylon, Polyester, Polar Fleece

►Vest: polyester, wool, cotton

The price range:

►Down jacket: 5000-40000 yen

►Coat: 3000-20000 yen

► Jacket: 3000-7000 yen

►Vest: 1500-3000 yen

► Electric vest: 1500-6000 yen

hot season

September-February

Business advice

Pages and Selling Points:

►Down jacket: The color is mainly solid color, dark color, black, navy blue, army green; pay attention to the characteristics of warmth, water resistance, wind resistance, etc. The hooded stand-up collar design increases warmth; emphasizes the details of cuffs, hem, and inner pockets Convenience of Design

►Coats: The colors are mainly black, gray, beige, dark brown, and khaki; usually worn with suits, the page attaches great importance to a textured visual experience, emphasizing fashion sense and craftsmanship details

►Jackets: The colors are mainly gray, black gray, khaki, beige, navy blue, dark gray, and dark green; mainly spring and autumn jackets, the pursuit of light weight and warmth, highlighting the collar, cuffs, hem design, warmth retention Coexist with flexibility; basic storage pockets should be sufficient, and small details such as sleeve pen positions can be added; conventional vests are mainly for business wear, and electric heating vests have gradually become popular in recent years. The vest has a built-in carbon fiber heater, which can adjust the temperature control level , and use fabrics with strong moisture permeability; the electric heating vest adopts a zipper design, which is easy to put on and take off, and customers pursue the characteristics of lightness, softness, good heat preservation, and not easy to deform; the battery needs PSE certification; the attached drawings should clearly show the structure and function of the clothing to reflect safety sex and professionalism

Promotions:

Mainly concentrated in the second half of the year, especially winter promotions such as Black Friday, Cyber ​​Monday, Christmas and New Years

Supply Chain and Logistics:

China is a major producer of down jackets and coats, and the industrial belt is mainly concentrated in Zhejiang and Guangdong.

1. 2 Men's Pants

customer portrait

Market target group: target customers cover 16-50 years old. But mainly young and middle-aged customers aged 28-35.With the process of informatization and economic conservatization, the customers of the younger generation in Japan are also getting closer to European and American customers.

Characteristics of consumption behavior: Japanese male customers are more and more inclined to casual, comfortable and well-fitting trousers in the choice of trousers. Even in commuting occasions, a large number of consumers will choose business-casual styles, rather than commuting occasions, it is more prominent Convenience, such as waist design, pockets, zippers, etc.

Suggestions for selection

shape:

Casual pants, wide leg pants, overalls

Material:

►Casual pants: cotton, polyurethane

►Wide-leg pants: cotton and linen are used for light and thin models, and woolen and cotton blends are used for thicker models.

►Cargo Pants: Cotton

Price range: 1500-4000 yen

hot season

annual

Business advice

Pages and Selling Points:

►Wide-leg pants: black, gray, brown and other plain colors or simple striped design, elastic waist design, with pockets, no extra decoration, ankle part can choose to use elastic to close or release; the page creates a casual, relaxed, personalized pie style

►Casual pants: It is suitable for commuting and leisure occasions, and the color is mainly plain; the fabric is elastic, which shapes the slender outline of the legs and meets the comfort needs. It focuses on the details of the trousers, pockets and zippers. The pockets are deep for easy storage and ventilation. Good, good elasticity, strong sense of quality, not easy to wrinkle; the surface shows the effect of multi-angle wearing

►Cargo pants: black, dark gray, dark brown, khaki, navy blue, army green; the number of pockets is 6 or 8, the overalls have zippers, and the number of pockets is large; the page pays attention to detail and quality

Promotions:

Basically all year round promotions are available

Supply Chain and Logistics:

The industrial belt is mainly concentrated in Zhejiang and Guangdong. In recent years, many other regions in China have gradually formed production bases with a certain scale

1. 3 Men's Commuter Clothing

customer portrait

Market target group: target customers cover 18-50 years old.But mainly young and middle-aged workers aged 28-35

Characteristics of consumption behavior: The workplace is the most important life scene for Japanese men, and it is also the most important scene for them psychologically. Therefore, for the image of the workplace, the white-collar class should highlight the texture and sense of elite, and use it to create a professional and capable image.The blue-collar (or professional) class prefers to choose professional clothes and work clothes that conform to their working environment and characteristics, highlighting professionalism and functionality

Suggestions for selection

shape:

► Suits: mostly three-piece suits, suits, vests, pants

►Shirts: mostly five-piece suits or three-piece suits, available in regular and slender styles

►Air-conditioning clothing: long-sleeved, short-sleeved, sleeveless, consisting of air-conditioning clothing, fan, charging cable, battery, charger, blowing air through 3D three-dimensional circulation, flowing a large amount of air along the body surface, accelerating sweat evaporation, quickly Exhaust and heat dissipation

►Wool cardigan: V-neck cardigan, mid-length to optimize your figure

Material:

► Suit polyester, wool blend

►Air-conditioning clothing, woolen cardigans, shirts

►Polyester, Cotton

The price range:

► Suit: 3-piece set price 5000-10000 yen

►Shirt: 1500-3000 yen for a single piece, 3000-7000 yen for a suit

►Knitted cardigan: 1500-6000 yen

►Air conditioning clothing: 3000-18000 yen

hot season

annual

Business advice

Pages and Selling Points:

► Suits: plain color, black, navy blue, gray, navy blue, solid color, checkered pattern; the shoulder design with shoulder pads improves the Japanese-specific narrow shoulders and sloping shoulders; the length can be designed to be slightly shorter to increase the legs Long visual effect; focus on the details of the inner lining and the details of the neckline and cuffs; the fabric will not be deformed, will not produce hairballs, and shape a slender body

►Air-conditioning clothing: the colors are mainly white, gray and other light colors; high-density quick-drying fabrics, fire-resistant, with UV sunscreen and UV protection functions; fans and batteries each weigh about 200g, and the battery needs PSE certification; pay attention to details such as The quality of the zipper, the tightness of the cuffs and hem, the storage space for pens and cigarettes, etc.; the attached drawings should clearly show the structure and function of the clothing, and reflect the safety and professionalism

►Business shirts: pure white, light blue, light gray, striped; the drawings should highlight the details of the neckline, shoulders, cuffs, pockets, buttons and hem. The collar and cuffs should be combined with various designs and colors. Makes the overall look of the shirt elegant

►Wool cardigan: gray, navy blue, khaki, black and other plain colors are the main colors; the texture details create a sense of luxury, especially for the knitting of sleeves and hem details, pay attention to the hem not to be too tight to facilitate stacking , with the same color button accessories, soft and skin-friendly, anti-hairball technology

Promotions:

Promotional nodes are basically available throughout the year.Especially the New Year, the joining days in April and October, etc., in addition, traditional annual promotions, such as Prime Day, Black Friday and Cyber ​​Monday in the fourth quarter, Christmas, etc.

Supply Chain and Logistics:

The traditional industrial chain is concentrated in Zhejiang, Guangdong and other places.In the selection of supply sources, attention should be paid to choosing manufacturers with certain experience in exporting to the Japanese market, and in terms of product details, packaging, etc., to ensure that they can meet the strict requirements of Japanese consumers.

women's clothing

2. 1 Ladies tops

customer portrait

Market target group: covering 18-40 years old, customers can be office workers aged 20-30, or full-time housewives aged 25-40

Characteristics of consumption behavior: Japanese consumers like light and elegant shapes, and Japan has a mild climate, so thin and light clothing is more popular. At the same time, Japanese people pay attention to workmanship and are strict with product details.

Suggestions for selection

shape:

Because women's tops include short-sleeved, long-sleeved, knitted sweaters, sweaters, etc., the seasons span is relatively large and will cover all seasons of the year. Among them, loose style > tight style

Material:

Cotton, lace, chiffon, acrylic (knitted sweater).Among them, natural materials such as ramie sweaters, ramie, polyester-cotton shirts, and ramie-cotton dresses are more popular.

Price range :

1680-7000 yen

hot season

annual

Business advice

Pages and Selling Points:

The color is mainly monochromatic, and the best-selling colors are white, khaki, pink, green, blue, gray, black, etc.

Promotions:

New Living Themes in April, Mother's Day in May, Prime Day, Black Friday and Cyber ​​Monday in November and December

Supply Chain and Logistics:

Some women's tops such as Hangzhou and Guangzhou are available in the world and are relatively easy to purchase.In addition, sellers can pay more attention to the top KOL outfits on Instagram, and find suppliers who can accept customized production in the industrial belt

2. 2 Ladies coat

customer portrait

Market target group: Women's coats can be divided into thin windbreakers, woolen coats and down jackets according to different seasons. Customers are concentrated in 18-40 years old, among which 18-30 years old customers are represented.

Characteristics of consumption behavior: Japan prefers gentle and cute styles, and the best-selling styles are slim and loose.

Suggestions for selection

Style: Loose version > Slim fit

Main design elements: bows, ties, pleats

Material: cotton, wool, cashmere, nylon

Price range: 3000-30000 yen

hot season

October-January

Business advice

Pages and Selling Points:

Main colors Popular colors are concentrated in khaki army, green, navy blue, black; use models to be elegant; the selling point is suitable for commuting wear

Promotions:

From Prime Day to Black Friday, Cyber ​​Monday, Christmas in the fourth quarter of the second half of the year, and the New Year in January of the following year, it is a hot season for outerwear

Supply Chain and Logistics:

►China is a big country in the production of women's coats. Some women's coats such as Hangzhou and Guangzhou supply the world, and it is relatively easy to purchase or customize styles.

►Design ability: With certain design ability, it will be easier to meet the needs of the Japanese market

2. 3 Women's Skirts

customer portrait

Market target group: Women's dresses include half skirts and dresses. The season span is relatively large, covering all four seasons of the year. Among them, summer is the peak season. Customers are concentrated in 18-40 years old, and customers aged 18-30 are represented.

Characteristics of consumption behavior: Japan tends to be conservative, and the body shape is relatively flat, so the popular skirt styles will be mainly loose versions. At the same time, because they are very concerned about their overall image and temperament, the design of skirts will have some highlights, such as thin belts or The design of the waist reflects the waistline, or the design of the back tie lights up the clothes

Suggestions for selection

Style: loose version > tight fit

The main design elements are: pleats, polka dots, lace + hollow, back tie

Material: cotton, denim, silk

The price range:

►Skirt : 3000-20000 yen

►Dress: 8000-20000 yen

hot season

annual

Business advice

Pages and Selling Points:

The main color The popular colors are concentrated in khaki army, green, navy blue, black; use models to be elegant; the selling point is suitable for commuting wear, and suitable for commuting shoes and bags

Promotions:

New Living Themes in April, Mother's Day in May, Prime Day, Black Friday and Cyber ​​Monday in November and December

Supply Chain and Logistics:

►China is a big producer of women's skirts, and some women's skirts such as Hangzhou and Guangzhou supply the world, and it is easier to purchase or customize styles

►Design ability: With certain design ability, it will be easier to meet the needs of the Japanese market

men's and women's shoes

3.1 Men's Leather Shoes

customer portrait

Market target group: The target customers cover 20-50 years old, among them, 25-40-year-old professionals are the main ones

Characteristics of consumption behavior: Japanese male consumers attach great importance to their social identity, and hope to appear professional, clean and capable in the workplace, and at the same time, they must conform to the traditional habits and rules of the workplace. Therefore, for the choice of leather shoes, usually When choosing a classic model, the details can be somewhat innovative, but not eye-catching, can not affect the overall sense of formality and professionalism, and hope that the workmanship is exquisite and high-end; and in terms of price, Japanese consumers have gradually changed from the previous high-end high price to cost-effective. Priority, no longer blindly pursuing high-end

Suggestions for selection

Style: Oxford shoe style, Derby shoe style, Monk shoe style, Loafer style.The styles are mostly Oxford and Derby shoes, followed by Lok Fu and Monk.

Material: genuine leather, synthetic leather

The price range:

►Synthetic leather material: 3000 – 5000 yen

►High-end genuine leather material: 5000 – 10000 yen

hot season

annual

Business advice

Pages and Selling Points:

►The main colors are black and brown, and the uppers are mainly plain (two-joint) and horizontal (three-joint), and some styles have quarter-block carvings

►Main selling points: good breathability; designed according to the golden ratio of Japanese men's legs and shoes; exquisite workmanship; good anti-slip effect; rich in antibacterial and deodorant colors, including classic black and fluorescent colors. color, also printed

Promotions:

In addition to regular promotional nodes such as Prime Day, Cyber ​​Monday, Christmas, etc.Every New Year, April, and October are the hot selling seasons for leather shoes, of which April and October will have promotions on the day of joining the company.

Supply Chain and Logistics:

China is a big producer of leather shoes. The industrial chain of leather shoes is concentrated in the Zhejiang area of ​​the Yangtze River Delta, headed by Wenzhou. From leather raw materials, product design, to processing, production and sales, there are a large number of enterprises and employees.

Data Sources:

[1] Japan Fashion Market Revenue, Statista, /xghh.c244c121cmrjwzh=cpror= #market-revenue

[2] Japan Fashion Users in Millions, Statista, /xghh.c244c121cmrjwzh=cpror= #market-users