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Published on September 29, 2015

Author: FinproRy

Source: slideshare.net

1. 29/09/15   © Finpro  1   asads   Fashion  market     pre-­‐study:  Japan   Business  opportuni6es  for  Finnish  companies    

2. Authors   •  Tsuyoshi  Ichikawa,  Finpro’s  partner  consultant  in  Japan  (AIBA  cer6fied)   •  Michio  Akutsu,  Finpro’s  partner  consultant  in  Japan  (AIBA  cer6fied)   •  Seiichi  Yamanaka,  Finpro’s  partner  consultant  in  Japan  (AIBA  cer6fied)   •  Masahiro  Kimura,  Finpro  Japan   August  2015  

3. Contents   1.  Execu6ve  Summary   2.  Japanese  Fashion  Market    A)  Characteris6cs  of  Japanese  Fashion  Market  (Overview)      B)  Latest  trends-­‐  Reports  from  JFW-­‐IFF  (July  22  –  24)    C)  Market  size    D)  Trends  in  each  market  segment    E)  Successful  cases  in  each  market  segment    F)  Market  of  Import  Brands    G)  Distribu6on  channels    H)  Online  shops   3.  Legisla6on  and  Regula6ons    A)  Regula6ons  and  Requirements  at  the  6me  of  import    B)  Regula6ons  and  Requirements  at  the  6me  of  sale    C)  Laws  and  Regula6ons  rela6ng  to  online  shops   4.  Market  Entry  Strategy  and  opportuni6es  (Recommenda6ons  to  Finish  companies)   5.  Useful  informa6on    A)  List  of  relevant  business  organiza6ons    B)  List  of  Trade  Fairs  and  Exhibi6ons  

4. Execu1ve  Summary  1   •  Japanese  Fashion  Market  in  general   –  The  Japanese  fashion  market  is  large  enough  for  Finish  SMEs  and  even  niche  items  are  interes6ng   and  a_rac6ve  for  Finnish  SMEs  in  terms  of  sales  amount.   –  However,  to  enter  the  Japanese  market,  Finnish  SMEs  should  pay  a_en6on  to  the  unique  features  of   the  market  summarized  in  pages  9  and  12.   –  As  you  can  see  from  the  chart  "Popula6on  by  ages“  in  page  9  and  10,  the  genera6on  from  40  to  70   years  old  might  be  the  interes6ng  target  ages  for  Finnish  SMEs.   •  Market  Size,  Trend  and  Successful  Cases   –  Japanese  fashion  market  shrunk  at  the  global  Lehman  Shock  recession,  but  is  recovering  since  2011   having  Yen  9.29  trillion  of  overall  apparel  retail  sales  as  the  third  largest  market  aeer  USA  and  China.   –  Men’s,  ladies’  and  baby/children’s  apparel  retail  sales  market  sizes  are  taking  quite  similar  market   size  trend  pa_ern  with  overall  apparel  market,  turning  down  from  2008  6ll  2010  and  growing  since   2011.     –  Japanese  fashion  trend  is  generally  following  the  trends  in  Europe  and  USA,  with  some  excep6on  of   peculiar  fashion  trend  born  out  of  fashion  sensi6vity  of  streets  and  Japanese  culture  as  a  source.   Both  men’s  and  ladies  wear  are  becoming  more  easy  and  comfortable  to  wear  and  coming  closer  to   casual  fashion.   –  Successful  companies  of  apparel  retail  sales  are  either  taking  aggressive  policy  in  expanding  their   sales  channels  at  the  prime  loca6ons  or  eager  in  u6lizing  e-­‐commerce  by  web/SNS  or  both.  

5. Execu1ve  Summary  2   •  Market  of  Import  Brand   –  The  sales  volume  has  con6nued  to  grow  from  the  bo_om  of  2,23  trillion  Yen  in  2010.   –  Sales  amount  of  China  and  ASEAN  countries  accounts  for  more  than  90%  of  overall   import  sales  but  these  countries  products  usually  do  not  carry  their  own  brands.   –   The  total  sales  of  EU  countries  including  Eastern  Europe  and  Western  Asian  countries   amounts  to  4,7%  and  0,8%  of  25  billion  yen  are  shared  with  the  EU  countries  excluding   Italy,  France,  Romania  and  Turkey.   –  Japanese  import  market  has  segmented  into  two  price  zone;  high-­‐priced  and  medium-­‐ priced  ranges,  both  demanding  high  quality  along  with  fine  craesmanship  using  quality   materials.   •  Distribu1on  channels   –  Since  distribu6on  channels  need  to  be  less  complicated  to  keep  compe66ve  pricing   structures,  some  of  successful  import  brands  have  entered  into  Japanese  market   through  SELECT  SHOP,  who  purchase  directly  from  the  overseas  manufactures  by   selec6ng  new  brands  on  their  own  through  exhibi6ons  held  overseas  as  well  as  domes6c   or  visits  to  manufacturer’s  showroom  in  their  countries.  

6. Execu1ve  Summary  3   •  Although  some  of  leading  Department  Stores  are  in  good  shape,  it  is  hard  for  new   comers  from  import  brands  to  enter  into  business  rela6onship  with  them  direct,  due   to  the  Japanese  tradi6onal  business  customs  such  as  consignment  purchasing,   invoicing  pricing  system  etc.   •  General  Merchandising  Stores  (GMS)’s  share  has  con6nued  to  shrink,  although  some   of  leading  GMS’s  have  developed  their  PB,  but  mainly  made  up  of  basic  and   conven6onal  design  manufactured  in  Asian  countries.   •  Shopping  Centers  have  con6nued  growing  in  number  since  1990’s  taking  the  form  of   outlet  malls,  sta6on  buildings  and  underground  shopping  malls.  The  key  to  success  for   the  new  comers  from  abroad  is  how  they  can  locate  poten6al  partners  who  run  their   stores  in  these  kinds  of  mega  malls.   •  Fashion  Stores  have  been  dominant  in  the  Japanese  fashion  market,  but  to  enter  into   this  field,  great  amount  of  ini6al  investment  and  marke6ng  knowledge  are  needed.   Also,  need  effort  to  keep  design  novelty  and  low  labor  and  material  cost.   •  Concept  Store  is  rather  a  new  business  category  developed  from  SELECT  SHOP  going   beyond  not  only  selling  products,  but  also  offer  catering  services,  such  consumers.  

7. Execu1ve  Summary  4   •  Online  sales   –  The  ra6o  of  Internet  Sales  has  con6nued  to  increase  rapidly.  Almost  all  successful  shops   have  E-­‐commerce  and  M-­‐commerce  site.  Also,  they  have  made  contract  to  Shopping   Mall  Operator  like  ZOZOTOWN  who  has  succeeded  in  sales  of  fashion  apparels.  At  the   same  6me,  they  also  have  their  own  shopping  site  to  a_ain  one-­‐to-­‐one  marke6ng  with   their  regular  customers.       –  Fashion  items  were  not  considered  as  items  which  will  be  sold  through  online  shops  in   the  past  because  of  its  various  sizes  and  details  which  might  be  difficult  to  see  through   online  display  but  nowadays,  it  is  one  of  the  most  increasing  areas  in  internet  sales.   –  There  are  many  ways  of  selling  items  through  internet  as  we  categorized  and  explained  ,   however,  it  is  li_le  effec6ve  to  sell  items  through  online  shops  in  Finland  directly.  Some   persons  who  have  no  problem  in  communica6on  in  English  started  buying  directly  from   online  shops  in  foreign  countries  but  we  can  not  expect  that  this  sales  will  increase   drama6cally.   •  TV  shopping/Catalog  shopping   –  TV  shopping  and  catalog  shopping  have  long  been  well-­‐established  in  Japan.     •  Legisla1ons  and  Regula1ons   –  There  are  regula6ons  and  requirements  both  at  6me  of  import  and  at  6me  of  sale,   overseas  makers  and  suppliers  of  apparel  products  should  pay  close  a_en6on  to  what   are  prohibited,  and  what  are  required  in  order  to  introduce  their  products  to  Japan.  

8. Contact  us!   •  Read  more,  contact  us  and  download  full  report:   h_p://www.exporoinland.fi/web/eng/market-­‐opportunity/asia-­‐fashion-­‐studies  

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