Stores adopt a few innovative measures in a bid to prize open the wallets of domestic shoppers with overseas customers still shut out of Japan.
Samuel Thomas is a fashion writer and lecturer at Bunka Gakuen University. He regularly contributes to The Japan Times, among other publications, and has his own site TokyoTelephone.com. He is currently pursuing his research in fashion at the University of Tokyo.
For Samuel Thomas's latest contributions to The Japan Times, see below:
If you’ve ever felt Japan’s customer service was too much, contactless shopping is on the rise. Meanwhile, pop culture-capsule collaborations vie for the title of “most shocking.”
As some brands dip their toes into NFTs, others turn to nostalgia-with-shock-value to sell both real and virtual clothing.
With even big-name houses struggling for views, brands that abandoned the typical film format found the most success.
Rakuten seizes the opportunity to better appeal to a local clientele, while skateboarding style tops the Olympic podium.
Athletes’ uniforms illustrate the values each country wishes to embody. So think of the Olympics opening ceremony as one of the largest runway shows the world has to offer.
Japan’s latest styles celebrate Pride Month (sort of), take fashion week to print and collaborate with vintage video games.
The country’s over-20s are embracing cute clothing in a subversive push against adulthood.
After many stores shut their doors last month, there’s now a pop culture-tinged positivity imbuing Japan’s fashion scene.
Utility wear brand Workman is enjoys rise in sales despite a downturn in the fashion industry. Meanwhile, Valentino and Wego sign on virtual celebrities to appeal to specific demographics.