Want to make a big difference on Amazon Japan, but can't get started with product selection?
Can't grasp the demand for apparel purchases, and can't figure out the preferences of Japanese consumers?
Is there a guide to choosing a fashion item that truly reflects everyday wear in Japan without spending a penny?

The costumes of the characters in Japanese dramas have been carefully designed to not only reflect Japanese fashion consumption trends, but also act as a trend vane for fashion selection!
If you want to make money on Amazon Japan, don't miss this Japanese fashion selection “textbook” worth studying!

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What do young mature women in the Japanese workplace like to wear?How can you miss out on Kawano Etsuko, the “funky elite”?! Ishihara Satomi's attire in “School Reading Girl Kawano Etsuko” and “Morning 9:5” is recognized as the “wardrobe bible” for Japanese fashionable girls!
Interviewing for a new job?The dark suit highlights the professionalism of the workplace, and the small burgundy scarf is elegant and flattering!Showcase a new plan?The beige blazer and contrast dark blue v-neck shirt are sleek and stylish without being monotonous. They are simply a model for workplace+stylish wear.

The total number of employees in Japanese companies is 53.32 million [1], and office workers pay particular attention to workplace etiquette. Therefore, essential professional suits, men's and women's clothing, are in high demand, and suitable for commuting is a major selling point. Consumers generally prefer dark and light colors to avoid wearing too fancy clothes. Commuter clothing is required to be of good material, fit the body, and have the details in place.

1) China is a major producer of women's clothing. Production areas such as Hangzhou and Guangzhou supply global products, making it easier to purchase or customize styles
2) Japanese consumers pay great attention to packaging. Clothing sellers use beautiful cartons instead of ordinary plastic bags when packing suits
3) Design and style provide a variety of choices
4) Japanese consumers pay attention to workmanship and have high requirements for product details.

The everyday costumes in “I'll Get Off Work When It's Time” and “It's Your Turn” may be more suited to casual consumers. In the drama, almost all men and women wear low-saturation tops, wear bottoms with no obvious color contrast, and are mostly loose, and look clean and tidy.

In Japanese society and culture, emphasis is placed on self-expression, and a “sense of care” is required, because dressing clean and tidy is a form of respect for others. The so-called emphasis is not on luxury goods, but rather emphasizes cleanliness and tidiness. Coupled with Japan's mild spring and autumn climate, lightweight clothing is more popular.

Women's clothing includes short sleeves, long sleeves, knitwear, sweaters, dresses, etc. A loose fit is more popular than a tight fit. Materials include cotton, lace, chiffon, acrylic (sweater), etc. Among them, natural materials such as ramie and polyester cotton are more popular.

1) The clothing category has a large seasonal span, covering all four seasons of the year
2) In the picture display, the Asian model and Oriental face are more in line with the aesthetics of Japanese consumers, using simple and bright styles and providing full-body matching solutions
3) The design can match the season's trends and popular colors
4) Japanese consumers pay attention to workmanship and have high requirements for product details.

Let's take another look at the masculine attire routine of thousands of girls who fell in love in “School Reading Girls”! The white t-shirt and fluorescent yellow hoodie are eye-catching; the drama also shows 101 ways to wear a flower shirt. The bohemian flower shirt is paired with a simple white T, which is both catchy and durable.

In fact, Japanese men don't just wear plain colors!Especially for the younger generation that pursues individuality, brightly colored and flowery shirts can also be worn nicely and decently. But that doesn't mean you want to go for fancy clothes. Clean and simple are still mainstream, and bright elements are a surprising bonus!

Popular menswear includes t-shirts, shirts, jackets, shorts, etc.
The most common style of t-shirt is a loose fit with a 3/4 sleeve length or half sleeve, and the length is below the hip.

1) Can men's clothing only be sold in black, white, and gray?Of course not!Lively and playful colors, exotic flowers, striped prints... as long as they are properly matched on the product display page (such as white t-shirts, plain jackets, etc.) to show style and energy, they are as crazy as Japanese men!
2) You can choose a design with a reverse pattern on the cuffs and front to satisfy consumers who want to break through plain clothes
3) Military elements, wood-colored buttons are trendy and careful this year

In “Please Fall in Love with Me Who Wasteed Wood,” the two were walking on the streets in winter. The man wore a dark coat, while Kyoko Fukada, the goddess of frozen age, chose a light-colored jacket with a sweater or cardigan underneath, making them both warm and beautiful!

Japan's climate is close to Shanghai. It is quite cold from late fall in November to early spring in March and April. The weather is cool or even cold for almost half of the year, so there is a high demand for winter clothes. However, Japanese people who pay attention to their image refuse to wrap themselves up like rice dumplings!In addition, winter is mostly sunny, so winter clothes such as cardigans, sweaters, knitted jackets, and cashmere coats are very popular.

Men's winter clothing includes down jackets, coats, jackets, vests, etc.; the pursuit of simplicity, convenience, and functionality.
Japanese women love gentle and cute styles. Popular styles include thin windcoats, woolen jackets, and down jackets.

1) The colors are mainly black, gray, beige, dark brown, and khaki
2) From the third quarter until Black Friday, Cyber Monday, Christmas, and January New Year in the fourth quarter of the second half of the year, these are popular seasons for winter clothing
3) China is a major producer of down jackets and coats, and the industrial belt is mainly concentrated in Zhejiang and Guangzhou

Also in “Please Fall in Love with Abandoned Chai”, the “Abandoned Chai” lady wears white loungewear and a sweater jacket, while the boy wears dark pajamas. She instantly feels relaxed and full of warmth.

After the pandemic, the willingness of Japanese people to travel dropped by 58% [2], and time spent at home increased dramatically, which also boosted the demand for home clothes. Japanese consumers demand high quality skin-friendly textiles and clothing, and the comfort of pajamas is the primary motive for purchasing.

Pajamas, loungewear, fleece/cashmere loungewear for men and women

1) Compared to one-piece loungewear/pajamas, Japanese consumers prefer split styles
2) Low-saturation colors are more popular
3) Women's clothing can appropriately add some lovely elements or designs to attract consumers

Let's take a look at the male and female protagonists who are ready to meet their parents on the set of “Escaping Shameful But Useful”!“Wife” Aragaki Yui chose to wear a pair of white shoes with a long dress, instantly becoming elegant and feminine. The male protagonist Gen Hoshino wears men's leather shoes that appear at ultra-high frequencies. They are clean and capable.

Consumers on the Amazon Japan site have similar shoe preferences to European and American consumers, but they pay more attention to comfort and cost performance, so many sellers with their own Chinese brands will have a greater chance of entering the market. For different occasions, shoes can be divided into commuter style and casual style. Women's commuter shoes emphasize elegance and elegance, while men's leather shoes emphasize professionalism and formality. The overall requirements are advanced and classic colors, suitable for different outfits; casual styles emphasize comfort, individuality, and avant-garde. The design pursues simplicity and avoids excessive decoration.

Women's shoe styles include sandals, casual shoes, high heels, etc.
Consumers of leather shoes cover 20-50 years old, mainly workers aged 25-40.

1) Simple and elegant design, few patterns and obvious embellishments, mostly cross styles and woven designs
2) The selling points of women's shoes generally emphasize comfort, elasticity, leg beautification, etc.
3) The product description focuses on incorporating usage scenarios. For example, commuter shoes can emphasize silence and anti-slip; casual shoes focus on a sense of vacation and ease of walking

The heroine's use of jewelry in “School Reading Girls” can be described as vivid: red hair bands, scarves, and glasses that make people suddenly swoon are all eye-catching “careful machines” by Etsuko Kono, who instantly stood out from the crowd.

Japanese consumers prefer light-colored, unflattering clothing, but this kind of monochromatic color is sometimes a bit boring. Inspired by fashionista Satomi Ishihara, now it's time to buy lively and eye-catching accessories.

Popular jewelry includes scarves, belts, all kinds of hats, hair bands, etc.

1) There are many ways to match accessories such as scarves and hats. You can emphasize the versatility of the product in the picture display, that is, they can be used for various occasions and worn in different styles
2) The design can trend towards classic models, or refer to current trends and add bold elements

In the Japanese drama “Family Form,” the commuter bags carried by male and female owners generally reflect the purchasing needs of Japanese workers. Versatility, large storage space, and stain resistance are all advantages of commuter bags.

Due to work, white-collar workers usually need to carry items such as documents and computers. At this time, large-capacity shoulder bags and backpacks are loved by workers. Commuter bags also need to be suitable for various occasions, easy to carry, and easy to match with commuting outfits.

Men's backpacks, shoulder bags, briefcases and satchels;
Women's backpacks, tote bags, bucket bags, shoulder bags.

1) Simple and elegant design, large capacity and space, easy to organize, and many functions.
2) Dark colors such as black, gray, and brown can be used for easy matching.
3) The fabric can be made of leather, nylon, etc., which is characterized by being stain resistant and durable.

From now until February 28, 2021, fashion category sellers in Japan will also enjoy a discount of as low as 5% on some sales commissions. Hurry up and act; maybe the next Big Fire Day drama will be the one you chose!

🧑🏻‍💻 Account operation manager support for the whole of 2020
💰 FBA storage/removal/return fees as low as 0 yuan
🎊 Promotion resources (credits/coupons, etc.) + 5,000 yen ad free credit
📝 Official free translation/listing upload
📄 Official professional listing optimization
🎥 Listing video/360 view free upload
📞 Official Japanese customer support