Fashion brands
Japan is home to large fashion brands catering to the diverse demand of consumers, ranging from affordable casual wear to high-end luxury fashion. Whereas global fashion shows are major trendsetters for the imported luxury fashion segment, local fashion events showcasing casual wear primarily by Japanese brands are directed at the general public. Domestic brands present their newest product lines by partnering with fashion magazines targeted at teens and young adults. Contracted models, who are mostly celebrities in the entertainment industry like idols, artists, and TV personalities, draw a large audience and promote labels through brand endorsement.Additionally, fashion companies such as Fast Retailing’s popular brands Uniqlo and GU are steadily rolling out new styles through their seasonal collections and limited-edition collaborations with popular media, while revolutionizing the apparel market with innovative functional wear.