British Fashion Iconic As Ever In Japan

British fashion, which encompasses quality, tradition, edginess, and cool, continues to enjoy popularity with Japanese consumers.

From flamboyant and fanciful through chic, classic and cool, British designers have a firm following in a nation that is renown for its own sense of style – and tips on making it big in Japan’s rag trade resonate far beyond this sector. 

“The image that most Japanese have of British fashion and accessories revolves around a sense of heritage, tradition, quality and what I can best describe as the ‘British look’,” said Yoshi Watanabe, managing director of Watanabe & Co., which represents some of the most revered names in UK fashion. “Take Church’s Shoes, for example,” he said. “Their shoes are a combination of top quality, tradition and stylishness, and that is exactly what you want to work in the Japanese market.”


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Export to Japan caught up with some British fashion icons as they regularly visit the market.

Hear from Stella McCartneySir Paul SmithZandra Rhodes and Anya Hindmarch as they talk about Japan, fashion and doing business here.

Find out the potential for your brand to make a splash in the Japanese fashion market, contact our market experts for practical advice and tailored support.


Article by Julian Ryall, April 2014