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The ReCommerce Fashion market in Japan is witnessing remarkable growth, fueled by increasing consumer interest in sustainability, the rise of online resale platforms, and a growing acceptance of second-hand goods, enhancing the appeal of pre-owned fashion items.

Customer preferences: In Japan, consumers are increasingly gravitating towards sustainable fashion choices, significantly impacting the ReCommerce Fashion market. This shift is driven by a growing awareness of environmental issues and a cultural appreciation for minimalism and quality over quantity. Younger generations, particularly Gen Z and Millennials, are embracing second-hand shopping as a stylish and eco-friendly alternative, often sharing their finds on social media. Additionally, the rise of online resale platforms caters to tech-savvy shoppers, making pre-owned fashion more accessible and desirable.

Trends in the market: In Japan, the ReCommerce Fashion market is experiencing a surge in popularity as consumers increasingly prioritize sustainable fashion practices. This trend is fueled by heightened environmental awareness and a cultural inclination towards minimalism, with younger generations, especially Gen Z and Millennials, leading the charge. They are not only embracing second-hand shopping as a chic and eco-conscious option but are also actively promoting their unique finds on social media platforms. The emergence of user-friendly online resale platforms is enhancing accessibility, creating a vibrant marketplace for pre-owned fashion. This shift holds significant implications for retailers, as brands may need to adapt their strategies to align with evolving consumer values and preferences.

Local special circumstances: In Japan, the ReCommerce Fashion market is uniquely shaped by cultural values emphasizing harmony and sustainability, deeply rooted in the concept of "mottainai," which reflects a sense of regret over waste. This cultural perspective encourages consumers to seek second-hand items as a means of respecting resources. Additionally, Japan's dense urban environments foster a vibrant thrift culture, with local shops and online platforms thriving in metropolitan areas. Regulatory support for sustainable practices further bolsters this market, as the government promotes eco-friendly initiatives, influencing consumer behavior and retail strategies alike.

Underlying macroeconomic factors: The ReCommerce Fashion market in Japan is significantly influenced by macroeconomic factors such as consumer spending trends, economic stability, and demographic shifts. A strong national economy, characterized by low unemployment rates and rising disposable incomes, encourages consumers to invest in sustainable fashion options. Furthermore, global economic trends, including the increasing focus on sustainability and ethical consumption, resonate with Japanese values, driving demand for second-hand apparel. Fiscal policies promoting eco-friendly practices and waste reduction initiatives also bolster the market, while urbanization and a growing millennial population enhance the appeal of thrift shopping, shaping retail strategies and consumer behavior.

Data coverage:

The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.

Modeling approach / Market size:

Market sizes are determined through a bottom-up approach, building on predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the ÌÇÐÄÆƽâ°æ Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.