Consumption of Fast Fashion in Japan: Local Brands and Global Environment

Abstract

The post-bubble decade of the 2000s witnessed both the increasing bifurcation of luxury consumption and growing demand for the low-priced brands offered by casual-wear chains Yunikuro (UNIQLO) and Mujirushi Ryōhin (MUJI).These trends coincided with sociological debates about increasing societal inequality and growing concerns among Japanese citizens about how to secure a middle-class future.The initial liberalization of the labour market and the growing number of women who entered and remained in the workforce also characterized this period.This chapter traces recent consumer trends with regard to clothing against the background of a globalized society characterized by increasingly diversified lifestyles and consumer patterns, and argues that low-priced 'fast fashion' items have become integral to the fashion landscape in Japan.

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