*Research Scholar, Faculty of Management Studies, Banaras Hindu University, Varanasi, Uttar Pradesh.
**Professor, Faculty of Management Studies, Banaras Hindu University, Varanasi, Uttar Pradesh
The Japanese fashion market maintains its position as one of the largest in the world. Japan’s Apparel Market is expected to continue to grow by 1–2% a year. Japan is very severely competitive open market where consumers demand extremely high quality products. Japanese themselves are known for being obsessed with clothes, gadgets and accessories. Japanese fashion is known for adopting latest fashion trends quickly. Fast fashion is taking root in the market. Earlier there have always been mass-produced, low-priced products available, but the new trend is for products that incorporate the very latest style with high quality.
