eyewear japan 2009

In 2008, goo Research in Tokyo conducted an online surveyamongst 1,094 Japanese consumers asking them what thingsthey place emphasis on when choosing eyeglasses


Japan has been going through an eyewearcraze for the past few years and glasseshave become important accessoriesamongst both “fashionistas” and theregular consumer. International as well asestablished Japanese manufacturers andretailers remain important, but thanks tothe significant ongoing demand for well-styled, reasonably-priced specs, the marketis still growing. A number of trendy brandswhich offer designer models for ¥30,000-¥50,000 or more have been the mainmarket for years. However, in times ofglobal recession, even the traditionally“high-priced retail market” Japan isexpanding particularly in the low segment,as Japanese consumers tend to be morecost-conscious these days.

Japanese & Eyewear

Top 10

Japanese consider in choosing eyeglasses


Glasses superstore Megane has introduced a service "Mobile Fitting"

- It allows phone users to try out newglasses frames- simply take a photo of your facewith your camera phone, and thencombine the mug shot with picturesof glasses downloaded from Megane

- the Web page includes a QR code,as you can see at the bottom of thatclipped image as a “mobile code.”- unlike in the US or the EU, QR codes(barcode-like images) are posted onWeb pages, posters and the like forcamera phone users to snap a phototo obtain a URL, information about aproduct or service, etc

What’s the latest in ...


TV you can take anywhere, fitting your glasses “Wearable TV"

- images on the two LCD panels areenlarged using a prism in the lenses,meaning the wearer will feelwatching the images on a 45-inchscreen- the head-mounted display hasalready a number of industrial uses,and is now beginning to move intothe mainstream market in Japan- some models have a lens for justone eye and can receive also TVbroadcasts (currently Japanese TVonly)



New type of glasses that can bend, fit your face “Bending Glasses"- surely not a mass-market best seller soon, but a futuristic outlook of eyewear of the next century – designed in Tokyo



Why is Tokyo/Japan an

interesting market for

foreign brands?

Japan is …

- world’s 2nd biggest retail market - the main spot for fashion in Asia- trendsetting in high-tech/life-style

Foreign fashion brands do …

- sell to 127 million JP consumers- get inspiring design ideas in Tokyo- get a foothold in Japan / whole Asia


Examples of successful retail

entries to Japan


IKEA Japan, established 2002Business: home furnishings, retail 6 stores in Tokyo until 2010 (first two to opened in 2006), plus 4to six stores in the Osaka area Tommy Kullberg, president of Ikea Japan: “If Ikea can win theconfidence of Japanese consumers, we can sell our productsanywhere in the world.”

H&M Japan, established 2008Business: apparel, retailH&M released its annual report at the end of January 2009 andrevealed that its Japanese subsidiary managed to rake in no lessthan ¥2.1 billion (16.8 million EUR) in just two months. The salesinclude the openings of the first two stores but only until the end ofthe company’s financial year which is November 30. Since the firsttwo stores only opened 13 September and 8 November, this means16 million EUR in sales from two stores over 102 trading days intotal. H&M said in the report that “The reception of the two newH&M stores in Tokyo was fantastic and sales surpassed thecompany’s high expectations.”

Other entries: Puma (2003), Marcolin (2007), Zara, Swatch

Few key points in regards to Japanese customers


• Extreme focus on quality and customer service (you will find the biggest claim rate worldwide in Japan)

• Need to show long term committement to Japan

• Excellent distribution and service network a must

• Some adaption to the Japanese market often required

• Extreme need and request for technical information and documentation

• Close and frequent communication to partner and customers necessary to maintain well-working long-term relations

• Focus hard on hiring top people (a pool of very talented Japanese are available if you screen carefully). Use recruiting agencies and headhunters rather than printed or internet ads

• OK to take a premium price still, although the market is becoming more competitive


Business Development & Consulting in Japan

G&S International Japan Amenity D Building, 6-4-13 Soshigaya

Tokyo Setagaya-ku, 157-0072 Japan

phone +81-80-5519-1260email [email protected]

web www.gs-int-ltd.com

The Europe Japan Business CenterAmenity D Building, 6-4-13 Soshigaya Tokyo Setagaya-ku, 157-0072 Japan

phone +81-50-5532-1298email [email protected] www.ej-bc.com

Contacts

mailto:[email protected]





http://www.gs-int-ltd.com/








http://www.ej-bc.com/



eyewear japan 2009

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