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Japan|What are the Causes for Heisei Era Apparel Recession?

Dec 18, 2018.Ichiro KumegawaTokyo, JP
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"Heisei" refers to the 30 years, 3 months and 22 days since January 8, 1989 until April 30, 2019. From the end of the year until April 2019, we’ll be taking a trip down to memory lane showcasing projects that occurred during the "Heisei 30 Years" via TV, newspapers and magazines. Among them, The Nikkei Newspapers’  "Heisei 30 Years of Social Changes and Trends" saturday edition was exceptionally written. The second edition published on Dec. 8 "There’s No End to Mass Producing Apparel" took a bold stance in analyzing the current recession. In other words, the Japanese market’s consumption quantity (2017: 1,343 million units) was slight, however increased compared to 1990 (1,154 million units). On the other hand, the supply quantity has increased 2.3 times** the amount from 1990 (1,196 million units)** until 2017 (2,798 million units)**. The very source of the recession is justified by this oversupply. What happens to leftover clothing items that can’t be sold? Are they sent overseas? Are they incinerated? Are they kept in the inventory to be sold the following year? The questions remain and maybe the reality is something different. With an ordering tracking system that utilizes AIs and ITs, mass producing can be calculated without the losses.

**The figures are based on the conducted research by Kojima Fashion Marketing reports