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US 'fast fashion' trend losing ground with consumers, ISU

24 May '11
4 min read

Japanese consumers prefer higher quality apparel
The study found that Japanese consumers' preference for higher quality, luxury apparel and their willingness to pay for it encourage the nation's domestic producers to focus on those types of products. And that focus allowed the Japanese apparel industry to differentiate their output from the lower quality imported apparel and allow it to maintain its domestic market share.

Lee sees the study amplifying the cultural differences between the U.S. and Japanese apparel markets.

"The most interesting thing about the Japanese market is that they don't think young people have money and older people have all the disposable income," said Lee, who lived in Japan from 2008 to 2010. "So there are so many commercials on TV targeting older people buying very nice fashion clothes -- things you don't see in the U.S. And all of the department stores are filled with clothes that appeal to older people, too."

Karpova says the study should also give U.S. apparel producers something to think about as they move forward.

"I think the U.S. apparel industry has been and continues to be extremely strong in terms of its portfolio of global brands," she said. "But companies should look more into being socially responsible in their production -- no sweatshops -- with environmentally friendly materials and processes, sustainable design and style choices that will last a long time."

The researchers are extending their analysis to include data through 2007 for a paper they'll present in November at the International Textile and Apparel Association in Philadelphia.

Iowa State University

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