Eye Wear Japan 2009

Japanese & Eyewear
Japan has been going through an eyewear
craze for the past few years and glasses
have become important accessories
amongst both “fashionistas” and the
regular consumer. International as well as
established Japanese manufacturers and
retailers remain important, but thanks to
the significant ongoing demand for well-
styled, reasonably-priced specs, the market
is still growing. A number of trendy brands
which offer designer models for ¥30,000-
¥50,000 or more have been the main
market for years. However, in times of
global recession, even the traditionally
“high-priced retail market” Japan is
expanding particularly in the low segment,
as Japanese consumers tend to be more
cost-conscious these days.
In 2008, goo Research in Tokyo conducted an online survey
amongst 1,094 Japanese consumers asking them what things
they place emphasis on when choosing eyeglasses 
Copyright © G&S INT LTD 2009

Top 10
Japanese consider in choosing eyeglasses


What’s the latest in ...

Glasses superstore Megane has introduced a service  "Mobile Fitting"
- It allows phone users to try out new
glasses frames
- simply take a photo of your face
with your camera phone, and then
combine the mug shot with pictures
of glasses downloaded from Megane

- the Web page includes a QR code,
as you can see at the bottom of that
clipped image as a “mobile code.”
- unlike in the US or the EU, QR codes
(barcode-like images) are posted on
Web pages, posters and the like for
camera phone users to snap a photo
to obtain a URL, information about a
product or service, etc



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

- images on the two LCD panels are
enlarged using a prism in the lenses,
meaning the wearer will feel
watching the images on a 45-inch
screen
- the head-mounted display has
already a number of industrial uses,
and is now beginning to move into
the mainstream market in Japan
- some models have a lens for just
one eye and can receive also TV
broadcasts (currently Japanese TV
only)



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

H&M Japan, established 2008
Business: apparel, retail
H&M released its annual report at the end of January 2009 and
revealed that its Japanese subsidiary managed to rake in no less
than ¥2.1 billion (16.8 million EUR) in just two months. The sales
include the openings of the first two stores but only until the end of
the company’s financial year which is November 30. Since the first
two stores only opened 13 September and 8 November, this means
16 million EUR in sales from two stores over 102 trading days in
total. H&M said in the report that “The reception of the two new
H&M stores in Tokyo was fantastic and sales surpassed the
company’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


Contacts

G&S International Japan The Europe Japan Business Center
Amenity D Building, 6-4-13 Soshigaya Amenity D Building, 6-4-13 Soshigaya
Tokyo Setagaya-ku, 157-0072 Japan Tokyo Setagaya-ku, 157-0072 Japan

phone +81-80-5519-1260 phone +81-50-5532-1298
email contact@gs-int-ltd.com email info@ej-bc.com
web www.gs-int-ltd.com web www.ej-bc.com

Business Development & Consulting in Japan


Eye Wear Japan 2009

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