The relative use of distribution channels in the Japanese clothing market

Abstract

The paper studies the relative use of a variety of distribution channels by Japanese consumers when purchasing clothing. In this way it aims to illustrate the potential of various channels for the sale of a range of garment types by three groups of consumers and, therefore, provided guidance to potential entrants to the Japanese market. The study was carried out by means of a convenient sample and covered the years 1990–93. The three groups of consumers covered were female students, their mothers and their fathers. A total of 46 articles of female clothing and 32 articles of male clothing were covered in the survey. The results suggested that in the case of some garments consumers did not appear to distinguish clearly between channels of distribution as forward methods of purchase. This was particularly true of male consumers. Many items were habitually purchased, however, via only one channel — this was especially the case with women consumers. Males made very little use of mail order but much greater use of department stores and specialty stores.

Citation

Ide, Y. (1998), "The relative use of distribution channels in the Japanese clothing market", Journal of Fashion Marketing and Management, Vol. 2 No. 2, pp. 159-168. https://doi.org/10.1108/eb022525