2011 Volume 32 Pages 167-173
This paper aims to show that "Shibuya-kei" fashion business market is a hyper-variety market in which the creation and the reputation have mutual influence with participation by the users. This characteristic is unique to this market, and quite different from other Textile, Clothing and fashion market in Japan. Japan's Textile, Clothing and fashion industry have highly evaluated their technology and designing levels. On the other hand, it was a generally shared opinion that the globalization has accelerated sunset of this industry with increase in transplants in developing countries. Moreover, it has been difficult to retain world-level fashion designers within Japan. Japan has taken measures to attract these designers within Japan by taking part in the luxury market by developing new fashion designers and promoting presentations on Japan's technology and products. It is not clear, however, whether this market can be hopeful on future growth. However, "Shibuya-kei" Fashion have been created and reputation among consumers (include readuser). There creation and reputation cycles are very short. Then, many products are made in Japan. But Japanese fashion industry companies perspective for overseas presence are negative trends.
