SURVIVAL PLAN FOR JAPANESE LADIES FASHION AGING SOCIETY OF JAPAN

Abstract

There are many obstacles to establishing successful international business relations, and many fashion industries are still in the process of building reputations outside of the country. Language barriers, differences in governmental policies and regulations, and insufficient market information are all significant obstructions. Thus, currently the main challenges of the Japanese fashion industry are to adapt its products and distribution methods to the changing demographic of an aging domestic population, and to expand and secure its international markets. On the other hands, the aging of Japan is thought to outweigh all other nations, with Japan being purported to have the highest proportion of elderly citizens. In 2014, people aged 65 and older in Japan make up a quarter of its total population, estimated to reach a third by 2050. The dramatic aging of Japanese society as a result of sub-replacement fertility rates and high life expectancy is expected to continue. Both because of challenging environment of overseas market in fashion business and because of unusual current and future demographics in Japan, this paper aims to investigate, focused on the ladies fashion business market in Japan and seek for how to survive and develop in the future.