Introduction

It is noteworthy that the overall topmost global trends in the apparel industry entail the increasing consumers’ awareness of the sustainable fashion; consumers shifting to online shopping; social justice and eco-friendly lifestyle; smart clothing; digital printing; AI as game-changing technology in fashion; and so on (Tulangow, & Kusumawardani, 2021). Japan is considered as home to massive apparel companies catering to different demands of clients, ranging from reasonable casual wear to higher-end luxurious items. In Japan, currently the awareness of ecological and sustainability issues have grown and are influencing the consumers' buying decisions (Piontek et al., 2020). The apparel market in Japan is considered as vibrant, promising, and competitive for the businesses and retailers (Dhir et al., 2021). This paper is aimed at compiling a portfolio based on the consumer behavior in respect of consumption of fashion apparel in Japan online and offline. Firstly, the paper will cover the concept of decision-making unit and buyer persona and their importance in assessing client behavior in online or offline settings for Japanese fashion apparels. Moreover, it will discuss the decision-making procedure and models and their usage in knowing client behavior with respect to consuming fashion apparel in Japan. Besides, it will entail the impact of reference groups, consumer identity, lifestyle, and more on the consumer behavior to buy fashion apparel. It will further discuss the impact of culture on consumer behavior. It will then provide suggestions for Japanese businesses which desire to enter this industry in other nations.

Section 1: The concepts of Decision-Making Unit and Buyer Persona and their relevance for analysing consumer behaviour in offline and/ or online contexts for fashion apparel

Within the dynamic realm of Japanese fashion apparel, it is crucial for brands to explore the nuances of consumer behaviour in both offline and online environments. In this context, two key concepts that provide important insights into consumer preferences, influencers, and the subtleties of the Japanese fashion business are the Decision-Making Unit (DMU) and Buyer Personas.

The Unit for Making Decisions (DMU)

The group of people with the most sway over the buying decision is known as the DMU. When it comes to Japanese fashion clothes, this gathering usually includes the person buying the clothing as well as important people like friends and relatives (Karpova et al., 2022). It is crucial to comprehend the DMU in a society where social ties and group consensus are valued highly.

Online and Offline Significance of DMU

The DMU frequently interacts with people in person during offline encounters, and suggestions and opinions from friends and family are important factors when making fashion decisions. For example, it's not uncommon for a young adult to consult with friends or family before making a buying decision.

The DMU has an impact on social media, review websites, and e-commerce platforms in the digital realm. Here, influencers, friends, and online communities share their thoughts and recommendations with Japanese consumers. The fashion influencer's Instagram post can have a big impact on the online-savvy Japanese consumer's decision to buy (Di et al., 2019). The DMUs growing online presence serves as more evidence of its applicability in both online and offline settings.

Patron Personas

Buyer personas are created using a rich tapestry of actual data and market research, and they are frequently presented as semi-fictional depictions of ideal clients. These personalities give firms a clear picture of their target market, acting as guiding lights. A buyer persona for Japanese fashion items could be a young professional who wants to buy nice clothes at reasonable costs (Laitala & Klepp, 2020). By developing these kinds of personalities, businesses are able to create customized marketing plans that actually connect with their target market. The buyer persona of the Japanese fashion business is as follows:

Relevance of Buyer Personas Offline and Online

The insights provided by buyer personas go beyond the distinctions between online and physical encounters. In the offline world, they direct the creation of product lines and advertising campaigns that address the particular tastes of the intended market, which includes young professionals looking to save costs without sacrificing quality. This might take the form of clothes that fit these criteria being prominently displayed in a physical store.

In the digital sphere, buyer personas play a crucial role in producing content that resonates with the goals and preferences of the intended audience. Businesses can provide a customized online experience that appeals to the buyer persona through social media marketing, website content, and online adverts (Behera et al., 2020). A Japanese fashion firm catering to young professionals, for instance, might concentrate on Instagram advertising, presenting fashionable yet reasonably priced clothing that fits the expectations of the customer persona (Chan & Li, 2022).

The Japanese fashion industry is a complex web of customs, societal influences, and changing buying patterns. Fashion firms can use the DMU and Buyer Personas as a compass to assist them navigate the intricacies of this sector. They smoothly blend together to produce a comprehensive method of analysing customer behaviour that is not limited to either the physical or internet spheres (Nöjd et al., 2020). In a time when buyer personas and DMUs work in concert, firms may more successfully customize their marketing campaigns to appeal to both offline family recommendations and online digital endorsements in an era where online influence is growing.

Section 2: The Decision-Making Process and Models and their use in understanding consumer behaviour in the context of consumption of fashion apparel

Understanding consumer behaviour is crucial for brands looking to establish a foothold in the ever-changing Japanese fashion apparel market. Deciphering the intricacies of consumer choices in this domain is made possible through the use of models and decision-making processes. Five steps usually make up this process: problem identification, information search, alternative assessment, purchase decision, and post-purchase behaviour (Abbasi, 2023).

The Process of Making Decisions

When choosing fashion apparel, consumers go through a dynamic decision-making process. In the initial phase, known as problem recognition, customers pinpoint a need or a gap in their clothing. A customer might understand, for example, that attending a festival requires dressing traditionally in order to respect cultural customs. This stage is frequently firmly anchored in important cultural and social influences. After that comes the information search stage, in which customers actively look for information to help them with their fashion conundrum (Chang et al., 2023). This search now encompasses online materials such as social media, websites, and reviews in the digital age. Fashion brands need to understand these behaviours because they reveal where consumers are searching for information.

The evaluation of alternatives phase starts after information is gathered. Customers consider the benefits and drawbacks of various fashion options. This is where the Howard-Sheth Model and the Consumer Decision-Making Model (CDM) are useful (Mahmood, 2019). These models offer conceptual frameworks for understanding consumer decision-making. They highlight how choices are shaped by outside influences like culture and social conventions in the context of Japanese fashion. For example, in Japan, social customs and cultural norms have a big impact on whether or not to buy traditional apparel.

Customers make their ultimate decision during the penultimate stage, which is the purchase decision. Brands can adjust their marketing strategies in accordance with their understanding of the cultural and social factors that significantly influence this decision. To appeal to the Japanese consumer's preference for high-quality consumption, one way to promote traditional clothing is by emphasising its cultural authenticity and craftsmanship (Fan & Zhou, 2020).

Following a purchase, consumers' perceptions of their choice are reflected in the post-purchase behaviour stage. It also affects word-of-mouth referrals and brand loyalty. Brands must comprehend this phase if they want to guarantee consumer happiness and promote repeat business.

Applicability of Models for Decision-Making

Models of decision-making such as the Howard-Sheth Model and the CDM provide a comprehensive understanding of the psychology of Japanese fashion consumers. These models explore the impact of social and cultural factors, which have a big say in the Japanese market. Brands can adjust their product offerings and marketing strategies to conform to cultural norms and traditions by acknowledging the influence of culture on fashion choices (Rosário & Raimundo, 2021). Offering genuine and culturally respectful traditional clothing, for instance, can appeal to the tastes of Japanese consumers.

Use in the Japanese Fashion Industry

For Japanese fashion brands, it is essential to comprehend the models and decision-making process. They are able to pinpoint customer problems and offer solutions at every turn thanks to it. For example, brands can assist consumers in navigating the information search and evaluation stages, ultimately leading to a successful purchase decision, by providing comprehensive product information, size guides, and an easy online shopping experience.

It is important to match consumer preferences in a market where physical stores are still a popular option, such as providing enjoyable shopping experiences (Grewal et al., 2021). Similar to this, in the era of internet dominance, customer behaviour can be influenced by making sure that online shopping is seamless and by utilising the power of social media and influencers.

Section 3: The influence of Reference Groups, Lifestyle, Consumer Identity, and Paid Influencers on consumer behaviour for purchasing fashion apparel in both online and offline contexts

Consumer identity, lifestyle decisions, influencer marketing, and reference groups all play a significant role in shaping consumer behaviour in Japan's fashion apparel market. These elements have a big influence on Japanese consumers' preferences and choices in both offline and online environments. Fashion brands looking to succeed in this ever-changing market must comprehend how these factors affect consumer behaviour.

1. Reference Groups: People turn to reference groups, which are social groups, for advice, motivation, and validation when making purchases (Ghahtarani et al., 2019). In the Japanese fashion industry, customers are influenced by a variety of reference groups, including friends, celebrities, and style icons.
2. Celebrities and Fashion Icons: For a long time, Japanese consumers have valued quality over mass production. The Japanese way of life is strongly ingrained with this cultural tendency. For the purpose of marketing and product development, it is imperative to comprehend and satisfy this preference for quality. Manufacturers ought to concentrate on developing goods that complement this lifestyle option, stressing fine components, expert craftsmanship, and close attention to detail.
3. Cultural Significance: In Japan, the practice of quality consumption holds great cultural significance. It conveys an appreciation for long-lasting goods and a respect for tradition and craftsmanship. Companies can forge closer ties with customers if they can connect with this cultural significance.

Customer Verification

The term "consumer identity" describes how people view themselves and the image they want to convey through their wardrobe selections. Fashion preferences in Japan are heavily influenced by consumer identity, especially among millennials.

1. Self-Image and Expression: Japanese shoppers could look for apparel that complements their individual styles and ideals. Companies can design advertising campaigns and merchandise that speak to these self-identities, enabling customers to express who they are via their sense of style (Cruz & Rosado da Cruz, 2023).
2. Personal Values: It is critical to comprehend the identities and personal values that consumers connect with the fashions they choose. Companies can create products and messaging that reflect these ideals, highlighting the significance of fashion as a means of identity and self-expression.

Paid Publicists

In the Japanese fashion industry, influencers have a particularly strong effect. To their followers, these people offer product recommendations, style advice, and reviews. Online and off, paid influencers have a big influence on what people choose to buy.

1. Working Together with Influencers: Companies should actively work with compensated influencers whose personas complement their brand's values and target demographic (Belanche et al., 2021). Brands can effectively influence consumer behaviour by collaborating with influencers who share the same cultural and lifestyle preferences as their target audience.
2. Trust and Authenticity: Product recommendations from compensated influencers are perceived as authentic and trustworthy. Japanese buyers respect the advice of the influencers they follow and frequently look to them for direction when making purchasing decisions. Influencer partnerships allow brands to reach and impact their target audience by leveraging the influencers' credibility.
3. Paid influencers have an effect on consumer behaviour both online and offline. Online shoppers who primarily watch videos and follow influencers for product opinions are influenced by their reviews, suggestions, and style advice (Megane et al., 2019). Influencers have the ability to generate buzz about products and sway customers' decisions when they visit physical stores in the offline world.

Relevance in Practise

The impact of lifestyle, paid influencers, consumer identity, and reference groups on consumer behaviour has several practical implications for fashion brands that are entering or already operating in the Japanese market.

1. Collaboration Strategy: Companies should carefully consider partnering with influencers, fashion icons, and celebrities who share the same values as their target market. These partnerships have the power to greatly influence customer decisions and foster a sense of authenticity and trust.
2. Product Development: It is crucial to comprehend the importance of quality in Japanese lifestyle decisions. It is recommended that brands give priority to superior materials, craftsmanship, and distinctive details when developing new products in order to satisfy consumers who value quality over quantity (Priskila & Darma, 2020).
3. Cultural Sensitivity: Companies need to be mindful of the importance of quality consumption and tradition in Japan when developing their messaging and product offerings.
4. Marketing Campaigns: The secret to winning over Japanese consumers is creating marketing campaigns that speak to their identities and values. The emphasis of these ads ought to be on individuality and self-expression.
5. Influencer Collaboration: In order to effectively shape consumer behaviour, partnerships with compensated influencers are essential. Influencers should be selected by brands whose persona, principles, and sense of style appeal to their intended market.
6. Integration of Online and Offline: Influencers have an impact on consumer behaviour both offline and online, and brands need to acknowledge this (Santiago et al., 2020). To create a comprehensive customer experience, strategies should take into account both domains.

Japanese consumers place a high value on craftsmanship, quality, and cultural significance when making fashion selections, creating a distinctive blend of tradition and modernity in the market. Comprehending the complex interactions among lifestyle, paid influencers, consumer identity, and reference groups is essential for fashion brands seeking to make a name for themselves in this ever-changing and cutthroat market.

Further Understanding of Reference Groups

In Japan, reference groups are more than just sources of inspiration—they have a big impact on consumers' purchasing decisions. Trendsetters and role models, celebrities and fashion icons are frequently featured in magazines and social media. The desire to imitate the style of these aspirational figures prompts consumers to buy clothing and accessories that complement the choices of the reference group (Chen et al., 2021).

Peer groups and friends are also very important. Conformity is highly valued in Japanese society, and customers frequently look to their social circles for approval. They buy clothes that are in line with the tastes of their peer group because they want to be accepted. Companies can take advantage of this by developing designs that appeal to particular social groups and motivating customers to share their wardrobe selections with them.

Choices in Lifestyle and High-Quality Consumption:

In Japan, the value of high-quality consumption permeates every facet of lifestyle decisions. It's more than just purchasing designer clothing—it's a way of life. Japanese buyers recognise the worth of well-made, culturally significant, and long-lasting goods.

This means that fashion brands must give careful consideration to product development. Premium materials, expert craftsmanship, and the incorporation of cultural motifs into designs can all be in line with the lifestyle preferences of Japanese consumers (Kim & Park, 2021). Brands can build trust and a deeper emotional bond with customers by exhibiting alignment with these preferences.

Identity and Self-Expression of Consumers:

Consumer identity is dynamic, changing as a result of cultural norms, life experiences, and personal beliefs. Particularly in Japan, millennials look for distinctive apparel that reflects who they are as people. They want to make a statement and use fashion to showcase their uniqueness.

In conclusion, consumer behaviour in the Japanese fashion apparel market is greatly influenced by reference groups, lifestyle, consumer identity, and paid influencers. For brands looking to succeed in this market, understanding these factors is essential. Fashion companies can effectively shape consumer behaviour, foster brand loyalty, and achieve success in Japan's dynamic fashion industry by aligning their strategies with these influences (P. S. et al., 2021)

Section 4: The influence of culture on consumer behaviour in relation to both online and offline contexts in the purchasing and consumption of fashion apparel

Culture indicates the combined trends of human actions which define how one performs things right here. Such human trends entail speeches, actions, and thoughts. It is stated that culture associates workers, clients, and communities to the company. The culture in which clients are born, offers an effective numerous ready-made resolutions to issues arising out of the geographical, and societal setting wherein they persist. It is found that such cultural trends are moved to people via such social units as the education establishments, families, and more, by medium of parents’ outlooks, and behaviors. Culture has the ability to provide trends which direct people in the gratification of their biological desires. Therefore, the pupil learns the diet patterns of his culture, hygiene of removal, pattern of propriety in dress. It has further been found that culture not just patterns the manner in which individuals gratify their desires but also develops needs which put a robust impact on their purchasing behavior. Besides, it is stated that the acquired desires of some clients for cigarettes might be only as captivating as their needs for food (Uly et al. 2022). Within the diverse realm of Japanese fashion apparel, culture plays a significant role in shaping consumer behaviour, influencing decisions in both virtual and real-world settings. Japanese culture has a significant impact on how consumers interact with fashion because of its rich traditions and distinctive values. Brands hoping to thrive in this dynamic market must comprehend these cultural quirks.

Culture's Significance

Japanese culture is rich in customs and principles that permeate every aspect of the daily lives of its citizens. It lays a great focus on customs and manners, which is evident in the significance of traditional attire—like kimonos—during celebrations and ceremonies (Ermilova, 2020). Traditional values are highly valued in Japanese culture, and this is reflected in consumer behaviour.

It is found that cultural values possess a major impact on the consumers’ choices making the online shopping decisions. Japanese consumers' actions are impacted by an exclusive range of cultural values, lifestyles, and demographic forces which form buying decisions. It is found that the group in Japan is valued over the individual. Individuals are inclined to make purchase decisions on the basis of what will fit in with the team they recognize. Moreover, those consumers tend to be extremely trustworthy to businesses they trust. They further value long-run relations and stability while making online and offline purchases. Also, they demand higher excellence, better craftsmanship, and extraordinary goods and services. The Japanese consumers are ready to pay higher for goods and experiences which fulfill such higher norms.

It has further been found that a business conscious decision making behavior is an attribute of higher power distance and individualistic cultures. Nevertheless, the culture value orientations don’t cooperate with one another.

Honouring Customs in Product Offerings

It is critical for fashion brands to comprehend and honour these cultural facets. It demands appreciating the significance of traditional attire and the events that call for it. Companies can match these cultural values with their product offerings. For instance, they can provide stylish takes on traditional attire that respect cultural customs and appeal to modern tastes. In addition to demonstrating cultural awareness, this satisfies the desire for tradition in fashion.

Accepting Individuality and Skill

Japanese culture also places a high importance on originality and skill. Customers value goods with fine craftsmanship and premium components. In their marketing, brands ought to highlight these elements in order to conform to cultural norms. Brands can draw in customers who appreciate quality and uniqueness by showcasing the craftsmanship and attention to detail in their products (Javornik et al., 2021).

Cultural Aspects to Be Considered in Online Settings

Cultural quirks are still relevant in online settings in the digital age. To establish cultural authenticity and credibility, brands can integrate aspects of Japanese culture into their website design, content, and online shopping experiences. Customers may be influenced by, for example, combining Japanese aesthetics into the product presentation or employing traditional motifs or symbols in website design. These kinds of actions create a feeling of cultural affinity, which can improve online trust and brand loyalty.

Online marketing may benefit from an awareness of and acceptance of cultural differences in a market where consumers follow influencers for product opinions and where half of the population uses social media on a regular basis. Influencers who share Japanese cultural values and customs can work with brands. These influencers have the ability to convey authenticity and cultural alignment in an effective way, which has a big impact on customer behaviour online (Zhou et al., 2021).

The fact that Japanese consumers primarily watch videos and follow influencers for product opinions further complicates the dynamics of Japanese consumer behaviour in the fashion apparel market. This demonstrates the power influencers have over consumer decisions. Brands can take advantage of this by partnering with influencers who exemplify particular cultural values and aesthetics.

Customer Conduct in the Japanese Fashion Industry

The Japanese fashion industry has a distinct and ever-changing environment. Women's fashion accounted for a large share of the apparel industry's retail sales value in Japan in 2021, which was estimated to be 7.6 trillion Japanese yen (Diep, 2023). Despite this numerical domination, the market is distinguished by cultural nuances that have a big influence on consumer behaviour in addition to numbers.

Tradition and Etiquette's Function

Etiquette and tradition play a major role in Japanese culture. In Japanese culture, traditional attire—especially the kimono—has a special place and is still frequently worn for festivals and ceremonies. These customs and cultural practices have a big impact on how customers behave in the fashion apparel market.

For instance, a Japanese customer might have a strong cultural obligation to dress traditionally for a traditional festival by donning a kimono. The clothing choices and purchasing decisions of consumers are influenced by this cultural significance. Companies that recognise and value these cultural facets can modify their product lines to meet the market for traditional apparel while adding elements of the modern world that appeal to modern tastes.

Originality and Artistry

Japanese shoppers place a high importance on originality and skill in clothing. They value goods that are well-made of premium materials and have fine details. The culture places a strong focus on quality and originality, which has a big impact on customer behaviour (Liu et al., 2020).

This implies that fashion brands must emphasise the skill and attention to detail that go into their creations. Customers are more likely to make a purchase when they believe that a brand values these factors. Showing off the exquisite craftsmanship, premium fabrics, and elaborate designs, for example, can draw in customers who appreciate these cultural elements.

Cultural nuances and the online context

Consumer behaviour in the digital age is not limited to in-person interactions. The internet has emerged as a vital channel for connecting with customers. Nonetheless, the impact of culture is still equally significant in virtual environments.

Japanese culture can be incorporated into the online presence of brands that operate in the Japanese fashion market (Ishiyama, 2021). This can include the general online shopping experience, content, and website design. Through this approach, brands can establish a feeling of cultural authenticity and reliability that appeals to Japanese customers.

As an example, an immediate sense of cultural connection can be created in website design by incorporating traditional motifs or symbols. Deeper cultural resonance can also be promoted by incorporating Japanese aesthetics into product presentations. Customers not only find these gestures admirable, but they can also strengthen brand trust and loyalty.

Cultural Awareness in Internet Marketing

Cultural sensitivity is essential in online marketing in a market where half of the population uses social media on a regular basis and where consumers primarily watch videos and follow influencers for product opinions.

Influencers who represent Japanese cultural values and customs can work with brands. These influencers are able to convey authenticity and cultural alignment in an effective manner (Van Driel & Dumitrica, 2020). Influencers who share the same cultural values as the target audience can help brands greatly impact consumer behaviour.

Cultural Influence on the Experience of Offline and Online Shopping

Not only do product offerings impact consumer behaviour, but the entire shopping experience does as well. In general, malls and specialty shops can entice Japanese customers with engaging and entertaining shopping experiences. This focus on the shopping experience has its origins in Japanese culture, where going shopping is a social and cultural activity rather than just a financial transaction.

Fashion retailers can capitalize on this cultural feature by developing physical stores that provide distinctive and engaging retail experiences. For instance, adding interactive displays, planning cultural events, and designing stores with traditional Japanese elements can improve the shopping experience and influence customer behaviour (Helmy Mohamad et al., 2021).

Brands can replicate this cultural emphasis on experience in the online sphere. They have the ability to design engaging, authentically cultural online shopping experiences in addition to transactional ones. Virtual showrooms, interactive product displays, and culturally-infused live streaming events are a few examples of how to improve the online shopping experience and impact customer behaviour.

Section 5: Practical recommendations

Breaking into the Japanese fashion market is an exciting but difficult task. A fashion brand must take into account the particular intricacies of Japanese consumer behaviour and adjust its strategies in order to succeed. Here are some helpful suggestions for a fashion brand wishing to join this exciting market, based on our analysis:

1. Cultural Sensitivity:

Cultural sensitivity certifies that a marketing professional is well notified of the tradition, standards, values, and facts of a specific society. It is deemed the cornerstone of successful global marketing. This implies reaching every market with regards to its traditions, standards, and values. Such a degree of sensitivity nurtures faith and resonates with clients, developing a profound sentimental connection which might be a game changer for businesses (Popovic et al., 2019). Incorporate Japanese Traditions Into Your Clothing Selections. When it comes to influencing consumer behaviour in the fashion apparel market, Japanese culture is crucial (Dhir et al., 2020). It's crucial to accept and honour Japanese cultural norms and values if you want to connect with Japanese consumers. Here are a few crucial actions:

• Design a Collection that Honours Cultural Norms: Take into account incorporating traditional elements, like materials and patterns, into your collection's design. It is possible to incorporate traditional Japanese patterns, such as those kimono-inspired designs, into contemporary apparel to honour cultural customs while adding a modern touch.
• Japanese consumers place a high value on quality and craftsmanship, so make sure your products live up to these expectations. Make use of premium materials and give your designs meticulous attention to detail (Asif et al., 2021). Emphasise the artistry and distinctive quality of your merchandise in your advertising and communication.
• Cultural customs: Recognise the importance of customs and holidays where traditional attire is worn. Make sure your product offerings correspond with these events, and develop marketing campaigns that honour cultural occasions.

1. Work with Influencers in Your Community

Influencer marketing is considered to surge a business’s approach and exposure. By cooperating with influencers who possess a pertinent and engaged audience, businesses might speedily attain visibility amongst prospective clients who may not have been reached via conventional advertising networks. It can be said that enhanced brand awareness particularly influences client behavior by placing the business on the radar of clients (Chopra et al., 2021). Working with regional influencers can change everything in the social media and influencer culture era. You can close the gap between your brand and Japanese consumers by partnering with Japanese influencers who share your values and connect with your target market. Here's how to go about working with influencers:

• Choose the Correct Influencers: Do some research and find Japanese influencers with a sizable fan base that falls into your intended demographic. Make sure their aesthetic and values complement yours.
• Genuine Collaborations: Join forces with influencers to create genuine and interesting content. Influencers have the ability to present your brand to their audience and offer valuable perspectives on the subtle cultural differences that impact consumer choices (Feijoo et al., 2023).
• Cultural Context: Assist your brand in navigating the terrain of culture by collaborating with influencers. They can guarantee that your marketing initiatives are culturally aware and favourably received by the locals in addition to offering insightful cultural analysis.

1. Make an Investment in a Streamlined Online Buying Process

Online shopping has facilitated individuals easier by reducing effort and time. It is deemed as superior to traditional shopping because of the ease of usage and convenience. It is said that a consumer who thinks online shopping as advantageous is more likely to make virtual purchases (Kibandi & Reuben, 2019). Investing in a smooth online shopping experience is essential in a market where sales of apparel are increasing online. When it comes to internet shopping, Japanese customers have particular tastes. Think about the following:

• User-Friendly Websites: Make sure that your website is simple to use and has an intuitive layout. Japanese online shoppers value simple, uncomplicated website designs that streamline their purchasing process.
• Top-notch Photos and Extensive Size Charts: Make sure your products are beautifully photographed from all sides. Provide thorough sizing charts to assist customers in making decisions (Holmlund et al., 2020). Japanese internet shoppers are exacting and place a great value on comprehensive product information.
• Social Media Elements Integration: Include social media components in your online buying journey. Let customers post about their favourite products on social media to promote sharing and interaction. Content created by users can increase authenticity and trust.

In conclusion, there is a lot of room for growth in the Japanese fashion industry for companies that are prepared to learn about and adjust to the particular facets of traditional and culturally influenced consumer behaviour. A fashion brand can position itself for success in this lively and dynamic market by embracing Japanese culture in its offerings, working with regional influencers, offering a seamless online shopping experience, producing enjoyable shopping experiences, and utilising social media and influencer culture. These suggestions, which can act as a strategic roadmap for market entry and expansion, are based on a thorough understanding of the subtleties of consumer behaviour in Japan.

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