No.3993
Fashion Goods and Personal Accessories Retail Market in Japan: Key Research Findings 2025
Fashion Goods and Personal Accessories Retail Market Valued at 5,245,700 Million Yen in 2024
Yano Research Institute (the President, Takashi Mizukoshi) has surveyed the fashion goods and personal accessories retail market, and fount out the trends by product segment, market player trends, and future outlook.
Market Overview
The retail market for fashion goods and personal accessories reached an estimated 5,245,700 million yen in 2024, representing 8.5% increase over the previous year. While growth was largely fueled by strong sales of bags and watches segment, the overall market momentum is slowing. This is evidenced by a deceleration from the 16.5% growth rate recorded in 2023, as demand across individual segments begins to soften.
Noteworthy Topics
Domestic Hats Market
The domestic hat market is currently undergoing a period of rapid expansion, fueled by a synergy between evolving fashion trends and the practical demands of record-breaking heatwaves. From a brand perspective, NEW ERA has maintained a dominant position through the popularity of its MLB caps and strategic collaborations with diverse brands and characters.
Parallel to this brand-specific success, the bucket hat has emerged as a particularly influential product category, driving significant volume across the broader market.
The surge in demand is increasingly tied to public health and safety. The implementation of workplace heatstroke prevention measures in June 2025 served as a major catalyst for the segment, while the Ministry of Health, Labour and Welfare's advocation leaflets were instrumental in elevating social awareness regarding hats as essential protective gear.
In response to this shifting landscape, manufacturers are pivoting toward high-functionality products. A prime example is Shigematsu's “Cocagel®”, which utilizes a patented proprietary material. This technology, which the company claims can lower perceived temperatures by 10 degrees, has been third-party verified for 100% UV and light blockage. By ensuring these high-performance items are also washable and foldable, Shigematsu has successfully addressed consumer demand for both protection and convenience.
Furthermore, the competitive landscape is being reshaped by the entry of non-specialist retailers like UNIQLO and WORKMAN. These players are aggressively expanding their market share by leveraging high brand recognition, extensive store networks, and competitive pricing.
Future Outlook
In 2025, the fashion goods and personal accessories retail market is projected to reach 5,339,300 million yen, representing a year-over-year increase of 1.8%. However, as individual segments experience varying degrees of volatility, the overarching market momentum is expected to cool considerably in the coming years.
Research Outline
2.Research Object： Manufacturers, wholesalers, retailers, and others in business pertaining to fashion goods and personal accessories
3.Research Methogology： Face-to-face interviews by our expert researchers (including online interviews), survey via telephone, and literature research
What is the “Fashion Goods and Personal Accessories Retail Market”?
The fashion goods and personal accessories retail market encompasses “towels”, “hats”, “handkerchiefs”, “gloves”, “ties”, “bags”, “watches”, “socks,” and “shoes”.
The market size of each segment is based on the retail amount for each calendar year, except for bags and shoes, which are based on the retail amount for each fiscal year.
＜Products and Services in the Market＞
Towels, hats, handkerchiefs, gloves, ties, bags, watches, socks, shoes
Published Report
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