Daisuke Nishiyama works at Hakata Hankyu, one of the leading department stores on Japan’s Kyushu Island. His role focuses on selecting products capable of bringing innovation, quality, and fresh inspiration to Japanese consumers, with particular attention to lifestyle offerings and products that enrich everyday experiences.
Daisuke, what value do Made in Italy collections bring to consumers in your market today?
Japan remains one of the world’s most attractive destinations for premium Made in Italy  products. Despite economic pressures, including a weaker yen and higher import costs, Japanese consumers continue to prioritize quality, craftsmanship, authenticity, and timeless design—qualities that have long defined Italian manufacturing.
As a result, Milano Fashion&Jewels has become an important gateway for Italian brands looking to connect with Japan’s leading department stores, buyers, and retail groups seeking innovative collections and distinctive products.
A $91 Billion Fashion Market
Japan’s fashion industry is expected to generate more than US$91 billion in revenue in 2025, making it one of the largest fashion markets globally.
While jewellery continues to experience strong growth, demand is also rising for fashion accessories and lifestyle products that combine aesthetics, functionality, and durability. Consumers increasingly seek products that offer both emotional value and long-term usability rather than simply following short-term fashion trends.
Department Stores Still Shape Consumer Buying Decisions
Unlike many international markets where online retail dominates purchasing decisions, department stores continue to play a central role in Japan’s retail landscape.
Their buyers carefully curate product selections, introducing consumers to new international brands while maintaining exceptionally high standards for quality and design. For many Italian companies, securing shelf space in a prestigious Japanese department store represents an important milestone for entering the market.
Japanese Buyers Seek More Than Luxury
Italian Lifestyle Creates Value
Daisuke Nishiyama, Buyer at Hakata Hankyu Department Store in Fukuoka, believes Italian products occupy a unique position in the Japanese market because they successfully combine centuries of craftsmanship with contemporary design.
According to Nishiyama, even with today’s challenging exchange rates, Italian products continue to enrich customers’ lifestyles by offering sophistication, authenticity, and lasting value.
He also notes that Japanese consumers are no longer looking only for fashion items—they are increasingly interested in products that enhance everyday living. As a result, premium lifestyle products offering beauty, functionality, and superior quality are attracting significant attention.
For the upcoming Milano Fashion&Jewels exhibition, Nishiyama hopes to discover distinctive Italian brands and collections that have not yet entered the Japanese market and can inspire consumers with something genuinely new.
Jewellery Leads Growth at Isetan
For Shiori Yoshida, Buyer at Isetan Shinjuku, one of Japan’s most prestigious department stores, the reputation of Made in Italy remains exceptionally strong.
She attributes this to the global recognition of Italian luxury brands such as Prada and Gucci, together with Italy’s world-famous craftsmanship, leather goods tradition, and cultural heritage.
According to Yoshida, jewellery has become the fastest-growing category in her store.
Inflation and the depreciation of the Japanese yen have encouraged many consumers to purchase jewellery not only as a luxury item but also as a long-term investment and a personal reward.
Beyond jewellery, fashion accessories continue to perform well, particularly products that combine practicality with elegant design, including umbrellas for both sun and rain, as well as premium hair accessories.
Innovation Must Meet Value
Although Japanese buyers continue to appreciate premium European products, today’s market places greater emphasis on value for money.
Both buyers interviewed agreed that successful brands will be those capable of balancing innovative design, outstanding quality, and competitive pricing. As purchasing power comes under greater pressure, consumers are paying closer attention to the relationship between product value and retail price.
Opportunities for Italian Brands
Japan remains one of the world’s most sophisticated and demanding consumer markets. Success requires more than an established brand name—it demands consistent quality, authentic craftsmanship, innovative design, and products capable of delivering real value to consumers.
For Italian manufacturers, Milano Fashion&Jewels offers an excellent opportunity to meet leading Japanese department store buyers, present new collections, and establish long-term commercial relationships with one of Asia’s most influential retail markets.
As Japanese consumers continue searching for distinctive, premium products that enhance their daily lives, Italian brands remain well positioned to strengthen their presence in this highly competitive market.
Source: Milano Fashion&Jewels
