In 2018, Zara topped Japan’s fashion scene with its consumer-focused approach, such as swiftly responding to product requests, while Uniqlo and its subsidiary GU also made waves with high mentions, driven by collaborations with artists like Kaws and affordable product offerings.
Published On: December 12, 2018
It’s nearly the end of the year; a reflective time, where we take stock of everything we’ve accomplished thus far. Here at Wearisma, we’ve utilised intelligent data to provide a complete list of the top brands in Beauty, Fashion and Luxury who have conquered Influencer Marketing in four countries (US, UK, Japan and France) in 2018. In this post we’ve revealed the most popular Fashion brands in Japan. By combining this data with in-depth analysis, we’ve been able to reveal their successful strategies and give insights into the techniques that you should be using in 2019 and beyond!
Zara’s consumer centered approach can explain it’s success at becoming the most mentioned fashion brand in Japan in 2018. It has been reported that in 2015, a shopper named Miko was disappointed after not finding a pink scarf in a zara store in Tokyo. The brand responded by selling 500,000 pink scarves in over 2,000 zara stores a week later. Fast forward to 2018 and the brand’s instagram page in particular reveals a high response rate much to the delight of their audience.
Studies have shown that luxury brands who embrace art achieve higher levels of brand equity. It appears that brand equity translates to high levels of popularity as fashion brand Uniqlo received the third highest number of mentions this year. This position comes off the heels of the brands collaboration with American artist Brian Donnelly, known professionally as Kaws (@kaws). It is also interesting to note that the Uniqlo owned GU Global achieved the second highest number of mentions. This could be due to their promotion of more affordable products that can easily appeal a wider range of consumers.
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