Feasibility Of Street Fashion In Tokyo

Fashion is defined as a practice or style, in footwear, accessories, clothing, body and makeup. It is distinctive in nature and often depicts a habitual trend of the style in which an individual dresses up. It includes the latest styles introduced by textile designers or the conventional styles in behavior. Different aspects of fashion can be masculine or feminine in nature (Groom, 2015). However, they are also sometimes androgynous in characteristics (a mixture of masculine and feminine). The fashion industry is a modern age product. Most clothing was custom-made prior to mid of the 19th century. Individuals wore homemade clothing or used apparels made by tailors or dressmakers (Tokyo Fashion, 2015). However, from the 20th century onwards

The fashion was initially based from the skate culture and the Californian surf; but with time has grown to include elements of hip-hop fashion, haute couture and Japanese street fashion. The following research focuses on the company CommanLab that aims to establish a new concept store in Tokyo. Though the management of the company is aware about the Japanese market characteristics; the precise features of its streetwear fashion is not yet disclosed. Hence, through the following study, the company would evaluate the extent up to which individuals of Japan desire to make their own products in the domain of streetwear. By doing so, CommonLab would estimate the feasibility of open up a concept store in Tokyo, and step into the booming Asian market (Groom,

It is a combination of Japanese sense of glam & rock with ame-kaji (American casual) or Italian Casual. Lolita style is also very primitive and renowned fashion trend followed in Tokyo. It began with the advent of brands such as Angelic Pretty in Tokyo and has eventually grown up over time with the materialization of publications such as Gothic-Lolita Bible. The style is actually an “copy” of the 19th century Edwardian and Victorian clothing (Tokyo World Fashion, 2016). The makeup used under this regime of fashion familiarizes that of porcelain dolls. Young women and teenagers are prospective follows of such fashion.

Street fashion in Japan first gained importance in mid 1990’s because of Kogal. The young teenage girl introduced a new line of trendy lifestyle fashion. Kogal style of street fashion was just like school uniforms with knee high white socks, short plain skirts, fake suntans and heavy makeup. The sub-cultured form of fashion bubbled up from the streets of Japan but soon got transformed into popular mainstream fashion trends such as rockers, punks, mods and skinheads. After Kogal style, Gangura Yamamba and Mamba are the other forms of street fashion that evolved over time (Tokyo World Fashion,