Many global brands regularly eye the Japanese market with an element of envy as there are a lot of wealthy consumers they would like to access. Often though the decision is taken not to enter as it's considered too complex and too costly. Essentially fear of the dark.
For a retail brand the message has to be clear that Japan is very open for business. Import and distribution is very efficient, there are no legal restrictions on developing a retail footprint and the rule of contract is absolute unlike certain other countries.
Japanese consumers tend to look for individuality and personalisation, the myth that everyone wants to look the same is just that, a myth consigned to history. As a result, foreign brands can be extremely successful in the market and grow quickly and profitably. Japan isn't dark, there are floodlights everywhere.
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