The apparel industry in Japan is very competitive, just like the rest of the world. In this article, we will look at the success of Instagram brands developed by female Japanese influencers and how they closely engage with their fans, differentiating themselves from other companies. We will introduce 8 examples of female-led clothing brands in Japan.
RANDEBOO is a women’s brand launched by SEIKA, who started her career as a model in Hokkaido. When she launched the brand, she only had a few thousand followers, but her account grew rapidly to 165,000 followers. Feminine and vintage tastes are the characteristics of the design, and SEIKA is still the brand model. The concept of being simple and elegant, yet playful, is popular among Japanese women, especially among women in their teens and twenties.
Louren is an apparel brand directed by Ryomi Sato, with 110K followers. The brand is popular among women in their 20s and 30s, and their simple French basic clothing designs are so popular that they sell out instantly. The brand philosophy, which makes women feel fashion is something familiar, has gained a lot of loyal fans. The brand is not only successful online, but has done some pop-up events throughout Japan.
youthloser is a street fashion brand, with almost 100K followers. KEI, a designer who belongs to the millennial generation, is a charismatic Instagrammer who is extremely popular among street fashion people. KEI wears various street brands and has a reputation for her sensitive and stylish sense. The brand, which has a unisex street fashion focus has collaborated with brands like NIKE and Complexcon.
Regleam is an account operated by a director Maki Kaneko who is a single mother who also develops Tesoro Baby, a brand for kids and babies. As she is an influential mother figure herself, there are many women of the same generation who support her and her brand. Clothes that look delicate but can be worn daily and casually are popular among many Japanese people. There are many casual designs that are both feminine and cool, and simple and basic outfits are popular.
SEVEN TEN is a fashion brand created by Miho Kawahito who is an influencer/mother. Her cute and elegant personality is attractive to many women who want to be just like her. And that has led to the success of this brand. This brand embodies adult cuteness while it can also be worn comfortably. The price is set relatively, high, so it’s targeting older women.
GYPSOHILA is a fashion brand that has relaxing casual clothes. As the influencer Ayako Tanako is popular in the Kansai region, her brand is more focused on those living in the Kansai region. As she is known to be a mother of two children and has a very good style, she has gained many fans who want to look like her.
DAME FRANK is a fashion brand run by producer yuko, who has 145K followers.
It is popular for its casual, yet beautiful coordination that combines simple and basic items with high brands. Since Yuko is a mother of two children, she offers a lot of easy-to-wear clothes from a mother’s and housewife’s perspectives, and she is admired as a woman.
Re. is a clothing line developed by Naka Risa who is famously known as an actor and YouTuber in Japan. What is unique about this brand is that the whole family is involved in the process of making the brand. For example, her sister is involved as the brand ambassador and other members perform various other tasks in the company.
Japanese female influencers can attract customers
There is no doubt that having your online presence as an influencer is an advantage when starting your brand. Yet, it should also be noted that the number of followers of the influencer is not the most important thing. Rather, the brand philosophy which can resonate with fans seems to matter more. The purchasing behaviour comes from the aspiration to be like the influencer, which shows how important it is to have influencers promoting your brand in Japan.
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