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Summer 2009 - Tokyo Fashion Trends by

Summer 2009 - Tokyo Fashion Trends by

Dear Fashion in Japan fan,

In order for you to have a better understanding of the latest Japanese fashion trends, we will continue to update every month - - with over 1000 pictures. In the meantime, the Trendsletter will be issue every season with more detailed keywords, as below. We hope you will enjoy our Trendsletters even more ! And feel free to forward it to anybody that is interested in fashion.

As a subscriber to, we are pleased to announce you that we will conitnue our collaboration with the English magazine Japan Consuming - Japanese Consumer Markets Decoded -. It is a great opportunity for you to be aware of the latest changes occuring on the Japanese Retail and Brand markets. If you want to receive a sample of their monthly report, please contact Loic Bizel ( ). And if you subscribe to Japan Consuming through, you will get a 5% discount.

To get an idea of the information that you will find in Japan Consuming, please find hereafter the main subjects of May 2009 issue :

Non-store sales exceed department stores and convenience stores
H&M and Forever 21: a good start and Forever 21 gets 430,000 customers in a month
New SC planned for Futako-Tamagawa
Herbivores and men in skirts: different markets altogether
Isetan-Mitsukoshi absorbs Iwataya
Wedding dress market opens up for the discerning customer
Uniqlo: just too good? Uniqlo pulls further ahead of competitors
Lumine Est revival shows how station buildings are becoming the place to locate fashion brands
ABC Mart gets United Arrows stake
Rich Chinese to boost Japanese retail sales...

All these subjects are explained with key sales figures, company information and partnership deals.


WOMEN : Volume x tight - Boohoo style : dress x cardigan - Sporty chic : Gold cardigan x short - Summer cool romantic - Marine style x boy’s casual style

Women keywords : One piece (OP), Stripe OP, Large borders OP, Chiffon OP, Shirring OP, Lace Tiered dress, Marine border OP, Lace cocoon skirt, High waist balloon skirt, Thin compact jacket, Decollete shirt, Flower print shirt, Small short sleeves cardigan, Bare OP, Bow tie tunic, Washed jean, blouson jacket, Urban safari, Royal color, Shirt x Denim, High waist, Docking dress, Ribbon item, Ballerina styl e, Gelato color, Jean blouson jacket x Mini skirt, Mint, Coral Pink, Monotone marine, Ribbon belt, Decollete top x large belt x A line skirt, Twin x Ribbon belt x Cocoon skirt, Shirt x Elastic wide stretch belt x color satin skirt, Bare OP x Shiny belt, Blouse X Chouchou belt x Tiered skirt, Off shoulder OP x Meche belt, Montone / Color Capri pants, White trousers, Waist Bijou skirt, Long knit x Check Mini, Border parka x Tutu Mini, Cotton Blouse, Frill Blouse x Frill, Tuck crochet cardigan, Chambray all-in-one, Wedge sole with leather strap, with Color patent, with Flower print, with Monotone ribbon, with Madras check, Rubber shoes, Shiny flat shoes, Girly satin pumps, Glitter shoes, Tie-dyed, 2 pattern prints, Neon color, Layered, Stars, Dot, Border, Retro flower, Ethnic, Sequins swimming suit, Stripe shirt, Short pants, See-trough, Frill, Lac e, Wide belt with Long shirt, with Skirt, with One piece, with Long T-shirt, with Tunic, Monotone gorgeous, Maxi OP, Long salopette, Pushpin Line, Tule skirt, Bijoux tops, Long cardigan, Cocoon skirt, Tiered skirt, Volume jewellery x OP, Girly POP, Sweat like easy grey pants, Print blouse, Black short pants, Checked shirt, Sarrouel pants, Denim jump suit, Cotton lace and Denim jump suit, Gilet, Beige boot, Dungare or Chambray shirt, Pumpking mini skirt, Tank top x all around black pants, Resort OP, Fringe stole, Bijou TS, Vintage flower print mini dress, Boy’s like denim salopette, Denim vest and denim short pants, Oversize shirt, Pure white coordinate, Crushed denim, Basket bag, Straw hat, Long bare OP, Black & White t’s, Long tank, Burn out TS, Colorful tanks and much more on

MEN : Spochic (Sporty and classic-chic) - Na-tweed (Natsu tweed = summer tweed) - Nostalgic color style - Muzoosa style = Simple & Easy style - Warumen Yankee (bad boy look?)

Men keywords : G jean, Tie-dyed Knit polo, Meche belt, Knit tie, B.D. shirt (Button-Down), Gray and Navy suit for summer, 2 colors striped tie, Cotton beige suit, Navy Jacket style, Colonial style, Marine style, Linen, Cotton, Indian Paisley print, Madras check, African batik prints, Cargo shorts, Madras shorts, Dress shorts, Gurkhas shorts, Around 40 shorts, Wide lapel suits with checks, Hunting cap, Cufflinks, Long wallet, Jacket with elbow patch, Dungaree shirt, Denim shirt, Deck shoes, Rugby jersey, Layered tops : Wide borders x plain polo shirt, thin white borders x B.D. shirt, wide blazon polo x long TS, Marine and beige, Simplicity, Easiness, South of Fran ce madras, “Business-ede” shoes : business suit with suede shoes, Denim on denim, Straw Panama hat, Bowling shirt, Light and thin, Loose, Denim and chambray, Checked shirt, Pattern : tribal & resort printed shirt, Plain White shirt but with details, frills, cuttings, Color shirts, retro style, smoky color, Shirt tied up, Shirt on shirt Chambray x Denim, Shirt with vest, Shirt with thermal layered, Non iron shirt, Shirt jacket, Tuck in Shirt, Shirt with scarf, Polo shirts, Baggy shorts, Bandana, Scarf, Stole, Shawl, Colonial chic, Into the wild, Pop wear, colorful wear, Slip on shoes, Relax, Natural, discreet, Long pants leg, Low-tops sneakers, Print TS, Border TS, Back pocket jeans = back jeans, Colored jeans, White TS, White shirt, Retro modern denim, Short coat, Postman shoes, Wrinkled shirt, Light color denim, surf style, Retro and simple TS, Vintage TS, Belt accessories, Western shi rt, Prep shirt, gingham check, Flower print shirt, Sweat parker on top of madras shirts, Retro logo TS layered with madras shirt = vintage look, Resort taste print TS, Paisley print shirt, Multi stripes shirt, Oriental flowers shirt, Street mode, Eco casual, Capri trousers, Polo shirt, Zip up blouson, Monochrome photo Print TS, Short pants, Tank top, Cardigan, G jean jacket, Border shirt, Shorts look x polo on shirt, layered polos, Casual down : chic polo x work item, Overall work style, Loose denim overall, Chic rock style with gilet, Military shirt, Cropped pants, Cargo pants, ¾ length sleeve, Linen x neon color look, “Americaji” American casual, light Parka, Overall with suspenders, TS with messages, Organic, Pop colouring, Tribal graphic print TS and much more on

Fashion Keywords from Men’s Non-No magazine :

Short sleeve shirt :
50’s bowling style shirt
Rough and formal mix shirts
Vintage ombre check shirt
Whole patterned shirt
Chambray and denim shirt
Cuban shirt
Dress shirt
Work shirt
Roll-p sleeve shirt
Bamboo shirt
Blouson shirt

Polos :
Double collar
Front piping
Back piping

Solid color tank top :
Relax tank
Washed tank
Colorful tank
Trim tank
Plain tank

Summer cardigan :
Relax and chic colouring cardigan
Pop and charming border cardigan
Spice coloured cardigan
Monotone type and detailed cardigan

Fes-tops : festival tops
Outdoor rain poncho
Nylon parka
Fes photo print TS
Rock attitude
Fes inner

Vest :
Cool and edgy
Hickory stripe jeans vest
Modern casual navy vest
Hooded type vest
Dark tone shirt x light pink vest
Glen check vest
Work vest
Tradi style
Ethnic motif
Layered style
Coloring and design mix

Three quarter sleeve cotton TS
Border type, fresh style
Layered style
Relax type, Henry neck

This SUMMER 2009, we have wrapped up a Season Report focusing on STRAW and PANAMA for both women and men.

To advertise on, 3 MILLION page views / month, please contact Loic Bizel ( )

Talk to you next month !

Thank you and best regards,

Loic Bizel

Our other services : : Develop your Sales in Japan : Commented and guided shopping in Tokyo

To advertise on, please contact Loic Bizel (

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