JAPAN: Bridal Business Enjoys A Boost
"The Japanese bridal wear business, always a buoyant sector of the ready to wear market, is currently enjoying a boom. According to Yumi Katsura, president of the Japan Bridal Association, this is probably due to the fact that virtually every Japanese bride now buys two wedding dresses - and probably three if, for some part of the ceremony, she also invests in a traditional kimono." "Every bride now looks forward to being photographed for posterity in a western style white wedding gown which she will wear for the ceremony," says Yumi Katsura. However, according to association members, white is now being challenged by pastel colours which have started to become fashionable over the last few months. Currently top of the colour charts is a soft, minty shade of green. "It flatters the typical Japanese complexion and of course we in Japan have no superstitious dislike of this shade as a wedding colour," comments Yumi, If there is also to be a Japanese religious ceremony conducted by a Shinto priest she will probably change into a kimono and obi, though these may be hired rather than bought. "This is due to their great expense in an era when the skilled labour required for the traditional hand decoration is becoming scarcer and scarcer," says Yumi. The third "essential" ensemble is a western style evening dress worn for the wedding party which has to be as lavish and eye-catching as possible and, ideally, to carry the designer label of a famous western couture house," says Katsura.
Get full access to all content, just $1 for 30 days
A Message From The Editor
just-style gives you the widest apparel and textile market coverage.
Paid just-style members have unlimited access to all our exclusive content - including 16 years of archives.
It’s our best ever membership offer – just for you.
Leonie Barrie, editor of just-style
- Fashion fit for the future – strategies for speed
- Will new Vietnam wage hinder competitiveness?
- Digitisation to drive new apparel-making models
- Under Armour Lighthouse will disrupt production
- How TAL Apparel is staying ahead of the game
- Gap to shutter all UK Banana Republic stores
- MAS Holdings shares commitment to sustainability
- M&S "unappealing" clothing a barrier to growth
- Reebok Liquid Factory reinvents shoe production
- Bangladesh tops China as lead cotton importer
- Africa-Med strategic sourcing review – comparing East Africa, North Africa and Turkey
- REPORT BUNDLE: Africa-Med, Southeast Asia and Central America strategic sourcing pack
- Southeast Asia strategic sourcing review – a focus on Cambodia, Vietnam and Myanmar
- Apparel (GLOBAL) - Industry Report
- Global Sports and Fitness Wear Market 2016-2020