Supply Chain Insights – Consumer Insights in Japan
October 15, 2025
Comfort FitQuality
Drivers of Consumer Prefrence
*Tencel is a trademark of Lenzing
SUSTAINABILITY
= significantly higher in 2025 = significantly lower in 2025
Top Retailers Shopped for Clothing
Top Ways Plan to Shop for Clothing in Next Year
Cotton Preference
Top Reasons Would Pay More for Clothes Made from
Natural Fibers
Preferred Shopping Method
Top Social Media Sources
% Say Is Safe for the Environment (Top 5 of 11)
AMERICA’S COTTON PRODUCERS AND IMPORTERS Service Marks/Trademarks of Cotton Incorporated ©2025 Cotton Incorporated
Source: Cotton Council International and Cotton Incorporated’s Global Lifestyle Monitor™ survey, conducted with n=1,001 consumers in Japan
COTTONINC.COM
LIFESTYLEMONITOR.COTTONINC.COM
76%
69%
38%
61%
35%
25%
Cotton WoolHemp PolyesterRayon Tencel*
13 % 28%
Changing how shopping
for clothing to reduce
environmental impact
Rely on a sustainability
certification or seal to determine
if clothing is made in an
environmentally friendly manner
35%
Willing to pay more for natural
fibers such as cotton
Sustainability
is nice to
have
38%
Only purchase
sustainable
clothing
4%
30%
Feel very/somewhat
optimistic about their
financial situation
59%
53%
In-Store
Online
40%
40%
Browsing
Purchasing
I will buy some new
clothing, but less than usual
Top Way Plan to Shop
47%
82%
I will do more
research so I can
get the best value
59%
84%
I will buy
higher-quality,
longer-lasting items
I will buy more
comfortable
clothing
Comfortable Soft Authentic
68%69% 67%
Cotton
blends
Denim
Cotton
Prefer Cotton, Cotton
blends, or Denim
61%
62% 55% 47% 47%
Better performanceBetter quality More comfortable
Hypoallergenic/less
irritating to skin
&UHDWHG
E\
5DKPDW
6LJLW
3UDVHW\R
IURP
1RXQ
3URMHFW
76%
Online only store
58%
Mass merchant
(In-Store)
87%
Chain/Specialty
(In-Store)
GLOBAL LIFESTYLE MONITOR: INDIA
GLOBAL CONSUMER
INSIGHTS
IN JAPAN
SHOPPING TRENDS
= significantly higher in 2025 = significantly lower in 2025
77%
62%
48%
X/TWITTER
YOUTUBE
INSTAGRAM
Use social media
as a top source of
inspiration
(social media/blogs/vlogs)
39%