Young Japanese are craving fast fashion. What happened?
![](http://media.voguebusiness.com/photos/64932d302e046f5a8c282204/master/pass/JAPAN-fast-fashion-voguebus-story.jpg)
Japanese consumers always appreciated quality and would willingly pay for it, but a young generation is showing signs of shifting to lower-priced, trend-driven fast fashion. It’s an opportunity for Shein, H&M and Forever21, although it’s uncertain if it’s a long-term phenomenon.
Japanese consumers always appreciated quality and would willingly pay for it, but a young generation is showing signs of shifting to lower-priced, trend-driven fast fashion. It’s an opportunity for Shein, H&M and Forever21, although it’s uncertain if it’s a long-term phenomenon.
![](https://media.voguebusiness.com/photos/65f499892dc82d11f038209f/1:1/w_1600%2Cc_limit/TOKYO-FASHION-WEEK-vogue-business-story.jpg)
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