JAPANESE RETAILING: FASCINATING, BUT LITTLE UNDERSTOOD

The Japanese retail environment is of interest to businessmen,politicians and academics. Different observers tend to base their views on their own vested interests and national expectations, Japanese observers included. There is a need for more objective, unbiased research into Japanese retailing, consumer behaviour and marketing. Presents an overview of Japanese retailing employing predominantly Japanese language sources. Outlines briefly the general structure of the retail industry, emphasizing the large number of outlets overall. Considers the independent retail sector, notably the existence of street associations, and the corporate retail sector, putting emphasis on the latter owing to the lack of information available in English. Considers three forms of corporate retailing in detail, namely department stores,general merchandise stores and groups, and speciality shopping centres– commonly known as “fashion buildings”. In conclusion, notes that there is great scope for further research into Japanese retailing, and three general sectors are suggested.