Strategies within Japanese Apparel Manufacturers

Abstract

Abstract Based upon a questionnaire survey, this research study focuses on the Japanese apparel manufacturers. The aim is to understand the characteristics that make up the marketing strategys of Japanese small to medium sized apparel manufacturers. The authors generate exploratory hypotheses, which are tested via statistical analysis of data obtained from a questionnaire survey. The hypotheses tested include, the relationships between “High Value Added” strategys and factors involved with manufacturing and marketing channels. High Value Added strategys relate to the manufacturers’ competitive behaviors that create high and new value for their products. The results indicate that High Value Added strategys have positive relationships for domestic outsources, the number of outsources, use of directly operated shops and the orientation for sales in overseas markets. Keywords: apparel manufacturer, strategy, Japan, high value added strategy, questionnaire survey Ⅰ. Introduction The Japanese business climate of apparel products is changing with China becoming a major player and other countries like Bangladesh and Vietnam booming. It is apparent that a major shift has occurred in the business environment relating to apparel products manufactured in China or other low-wage countries, which have invaded import markets throughout the world economies. Such a drastic change in the busi-ness environment of competing economies impacts distribution channel structures, affecting both whole-salers and manufactures. Therefore, the need to under-stand and research existing apparel companies is re-quired in order to comprehend existing strategies and determine the future survival of these apparel com-panies.The authors conducted quantitative research on the business strategies of small to medium sized apparel companies, especially in relation to the Japanese wholesaler in apparel manufacture markets (Komiya, Inoguchi, Kim & Urakami, 2009; Urakami, Komiya & Inoguchi 2009; Urakami et al., 2010; Urakami & Wu 2010). One similar study highlighted the strategies of small to medium sized apparel manufacturers in developed countries in East Asia (Komiya et al., 2009). Other studies revealed the factors affecting the recent trend of self-planning functions within Japanese apparel wholesalers (Urakami, Komiya &