Economic Growth up to Bubble Boom

Textile and garment industries in Japan as well as clothing consumption trend were drastically changed in 1990s. Until the bubble economy collapsed at the end of 1980s, Japan continued economic growth for long years and as a result, high income level of Japanese people was attained, so that their living standard was raised so high. Most of Japanese people are thinking that they belongs to the middle class.
Japanese have had strong desire to take in culture of Europe, especially France, England and USA. As for clothing, Japanese used to have admiration to fashion and luxury brands in these countries. During the economic growth in the past, Japanese people pursued western fashion on the one hand, and remained the traditional culture on the other, for Japan is an island far away from the advanced countries.


Collapse of the Bubble and Launching of Organic Cotton Business

High growth of Japanese economy progressed too far until extraordinary ÒbubbleÓ situation of money game and then it fell down like castles in the air. 10 years in the 1990Õs were spent for restoration and it needs more time yet to reconstruct the economy.

Organic cotton products were introduced in Japan in 1991 just after the bubble economy burst. Immediately after organic cotton production and its certification launched in Texas, USA, import of organic cotton products started in Japan. For environmental issues were raised eagerly by mass media, big companies of spinning, trading and apparel business had also strong interest and began to trade and merchandise organic cotton products in 1993, but after business experience during a few seasons almost all of them withdrew. It is because they were aware that it was very difficult to get big sales by business for environment including organic cotton.


Proprietors Continued Organic Cotton Business

After then, even though it was so, some companies have kept on the business. They are smaller companies managed by proprietors who think environment problem most critical. Some of them have imported organic raw cotton and processed in Japan or sometimes sewed in China. Some have imported organic cotton yarn from USA or Peru and processed them in Japan. Some have imported end-use organic cotton products from EU countries or USA.

The biggest exporter to Japan is USA at present because of most reliable certification system in USA. Above all, import from Texas, USA accounts for the biggest share because Japanese consumer likes such more reliable certification as certified by Texas Department of Agriculture.

A trader said that they would import organic cotton yarn from India and might possibly buy organic cotton yarn made of Xinjiang, China in a few years. A spinner also told that he bought organic raw cotton of Tanguis in Peru that would be imported fall 2002 and also was interested in organic ELS cotton of India and Xinjiang organic upland cotton.


Organic Cotton Products Market in Japan

Japan consumes more than 800,000 ton of cotton products in a year but at present organic cotton consumption is very small, probably 300 ton to 350 ton only.

Organic cotton products are sold at natural food stores, specialty stores, co-op stores and department stores. Mail-order, catalogue and internet business are favorable for organic cottons. Super markets sold them once but discontinued now. Recently, apparel makers and designers as well as retailers who have interest in organic cotton are increasing, though they seem not to expect big business of organic cotton products but to try to put the organic cottons in their product lines.

The customers of organic cotton products are; the ones who buy it as nature-oriented fashion, the ones who buy it for their own sensitive skins or their childrenÕs allergies, and the one who buy it for better environment though they are in the minority. Anyway so far organic cotton is only niche goods in the Japanese market. But, the market for organic cotton in Japan seems getting gradually bigger.

For more development of organic cotton, price and product planning are most important factors. Price of organic cotton products at present is almost same high level as branded goods sold at department stores, according to high price of US raw cotton and small-scale production.

The mainstream of organic cotton products in Japan is unbleached and uncolored ones. Though it is vitally needed to develop new style, it is not so easy in limited processing. So, in future it must be thought more to merchandise dyed and printed organic cotton products. Also, some manufacturers take a way of blending organic cotton with conventional cotton or other fibers. In some cases, organic cotton is mixed 10% or 30% only.