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Agenda-setting intelligence, analysis and advice for the global fashion community.

Who Will Win Japan’s Luxury E-Commerce Race?

Marketplace giants like Rakuten and Zozo, local department stores and foreign e-tailers are battling for supremacy in Japan’s lagging but lucrative online fashion market.
A guest is seen wearing trenchcoat and pearls attending Pillings in Shibuya at Rakuten Fashion Week Tokyo 2023 Autumn/Winter.
A guest attending the A/W 23 Pillings show at Rakuten Fashion Week Tokyo in March 2023 in Japan. (Getty Images)

It has been almost four years since Japanese e-commerce giant Rakuten signed on to become Tokyo Fashion Week’s title sponsor but organisers believe the partnership has only now reached its full potential.

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