With so many Japanese outfitted in brands like Levi's, Gap, Ralph Lauren, Calvin Klein, Coach, Nike, Tiffany and Timberland, it's easy to assume that most major American fashion labels have already successfully entered the Japanese market—but it just ain't so.
Nevertheless, word is out that one of the most conspicuously absent companies may be on the way.
Last month Victoria's Secret revealed that it is now actively considering whether to boost flagging U.S. sales by expanding to international markets such as Russian and Japan, and talks are apparently underway with potential local partners in each market. The company is said to be checking out possible locations as well.
A number of complications are involved with bringing intimates lines to Japan, but Victoria's Secret may already be well on the way to learning the hard lessons early. Japanese women have been able to purchase product through the U.S. website for some time, and some quality and size issues have probably already come to light through Japan-side customer feedback.