When fashion critics say retail is dead, they certainly don’t mean in Japan. The sameness people often observe across stores in New York or Paris does not exist in Tokyo, and there is a good balance of big and small retailers competing for shoppers’ dollars. Furthermore, the in-store experience is characterized by well-made clothes displayed in immersive spaces, thoughtful customer service, interesting assortments, and approachable price points. I’m tempted to call Tokyo the retail capital of the world.
Shopping in Japan is as dizzying as it is thrilling. From high-end malls and niche designer boutiques to secondhand shops and specialty retailers, there is something for everyone, especially Western tourists who will find themselves at an advantage due to the declining value of the yen. It’s impossible not to include shopping in the itinerary given the country’s strong craft culture and history of perfecting design. Tokyo’s street style in particular has always been a lure for the sartorially inclined, inviting them to take risks while reflecting the multifaceted retail scene.
For the name-brand luxury obsessed, the top houses boast some of the country’s flashiest stores, a phenomenon my husband describes as “global spectacle manifesting in fashion house starchitecture.” Indeed, the Pradas, Louis Vuittons and Guccis of the world seem to be in a race to outdo one another with the most lavishly built flagship stores, which you’ll find all over Ginza or Omotesando. Luckily they don’t take up all the real estate, so other players have a chance to make their mark as well.
For the thrifter at heart, the sheer number of secondhand and vintage shops will leave you overwhelmed in the best way. If you’re looking to splurge, there are boutiques like Amore and Casanova Vintage dedicated to old Chanel, Celine, Louis Vuitton and Fendi accessories. Although you save a bit on taxes and with the currency exchange, prices aren’t significantly different from what you’d find on Vestiaire or TheRealReal. On the affordable end—and the reason why buying secondhand is so special in Japan—stores like 2nd Street and KINDAL boast a unique selection of designer and no-name items in near-perfect condition. I bought tailored Bottega Veneta pants for $200, a pleated Tibi blouse for $21 and an Issey Miyake Pleats Please top and skirt for $425. You’d never think these items are pre-loved and there is no question of brand authenticity as the Japanese have rigorous standards when it comes to vetting and accepting inventory. I might only buy designer goods in Japan from now on.
Elsewhere, Japanese fashion lovers will have plenty to write home about. I loved discovering new labels from the variety of retailers that only rep local designers. STUDIOUS was a favorite and the place where I bought this dress I’ve obsessively been wearing. The established Japanese names also have a strong retail footprint, most notably Rei Kawakubo (everyone was wearing CDG), Issey Miyake and Yohji Yamamoto.
Ahead, save my Japan shopping cheat sheet (and plan to bring an empty suitcase on your trip).