Leading Apparel Brands in Japan: Q3 2024 Performance Overview

In the competitive landscape of Japan's apparel market, brands like SheIn Group Limited, Nike, and BUYMA (ENIGMO, Inc.) have carved out significant digital presences. This report explores their performance from Q2 to Q3 2024, utilizing Sensor Tower's unparalleled data insights.

SheIn Group Limited

SheIn Group Limited, known for its trendy and affordable fashion, operates through its website shein.com and the SHEIN app, showcasing dynamic trends in Q3 2024.

• Audience Trends:

  • Monthly website visits decreased from approximately 68M in April to about 48M in September.

  • Monthly true audience slightly declined, remaining above 7M by the end of Q3.

• App Engagement:

  • Monthly active users on the SHEIN app decreased from 8.7M in April to around 6.7M in September.

• Ad Spend & Channels:

  • Monthly ad spend decreased significantly, with September seeing less than $1.3M compared to April's $4.3M.

  • Instagram dominated the channels, consistently delivering high impressions.

Nike

Nike, a global leader in sportswear, maintains a robust digital presence through nike.com and the Nike: Shoes, Apparel, Stories app.

• Audience Trends:

  • Monthly website visits remained stable, hovering around 24M to 36M.

  • Monthly true audience showed a slight decrease, ending Q3 at approximately 4.4M.

• App Engagement:

  • The app's monthly active users fluctuated but ended Q3 at around 1.2M.

• Ad Spend & Channels:

  • Monthly ad spend peaked in April at nearly $2M, with Instagram being the primary channel.

BUYMA (ENIGMO, Inc.)

BUYMA, a platform for international fashion brands, operates through its website buyma.com and the BUYMA(バイマ)海外のブランド・ファッションの通販アプリ app, showing stable performance.

• Audience Trends:

  • Monthly website visits varied but stabilized around 10M in September.

  • Monthly true audience remained consistent, slightly above 1.7M.

• App Engagement:

  • The app maintained a steady monthly active user base, with users hovering around 700K.

• Ad Spend & Channels:

  • Monthly ad spend remained modest, peaking at approximately $12K in July, with Instagram as the key channel.

Conclusion

The Japanese apparel market in Q3 2024 demonstrated varied dynamics across leading brands. Sensor Tower's comprehensive data insights reveal significant trends in audience engagement, app usage, and advertising strategies. With Sensor Tower's unique cross-referencing capabilities, brands can gain critical insights into cross-platform user behavior, ensuring strategic advantage in a competitive market.

For further detailed insights, explore our Web Insights, App Performance Insights, and Pathmatics.