To better understand the reasons for the marketability of clothing now designed and sold in China and Japan, we asked Japanese and Chinese experts to evaluate Chinese and Japanese brands of clothing currently for sale in the Japanese market. The marketability of the Chinese apparel items in the Japanese market was evaluated by the Japanese experts. Five Japanese jackets were purchased from a department store in Tokyo, and ten items of Chinese clothing were purchased from a department store in Beijing. Five of the Chinese clothing samples were judged as impossible to sell in Japanese department stores primarily because the sewing quality was incompatible with Japanese requirements, the designs were outdated, and the materials were of low quality. However, the other five Chinese clothing samples received high evaluations of marketability in Japan. We found that Japanese experts focused on general design and sewing finish, while Chinese experts considered more general design points. Thus, our results indicate that clothing is evaluated differently in Japan and China. We conclude that it is necessary to consider the respective evaluation points used in each country as we pursue globalisation.
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