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>:	1. Introduction�
Globalization has two side effects in a nation s domestic industry; it will substantially increase foreign competition in the domestic market, but it can also be a chance to sell its products to the world market4). In the context of the U.S. apparel industry, even though scholars focused on addressing increasing domestic competition due to foreign products, in fact, globalization has broadened the market for industry5). In 1960, the industry exported $97 million dollars, a mere 0.61% of the total domestic apparel production, but increased both the total value and share of export substantially in 2000 to $9 billion with a 14.33% of the total production6). Exports for U.S. apparel producers now became not only an option, but an important part of their operation. 
However, it is noticeable little research on the investigation of apparel export markets for U.S. producers, especially with the Japanese market, the third largest buyer of U.S.-made apparel products, next to Canada and Mexico6). Therefore, this research attempts to investigate (1) an overview of the Japanese apparel import market, (2) detailed U.S. apparel export patterns for the Japanese market, and (3) a comparison with export competitors, namely China and Italy1). This investigation will provide a new glimpse of the current Japanese apparel market to foreign producers, which has been considered extremely attractive, but difficult to succeed with many examples of failures2)3). 
2. Overall Apparel Market in Japan
Even though Japan remains one of the most important buyers for U.S. apparel producers, U.S. export statistics showed the importance decreased substantially in recent years1). The U.S. apparel export to the Japanese market has dropped by 40% from $464 million in 2000 to $268 million in 20081). Some scholars7) argue this is due to the overall decrease of the apparel market in Japan, due to the prolonged recession after the bubble collapse in the early 1990s. However, government statistics tell a different story8). 
The size of the Japanese apparel domestic market decreased substantially by more than 40% from $32.3 billion in 2000 to $17.6 billion in 2007 8). However, this decrease did not affect foreign apparel producers and was, in fact, a chance for the foreign producers. The Japanese apparel market became more favorable to foreign producers because the amount of imports during the same period increased steadily from $18.6 billion in 2000 to $22.6 billion in 2007, even though there was a slump in 20026). This was a 20% increase in 7 years, approximately 3% annually. Due to the sheer value increase of imported apparel and domestic production decrease, the market share of imported apparel increased substantially from 37% in 2000 to 57% in 2007. It can be assumed that there was a great number of imported apparel in the Japanese consumer�s wardrobe in 2007 than in 20008)6).
However, U.S. apparel producers did not receive any portion of this Japanese market expansion. The total amount of U.S. apparel export to Japan decreased substantially and the market share of the U.S.-made apparel products in the Japanese market also dropped significantly from $384.9 million (2.1%) in 2000 to $181.4 million (0.8%) in 20076). 
3. U.S. Apparel Export in Japan
According to the United Nations6) (Table 1), the top five apparel exports to Japan in 2000 included Harmonized Tariff Schedule (HTS) 610910 (knitted women�s cotton suits), HTS 620342 (woven men�s cotton suits), HTS 611020 (knitted cotton sweaters), HTS 620462 (woven women�s cotton suits), and HTS 610990 (knitted man-made, wool and silk t-shirts). The market shares for each product category in Japanese category imports ranged from 3.15% (HTS 620462) to 9.50% (HTS 61091). The average price per kg ranged from $69.46 (HTS 620462) to $25.04 (HTS 61091), far higher than the average import prices for each category�almost twice for HTS 61091 and four times for HTS 620462 (Figure 1).  

Insert Table 1 Here

In 2007, four of the top five product categories in 2000 (HTS 610910, HTS 620342, HTS 611020 and HTS 620462) remained in the 2007 top five products (Table 1). The top four products were located in (1) product categories which expanded imports during the time (Figure 2), (2) products made from cotton, and (3) their average import price remained stable (Figure 1). Figures 1 and 2 shows the top four U.S. products to the Japanese market and their competitors. 

Insert Figure 1 Here

Insert Figure 2 Here

The imports of HTS 610910, HTS 620342, and HTS 611020 decreased substantially from $110.24 million to $25.73 million, from $46.35 million to $12.16 million, and from $35.26 million to $8.10 million, respectively (Table 1). The product category of HTS 620462 was the only category that increased from $21.93 to $31.75 million (by 45%). In contrast, imports of the same four product categories from China and Italy increased during the same period (Figure 2). 
The price for Chinese products to the Japanese market remained stable, as well as the average price of the category imports between 2000 and 2007. Compared to imports from China and Italy, the top two apparel exporters to Japan, U.S. imports were at least twice more expensive than its Chinese counterparts, but did not reach the price of Italian imports in 2000 (Figure 1). However, the prices for U.S. products and Italian products in 2007 increased by twice in comparison with the prices in 2000, which resulted in widening price differences among U.S., Chinese, and Italian products, except for imports of HTS 620462 (Figure 1). However, the increase of HTS 620462 was due to a significant increase of total imports in the same category because the market share of the U.S. products decreased from 0.32% in 2000 to 0.24% in 2007 even with the U.S. increase of the same product category.
	Table 2 shows the standing of U.S. apparel exports in the Japanese market. In 2000, all top five U.S. export categories were located in the top ten Japanese import categories. This trend was the same during 2007, but the market share of U.S. products dropped significantly (Table 1) . The volume of Chinese and Italian products remained stable, except for the volumes of Chinese HTS 611020 and HTS 6204626). They increased significantly by more than 10% for 611020 and 50% for HTS 611020. All four product categories from the United States decreased in volume substantially, except for HTS 620462, which remained stable.
Insert Table 2 Here

Based on trade statistics, it can be concluded that Japanese consumers decreased their purchase of the top four U.S. apparel categories, except HTS 620462, as their prices increased. However, Japanese consumers increased their purchase of Chinese products with a stable price and Italian products with an increasing price. As a result, the overall imports for the four product categories for both countries increased steadily (Figure 2). 
4. Conclusion
In conclusion, these export statistics showed U.S. apparel producers could not capture Japanese consumer�s mind and lost a large market share in competition with other foreign producers, except for HTS 620462. The prices of the U.S. top four categories increased substantially, even though world prices remained stable between 2000 and 2007. Compared to this, the prices of Chinese products remained low and stable, as did the world price. However, the prices for Italian imports increased substantially during this same period. But, Japanese consumers purchased the same amount of Chinese and Italian imports and even increased their purchase in selected product categories. Therefore, the following research question in relation to U.S. apparel producers for the Japanese apparel market emerged from the trade statistics analysis. 
Why did Japanese consumers increase their purchase of both Chinese products with a stable price and Italian products with an increasing price, but decrease their purchase of U.S. products?
To answer to this question, scholars are encouraged to investigate not only problems of U.S. apparel producers, but also the characteristics of the Japanese apparel market in both qualitative and quantitative terms.

References
1) United States International Trade Commission.. USITC Interactive Tariff and Trade DataWeb. Retrieved December 18, 2009 from http://dataweb.usitc.gov/scripts/user_set.asp, (2009)
2) S.C. Eagan & D. Steinhoff, Apparel Industry Magazine, 60(10), p.78(1999)
3) N.E. Synodinos, Japanese Psychological Research, 43(4), p.p.235-248(2001)
4) P Krugman, Foreign Affairs, March/April, p.p.28-44, (1994)
5) K.G. Dickerson, Textiles and apparel in the global economy, Merrill/Prentice-Hall, NJ (1999)
6) United Nations, UN Comtrade. Retrieved April 20, 2010 from http://comtrade.un.org/db/, (1998-2009)
7) J Fernie, & N Azuma, European Journal of Marketing, 38(7), p.p.790-808 (2004)
8) Nihon Tokei Kyokai, Japan statistical yearbook, Japan Statistical Association, Tokyo "�	�	�	�	�
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