Classic mail order troubled in Japan, niches ahead

Article Abstract:

The total sales of the top 100 direct marketing firms in Japan reached 2.0124 trillion yen ($20 billion) in 1999, slightly up by 0.1% over 1998. Traditional mail order houses posted sales declines, while the niche marketers continued to perform well. The problems plaguing the large direct marketers were shown in the 8.1% decline in the third quarter totals for 21 of the largest mail order houses in Japan to 155.5 billion yen ($1.53 billion).

Market information - general

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Viking to drop "several million" books in Japan start

Article Abstract:

Viking Office Supplies intends to send out "several million" catalogs when it debuts in Japan later in 1998. The company, which will be based in the Gotanda, Sinagawa-ku section of Tokyo, will initially sell only Japanese-sourced merchandise, then eventually market imported items. Viking states that the range of products in Japan will be established slowly, and may take the Japanese firm a year or two before it matches the 12,000 different items it sells in the US. Despite the ongoing recession in Japan, the company expects the market to be even bigger that Germany. However, Viking could not make any projections until the results of the catalog dropped are in.

Foreign operations, Advertising Activity, Stationery & Office Suppl Stores, Office Supplies and Stationery Stores, Direct Marketing, Office supply stores, Viking Office Supplies

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French fashion catalog expands Japan operation

Article Abstract:

Damart, the French underwear catalog company, intends to expand its Japanese operations, underlining the company's faith in the long-term prospects of the Japanese market amidst the current recession. The company plans to launch shoes and clothes lines and open three stores in Japan in keeping with its strategy to balance its retail and catalog businesses. The expansion is also in line with the company's aim to grow its international business. Japan is Damart's second largest market, contributing $30 million to total sales in 1997.

Geographic, Damart (France)

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