When it comes to luxury e-commerce in Japan, most brands are opting for their own sales channels instead of distributing through multi-brand e-tailers.

As many as 80% of luxury brands in Gartner L2’s recent report sell on their Japan sites, a percentage much higher than the rate of official distribution to the market’s major e-commerce sites.

The multi-brand e-tailer coming closest to the DTC adoption rate is Japanese fashion retailer Zozotown, which still features less than half of all brands tracked in the report. That’s because it’s more of an accessible fashion site with mostly masstige brands LIKE Coach, Kate Spade, and Tommy Hilfiger, or the eyewear lines of high-end luxury labels. Zozotown has been working to attract fashion labels with some crazy new technologies, like its sensor-enabled Zozosuit suit, which enables accurate size-fitting from home.

Meanwhile, Amazon and local competitor Rakuten have had slightly less success in attracting fashion brands. This is despite Amazon’s major efforts to up its fashion credentials in Japan, even going so far as to take over and rename Tokyo Fashion Week “Amazon Fashion Week Tokyo.” But even if brands don’t distribute directly through Amazon or Rakuten, they can be found on these platforms through third-party sellers. Every brand in Gartner L2’s report can be found somewhere on the e-tailers.

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