Published annually, the Japanese Customer Satisfaction Index (日本版顧客満足度指数・Nihon-ban Kokyaku Manzoku-do Shisuu) is the nation's largest customer satisfaction survey. The 2017 survey reveals the fashion brands with the highest customer satisfaction, as ranked by over 120,000 respondents.
Japanese fashion retailer GU came in fifth on the 2017 list with a satisfaction score of 71.2. GU is owned by Fast Retailing, which also owns fast-fashion powerhouse Uniqlo. GU, however, focuses on fashionable clothes for young women, giving it a slightly more targeted bent than the more generalist Uniqlo.
Shimamura received 72.2 points on the 2017 Japanese Customer Satisfaction Index, giving it a fourth-place finish. Shimamura is a casual fashion brand with over 1,400 stores throughout Japan, offering everything from formal suits to sports bras.
An icon of American casual wear, Gap hits the No. 3 spot in the ranking with 72.4 customer satisfaction points. While Gap Inc. is in the process of closing some 200 Gap and Banana Republic stores in the U.S. in favor of opening more Old Navy and Athleta branches, the core Gap brand still going strong in Japan.
#2. Earth Music & Ecology
This fashion chain gained 73.1 customer satisfaction points in the 2017 ranking—actually a drop of one position from 2016. Earth Music & Ecology is marketed to young female customers, with hundreds of branches from Hokkaido to Okinawa. If you're looking for fashionable and kawaii clothes while you're in Japan, Earth Music & Ecology is the natural stop!
Rising one position from 2016, casual fashion chain Honeys came in at No. 1 with 74.1 points, taking the top spot for the first time! Honeys offers clothing aimed at young women, with more than 800 stores to be found throughout Japan.
And what of Japanese clothing giant Uniqlo? It tied with Spain-based Zara to come in sixth with 70.7 points.
So if you're looking for places to soothe your clothes shopping bug in Japan, you've got five—or seven!—key targets to aim for right here!