Japanese consumers are health and environmentally conscious in line
with most of the developed world but in fashion lifestyle they continue
to have a peculiarity all their own.
According to Dentsu's hit products of 1999, a healthy lifestyle was
uppermost on most people's minds and this was reflected by the fact that
a majority gave genetically modified foodstuffs the thumbs-down.
They also emphasised the need for energy efficiency in homes, and
environmentally friendly cars.
However, a significant number of Japanese have a craving for audio
equipment disguised as furnishings and guidebooks to unrecommended
products.
Women seem to go for 'invisible' necklaces, body wires, body-attached
bags, arm warmers and liquid-padded bras.
