2026 Japan Summer Sale Guide: How to Buy from Top 10 Japanese Fashion Sites via Proxy

2026 Japan Summer Sale At a Glance

Sale Season: Late June – Late August 2026

Best Time for Sizes: Early to Mid-July (30%–50% OFF)

Best Time for Bargains: Late July – Mid-August (Up to 70%–90% OFF)

Recommended Shipping: Buyee Package Consolidation Service (International Shipping to US/Europe)

Every year, as summer approaches, major Japanese apparel brands and e-commerce platforms launch their highly anticipated Summer Sales. For international fashion enthusiasts, this is the prime window to purchase authentic Japanese clothing, footwear, and lifestyle accessories at deep discounts.

With the Japanese Yen exchange rate remaining highly favorable for global shoppers, ordering directly from Japanese fashion websites and shipping via a proxy service like Buyee is often significantly more cost-effective than buying through local importers—even after factoring in domestic shipping, proxy fees, and international freight.

2026 Japanese Summer Sale: Top 10 Fashion E-commerce Sites

Note: Scroll left or right to view all 10 shopping websites and purchasing channels.

Website Name

Positioning & Features

Main Brands or Product Categories

Shopping Link

ZOZOTOWN

A large-scale Japanese fashion platform with massive styling inspiration photos.

Men’s, women’s, streetwear, and Japanese boutique labels.

Shop via Buyee

Rakuten FASHION

Official Rakuten fashion hub grouping hundreds of popular department store brands.

Casual wear, office attire, and mainstream Japanese brands.

Shop via Buyee

MAGASEEK

Premium selection focusing on clean, sophisticated, and professional ladies’ wear.

Office commuting apparel, magazine-featured styles.

Shop via Buyee

FASHIONWALKER

Features a collection of sweet, casual, and young women’s brands, with frequent updates to discounts and limited-time events.

Japanese feminine styles, sweet aesthetics, and trendy women’s apparel.

Shop via Buyee

URBAN RESEARCH

Balances high-quality design, wearable tailoring, and functional fabrics.

URBAN RESEARCH, KBF, and more.

Shop via Buyee

BAYCREW’S STORE

Features mid-to-high price points, focusing on urban sophistication and a curated select-shop style.

JOURNAL STANDARD, IENA, and more.

Shop via Buyee

PAL CLOSET

Offers a diverse range of brand styles spanning apparel, bags, and lifestyle interior goods.

3COINS, Chico, DISCOAT, and more.

Shop via Buyee

and ST

The holy grail for casual Japanese aesthetics well-known across Asia.

GLOBAL WORK, niko and…, LOWRYS FARM.

Shop via Buyee

RUNWAY Channel

Covers elegant, casual, street, and Japanese gyaru-inspired fashion styles.

MERCURYDUO, Ungrid, EMODA.

Shop via Buyee

ARKnets

Focuses on high-end outdoor utility wear, mountain style streetwear, and international designer brands.

THE NORTH FACE, ARC’TERYX, and more.

Shop via Buyee

※The actual discount rates, campaign dates, stock availability, and buying methods supported by Buyee are subject to the current information displayed on each respective website and Buyee’s official campaign pages.

When Do Japanese Summer Sales Begin?

Japanese summer sales typically begin between late June and July, continuing through August. While campaign timelines vary by brand, the season can generally be divided into two main stages: the “First Wave Discounts” and the “End-of-Season Clearance.”

If you are looking to purchase popular styles or standard sizes, it is recommended to place your orders between early and mid-July. If your primary focus is obtaining the lowest price—and you are flexible with a limited selection of styles and sizes—you can wait for the additional markdown period from late July to mid-August.

First Wave Discounts (Early to Mid-July): Best for Size & Style Selection

This period represents the primary window for the initial Summer Sale across major Japanese fashion e-commerce platforms and official brand websites. Common discounts typically range from 30% to 50% off the original price, though actual markdowns vary depending on the brand and item.

The primary advantage of the first wave is that styles, colors, and sizes remain relatively well-stocked. Popular sizes such as M and L, alongside classic neutral colors like black, white, and beige, are more likely to be available.

If you are targeting timeless essentials, office wear, or highly sought-after designs, it is advisable not to hold out indefinitely for the lowest price, as items often sell out before final markdowns are applied.

Late July to Mid-August: End-of-Season Clearance (Steeper Markdowns)

As Japanese apparel brands begin introducing autumn collections, summer merchandise transitions into the end-of-season clearance phase. Select platforms may offer remaining items at steep markdowns—sometimes up to 70% to 90% off—or apply additional price cuts to previously discounted goods.

While this phase offers the opportunity to secure highly economical finds, popular designs, neutral colors, and standard sizes are frequently sold out. Furthermore, clearance items may be final sale (non-refundable and non-exchangeable), so reviewing platform policies carefully prior to purchasing is highly recommended.

The end-of-season clearance is well-suited for:

Consumers with high flexibility regarding colors and specific designs.

Shoppers who can adapt to flexible sizing options.

Individuals who enjoy browsing through heavily discounted stock.

Buyers looking to purchase summer apparel in advance for the following year.

Shop Japanese fashion for less before July 30, 2026 (Japan Time)! Use Add to Buyee and save ¥500 on Buyee service fees! Learn More

Best 4 Consolidated Fashion Websites in Japan (ZOZOTOWN, Rakuten Fashion & More)

For consumers who want to compare different brands, prices, and styling choices all at once, consolidated fashion e-commerce websites are generally the most efficient option. Below is a comparison of four mainstream Japanese fashion shopping platforms: ZOZOTOWN, Rakuten Fashion, MAGASEEK, and FASHIONWALKER.

Note: Scroll left or right to view complete platform information and ordering methods.

Platform Name

Sale Features & Target Audience

Recommended International Purchasing Method

ZOZOTOWN

Offers a rich selection of brands and product types, making it suitable for comparing multiple brands at once. Users can also refer to coordination images from Japanese models and general users.

Use Add to Buyee

Rakuten FASHION

Brings together numerous Japanese brands, providing a diverse selection of product categories and price ranges. When purchasing through Buyee, users can simultaneously enjoy the current promotional prices listed on the official website.

Buy from Buyee

MAGASEEK

Features a wide selection of Japanese women’s apparel and office wear, suitable for finding minimalist, sophisticated, and professional outfits.

Use Buyee Cart / Add to Buyee

FASHIONWALKER

Focuses primarily on young women’s apparel, covering sweet, elegant, casual, and edgy styles.

Use Buyee Cart / Add to Buyee

Targeting Your Favorite Brands: Recommendations for Six Popular Official Japanese Apparel Group E-commerce Sites

If you already have clear brand preferences, visiting the official Japanese online stores of these apparel groups is usually the most effective way to find a complete selection of product series, colors, and official stock.

Certain official e-commerce sites also introduce member-exclusive discounts, limited-time price drops, pre-order products, or web-exclusive styles. Below is a compiled list of six apparel group official online stores worth monitoring during the 2026 Japanese summer sale season.

URBAN RESEARCH Official Japanese Online Store: A Balance of High-Quality Design and Summer Utility Wear

The URBAN RESEARCH group encompasses popular brands such as URBAN RESEARCH and KBF. The overall brand aesthetic focuses primarily on minimalist, sophisticated designs with high practical wearability for daily life.

In addition to the standard Summer Sale, the official online store frequently introduces “Time Sale” limited-time promotions for specific products. These events sometimes last for only a few hours or days, making it beneficial for consumers who have already selected specific items to check the site regularly.

For summer merchandise, the following product categories are worth monitoring:

Cool-touch tops and dresses

UV-protection jackets and cardigans

Moisture-wicking and quick-drying apparel

Lightweight summer trousers

Utility wear suitable for commuting and travel

Discount rates may vary depending on the specific item and the promotional period, with select end-of-season items occasionally receiving steeper markdowns.

Discover on Official Japanese Sites

BAYCREW’S STORE Official Japanese Online Store: The Ideal Time to Secure Mid-to-High Price Point Premium Apparel During the Sale Season

BAYCREW’S STORE brings together well-known Japanese brands including JOURNAL STANDARD, IENA, and B.C STOCK, covering men’s and women’s apparel, footwear, bags, and lifestyle products.

The group’s brands generally emphasize premium fabrics, precise tailoring, and a strong sense of styling. Since their regular pricing sits primarily in the mid-to-high range, the summer sale season presents a strategic opportunity for acquisition.

Recommended items to monitor:

Designer dresses

Blazers and office wear

Premium quality shirts

Footwear and bags from Japanese brands

Versatile essentials suitable across multiple seasons

For items with a higher unit price, it is also recommended to estimate international shipping fees and potential import duties at the destination prior to finalizing the purchase.

Discover on Official Japanese Sites

PAL CLOSET Official Japanese Online Store: Consolidate Apparel, Bags, and Popular Lifestyle Accessories into a Single Purchase

PAL CLOSET brings together a variety of highly sought-after brands such as 3COINS, Chico, CIAOPANIC, and DISCOAT. Its product lineup covers a broad spectrum, ranging from young women’s fashion and casual unisex apparel to home goods and lifestyle accessories.

For consumers who enjoy discovering trending Japanese novelty items, practical storage solutions, or budget-friendly styling ideas on social media platforms, PAL CLOSET serves as an exceptionally suitable destination for centralized browsing.

Recommended categories to monitor during the summer sale:

Casual tops and wide-leg trousers

Summer dresses

Sandals and woven bags

Hats and fashion jewelry

Popular lifestyle accessories from 3COINS

While select merchandise may experience significant price markdowns toward the end of the season, stock levels for highly popular items tend to fluctuate rapidly.

Discover on Official Japanese Sites

and ST Official Japanese Online Store: A Collection of Highly Popular Brands Including GLOBAL WORK and niko and…

and ST consolidates multiple highly popular Japanese brands, including GLOBAL WORK, niko and…, LOWRYS FARM, and studio CLIP, all of which enjoy substantial brand awareness in Taiwan and Hong Kong.

Compared to select overseas physical stores or authorized retail channels, the official Japanese online store typically carries a more comprehensive product assortment. In conjunction with the summer sale promotions, it offers a strategic opportunity to acquire daily casual wear and functional utility items at more attractive price points.

Recommended categories to monitor:

Lightweight UV-protection jackets

Cool-touch tops

Summer maxi dresses

Lightweight wide-leg trousers

Sandals and summer accessories

Discover on Official Japanese Sites

RUNWAY Channel Official Japanese Online Store: Bringing Together Elegant, Streetwear, and Japanese Gyaru Aesthetics

RUNWAY Channel encompasses several prominent Japanese women’s apparel brands, including MERCURYDUO, Ungrid, EMODA, and MURUA.

The individual brand aesthetics feature highly distinct profiles, ranging from gentle, elegant skirts and American vintage casual wear to edgy streetwear and classic Japanese gyaru styles. The website also frequently introduces limited-time promotional discounts, pre-order privileges, and targeted markdowns on specific items.

Highly recommended for the following consumer profiles:

Individuals who favor figure-flattering, tailored silhouettes.

Shoppers looking for cropped tops, maxi skirts, and distinct designer pieces.

Enthusiasts of Japanese gyaru or urban streetwear aesthetics.

Buyers seeking to acquire trending apparel from popular Japanese young women’s fashion brands.

Discover on Official Japanese Sites

ARKnets Official Japanese Online Store: Premium Outdoor Utility and Japanese Mountain-Style Streetwear Curation

ARKnets focuses primarily on outdoor utility wear, street fashion, designer labels, and premium menswear curation, making it highly suitable for consumers seeking international brands, Japan-exclusive styles, or specialty product lines.

The platform carries renowned international brands such as THE NORTH FACE and ARC’TERYX, alongside select Japan-exclusive or region-restricted items. The actual availability of specific brands, delivery restrictions, and proxy purchase support are subject to the real-time determination displayed on the product pages and by Buyee.

For consumers looking to purchase Japan-exclusive sub-labels like THE NORTH FACE PURPLE LABEL, searching authorized Japanese select shops such as ARKnets is an effective option. However, stock levels for these items are typically limited, and popular designs tend to sell out quickly.

When purchasing higher-priced outdoor apparel, it is recommended to verify the following factors simultaneously:

Whether the store is an officially authorized retail channel.

Whether the garment measurements conform to Japanese sizing standards.

Whether the item can be successfully shipped to the Buyee warehouse.

The import duties and consumption tax regulations at the shipping destination.

Whether the item is listed as final sale and exempt from returns or exchanges.

Discover on Official Japanese Sites

How to Use Buyee to Purchase Japanese Summer Sale Items

Buyee supports multiple proxy purchase methods for Japanese websites. Depending on the system architecture of each shopping site, you can utilize the following options:

Buyee’s overseas cart (Buyee Cart)

“Add to Buyee” browser extension (PC version)

“Add to Buyee” mobile app

Other proxy purchase application methods provided by Buyee

The actual methods available are subject to the real-time options displayed on each product page and within the Buyee system.

Proxy Purchasing via Buyee Cart

When shopping on websites that natively support Buyee’s dedicated overseas cart—such as BAYCREW’S STORE, and MAGASEEK—you can select your items directly on the store’s original website.

The step-by-step procedure is as follows:

Visit a Japanese shopping website that supports the Buyee Cart.

Browse product details using the site’s original Japanese interface or via your browser’s translation feature.

Select the desired color, size, and quantity of the item.

Click the Buyee Cart button displayed on the page.

Add the item to your Buyee Cart.

Log into your Buyee account and complete the proxy purchase application.

Once the merchandise arrives at the Buyee warehouse in Japan, select your international shipping method and arrange payment for the shipping fees.

Further Reading: How to Use Buyee Cart

Proxy Purchasing via Add to Buyee

To shop on platforms like ZOZOTOWN, URBAN RESEARCH or PAL, and ST , you can first install the “Add to Buyee” browser extension. Select services also support the dedicated mobile app.

Once installed, when you browse a supported Japanese product page, Add to Buyee will assist in recognizing the item details, allowing you to seamlessly add the merchandise to your Buyee proxy purchase cart.

The basic operational workflow is as follows:

Install the “Add to Buyee” browser extension or mobile app.

Visit the Japanese shopping website and open the product page.

Select the color, size, and quantity.

Add the item to the proxy purchase cart via Add to Buyee.

Log into Buyee and verify the product information.

Submit the proxy order and complete the payment.

During promotional sale periods, item stock levels fluctuate rapidly. Submitting a proxy purchase application does not guarantee a successful acquisition. The final transaction remains subject to the actual stock availability on the Japanese website and the final procurement outcome by Buyee.

Further Reading: How to use Add to Buyee Browser Extension
Further Reading: How to use Add to Buyee Mobile App

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Campaign Period：July 17–30, 2026 [JST]

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FAQ About Japanese Apparel Proxy Purchasing and International Shipping

Below is a compilation of common cross-border shipping questions encountered when purchasing apparel, footwear, bags, and summer lifestyle products during the Japanese summer sale season.

Q1. If I buy clothes, bags, and shoes from different Japanese websites, can they be shipped together?

Yes. Once your items arrive separately at the Buyee warehouse in Japan, you can apply for the “Package Consolidation Service” according to the service terms, allowing multiple packages to be combined before being shipped overseas.

The primary advantage of consolidation is the reduction of redundant outer boxes and packaging materials. For multiple items that are small in volume and light in weight, this can sometimes reduce the need to repeatedly pay the base shipping fee for each individual package.

However, package consolidation does not guarantee a reduction in total shipping costs. Prior to applying, it is important to take the following two points into consideration:

1.Potential Increase in Volumetric Weight After Consolidation

Certain international logistics services, such as DHL and FedEx, calculate shipping rates based on either the actual weight or the volumetric (dimensional) weight of the package, whichever is higher.

When multiple packages are combined into a single, larger carton, even if the actual weight does not increase significantly, the expansion of the outer box dimensions may raise the volumetric weight, potentially resulting in higher shipping fees than anticipated.

2.Total Declared Value May Exceed Duty-Free Thresholds

Consolidating multiple high-value items into a single shipment increases the total declared value of that package. If this value exceeds the import duty-free allowance of the destination country or region, the recipient may be required to pay import duties, import value-added tax (VAT), sales tax, or other customs clearance fees.

Therefore, before applying for the Package Consolidation Service, it is recommended to evaluate:

The weight and physical dimensions of each item.

The potential volumetric weight after the packages are combined.

The total declared value of the consolidated package.

The import tax and duty regulations of the destination.

Whether the items are structurally suitable to be packed and transported within the same container.

Further Reading: Buyee’s Package Consolidation Service

Q2: Can Perfumes, Handheld Fans, and Other Summer Essentials with Built-In Batteries Be Shipped Overseas?

Not necessarily. Perfumes, aerosol spray products, and electronic appliances containing lithium batteries are subject to restrictions imposed by international air transport regulations and destination customs policies.

Perfumes and Alcohol-Based Fragrances

Because perfumes generally contain a high concentration of alcohol, they are frequently classified as aviation dangerous goods. Certain international shipping methods do not accept these items, and Buyee may be unable to arrange international delivery depending on the product ingredients, volume, or destination region.

In addition to perfumes, the following items may also be subject to shipping restrictions:

Fragrance mists with high alcohol concentrations

Certain indoor room sprays

Pressurized aerosol cans

Sunscreen sprays

Hair styling sprays

Flammable liquids

Handheld Fans and Lithium Battery Products

Summer items such as handheld fans, wearable neck fans, portable power banks, and select cooling vests often utilize lithium-ion batteries.

Whether an item containing a lithium battery can be shipped internationally typically depends on the following factors:

Whether the battery is securely installed inside the main device unit

The battery capacity and technical specifications

The quantity of items per package

The specific international logistics provider selected

The shipping destination country or region

Whether the battery is a standalone unit or a spare battery

While certain logistics channels permit the shipment of a limited quantity of lithium batteries that are already installed within the equipment, standalone batteries or portable power banks are generally subject to much stricter prohibitions and cannot be transported internationally.

Prior to placing an order, it is recommended to review the battery specifications on the product page and utilize Buyee’s prohibited items search function. If the status remains unverified through the system, contacting customer support before making a purchase is highly advisable. This prevents situations where items arrive at the Japanese warehouse only to be deemed ineligible for international shipment.

Further Reading: Global Prohibited Items Exempt from International Shipping

Q3: Can Buyee Place Orders in Time for Limited-Time Promotions on ZOZOTOWN or URBAN RESEARCH?

It is possible, but a successful purchase cannot be guaranteed.

“Time Sale” events on Japanese fashion websites sometimes last for only a few hours. Combined with the rapid fluctuation of inventory during end-of-season clearances, items may sell out after the proxy purchase order is submitted but before the actual procurement is finalized.

Because the proxy purchasing workflow generally involves system processing and manual procurement steps, a time lag can occur relative to the real-time stock status on the original Japanese website.

To optimize the likelihood of a successful purchase, the following approaches are recommended:

Submit the proxy purchase order as early as possible once the sale begins.

Complete your Buyee account registration and configure payment methods in advance.

Pre-install the Add to Buyee browser extension or download the Add to Buyee mobile application.

Confirm the required color and size choices beforehand.

Avoid submitting orders in the final minutes before a promotion concludes.

Prepare secondary color preferences or alternative styles for highly popular items.

Please note that adding an item to the Buyee cart does not secure or reserve the stock on the original Japanese website. The final acquisition status remains entirely subject to Buyee’s subsequent system notifications and the actual procurement outcome.

Conclusion: Verify Sizing, Shipping Fees, and Delivery Restrictions Before Participating in the Japanese Summer Sale

The Japanese summer sale season presents a strategic opportunity to acquire Japanese apparel, outdoor utility wear, and branded accessories. To secure popular designs and standard sizing, it is advisable to leverage the window from early to mid-July. If your goal is to pursue steeper markdowns, monitoring the end-of-season clearance between late July and mid-August is highly effective.

Prior to completing your purchases through Buyee, in addition to evaluating merchandise pricing, please ensure you verify the following details:

The specific size charts listed on the original Japanese websites.

Whether the items are eligible for returns or exchanges.

Domestic shipping fees within Japan.

Buyee proxy handling fees.

International logistics and shipping costs.

Volumetric (dimensional) weight implications.

Import duties and tax regulations at the shipping destination.

Delivery restrictions for items containing batteries, perfumes, or aerosol sprays.

By completing these foundational steps in advance, you can efficiently maximize the benefits of the Japanese Summer Sale, managing cross-border procurement costs effectively while acquiring merchandise tailored to your requirements.

Further Reading: For first-time users of Japanese proxy purchasing services, or to learn more about ordering, international shipping fees, delivery options, and import duty calculations, please refer to:[Updated 2026] Mastering Buyee: Your Complete Guide to Japan Proxy Shopping—Shipping Costs, Customs, and Delivering to Your House!