In order to appeal to Chinese-speaking consumers China, Taiwan and Hong Kong, Japanese clothing companies are increasingly making their way into cyberspace. Right now, Japanese apparel makers have a limited physical presence in those markets. Before opening more bricks-and-mortar shops, they first hope to build a reputation through low-cost virtual outlets.

This month, TSI Holdings is expected to launch an online shop for Chinese consumers to introduce two of its women's clothing lines, Jill by Jillstuart and Jillstuart. The company has the rights to both brands' trademarks in Asia except South Korea. TSI also has plans to open a virtual outlet on Tmall Global, a Chinese virtual shopping mall. Instead of opening its first physical outlet to sell Jill by Jillstuart in China, the company opted to go for online sales first.

In a bid to promote its brands through social media, TSI will also set up an official account on Weibo, the Chinese microblogging site. It currently runs an online shop for its subsidiary nano universe for Taiwanese shoppers. Another company Tokyo Base, which operates Studios shops, launched a cross-border e-commerce site in August to sell goods directly to customers outside Japan. It hopes that the Chinese website will attract customers in Hong Kong and Taiwan.

Tokyo Base is known for its select lineup of branded goods from Japan. Some 20 per cent of sales at its flagship store in Harajuku in central Tokyo come from foreign tourists. Online sales make up over 30 per cent of its overall sales at home. After establishing a reputation online, Tokyo Base will open physical shops in Hong Kong and elsewhere.

In its first attempt to sell goods via the internet to overseas customers, United Arrows set up an online shop for Taiwanese consumers. The company opened its first brick-and-mortar shop in Taiwan in 2013. It now operates three shops through a local subsidiary.