Japanese Pursuit Of Luxury Is Lifestyle.

85% of the Japanese are positioning themselves as middle class. Meanwhile, owning luxury homes and large real estates is the most common way to display wealth. But Japan is densely populated, and most people can not do it. Instead, they have to choose to wear expensive costumes to show their own characteristics. Japanese love for luxury goods is deep-rooted, and because of the sophistication hidden in the national character, the Japanese are improving their quality. This led to the start of 7 and 80s of twentieth Century, and all the duty-free shops in Hawaii were built for the Japanese - the most popular holiday and shopping location in Japan. When any luxury brand decides global strategy, it will ask the Japanese market first. In other words, the Japanese assimilate luxury goods and push them to the world.

Japanese are very good at craftsmanship. They regard this handicraft as art. The successful sale of Hermes in Japan is related to Japanese recognition and respect for the value of handmade products. Japan's magazine mono, which specializes in the introduction of products, is very popular. Hermes (Hermes) believes that the foundation of this relationship in Japanese society is perfect from a cultural perspective. So in Ginza, the first Hermes flagship store was built on the eighth floor of the building, leaving Japanese artists as galleries to show that Hermes (Hermes) has common values in art and Japanese consumers.

With its deep history, culture and aristocratic consciousness, luxury brands go deep into every corner of Japanese life and form deep-rooted nationalism of luxury worship. No wonder Baccarat President Xiao Chuan Bo said: "Louis Vuitton (LV) is like measles, everyone has to be infected at last," and the Japanese are stepping into Louis like a devil. Vuitton (LV), Gucci (Gucci), Chanel (Chanel), Hermes (Hermes) and Burberry (Bo Baili) and other luxury brand stores.

Unlike many other markets, luxury goods usually represent a middle-class lifestyle rather than an upper class lifestyle in Japan. Japan's most influential fashion magazines and department stores spare no effort in touting luxury brands, and it is these magazines and department stores that influence most people in Japan's vast middle class who understand fashion. In order to get designer's brand handbags and clothing, the middle class consumers save other expenses, such as giving up traveling or expensive dining out. As a result, the luxury market in Japan prospered in 1980s, and did not stop growing even when it experienced economic fluctuations in 90s. A few of the most popular brands benefit a lot. Today, according to different market definitions, Japan accounts for 10% to 20% of global luxury sales. If the global tourists to Japan are included, the country has the largest luxury consumer group in the world.

Ginza is a luxury shopping mall, 20 years ago, it was a Japanese brand. But more than ten years ago, Japanese brands withdrew, and many European brands entered Ginza. Nowadays, there are few Japanese brand stores in Ginza. The layout of Ginza is very strange now. There is a cheap store next door, which is a luxury store. This is the result of the collapse of Japan's bubble economy.

The most symbolic event in the Japanese luxury market in 2009 was the full withdrawal of Versace (Versace), which closed all its 4 stores in Japan. At the same time, Louis Vuitton (LV) also cancelled plans to open a new flagship store in Ginza. In fact, sales of high-end goods fell sharply in that year, and the Japanese luxury goods market shrank to $9 billion 940 million, down 16% on the basis of 2008, and the market size was only half that of 1996.

In addition to the impact of the economic crisis, excessive tariffs are also Japanese. Luxury goods One reason for the shrinking market. It is reported that a Louis Vuitton (LV) package priced at 455 euros (587 US dollars) in Paris is priced at 77700 yen (US $888) in Japan, which is nearly 50%. In Milan, the Prada (Prada) leather wallet priced at 330 euro (US $428) is sold at 61950 yen (US $708) in Japan, and the price difference is as high as 65%.

However, according to McKinsey Co's report, the Japanese luxury market is gradually changing. Japanese consumers are more cautious about buying luxury goods, and are more sensitive to prices than ever before. For one thing, Japanese consumers are slowly waking up from deep sleep. These major changes in attitudes and behaviors are cutting spending and becoming more healthy and environmentally conscious, focusing on commodity value. It is said that Japanese consumers are becoming more and more like Western consumers.

Now Japanese Luxury goods considered are high-grade vegetables, fresh air and beautiful natural environment. They are willing to spend a lot of money to get these things. Because many people lost their lives after the Japanese earthquake, so now, for Japan, the more luxurious is the ties between families and the whole family.

Today, Japanese luxury consumers will weigh between buying luxury goods or other luxury experiences, such as holidays, dining in luxury restaurants, or spending a day doing SPA. Almost half of the respondents at all ages indicated that they were more willing to spend their money than high-end handbags, accessories or costumes. Luxury experience Up. The manager of a leading luxury hotel in Tokyo told us that most of his guests were Japanese, including many Tokyo residents. "A large proportion of our customers are rich women aged 35 to 55. We can say that we are competing with luxury goods manufacturers for the same purse."