Luxury Brands Return To The Gold Market?

Recently, luxury brand Versace (Versace) announced that it would open a large store in Ginza, Japan in the autumn of 2015, after Versace closed its stores in Tokyo, and once again dropped its target in the Japanese market.

After the "ice age" of 2014, the first quarter of 2015 finally relieved the major luxury groups, all of which owes to the Japanese market.

LVMH, the world's largest luxury goods group, released its first half 2015 results in July 28th. Its operating profit increased 15% to 2 billion 955 million euros, and its sales in Japan were particularly prominent.

Excluding the impact of exchange rate changes, the two quarter increased 34% in Japanese sales, and became the driving force for the two digit profit growth as a whole.

In the global downturn in luxury sales, especially in the Chinese market, the Japanese market once again attracted the attention of luxury brands.

According to CBRE, a large Japanese real estate service company, in 2014, the number of luxury street stores opened in 3 main regions of Tokyo, including Ginza, was 12, the highest in 1979.

CBRE also said that 8 stores announced plans to open stores in 2015.

Hermes grew by 19% in the first quarter of this year, and Japan has become the fastest growing region in the world.

In addition, in the 2014 fiscal year, Japan's global sales contribution to the world's third largest luxury goods group (Kering) brand Gucci and Bottega Veneta accounted for 10% and 14% respectively.

However, what is most encouraged by the Japanese market?

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Although the first half of the financial year was completely cold in the Asia Pacific market, the Japanese market rose by more than 30%.

The report showed that the sales of the same store in the whole Asia Pacific region grew slowly, and the sales of the same store in the Hongkong region of China fell more in single digit.

The amazing performance of Japan obviously made Burberry overjoyed.

The group said it will focus on the Japanese market in the future, especially Tokyo and Osaka.

By the end of fiscal year 2017, its sales in Japan are expected to rise to 100 million.

It also plans to pform its Japanese brand into an international brand, and it is expected to complete this pformation in September.

"At Burberry, we are committed to providing the clearest image of the brand.

This makes our

At any time, you can have an uninterrupted experience in Burberry.

Burberry chief creative officer and chief executive officer Christopher Bailey said.

In fact, since 2011, the number of tourists to Japan has increased by more than two times, which has led to a 3 fold increase in sales of Japanese department stores.

In some shops, the sales contributed by tourists account for 40%.

These data clearly give Burberry more confidence.

In addition to opening several new flagship stores in key cities, the company has decided to advertise in Japan's mainstream newspapers, focusing on publicizing the classic value of Burberry and strengthening the positioning of brand luxury goods.

In January 26th of this year, Jimmy Choo, the luxury shoe brand, announced its first earnings since the London exchange was listed last year.

Earnings reports also show that Japan has performed exceptionally well.

According to Jimmy Choo's listed prospectus, Japan contributed more than half of its sales in Asia, accounting for 10 of global sales.