Japan has entered the era of civilian luxury
People’s concept of luxury goods consumption is about to change in Japan. In the view of those consumers who have substantial pockets, a $ 1,500 handbag is just a common and usual thing for the middle class. Even those young women waiting in the Tokyo subway stations are carrying LV (Louis – Wyden) handbags. In this more and more wealthy country, consumption for luxury goods is heading torwards a higher level. Those people standing in the top of the pyramid in Japan is showing more personalized consuming needs and primarily luxury retailers are struggling to meet their desire for luxury goods consumption making theire stores exotic shopping places.
In the Japan’s Gucci flag-ship store and Chanel store located in the fashion district Ginza, they have already set up restaurants, small bars and hired advanced chefs. While other businesses also introduced cocktail lounges. Nowadays top brands are all offering top luxury goods but they only sell goods in isolated VIP lounge or member clubs.
Luxury goods has filled the streets in Japan, ranging from scarves, watches with precious stones, perfume to high-quality Italian or French handbags. Japan’s share of consumption for luxury goods has taken up 40% -45% of the global market. “The number of kinds of luxury goods in Japan is so numerous that no country can compare with it.” said a Japanese consuming market researcher in Japan’s advertising company Diamond Agency, Max. Retailers are working hard to meet the conspicuous consumption needs of the top in the pyramid.
Kaori Matsumoto, the director of marketing in Harry Winston, believes that Japanese customers are willing to have some very luxurious products. They want to be treated as celebrities and it will be the next stage of Luxury in Japan. Harry Winston provides jewelry for Hollywood stars, which opens up a VIP lounge in its store located in the downtown in Tokyo designed to provide services for wealthy men.