{"id":36553,"date":"2024-05-07T16:09:32","date_gmt":"2024-05-07T08:09:32","guid":{"rendered":"https:\/\/vertu.com\/?p=36553"},"modified":"2024-05-07T16:09:32","modified_gmt":"2024-05-07T08:09:32","slug":"decoding-the-enduring-appeal-of-the-japanese-market-to-the-luxury-industry-3","status":"publish","type":"post","link":"https:\/\/legacy.vertu.com\/ar\/%d9%86%d9%85%d8%b7-%d8%a7%d9%84%d8%ad%d9%8a%d8%a7%d8%a9\/decoding-the-enduring-appeal-of-the-japanese-market-to-the-luxury-industry-3\/","title":{"rendered":"\u0641\u0643 \u0631\u0645\u0648\u0632 \u062c\u0627\u0630\u0628\u064a\u0629 \u0627\u0644\u0633\u0648\u0642 \u0627\u0644\u064a\u0627\u0628\u0627\u0646\u064a\u0629 \u0627\u0644\u062f\u0627\u0626\u0645\u0629 \u0644\u0635\u0646\u0627\u0639\u0629 \u0627\u0644\u0633\u0644\u0639 \u0627\u0644\u0641\u0627\u062e\u0631\u0629"},"content":{"rendered":"

\u062a\u0635\u0648\u064a\u0631 \u0645\u0648\u0645\u0648 \u0623\u0646\u062c\u064a\u0644\u0627<\/p>\n

\"\u0635\u0648\u0631\u0629\"<\/p>\n

The Hills (Azabudai Hills), Japan's tallest building in Tokyo's high-end business district, is known as a model of “modern urban village”, permeating an almost utopian atmosphere. The restaurant on the upper floor of the building is crowded with working-class people in suits, while wealthy shoppers lounge downstairs with exquisite desserts and coffee in the brand-new luxury boutique.<\/p>\n

\u0627\u0644\u0627\u0626\u062a\u0645\u0627\u0646: \u0628\u0625\u0630\u0646 \u0645\u0646 \u0634\u0631\u0643\u0629 \u0645\u0648\u0631\u064a \u0644\u0644\u0628\u0646\u0627\u0621.<\/p>\n

Officially opened in November 2023, the 150-store commercial complex, costing about 640 billion yen ($4.26 billion), is made up of gardens and village-like streets, interwoven in the shadow of the 64-story Senjp Tower. LVMH's high-end fashion brand Celine opened a store here in February this year, and other head brands such as Dior, Cartier and Herm\u00e8s will follow suit in the coming weeks.<\/p>\n

Conceived by Mori Construction (whose founder, Yoshiro Mori, was once the world's richest man), the mound of the Makotai is considered Tokyo's latest luxury shopping destination. When everything is working properly, the management hopes to attract 30 million tourists every year.<\/p>\n

Yet the idea of a large luxury countryside in Japan seems out of touch with the times. The country officially slipped into recession this month, losing its status as the world's third-largest economy to be replaced by Germany. Even so, Japan's luxury consumers remain characteristic resilience.<\/p>\n

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\"\u0635\u0648\u0631\u0629\"<\/p>\n

\u0635\u0648\u0631\u0629 \u0645\u0646 Vogue Business<\/p>\n

Danish women's clothing brand Ganni plans to open more pop-up stores in Tokyo and Osaka this year. The brand aims to test the Japanese market gently before adopting any permanent retail layout. Andrea Baldo, CEO of Ganni, said: “Japan is an extremely complex fashion city, so it is essential to adopt a tailor-made development strategy for this market”.<\/p>\n

In order to ensure a smooth implementation, Ganni partnered with the local public relations and consulting agency Seiya Nakamura 2.24 to leverage the latter's local retail network and influence. Baldo added: “As is the case with other markets in Asia, it is extremely important to work closely with local teams to ensure that the brand is aligned with the best local development strategies. Without a strong local team, it is difficult for overseas brands to operate locally.”<\/p>\n

\"\u0635\u0648\u0631\u0629\"<\/p>\n

\u062a\u0635\u0648\u064a\u0631: \u062c\u0627\u0646\u064a<\/p>\n

\"\u0635\u0648\u0631\u0629\"<\/p>\n

# **Japan's luxury market is booming * *<\/p>\n

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On a recent working day, international tourists lined up outside the Chanel flagship store in Ginza in the winter cold, waiting for an hour to enter. Although Gucci's sales in the western market are struggling, its sales in the Japanese market are also booming: the Italian brand's sales in the United States fell by 1\/5 in 2023, but its sales in Japan rose by 26%. Prada also said Japan remained the best performing market, surging 47 percent, mainly driven by demand from local consumers.<\/p>\n

\u0635\u0648\u0631\u0629 \u0645\u0646 Vogue Business<\/p>\n

“All in all, the luxury market is quite strong, both for Japanese consumers and tourists,” said Loic Bizel, a French and Japanese luxury specialist who works with luxury groups including LVMH. Bizel said that brands such as Chanel and Herm\u00e8s have increased their prices significantly in recent months. He said: “Inbound sales are part of the brand's growth because the yen has weakened, but prices have still risen.”<\/p>\n

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\"\u0635\u0648\u0631\u0629\"<\/p>\n

\u0635\u0648\u0631\u0629 \u0645\u0646 Vogue Business<\/p>\n

\"\u0635\u0648\u0631\u0629\"<\/p>\n

# **\u0641\u062e\u0627\u0645\u0629 \u062e\u0627\u0631\u062c \u0637\u0648\u0643\u064a\u0648* **<\/p>\n

Interestingly, Japanese residents outside of Tokyo are also very fond of buying luxury goods. Herm\u00e8s's overall sales in the Japanese market last year increased by 26% year-on-year, mainly driven by the renovation and expansion of its Takashimaya department store in Kyoto and its Dabaru branch in Sapporo. Sapporo, in particular, has seen an influx of tourists to the city in recent quarters, lured by the nearby Japanese ski resort of Niseko, which is praised as “the Aspen of Asia”. High-end hotel brands Park Hyatt and Ritz-Carlton have opened hotels in Ichigu, and Aman, Hongxinoya and Six Senses will also land in the next few years.<\/p>\n

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\u0645\u0635\u062f\u0631 \u0627\u0644\u0635\u0648\u0631\u0629: garde-intl.com<\/p>\n

When overseas consumers visit Japan, Hankyu Department Store is planning to use the customer relationships it has established in Ningbo to convert them into luxury sales. “When our top Chinese customers come to Hankyu Department Store in Umeda, Osaka, we make sure that the VIC (core customer) team will also appear,” said Norifumi Morii, director of the company's women's and men's fashion department.”<\/p>\n

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\"\u0635\u0648\u0631\u0629\"<\/p>\n

\u0635\u0648\u0631\u0629 \u0645\u0646 Vogue Business<\/p>\n

At the avant-garde Dover Street Marke t-an international network of multi-brand designer outlets created by Comme des Gar\u00e7ons(CDG)-Japan's consumer base has changed. “In the past, we had more customers from Europe, but now our market share has completely changed. We have the most South Korea, followed by Southeast Asian countries such as Malaysia and Singapore, and the number of customers from Canada and Australia has also increased,” said Yo Arakida, general manager of the Ginza store.”<\/p>\n

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\"\u064a\u0623\u062a\u064a \u0627\u0644\u0646\u0627\u0633 \u0645\u0639 \u0627\u0644\u0623\u0637\u0641\u0627\u0644\"\u060c \u0648\u0623\u0636\u0627\u0641 \u0623\u0631\u0627\u0643\u064a\u062f\u0627: \"\u0623\u0639\u062a\u0642\u062f \u0623\u0646 \u0627\u0644\u0637\u0631\u064a\u0642\u0629 \u0627\u0644\u062a\u064a \u062a\u062a\u0639\u0627\u064a\u0634 \u0628\u0647\u0627 \u0627\u0644\u0639\u0627\u0626\u0644\u0627\u062a \u0642\u062f \u062a\u063a\u064a\u0631\u062a.\"<\/p>\n

\"\u0635\u0648\u0631\u0629\"<\/p>\n

Chanel's flagship store in Ginza. Photograph: Prisma by Dukas\/Getty Images<\/p>\n

\"\u0635\u0648\u0631\u0629\"<\/p>\n

# ** \u0644\u0627 \u064a\u0632\u0627\u0644 \u0627\u0644\u0628\u064a\u0639 \u0628\u0627\u0644\u062a\u062c\u0632\u0626\u0629 \u0639\u0628\u0631 \u0627\u0644\u0625\u0646\u062a\u0631\u0646\u062a \u0647\u0648 \u0633\u0627\u062d\u0629 \u0627\u0644\u0645\u0639\u0631\u0643\u0629 \u0627\u0644\u0631\u0626\u064a\u0633\u064a\u0629 * * *<\/p>\n

Retailers say that Japan's e-commerce retail industry is slowly recovering, although it is still a sluggish industry-mainstream Japanese consumers prefer to be able to see what they want to buy in real life. Roberts Fflur, global head of Euromonitor's luxury business, said: “The scale of social media and mobile phone holdings are huge, but Japanese residents do not necessarily use mobile phones to shop.”<\/p>\n

To circumvent this phenomenon, brands and retailers are increasingly reaching out to consumers through social media to increase their influence. At one of Chanel's most recent limited-time events, the brand created a “mini app” for guests to check in. Prada, on the other hand, uses activities to connect with users of Line, a popular instant messaging service in Japan. After becoming a “friend” of Prada, users can receive the release of branded products or messages of celebrity cooperation every week to learn about its latest trends.<\/p>\n

\u0635\u0648\u0631\u0629 \u0645\u0646 \u0628\u0631\u0627\u062f\u0627<\/p>\n

“Brands (in Japan) are still not very good at turning consumers' attention to online sales channels, but they create these apps to get data and connect with customers. So maybe these people will pay attention to the brand's social media and then visit the offline physical stores.”<\/p>\n

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\"\u0635\u0648\u0631\u0629\"<\/p>\n

# **\u0627\u0644\u062a\u062c\u0632\u0626\u0629 \u0627\u0644\u062a\u062c\u0631\u064a\u0628\u064a\u0629 \u062a\u0623\u062e\u0630 \u0632\u0645\u0627\u0645 \u0627\u0644\u0645\u0628\u0627\u062f\u0631\u0629 * * *<\/p>\n

Creative retail storytelling is a key tool for brands to target Japanese consumers. According to Euromonitor International, the country's experiential luxury market has soared from $42.3 million in 2019 to $87.1 million in 2023 and may reach $0.103 billion in 2026.<\/p>\n

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\"\u0635\u0648\u0631\u0629\"<\/p>\n

\u0635\u0648\u0631\u0629 \u0645\u0646 Vogue Business<\/p>\n

This all-encompassing sense of luxury is maximized at the mound of linen tabernacle: high-end stores are adjacent to an international school, Michelin-starred restaurants, and even the Center for Preventive Medicine at Keio University Hospital, where high-end hotel giant Aman opened the world's first flagship store for its brand new Janu last year. The perennially popular Teamlab unbounded gallery has also relocated its digital art museum to the complex, and the management of the mound of the tapestry hopes these moves will attract more foreign visitors.<\/p>\n

The symbiosis of fashion with dining and entertainment is not a new phenomenon in Japan. Alain's Ducasse beige restaurant has sat on top of Chanel's Ginza flagship store since 2004-but in the wake of the pandemic, brands and retailers have gone into experiential flooding.<\/p>\n

Dior has jointly opened a brand cafe with French premium dessert brand Ladur\u00e9e in Ginza Six. Armani has a cafe and a restaurant in Omotesando and Ginza respectively. Louis Vuitton launched the world's first cafe “Le Cafe V” in Osaka in 2020 and opened a second in Ginza flagship store a year later. “It's about brand extension,” says Bizel. “They do it to reach new customers and create an experience that goes beyond the product.”<\/p>\n

\"\u0635\u0648\u0631\u0629\"<\/p>\n

\u062a\u0635\u0648\u064a\u0631 \u0633\u0648\u064a\u062a\u0634\u064a \u0643\u0627\u062c\u064a\u0646\u0648<\/p>\n

In Shibuya's comprehensive trend mall Parco, 70% of customers are in their 20 s or 30 s, which is regarded as an entertainment destination by mall executives. “Young people and even older generations are tired of department stores that only sell shoes or bags,” said Yugo Hiratatsu, the store's director. So Parco has created a very different ecology: the Kowloon Peninsula-style restaurant on the ground floor satisfies shoppers' appetites, while the Nintendo and Pokemon store on the sixth floor is always packed with players. The middle fifth floor is the fashion area, where international and domestic designers compete for the attention of consumers.<\/p>\n

\"\u0635\u0648\u0631\u0629\"<\/p>\n

\u0645\u062a\u062c\u0631 \u0634\u064a\u0628\u0648\u064a\u0627 \u0628\u0627\u0631\u0643\u0648 \u0641\u064a \u0637\u0648\u0643\u064a\u0648. \u0627\u0644\u0627\u0626\u062a\u0645\u0627\u0646: \u0643\u064a\u0648\u0634\u064a \u0623\u0648\u062a\u0627\/\u063a\u064a\u062a\u064a \u0625\u064a\u0645\u062c\u0632<\/p>\n

The first floor is the Gucci concession area, with the world's only Gucci Arcade (retro game hall), where shoppers can experience dreamy handbags and sunglasses, similar to the style of the computer game Space Invaders, while Loewe's latest giant metal pebble device allows guests to take selfies.<\/p>\n

This way of experiential consumption stimulates the consumer desire of shoppers at home and abroad. Since Parco's renovation and opening in 2019, Gucci's sales have doubled, while Loewe's sales have tripled. “There are a lot of families who come to visit our Pokemon store and will go downstairs to spend at Loewe,” Hiramatsu said.”<\/p>\n

# ** \u0627\u0644\u062a\u0631\u0643\u064a\u0632 \u0639\u0644\u0649 \u0634\u064a\u0628\u0648\u064a\u0627
\n# \u0637\u0648\u0643\u064a\u0648 \u062c\u064a\u0644 Z \u0641\u0648\u0643\u0633 \u0637\u0648\u0643\u064a\u0648 \u0627\u0644\u062c\u064a\u0644 Z \u0641\u0648\u0643\u0633 * * *<\/p>\n

Japan's aging population cannot be ignored, and this concern has prompted luxury players to constantly conceive new and innovative measures to attract Generation Z consumers. “Baby boomers currently have all the wealth, and luxury brands are worried about this,” said the Roberts of Euromonitor International. “The biggest challenge for brands is how to successfully connect with and resonate with young consumers.”<\/p>\n

\"\u0635\u0648\u0631\u0629\"<\/p>\n

\u062c\u0644\u0633\u0629 \u062a\u0635\u0648\u064a\u0631 \u0641\u064a \u0634\u0627\u0631\u0639 \u0623\u0633\u0628\u0648\u0639 \u0627\u0644\u0645\u0648\u0636\u0629 \u0641\u064a \u0637\u0648\u0643\u064a\u0648. \u062a\u0635\u0648\u064a\u0631 \u0645\u0648\u0645\u0648 \u0623\u0646\u062c\u064a\u0644\u0627<\/p>\n

Tokyo's Shibuya district straddles the Harajuku district where young people gather and the upscale Omotesando district, and has naturally become an important area for luxury brands to attract young people. People between the ages of 20 and 40 account for more than half of the area's foot traffic, according to Tokyo Metro Advertising.<\/p>\n

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\"\u0635\u0648\u0631\u0629\"<\/p>\n

\u0645\u0635\u062f\u0631 \u0627\u0644\u0635\u0648\u0631\u0629: arquitecturaviva.com<\/p>\n

Low-cost beauty programs are also a pillar of the strategy. Prada Beauty opened its first pop-up store in Shibuya in late November last year, taking over the space previously occupied by Chanel Beauty across the street from Uemura's global flagship store. This beauty center is close to Omotesando's main shopping street and is a hot spot for luxury brands to attract the attention of the next generation of customers. “Cosmetics are the first point of contact for young people,” Bizel said. “They can't afford a bag, but they can buy lipstick for 6000 yen (about $40).”<\/p>\n

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\"\u0635\u0648\u0631\u0629\"<\/p>\n

\u0645\u0648\u0636\u0629 \u0627\u0644\u0634\u0627\u0631\u0639 \u0641\u064a \u0623\u0633\u0628\u0648\u0639 \u0627\u0644\u0645\u0648\u0636\u0629 \u0641\u064a \u0637\u0648\u0643\u064a\u0648. \u062a\u0635\u0648\u064a\u0631 \u0645\u0648\u0645\u0648 \u0623\u0646\u062c\u064a\u0644\u0627<\/p>\n

(\u0627\u0644\u0645\u0635\u062f\u0631: VOGUE Business)<\/p>\n

\"\u0635\u0648\u0631\u0629\"<\/p>","protected":false},"excerpt":{"rendered":"

Photo by Momo Angela The Hills (Azabudai Hills), Japan’s tallest building in Tokyo’s high-end business district, is known as a […]<\/p>","protected":false},"author":1,"featured_media":36552,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[49],"tags":[],"class_list":["post-36553","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion-and-design"],"acf":[],"_links":{"self":[{"href":"https:\/\/legacy.vertu.com\/ar\/wp-json\/wp\/v2\/posts\/36553","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/legacy.vertu.com\/ar\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/legacy.vertu.com\/ar\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/legacy.vertu.com\/ar\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/legacy.vertu.com\/ar\/wp-json\/wp\/v2\/comments?post=36553"}],"version-history":[{"count":0,"href":"https:\/\/legacy.vertu.com\/ar\/wp-json\/wp\/v2\/posts\/36553\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/legacy.vertu.com\/ar\/wp-json\/wp\/v2\/media\/36552"}],"wp:attachment":[{"href":"https:\/\/legacy.vertu.com\/ar\/wp-json\/wp\/v2\/media?parent=36553"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/legacy.vertu.com\/ar\/wp-json\/wp\/v2\/categories?post=36553"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/legacy.vertu.com\/ar\/wp-json\/wp\/v2\/tags?post=36553"}],"curies":[{"name":"\u0648\u0648\u0631\u062f\u0628\u0631\u064a\u0633","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}