RESEARCH SUMMARY -Latest Outcome of Our Research-
Study on Luxury Import Brand Market in Japan 2008
-~ “Super Luxury” or “Accessible Luxury” – Progressing polarization of the market ~-
Research Outline
1. Research objectives:
The objective of this research is to seek directions of the import brands operating in Japan through the research on the market trends of the import brands from Europe or the U.S that deploy the business of clothing and general clothing merchandise in Japan and on their operations in Japanese market.
2. Research items: Clothing and general clothing merchandise of luxury brands from
3. Research targets: 200 import brands marketing clothing and general clothing merchandise in
4. Research period: From
5. Research methodologies: Face-to-face interviews with relevant personnel and questionnaire surveys by post were primarily employed.
Summary of Research Findings
· The 2007 Luxury Import Brand Market in
The market size of the luxury import brand clothing and general clothing merchandise in Japan for 2007 was estimated to be 1,156.9 billion yen, 99.8% of that for 2006. The trends by product type show that only “leather clothing”, a category of expensive items, and “shoes and other footwear”, a category of the related items have achieved positive growth.
· The Market Staying Flat after Bottoming Out, Each Band Managing to Maintain The Market Size with Flagship Shops and New Types of Retail Outlets
The market shows unfavorable trends, trends of slight decrease or leveling off on the bottom, being affected by price increase due to appreciation of Euro and by slowing economy observed at the holiday selling season in the last year end. Therefore, each brand is trying its best to maintain the business scale by opening new stores including flagship stores and the stores in outlet malls.
· “Super Luxury” or “Accessible Luxury” Is The Key Word for Future Market
With the progressing polarization of consumption patters, appropriate marketing for old and new “wealthy classes” who should form “super luxury” market and product development for new category of what is called “the accessible luxury” without deteriorating brand value are becoming more and more important for the success of the market.
